Doing a Master in Marketing & Creativity at ESCP Europe: professor Q&A

Professor Peter Stephenson-Wright tells Craig O'Callaghan about the leading business school's marketing degree with a difference

For students interested in pursuing a career in marketing, the MSc in Marketing & Creativity at ESCP Europe offers an enticing mix of theory and practical work.

To find out more about ESCP Europe and this innovative masters degree, we spoke to Professor Peter Stephenson-Wright, the director of the programme.

Why should I go to ESCP Europe?

For anyone looking for a career in the international marketing world, it makes sense to apply to a school that can offer an international outlook.

This is something we do extremely well, and which you see reflected in the makeup of our MMK student body: in the current class we have 47 students from 33 different nationalities.

Because we have five campuses across Europe, students learn how to work in an international environment.

In particular, our high profile in France unlocks access to the French business world, which few UK-based institutions can offer, and students get the opportunity to study abroad for part of their degree.

Most business schools offering international programmes have affiliations with other schools that students transfer between, but you're really swapping from one programme to another.

With us, students benefit from one consistent programme from beginning to end.

What's special about the Master in Marketing and Creativity (MMK)?

We wanted to offer a marketing programme that took the professional approach of a business school, but which understood marketing is different in some ways to other disciplines.

Instead of concentrating just on academic theory, we wanted to also include a strong creative element. Only 50 per cent of marketing is getting the analysis right - the other 50 per cent is creativity.

The marketing campaigns that catch your eye do something that's different. All the components of the course use this mix of analytical and creative approaches.

For three terms, the programme is based in London and for one term students study in Paris, as both cities can claim to be leaders in the creative field but in different areas.

How do I know if the MMK is the right course for me?

We're finding our specialised programmes are getting very strong responses from students.

If you want a programme that will really help you to find your role in the modern business world, look for a forward-looking Master that develops its curriculum constantly according to what's changing in the industry.

That's what the MMK and our other programmes offer.

How can I find out more?

Our open days are a good chance to meet the faculty and find out a bit more about ESCP Europe and our courses.

Also, our admissions team go out of their way to be helpful and are happy to discuss individual cases.

They can advise whether we think the School or a particular course will suit a student, and give personalised advice to help them on their way here.

About the course

  • Previous experience

Prospective students must have at least 18 months experience working in a sales and marketing role or in a customer-facing position.

This can include time spent in industry as part of their undergraduate degree or previous internship experience. This ensures students understand the basics of marketing before the course starts.

  • Teaching

Many modules go way beyond theory and involve practice tackling real marketing problems.

  • London and Paris For three terms students are based at ESCP Europe's London campus, with the final term taught at the Paris campus.

  • Creative seminars Companies that use creativity in their business come in and explain its role in their business.

Wherever possible, students are given an assignment straight after these seminars so they can take what they've observed and apply it themselves.

  • Company projects

Towards the end of the programme, students work with a company on a specific project in teams for seven or eight weeks.

  • Internship Each student does an individual internship with a marketing company and delivers a thesis on some original research they've done there.

By the end of their journey, students have all the theory they need, have had lots of practice in applying it in class, and have gone into real businesses to practice what they've learnt.