In marketing education, ESSEC Business School’s MSc in Marketing Management and Digital (MMD) program bridges theory and practice through “learning by doing.” From developing campaigns for Maison21G to participating in the L’Oréal Brandstorm, MMD students consistently solve real marketing challenges for actual companies, transforming classroom concepts into practical skills.

Brands as Co-Educators: Corporate Partnerships in Action

“From day one, we’re working on real projects, not just case studies. It’s immersive, hands-on, and constantly evolving to reflect industry realities,” explains Toshika Bansal, an MMD student. This practical emphasis distinguishes the program from traditional marketing degrees. While theory forms the foundation, the MMD curriculum applies concepts immediately through corporate partnerships.

“These aren’t just simulations. You’re collaborating with industry stakeholders and building a portfolio before you even graduate,” notes Amy Martin. This portfolio-building is invaluable for competitive industries like luxury and beauty. The program’s Singapore location facilitates partnerships with diverse companies, including Fendi, Burberry, Coca-Cola, and La Biosthétique.

Competition and Real-World Feedback: Beyond Classroom Evaluation

Currently a semi-finalist in the L’Oréal Brandstorm, Vanessa Lai highlights the value: “It’s been incredibly rewarding to work on a project that reflects where the industry is heading.” She particularly values brand strategy projects with Fendi and Burberry, noting, “These real-world assignments have helped me sharpen my approach to branding and apply theory in tangible ways.”

Projects culminate in presentations to company leadership. Student ideas are evaluated by professionals, accelerating professional development, confidence, and presentation skills. Patsachon Niyomthai describes students being “invited to the company’s workshop to speak with employees and learn more about the brand and work processes—getting an insider’s view of the industry that no textbook can offer.”

Beyond brand projects, MMD incorporates industry voices. Classes are often led by practitioners, and guest speakers from companies like Meta and TikTok share insights, creating networking opportunities.

Industry-Connected Faculty and Career Launchpad

This real-world relevance extends to the program’s digital focus. Students learn cutting-edge tools and techniques, from AI in consumer research to social media marketing. “We’re not just learning how to use tools like AI—we’re learning how to lead with them,” Toshika points out, highlighting the program’s focus on preparing students for future leadership roles.

Faculty-industry connections are crucial. Many professors maintain active marketing careers, bringing fresh challenges to the classroom. Mingyue Ma cites Professor Gautam Kiyawat: “His unique teaching style blends rigorous academic theory with practical business insights.” Kiyawat, with experience running media and content-driven businesses across Asia and the USA, exemplifies the program’s bridge between academia and industry.

The culmination of this practical approach is a four- to six-month internship, often serving as a launching pad for permanent roles. Through consistent emphasis on real-world application, the ESSEC MMD program prepares students for marketing careers and builds essential professional networks.

Toshika advises: “The real growth happens when you’re working on real-world projects, collaborating with peers from around the globe, and presenting bold ideas. You’ll thrive here if you enjoy applying knowledge rather than memorizing it.”

By graduation, MMD students have not only learned marketing principles but have repeatedly put them into practice under real stakes, positioning them for immediate contribution in their first professional roles.