Together, through our research, teaching and corporate collaborations, we aim to promote efficient, innovative and sustainable marketing that meets the challenges of ecological and social transition. Our ambition is to be a reference and critical thinker in the transition to positive impact marketing for organizations, consumers, citizens and society at large.
As marketing educators, our mission is to develop the expertise, creativity and critical thinking of our students. We mobilize innovative educational methods that put students first. We empower our students to become agents of change and invite them to rethink marketing practices.
Marketing
Responding to the UN's 2019 call for a decade of action to achieve the Sustainable Development Goals will require profound changes in consumption, production patterns, lifestyles and, by extension, marketing.
For efficient, innovative and sustainable marketing that creates global value
We draw on the latest knowledge in the areas of digitization of commerce, big data, artificial intelligence, brand strategy, customer experience and marketing accountability. Our goal is to develop the skills of tomorrow's marketers and equip them with the tools they need to establish themselves as agents of virtuous transformation in their organizations.
As marketing researchers, we advance research in cutting-edge areas of marketing related to the courses we teach, with the goal of creating value for all stakeholders, including sustainable value and global well-being.
We create and mobilize knowledge about how consumers, individuals and groups interact with companies, brands, technologies and public and private organizations. We consider the role of emotions, cultural values, social interactions and norms in their consumption behavior. We publish high-impact research in leading journals and develop teachings on how to understand consumer behavior that go beyond a utilitarian vision and embrace a humanistic perspective on marketing.
Social change constantly challenges the role of marketing. Likewise, marketing has an impact on society, both positive and negative. Through our teaching and research, we seek to capture this complexity. We seek to understand the systemic and long-term changes caused by current marketing practices. To drive change, we challenge dominant paradigms and explore with our students and in our research how marketing (and in particular its tools and processes) can contribute to the development and promotion of consumption and production patterns in line with social and ecological trends. We develop this critical thinking through an innovative pedagogical approach in our school dedicated to ecological and social transition, Gaïa by Audencia, but also in all other Audencia programs.
We use advanced data analytics to decipher consumer and business behavior, particularly in digital environments, to improve the effectiveness of marketing decisions. Our expertise includes user experience, online advertising, social networks, technology adoption, mobile marketing, predictive behavioral analysis through machine learning and artificial intelligence, and the notion of private data and its uses and abuses. Our research and knowledge, rooted in marketing practice, is disseminated through our undergraduate, graduate and executive programs, notably the Big Data and Management BBA and the Specialized Master's Digital Strategy & Data Marketing.
We develop hands-on teaching and research at the forefront of the latest innovations in retail. We are interested in sustainable practices, which we test in our immersive experimental store (LAB IN SITU physical and virtual environments). Our teaching and research includes rethinking retail strategies at the point of sale (including visual merchandising) and online with e-commerce, building on omnichannel customer journeys.