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.
Finally, for 20 years, the team of the In Situ Research Center, which has recently become "In Situ Lab", has been carrying out experimental work in the field of distribution within two dedicated laboratories, one physical and one virtual, on three major themes: effects of marketing and retail levers, (price, promotion-price, assortment, store brand, merchandising, ...) on the perceptions and behaviors of consumers in stores; background and customer consequences of the image of prices, responsible brands, and the proximity of sales outlets and signs; valorization of in-store "responsible" offers (fair trade products, local and regional products, "without" products, deformed fruits and vegetables) and their impact on the well-being of consumers. The team is also planning to transfer its expertise to the health sector (patient care path).
We create and apply knowledge on how consumers, individuals and groups interact with companies, brands, technologies, and other public and private organizations. To do so, we consider the role of emotions, cultural values, social interactions, and social norms on their consumption behaviors. We publish impactful research in top-tier journals and teach state-of-the-art knowledge on how to understand consumer behavior that goes beyond the utilitarian view and embraces a humanistic perspective of marketing.
Acknowledging that societal changes drive how marketing actions are designed, that marketing impacts society both positively and negatively, we aim to capture this complexity through our teaching and research. We aim to understand the long-term and systemic changes triggered by current marketing practices and foster the habit of questioning the prevailing paradigm before using these tools. In order to drive change, we question prevailing paradigms and study, with our students and in our research, how marketing (and notably its tools and processes) can help develop and promote consumption and productions patterns in line with social and ecological trends. We develop this critical thinking with an innovative teaching approach in our dedicated school of ecological and social transition, Gaïa by Audencia (include the link here), and also in all other Audencia programs.
We use advanced methodologies and analytics to generate insights into customer and company behavior, especially in digital settings, to improve marketing decision effectiveness. Our expertise includes online user experience, digital advertising, social media marketing, technology adoption, mobile marketing, predictive customer analytics through machine learning and AI, as well as user and data privacy and the usages and abuses that result from it. Our research and practice-based knowledge are disseminated through programs at Bachelor, Masters, and Executive level, including the BBA Big Data and Management and the MS Digital Strategy & Data Marketing.
We develop a learning-by-doing pedagogy and research at the forefront of the latest innovations in the retail field. We explore more sustainable practices that we test in our innovative and up-to-date immersive experimental stores (including the physical and virtual environments of the IN SITU LAB). Our teaching and research include rethinking retailing strategies at the point of sale (including visual merchandising) and online with e-commerce, thus focusing on omnichannel customer journeys.
A former Managing director in the advertising industry, I teach Marketing Communications with a focus on (digital) advertising. I co-edited two books on these topics, published by Dunod.
My research focuses on the consumer-brand relationship approached from a territorial angle with double-key aspects, the anchoring of the brand and that of the consumer.
My research and pedagogical interests are subsumed in Digital and Data Driven Marketing. I have used advanced ML/DL methodologies such as Natural Language Processing (NLP), Latent Dirichlet Allocation (LDA), Social Network Analysis (SNA) in understanding complex societal issues such as misinformation/disinformation, woke marketing and consumer-AI relationship.
Koen DE BOCK
When clever decision-makers embrace analytics, the possibilities for generating value, enhancing the customer experience and seeking competitive advantage are endless. My work focuses on deploying predictive analytics that drives such data-driven marketing.
Céline DEL BUCCHIA
In my research and teaching, I like to challenge the taken for granted ideas and invite students to think differently. I am particularly interested in the irrational and paradoxical aspects of our consumption behaviours.
My research focuses on social media and digital marketing, consumer behaviour in digital settings, online value co-creation activities, online trust and mistrust, electronic word-of-mouth, consumer digital engagement with brands, the determinants of consumers intentions and behavior, branding across cultures.
My teaching is based on solid experience in retail and knowledge of consumer behaviour. The added value of my courses is based on pedagogical innovation.
Teaching and research domains currently include novel methodologies and practices of innovation, sustainability and value creation in marketing, retailing and higher education.
Research on value creation/destruction and the effect of technology (mobile applications, self-service technologies) on consumer behavior online and offline (retail stores).
I research Privacy and Data Protection, Technology Adoption and Use, with a focus on how customer deal with privacy issues in their customer journeys.
Within the broad field of marketing education and research, I position myself on the societal side with research mostly oriented towards the development of more responsible and safe consumer behavior.
I research how emerging technologies, such as AI, robots, and human enhancement technologies, shape consumer behavior.
My research interests concentrate on consumers’ (sustainable) behaviors at the point-of-sale and on key variables for retailers (assortment, store brands, merchandising, price and promotions…).
I teach the challenges of ecological and social transition, and more particularly the carbon assessment. I support students in measuring the environmental impact of the projects they develop.
I work a lot with students on projects for companies as well as business simulations. This is underpinned by my practitioner experience in business and consulting. My teaching interests relate to pricing and the measurement of brand value.
I am interested in studying human psychology and behavior (citizens, users, consumers, employees), with a focus on public services and societal issues (health, law enforcement, privacy…).
My teaching and research focus on consumer-relevant issues such as customer experience and branding, consumer morality and ideologies, and their effects on the use of new technology and media.
I am specialized in sustainable marketing (green gap, eco-responsible consumption) and in retail strategy.
The common thread of my pedagogy and my research is the participation in Sustainable Development through the understanding and orientation of consumers.
Academic developer of business administration across multi-discipline subjects that bridge the worlds of practice and academia with interests in entrepreneurial ventures.