Marketing reinvented

To respond to the challenges facing society today, marketing must reinvent itself. That’s why Audencia Business School’s Marketing Department conducts research on alternative consumption patterns, new forms of consumer engagement, new relationships between consumers and markets, reappropriation of market logic and new business models – as well as the resulting questions about social responsibility.

Our EducAlim research-action project – initiated in 2010 and financed with public and funds through the Ministry of Agriculture and Fleury-Michon via the Audencia Foundation – is just one example of our research on food consumption practices.

Another major research focus of our department is retail sales. For over 15 years, Audencia’s team has worked in its laboratory and partner stores to model the effects of conventional marketing and food retailing levers such as prices, promotions, assortments and in-store communication on consumer behaviour.


Discover some of the programmes offered to students in marketing:

Research Thursdays

On Thursday afternoons, each department regularly invites renowned researchers working in France or abroad to present recent projects at Audencia. The departments also organise internal research seminars, which allow faculty members and PhD students from Rn’B Lab to present and improve their work through discussion with their colleagues.

To strengthen the skills of laboratory members, methodology workshops are held regularly:

  • Using research software (e.g., NVivo)
  • Development and implementation of quantitative and qualitative methodologies (e.g., PLS)
  • Promoting research on social networks

Rn’B Lab members actively participate in workshops to strengthen their skills in scientific writing and assessment of academic articles in the English language. Researchers also receive mentoring in a Higher Degree Research (HDR) approach to management science.

See the Research Thursdays Programme

Céline Del Bucchia Céline Del Bucchia

Céline Del Bucchia

Head of Pedagogy

Associate Professor

Joint-head of the Major "Marketing for Product Manager"

Head of the pole of specialization "Marketing"

See her CV

Send an email

Caroline Lancelot Miltgen Caroline Lancelot Miltgen

Caroline Lancelot Miltgen

Head of Research

Associate Professor

Joint head of the Major "Digital Marketing"

See her CV

Send an email