Marketing Department

Mission 

The Marketing department educates the managers of tomorrow on the practice of marketing and customer relationship management.

Coursework is based on the latest academic research in marketing using innovative marketing practices adapted from the best business practices. The department aims to give students rigorous and relevant knowledge of the many facets of marketing to prepare them for a complex business environment.

Research 

The Marketing faculty has created two teams dedicated to developing expertise:

Interaction with the business world

The Marketing department works closely with the business world and other kinds of organizations to ensure that its research and teaching covers the most important issues facing businesses today, primarily through three Institutes:

  • Institute for Customer Equity
  • Institute for Management and Service Industry Dynamics
  • Institute for Public Management

Dissemination 

The Marketing department research leads to numerous publications in peer-reviewed journals as well as in books and international conferences. Our team is also often requested by the economic and professional press. .

Laboratory for experimentation

The laboratory for experimentation of the Marketing Department helps develop research projects in collaboration with enterprises.
Since its creation in 2008, various experimental research projects have been conducted, including the following:

  • Comparison of obesity awareness campaigns efficiency: using social risks versus health risks (C. Werle and S. Boesen-Mariani)
  • Comparison of  the relative predictive power of  implicit cognitive and affective measures on consumers’ choices (O. Trendel, C. Werle, S. Capelli)
  • Determinants of hybrid products evaluation and choice: the “healthy food” case (C. Werle and S. Boesen-Mariani)
  • The impact of a CEO childlike face on product purchase intention. (D. Davila, student in Doctorate in Business Administration)
  • The influence of personalized avatars on on-line shopping experience (A. Merle, in collaboration with A. St-Onge, UQAM and S. Sénécal, HEC Montréal)
  • Implicit satisfaction mesures development (D. Ray and O. Trendel)

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