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Social Media Master Class - Introduction


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This is a subset of slides that I used in my social media marketing master class on 5 December 2013 at ESSEC Asia-Pacific, National Library Building.

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Social Media Master Class - Introduction

  1. 1. Social Media Marketing Prof. Ashwin Malshe ESSEC Business School 5 December 2013
  2. 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. 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
  4. 4. 3 Campuses Paris La-Defense Cergy-Pontoise Singapore
  5. 5. Upcoming Singapore Campus
  6. 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. 7. Social media activities Blogs Micro-positioning Flirting with Finance Twitter Facebook Social media marketing page Personal LinkedIn
  8. 8. Today’s objective Showcase what a course on social media marketing in ESSEC Business School entails
  9. 9. Social media: considerations Social media strategy Network selection Metrics selection Implementation Social media crisis planning
  10. 10. Social media strategy Monitor Respond Amplify Lead
  11. 11. Bonding Experience Consumer decision journey
  12. 12. 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
  13. 13. Thank you!