Mobilité de Professeurs

Le Programme de Mobilité de Professeurs ESCP Europe- Amérique latine favorise le déplacement de et vers l’Amérique latine des professeurs de toutes les institutions partenaires. Il permet l’accueil de professeurs visitants sur des séjours d’une semaine et poursuit un double objectif : développer les interventions académiques (cours régulier ou conférence ponctuelle) auprès des différents publics de l’université d’accueil -public junior, public senior- et explorer des collaborations en matière de recherche dans le cadre du CERALE.

● Mobilité de professeurs d’Amérique Latine vers ESCP Europe
● Mobilité de professeurs d’ESCP Europe vers l’Amérique Latine

Prof. Benoît Heilbrunn at Universidad de los Andes 20 June – 1 July 2017

CULTURAL BRANDING STRATEGIES

Schedule:

June 20 – July 1
June 20 – June 30 (6:00pm – 9:00pm)
June 24 and July 1 (9:00am – 12:00m)

The course main objective is to develop an understanding of the specificities of the cultural approach to brands. The course analyzes how a cultural strategy may help to market values, narratives and codes in order to create economic value. It also questions traditional approaches to marketing and branding by showing that brands create culture rather than merely adapting themselves to existing cultural schemes. The seminar is based on a semiotic and anthropological perspective to understand how brands are built and to analyze how brands can use, produce and market cultural iconicity.

Benoît Heilbrunn is Full Professor of marketing and branding at ESCP Europe and the scientific director of the «Marketing and Communication» specialized master. He holds a PhD in Marketing from the Paris – Dauphine University and INSEAD (2003), and has studied philosophy, semiotics and marketing. Moreover, he is Assistant Professor at the IFM (French Institute of Fashion). He has published more than 10 books and 50 articles on consumption, branding and design management. During his professional career, he has participated as marketing and branding consultant for various companies.

in Teacher mobility by Florence Pinot 04 Sep 201723 Sep 2017 0 comments

Prof. Benoît Heilbrunn at Universidad de los Andes – 29 June 2017

«The cultural contradictions of branding»

Benoît Heilbrunn

Full Professor of marketing and branding

at ESCP Europe

Paris, France

Date: Thursday, June 29^th, 2017

Time: 12:30 p.m. – 1:50 p.m.

Brands have often been analysed using a consistency paradigm according to the classical ideology of marketing which has spread worldwide since the 1950s. The positioning construct and the use of USPs have largely encouraged this monoaxial vision of brands and branding.

Anyhow, brands have to integrate three expectations of the social, political and cultural spheres which are efficiency, equality and personal fulfillement as pointed out by Daniel Bell in the late 1970s. We will thus develop the idea that cultural branding means the resolution of contradictions which define society as well as indivivuduals. In other words, we will raise the question of whether capitalism does not make us crazy.

Benoît Heilbrunn is Full Professor of marketing and branding at ESCP Europe and the scientific director of the «Marketing and Communication» specialized master. He holds a PhD in Marketing from Université Paris – Dauphine, and has studied philosophy, semiotics and marketing. Moreover, he is Professor at the IFM (French Institute of Fashion). He has published more than 10 books and 50 articles on consumption, branding and design management. During his professional career, he has participated as marketing and branding consultant for various companies.

in Teacher mobility by Florence Pinot 04 Sep 201723 Sep 2017 0 comments

Prof. Marie Taillard at Fundação Dom Cabral, October 28th, 2015

Marie Taillard, professor at ESCP Europe, London campus, Academic Director of MSc in Marketing and Creativity and Director of Creativity Marketing Centre

Date: october, 28.

Place: Fundação Dom Cabral, São Paulo.

Title: Innovation and Creativity

Participants: directors and managers from companies (Dow, IBM, J&J, 3M, Embrapa, Embraer, Petrobras, Ypê, Gerdau, Fiat among others).

in Teacher mobility by Florence Pinot 05 Nov 201505 Ene 2018 0 comments

The visit took place on January 27th

They were accompanied by the directors of the Master from both campuses: Benoit Heilbrunn (Paris) and Nora Lado (Madrid).

The visit took around 40 minutes, since we had to split them in small groups to make things easier.

After the visit I made a presentation about AFP and explained how we are adapting to the digital world and what our goals in Brazil are on the long run.

Students were very attentive and made a lot of questions at the end. The questions varied from the presentation itself and how I managed to assume the responsibility to be the Marketing Director for Brazil right afterwards the Master’s conclusion.

It was a very good experience to be able to host them all, and I hope to have other opportunities to do so again.

AFP is among the three biggest news agencies in the world and Brazil is one of their strategic markets due to its steady economic growth and the events the country will host within a few years.

in Teacher mobility by Cerale 21 Feb 201426 Mar 2014 0 comments

JULIO BRANDAO WELCOMES STUDENTS

BRAZIL: JULIO BRANDAO WELCOMES STUDENTS – 27TH JAN

From soon-to-graduate Julio BRANDAO (MS Marketing et Communication), currently working at Agence France-Presse (AFP):

Around 60 students of the Master in Marketing and Communications from the Paris and Madrid campuses came to Rio de Janeiro for their study trip.

As a former student of the same program, I was contacted by the Parisian master’s assistant, who asked me to help find companies to host them during their stay here in Rio. I promptly offered to receive them at the AFP’s office. The idea was to show them our facilities and tell them what we do and how we work in Brazil.

in Teacher mobility by Cerale 21 Jun 201221 Feb 2014 0 comments

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