Our program fully taught at ESSEC Asia-Pacific in Singapore, situates our students at
the heart of the region. Asia sees one of the world’s highest rates of digital adoption,
and the whole of Asia-Pacific has become the largest digital retail market in the world.

Empowered by digital technologies, marketers now find themselves facing consumers
who are better informed, highly impatient, and more discerning. What it takes to
engage such consumers involves providing the right information at the right time,
all the time. A challenge in which digital marketing is well-poised to meet.

We also see a growing sophistication in the next generation of Asian consumers. These consumers don’t just want the best product in the world, they want products tailored to their tastes and provide unique experiences. Part of this growing sophistication resulted in an increased appetite for luxury in Asia. The concept of luxury has also evolved. No longer is the definition of luxury linked to the more traditional idea of conspicuous consumption. Now luxury is replaced by an emphasis on quality, authenticity, and uniqueness. Luxury marketing has always been about experiences, a marketer trained in luxury marketing offers a unique competence in experience marketing. To gear up for this brand new group of consumers, it is not surprising that the most sought-after skills in recent years for a marketer have to do with digital and experiential marketing.

The Covid-19 pandemic had changed the world we live in. There was a sudden increase in the number of consumers who made purchasing online and engaging with brands digitally an integral part of their life. Consumers continued to spend on luxury goods during the pandemic but had become more selective on the luxury goods they purchase. Thus, not only has the pandemic made digital marketing more crucial to the survival of consumer goods companies, it has also magnified the importance of luxury brand management.

The ESSEC Business School developed the MSc in Marketing Management and Digital at its Asia-Pacific campus in Singapore in 2017. With a special emphasis on digital and luxury marketing, we aim to equip our students with the skills set, knowledge, and experiences to thrive as a modern marketer, especially in the post-Covid world. In 2023, the program was ranked 2nd in the QS World University Rankings for the MSc in Marketing category. This attested to the quality of the program and her positive evaluations given by potential employers and the academic community.