A closer look at ESA’S specialized master’s in marketing & communication
Launched over 18 years ago, ESA Business School’s Specialized Master’s in Marketing and Communication ranks among the most prestigious graduate marketing programs in Lebanon and the region. Primarily targeting young professionals with an average of five to six years of work experience, the program is run by an international faculty of renowned marketing experts and offers two diplomas. Arabad sat down with Program Manager Rima Soueidan for an inside look at the structure of the program and the various learning outcomes it entails. A Lebanon-based Program with a Stark International Focus
When asked about what distinguishes ESA’S Specialized Master’s in Marketing and Communication from its counterparts, Soueidan was quick to cite the dual-diploma as one of the program’s main strengths. “Our graduates receive two diplomas upon completion of the program, one Lebanese diploma from ESA and another French diploma from ESPC Europe, which holds both a historical and academic significance as the world’s first ever business school,” she explained.
“In fact, the program allows students to benefit from a full-fledged Europeanstandard learning experience without having to sacrifice their daytime job or move away from their family and home country, which makes it all the more valuable to Lebanonbased professionals seeking to deepen their knowledge of the necessary marketing and communication tools for the evolution of their respective functions,” she added.
In order to ensure that the international outlook of the program is fulfilled, all courses are taught by carefully slected international marketing experts, many of whom run their own consultancy firms on top of their academic positions. “We rely on seasoned marketing and communication experts, consultants and speakers to deliver quality knowledge to our students, all while keeping them updated on the latest developments in the field,” Soueidan noted.
In addition to their portfolio of clients and documented expertise in their respective fields, professors are essentially selected based on the
October 2017 academic institutions they hail from, be it ESCP Europe, HEC Paris or the Cnam among others. Notable names include digital marketing consultant Nathalie Lemmonier, ESCP Europe professor and senior consultant Max Poulain and renowned strategic brand management expert Benoît Heilbrunn among others.
But why would such a globally-focused program be offered strictly in French? Soueidan relates it back to school’s initial establishment whereby all programs were delivered in French, with English only being a recent addition to select programs such as the MBA and Executive MBA.
“This mostly depends on the audience seeking to enroll in the program, which has been relatively steady throughout the years, with an average of 18 to 22 students in every promotion,” she explained. “This being said, we would still consider introducing a program in English if we see a higher demand for it in the future.”
Turning Marketing Professionals into Successful Team Leaders
Although the fundamental structure of the program has not been significantly altered over the years, the curriculum is constantly evolving to adapt with the newest marketing and communication tools and developments, thereby propelling digital marketing to the forefront of all given courses in recent years.
“We have made sure that every professor structures their course with a main focus on digital, all while relying on international-scale practical cases instead of mere theoretical knowledge to hone the students’ professional skills and equip them for taking on leading positions in their field,” Soueidan asserted.
And while many of the students come from an agency background in marketing and communication, the program also caters to graphic designers and management professionals who have been working in an agency environment and are willing to either level up within their existing work environment or go on to establish their own business.
“A large part of the program is about training students to become successful team leaders and grow to manage teams in the heart of the agencies they work in, but we also aim to cultivate their entrepreneurial spirit as many of them move on to launch their own firms and businesses after graduation,” Soueidan noted.
The program also entails a yearly international seminar organized by ESPC in London during the month of June. “In the short span of four to five days, participants do not only get to mingle with foreign ESPC students and enlarge their network of connections, but also take on a full-fledged retail safari by which they visit and explore some of the biggest marketing and communication firms around the city,” Soueidan explained.
“In addition to the above, what sets this particular master’s apart is the extensive professional network that students are provided with throughout the duration of the program and after graduation, which allows them to weave valuable connections and thrive in their career,” she concluded.