Co-creation strategies in which consumers
provide product ideas, services, reviews and other benefits to each
other have been well publicised and are behind the success of
digital companies such as giffgaff, eBay, Etsy and Zipcar, and not-so-new companies like Lego.
Co-creation is innovative, engaging and fun for consumers and valuable for companies. By contrast most B2B firms remain entrenched in contractual agreements and zero-sum games that seem anything but co-creative. As a B2B marketer, you may wonder whether the benefits of co-creation can also be reaped in a B2B context.
Probably one of the most attractive aspects of any graduate degree is the strength of its alumni network.
The MSc in Marketing & Creativity (MMK) is a young programme which had its first intake in January 2010, but it has already proven to have a strong network of alumni who have continuously supported each other year after year since its inception.
The MSc in Marketing & Creativity is like no other
The most notable reason why the network is so strong is thanks to the programme's unique character. When asked why she thinks the pool of MSc in Marketing & Creativity graduates is so attractive, Edilia Gänz (2012) says, "their mindset. I just know that these students have developed a creative approach to solving problems and tackling challenges."
This past summer, a
group of ESCP Europe students from the MSc in Marketing & Creativity postgraduate
programme (MMK) travelled to the Philippines to work for a
grassroots NGO, called Gawad Kalinga, started by Filipinos for
Filipinos to end poverty through an inclusive sustainable
Their mission? To engage in a social impact project that would reframe daily challenges into opportunities and ultimately drive innovative change in the Philippines.
On Transitioning from a Corporate to NGO Environment and Working on Social Good Campaigns
Like many of our MSc in Marketing & Creativity alumni, Ana Marcela Suclla (Class of 2013) chose to steer away from the more typical corporare marketing jobs. Ana's passion for managing for impact in rural development - and her desire to effect true global change through her career - is worthy of note. Read on to see how her experience at ESCP Europe shaped her unique career path.
What is your current position?
I'm currently working as an Executive Director at the Fundación Custer in Peru. The organisation funds the Aprendamos Juntos Project, whose mission is to provide children with the tools for a successful learning process and to empower them during their first two years of school education.
All Master in Management students at ESCP Europe take part in four fascinating seminars as a part of their programme. Having completed the Start@Europe event in Strasbourg as well as the Business Simulation Game and Research Methods seminars, the final-year Master in Management - or M2 - students will now come together for 'Business in Europe', hosted by Prof. Pascal Morand.
This two-day event begins with roundtable discussions with special guest speakers on a variety of subjects. The second day introduces a selection of companies with problems to solve, after which students take part in five creativity workshops to discuss how these issues might be resolved.