The digital revolution between China and Europe

As Jack Ma, the founder of Alibaba pointed out so well, “In other countries, e-commerce is just to go shopping, whereas in China it’s a lifestyle”.
“This country is a genuine laboratory to understand the new generations of consumers which will soon arrive in the Western world,”comments Frédéric Raillard, Vice Chairman of our pedagogic board and co-founder of advertising agency Fred & Farid, one of the rare agencies to have successfully established in China.

With near 1 billion Internet and mobile users, 50% annual growth and a 50% penetration rate, China is the world’s largest market for e-business and digital transformation. BATX (Baidu, Alibaba, Tencent, Xaomi) and many others, sometimes unknown to people in Europe and the Americas, are Chinese pure players that have no lessons to learn from the Western GAFAM (Google, Facebook, Apple, Microsoft).

Need for a bridge

Not a single European company wishing to succeed in China, whatever the product, service or sector, can afford to do without digital. The use of mobile and social networks by the population is 5 years ahead of us! Alibaba has offices in France. Following on from their domestic market, there is no doubt that these Chinese giants have big plans to expand into Europe.
This dual movement, a need for skills among European advertisers expanding into China and among Chinese advertisers launching on the European market, has just emerged and promises to see exponential growth.

3 actors for a worldwide first

We are proud to offer our double degree in Digital Marketing & Business, with the Specialized MBA (by EFAP) and the Master of Science (by ESSCA), having brought together three key actors in an exclusive partnership to offer the market the first ever academic course dealing with this challenge:

  • ESSCA, with more than a hundred years of history, features among the leading business schools in France and benefits from international recognition, fostering its values of respect for people and society.
  • The MBA DMB by EFAP, school of communication professions, established in Paris, Bordeaux, Lille and Lyon, already listed in the top ten “most influential” courses in digital, contributes its exceptional ecosystem of professionals to this course.
  • The HUB Institute, the leading international French think tank, is at the centre of the world’s digital transformation. Not an event goes by, not a single trend or innovation happens, without being deciphered, analysed and explained by its experts.

Whatever your profile, our double degree is made for you! Be the first to offer businesses a new profile: be the Bridge for digital transformation between Europe and China.


Vincent MONTET
Director, Specialized MBA in Digital Marketing & Business

Maximilian RECH
Director of the MSc ESSCA & Shanghai Program Coordinator

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