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Marketing

Daniele Pederzoli
Head of Department

The department is responsible for teaching related to marketing, advertising and publicity, sales and distribution, throughout all the School’s programmes. Its research activities contribute to the international academic renown of the institution.

The department members’ research interests cover a number of fields : consumer behaviour, relationship marketing, the marketing of services, marketing to children and young people, retail marketing, marketing of luxury and cultural products, business to business marketing. The department makes a particularly strong contribution to two research groups : ‘Young People and Responsible Consumption’, and ‘Customer, Retail and Supply Chain’.

Where teaching is concerned, the professors and other course leaders in the department take a particular interest in developing learners’ in-depth knowledge of strategy and marketing tools, and give a significant place to the themes of Corporate Social Responsibility and Sustainable Development. The teaching provided also seeks to foster learners’ critical faculty and instill the working methodologies which will allow them to advance in their careers, while keeping up with developments in their sector. Those taking part in the various courses have the opportunity to put their conceptual and technical knowledge to the test in realistic situations. Course work is largely based on case studies, and at the end of each series, there are seminars during which participants work on a real-life problem, with the collaboration of different companies (Michel & Augustin, Henkel, Ferrero, Unilever, Mc Donalds, etc.). In this way, every year, the department produces several case studies which are widely used in other teaching establishments

The department offers one major in the Master Grande Ecole Programme, with six options : Brand Development, Media, Event & Communication, Category & Multichannel Management ; Leading Market Growth; Business Marketing; Consumer Insight.

The department is responsible for the teaching dispensed in one Master of Science : ‘Marketing French Excellence’ and two Specialised Masters ‘Market Research and Marketing Management’ and ‘ Corporate Communication Strategy’.