The department is responsible for the content of the following 2 tracks, 3 apprenticeship programs and 2 Masters of Science.
Marketing Track aims to give students the required knowledge and tools for digital, strategic and operational marketing in companies developing in-depth knowledge on evaluate marketing alternatives and commit to a course of action, using financial, organizational, environmental and ethical criteria to guide decision-making. Moreover, it aims to help students take advantage of the latest analytical, technological and digital tools to conduct an efficient marketing plan. The careers can be product manager, brand manager, community manager, category manager, CRM manager, web/digital marketing manager etc.
Sales Management Track aims to prepare students to function at both inter-firm and intra-firm levels as a boundary spanner to interact with customers, suppliers, partners and organizational units. The offered courses aim to nurture our students to know how to manage sales activities, key account management, sales team selection, analytical knowledge in professional selling and business roadmap creation. The career can be account manager, B2B corporate sales manager, sales development consultant, retail network manager and outside sales.
“Digital Marketing and E-commerce” turns your passion for marketing and for the digital world into competences. Become a manager offering innovative solutions in the area of marketing-distribution and e-commerce.
“Digital Marketing and Innovation” develops competencies in Search Engine Marketing, Programmatic Advertising and Online Video, Mobile Marketing, Social Media and Connected Object, Omni-Channel Distribution, Web Design and Application Design.
“Retail Management & Business Development” gains competences and deep expertise in marketing management and sales development in a retail context.
“Big Data Analytics for Business” gains knowledge in the main techniques in data sciences and latest technology (Python, R, SAS, GIT, GITHub, JupyterLab, Jupyter Notebooks, Hadoop, Hyve, Spark, Kaggle, IBM SPSS Statistics, Excel etc), access best practices in the industry via hackathon, workshops and meetings with experts.
“International Negotiation” gains strong competencies in negotiation in an international context, understand the steps of a negotiation, understand your own style and manage communication and relational skills applied to sales techniques, human resources and problem resolution.
Part of our research activities are integrated into the CRM cluster which brings together the researchers working on the business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. The results of the research’s outputs in this cluster allow the organizations to identify, acquiring, and retaining customers. By enabling organizations to manage and coordinate customer interactions across multiple channels, departments, lines of business, and geographies, CRM outputs helps organizations maximize the value of every customer interaction and drive superior corporate performance. Moreover, some research activities are integrated in the ICMA research center (Center for Marketing Analytics), focusing on marketing analytics, customer relationship marketing and database marketing that aims to support teaching, research and business projects.
Beyond these clusters and centers, researchers work on a large variety of topics, including Consumer Behavior, Digital and Social Media, Innovation, International Marketing, Luxury, CSR, branding, generation Z.
Researcher’s members of our department have varied backgrounds and their activity is interdisciplinary as it is based on theory and conceptual ideas from various disciplines such as : Marketing, Management, Psychology, Sales, Economics, Econometrics, etc…
Our research professors have developed certain areas such as Business Intelligence (helping the companies to manage effectively their customer base using e.g. data mining techniques), Consumer behavior (to help companies develop a better understanding of customer requirements and expectations), Marketing Performance Efficiency (to evaluate the performance of loyalty programs that range from the use of conventional measures of marketing to the use of measures of financial performance) etc…
Chavi Chen focuses on service innovation and business service encounter in a business network.
Fawaz Baddar focuses on key account management at B2B level in Arab context and international business.
Bert Paesbrugghe focuses on sales strategies to the evolution of the purchasing function.