Markets & Innovation Department
The Markets & Innovation Department has a team of 24 permanent teachers. These renowned practitioners and theorists teach across emlyon business school and executive education programmes. The department's work focuses on six areas of expertise.
The team covers all areas of B2C marketing, including market research and marketing management, consumer purchasing behaviour, sociology of consumption, communication, branding, market access strategy and online marketing. They also examine particular sectors or marketing issues from a specialist perspective, such as body marketing, marketing luxury products (studied at our Lyon and Shanghai campuses), marketing wine, marketing children's products, marketing and sustainable development, ethics and marketing, cultural project management and local authority management.
Service Industry Marketing and Management
Due to the diverse nature of services, marketing in this sector has to be strictly tailored to match the specifics of a given service. With this in mind, the team introduces its programme participants to a number of different approaches such as strategic service company management, quality management and service operations management, and also examines how production companies have shifted towards adopting service industry strategies.
B2B Marketing and Purchasing
This team bases its teaching on a long-standing research tradition dating back to the 1970s. Their approaches to marketing and purchasing are focused on supplier-customer relations within markets that are often considered as interactive professional networks. From this starting point, the team is able to address any of the various situations that might be encountered in industry.
Innovation Marketing and Management
The subject of innovation is examined through a number of topics, including technology and research management, research project management, innovation-related marketing, financing innovation and product design.
Negotiation and Commercial Management
Negotiation is an integral part of business life, and goes way beyond straightforward sales negotiation. The team's aim is to give its programme participants a full understanding of negotiation and the current techniques and behaviour used. Beyond this basic level, the team also aims to provide participants specialising in sales operations or the sales environment with a more solid understanding of negotiation in their chosen area.
International marketing forms part of the team's teaching on international business strategy. It is also addressed as part of all the teaching areas mentioned above, with a particular emphasis on Asian markets.