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Social Media Marketing
Prof. Ashwin Malshe
ESSEC Business School
5 December 2013
ESSEC Business School
19 + 23 degree
programs
2000 degrees/
year 1600
Master’s +

3 campuses:
Cergy - Paris
Singapore

700 corporate
partners for
training and
recruitment

147 permanent
professors

700 articles and
works published
in 5 years

18 teaching and
research chairs +
6 Research
Institutes

185 companies
created since the
year 2000

Students: 90
nationalities
Professors: 30
nationalities

157 partner
universities in 40
countries
16 double degree
partnerships

44,000 Alumni

4,400 full time
students
5,000 Executive
Participants

!
!

Recognised as an Institute of High Learning by Singapore Government
Educating for Excellence
2013

2012

2011

#2 Worldwide

#7 Worldwide

Advanced Master in Financial
Techniques

Executive Education
(Open enrollment)

#10 Europe

#8 Worldwide
MSc in Management

#16 Worldwide
ESSEC-Mannheim EMBA

ESSEC Business School

A distinctive international atmosphere:

!

90 nationalities across 3 campuses, with 46% of non-French
faculty members and 31% of non-French students
A strong network of partnerships with the best universities in
the world
2 prestigious international accreditations: AACSB and EQUIS
3 Campuses

Paris La-Defense

Cergy-Pontoise

Singapore
Upcoming Singapore
Campus
About me
PhD in marketing with special focus on finance and
econometrics
Teaching interests: SMM and marketing analytics
Research interests: SMM, marketing ROI, etc.
Based in Singapore
Social media activities
Blogs
Micro-positioning
Flirting with Finance
Twitter
Facebook
Social media marketing page
Personal
LinkedIn
Today’s objective

Showcase what a course on social media marketing in
ESSEC Business School entails
Social media: considerations
Social media strategy
Network selection
Metrics selection
Implementation
Social media crisis planning
Social media strategy
Monitor
Respond
Amplify
Lead
Bonding

Experience

Consumer decision journey
Social Media Marketing
Taught in ESSEC APac
Advanced Master in Strategy and Management of International Business
1-year program with (full-track in Singapore)
(profiles with previous Degrees in engineering, law, economics…)

Master of Science in Management (French Grande Ecole program)
3-year general management program with periods in Singapore

ESSEC Executive MBA Asia-Pacific
15-month program based in Singapore for senior executives

Executive Workshops
	

Strategizing Social Media Marketing
Thank you!

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Social Media Master Class - Introduction

  • 1. Social Media Marketing Prof. Ashwin Malshe ESSEC Business School 5 December 2013
  • 2. ESSEC Business School 19 + 23 degree programs 2000 degrees/ year 1600 Master’s + 3 campuses: Cergy - Paris Singapore 700 corporate partners for training and recruitment 147 permanent professors 700 articles and works published in 5 years 18 teaching and research chairs + 6 Research Institutes 185 companies created since the year 2000 Students: 90 nationalities Professors: 30 nationalities 157 partner universities in 40 countries 16 double degree partnerships 44,000 Alumni 4,400 full time students 5,000 Executive Participants ! ! Recognised as an Institute of High Learning by Singapore Government
  • 3. Educating for Excellence 2013 2012 2011 #2 Worldwide #7 Worldwide Advanced Master in Financial Techniques Executive Education (Open enrollment) #10 Europe #8 Worldwide MSc in Management #16 Worldwide ESSEC-Mannheim EMBA ESSEC Business School A distinctive international atmosphere: ! 90 nationalities across 3 campuses, with 46% of non-French faculty members and 31% of non-French students A strong network of partnerships with the best universities in the world 2 prestigious international accreditations: AACSB and EQUIS
  • 6. About me PhD in marketing with special focus on finance and econometrics Teaching interests: SMM and marketing analytics Research interests: SMM, marketing ROI, etc. Based in Singapore
  • 7. Social media activities Blogs Micro-positioning Flirting with Finance Twitter Facebook Social media marketing page Personal LinkedIn
  • 8. Today’s objective Showcase what a course on social media marketing in ESSEC Business School entails
  • 9. Social media: considerations Social media strategy Network selection Metrics selection Implementation Social media crisis planning
  • 12.
  • 13. Social Media Marketing Taught in ESSEC APac Advanced Master in Strategy and Management of International Business 1-year program with (full-track in Singapore) (profiles with previous Degrees in engineering, law, economics…) Master of Science in Management (French Grande Ecole program) 3-year general management program with periods in Singapore ESSEC Executive MBA Asia-Pacific 15-month program based in Singapore for senior executives Executive Workshops Strategizing Social Media Marketing