{"id":189737,"date":"2026-06-08T06:01:00","date_gmt":"2026-06-08T04:01:00","guid":{"rendered":"https:\/\/www.ieseg.fr\/?post_type=news&#038;p=189737"},"modified":"2026-06-08T19:19:47","modified_gmt":"2026-06-08T17:19:47","slug":"innovation-marketing-hackathon","status":"publish","type":"news","link":"https:\/\/www.ieseg.fr\/en\/news\/innovation-marketing-hackathon\/","title":{"rendered":"I\u00c9SEG Innovation Marketing Hackathon: bridging classroom and corporate reality"},"content":{"rendered":"\n<p>Every year, I\u00c9SEG emphasizes the power of experiential learning. This was once again on full display during the latest <strong>Innovation Marketing Hackathon, an intensive, four-day capstone event<\/strong> designed for 115&nbsp;Master&#8217;s&nbsp;students in the Digital Marketing &amp; Innovation apprenticeship program.&nbsp;<\/p>\n\n\n\n<p>Divided into teams of five to six members, the students were challenged to solve complex, real-world marketing issues provided by three major corporate partners: Nobis, Pernod Ricard, and the Michelin Guide. They had only three days to move from a blank page to a pitch-ready strategic solution.&nbsp;<\/p>\n\n\n\n<h3 class=\"has-ieseg-orange-color has-text-color\">A flagship experience built on real-world challenges&nbsp;<\/h3>\n\n\n\n<p>Now in its fifth year in its current format, the Innovation Marketing Hackathon has become a flagship course within the&nbsp;<a href=\"https:\/\/www.ieseg.fr\/programmes\/programme-grande-ecole\/master-alternance\/digital-marketing-innovation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Master in Digital Marketing&nbsp;&amp; Innovation<\/a>&nbsp;program. Coordinated by four professors \u2014 Roberto&nbsp;ABRAMOVICH, Laurie Ann&nbsp;UNDERWOOD,&nbsp;Gwarlann&nbsp;DE KERVILER, and Tiago&nbsp;RATINHO&nbsp;\u2014 the event combines the intensity of a professional consulting project with the pedagogical&nbsp;objectives&nbsp;of a classroom experience.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-3-1024x683.jpg\" alt=\"Innovation Marketing Hackathon\" class=\"wp-image-190294\" width=\"385\" height=\"257\" srcset=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-3-1024x683.jpg 1024w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-3-300x200.jpg 300w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-3-768x512.jpg 768w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-3-1536x1024.jpg 1536w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-3-2048x1365.jpg 2048w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-3-150x100.jpg 150w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-3-400x267.jpg 400w\" sizes=\"(max-width: 385px) 100vw, 385px\" \/><figcaption>Innovation Marketing Hackathon 2026<\/figcaption><\/figure><\/div>\n\n\n<p><strong>The hackathon&#8217;s success relies on the complementary&nbsp;expertise&nbsp;of its four academic coordinators.<\/strong> Roberto&nbsp;ABRAMOVICH&nbsp;oversees the overall design and strategic direction of the&nbsp;event, ensuring that the experience&nbsp;remains&nbsp;both academically rigorous and professionally relevant. Tiago&nbsp;RATINHO&nbsp;brings his entrepreneurship background and leads the process design, helping students navigate the innovation journey from idea generation to final recommendation.&nbsp;Gwarlann&nbsp;DE KERVILER&nbsp;plays a key role in developing&nbsp;the business&nbsp;cases and collaborating with partner companies to create realistic and engaging challenges. Laurie Ann&nbsp;UNDERWOOD&nbsp;combines co-organization responsibilities with direct client management, particularly through her long-standing collaboration with Nobis, while also ensuring&nbsp;high standards&nbsp;of communication and execution throughout the event.&nbsp;<\/p>\n\n\n\n<p>Organizing the hackathon is a year-long undertaking. From designing realistic business cases and recruiting corporate partners to coordinating&nbsp;logistics&nbsp;and coaching students, the faculty team works to create <strong>an environment in which students can fully immerse themselves in&nbsp;real business&nbsp;challenges<\/strong>.&nbsp;<\/p>\n\n\n\n<p><em>\u201cThe&nbsp;objective&nbsp;is to put students in situations that feel tangible,&nbsp;where they are actively conceiving&nbsp;a real business&nbsp;scenario from start to finish<\/em>.&nbsp;<em>We want them to create solutions&nbsp;that are relevant, on target, and valuable for the client, grounded in a carefully designed context that mirrors real corporate decision-making. At the same time, we want our corporate partners to feel that their investment of time and&nbsp;expertise&nbsp;is truly rewarded.\u201d&nbsp;&#8211;&nbsp;<\/em>Roberto ABRAMOVICH,&nbsp;Academic Director and Coordinator of the Marketing Innovation Hackathon&nbsp;<\/p>\n\n\n\n<p>With <strong>115 students&nbsp;working&nbsp;simultaneously on three different client challenges<\/strong>, the event is one of the largest hackathons organized at I\u00c9SEG. The initiative also&nbsp;benefits from&nbsp;the support of the <a href=\"https:\/\/www.ieseg.fr\/en\/corporate-relations\/\" target=\"_blank\" rel=\"noreferrer noopener\">Corporate Relations Department,<\/a> which helps strengthen relationships with partner companies and create future opportunities for students.<\/p>\n\n\n\n<h3 class=\"has-ieseg-orange-color has-text-color\">High&nbsp;stakes&nbsp;and real-world challenges<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-2.jpg\" alt=\"Innovation Marketing Hackathon\" class=\"wp-image-190298\" width=\"448\" height=\"299\" srcset=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-2.jpg 600w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-2-300x200.jpg 300w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-2-150x100.jpg 150w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2026\/06\/Innovation-Marketing-Hackathon-2-400x267.jpg 400w\" sizes=\"(max-width: 448px) 100vw, 448px\" \/><figcaption>Innovation Marketing Hackathon 2026<\/figcaption><\/figure><\/div>\n\n\n<p>For the third consecutive year,&nbsp;luxury&nbsp;Canadian outerwear brand <a href=\"https:\/\/fr-fr.nobis.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nobis<\/a> supported the initiative. Their brief this year tackled <strong>one of the most pressing questions in modern marketing: How can a luxury brand ethically and successfully&nbsp;leverage&nbsp;Generative AI to engage French consumers? <\/strong>Additionally, students had to navigate the balance between sustainability initiatives and consumer price sensitivity.&nbsp;<\/p>\n\n\n\n<p>To deliver viable solutions, students couldn&#8217;t just rely on theory. Laurie Ann UNDERWOOD, Senior Professor of Practice in the Marketing &amp; Sales Department, highlights the rigorous methodology required:<\/p>\n\n\n\n<p><em>&#8220;I kept emphasizing two things to the students. First, if you use Generative AI to get some ideas,&nbsp;it&#8217;s&nbsp;OK, but make sure you use it in a way that makes you look more professional, not the opposite. Stick to the client&#8217;s brief, deliver what they need, cut out the AI&nbsp;\u2018fluff\u2019.&nbsp;Secondly, every single decision&nbsp;has&nbsp;to&nbsp;be&nbsp;backed&nbsp;by data.&nbsp;Our student teams conducted 15 interviews with people in the target market, via Zoom, phone calls, or face-to-face meetings in&nbsp;only&nbsp;three&nbsp;days.&#8221;<\/em>&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.pernod-ricard.com\/fr\" target=\"_blank\" rel=\"noreferrer noopener\">Pernod&nbsp;Ricard<\/a>&nbsp;under the coordination of&nbsp;Gwarlann&nbsp;DE&nbsp;KERVILER&nbsp;challenged students <strong>to explore innovation opportunities in response to evolving consumer&nbsp;habits<\/strong>&nbsp;of&nbsp;non-alcoholic&nbsp;beverages. Teams were asked to&nbsp;identify&nbsp;a promising market opportunity, define a target audience, and develop a complete concept proposal built around one of the company&#8217;s existing brands. Beyond the product idea itself, students had to consider positioning, branding, and go-to-market strategy to create a compelling and commercially&nbsp;viable&nbsp;proposition.&nbsp;<\/p>\n\n\n\n<p>The <a href=\"https:\/\/guide.michelin.com\/fr\/fr\/guides-voyage\" target=\"_blank\" rel=\"noreferrer noopener\">Michelin Guide<\/a> cases, under the leadership of Tiago RATINHO and Roberto ABRAMOVICH, presented students with two complementary strategic challenges, both centered on the evolution of its role in the food ecosystem. The first case focused on the customer journey and leveraging their 125 years of brand authority and a rich global heritage to address marketing opportunities and data challenges. <strong>The objective was to rethink how users discover and engage with places they want to visit<\/strong>, and how the brand experience could be redesigned across touchpoints.<\/p>\n\n\n\n<p><strong>The second case invited students to take a broader strategic perspective and explore how the Michelin Guide could&nbsp;have an&nbsp;even more&nbsp;central&nbsp;role&nbsp;in the&nbsp;world&nbsp;of food lovers<\/strong>. Beyond its traditional role as a guide, teams were encouraged to imagine new ways for the brand to strengthen its positioning, deepen engagement, and expand its influence in an increasingly fragmented digital environment.&nbsp;<\/p>\n\n\n\n<h3 class=\"has-ieseg-orange-color has-text-color\">72 hours of high-intensity coaching&nbsp;<\/h3>\n\n\n\n<p>To guide them, students&nbsp;benefited&nbsp;from academic coaching by the four professors who co-organized the event as well as expert industry insights from the participating companies.&nbsp;<\/p>\n\n\n\n<p>Throughout the&nbsp;three-day sprint,&nbsp;student&nbsp;teams received&nbsp;daily&nbsp;feedback from faculty members. On the third day, students&nbsp;participated&nbsp;in one-on-one coaching sessions to challenge assumptions, refine their recommendations, and strengthen their final presentations before facing the jury.&nbsp;<\/p>\n\n\n\n<p>On the final&nbsp;and fourth&nbsp;day, each team had ten minutes to pitch its strategy directly to the&nbsp;client&nbsp;companies, followed by a ten-minute Q&amp;A session in front of a professional jury.&nbsp;Ultimately, the&nbsp;corporate partners selected the winning teams and awarded prizes to recognize the most impactful solutions.&nbsp;<\/p>\n\n\n\n<p>Beyond the rewards, the event proved to be a powerful networking accelerator, with several students&nbsp;immediately&nbsp;inquiring about internship opportunities with the participating brands.&nbsp;<\/p>\n\n\n\n<h3 class=\"has-ieseg-orange-color has-text-color\">The perfect segue into the professional world<\/h3>\n\n\n\n<p><em>&#8220;For the students, I think it&#8217;s an ideal segue into the next step of their lives.&nbsp;It&#8217;s&nbsp;a&nbsp;competition,&nbsp;there are prizes to be won, but more importantly,&nbsp;it&#8217;s&nbsp;a unique&nbsp;chance for&nbsp;to make an excellent impression on a major brand. There is academic coaching for sure, but at the end of the day,&nbsp;it&#8217;s&nbsp;the corporate client who decides. This brings&nbsp;a unique&nbsp;energy. It&#8217;s highly intense, very physical, but it ends with a truly satisfying moment in which students feel incredibly proud of what they achieved.&#8221;&nbsp;\u2013 Laurie Ann UNDERWOOD.<\/em>&nbsp;<\/p>\n\n\n\n<p>With successful corporate partnerships, growing involvement from industry, and increasingly ambitious challenges, the Innovation Marketing Hackathon continues to&nbsp;demonstrate&nbsp;how I\u00c9SEG bridges academic learning and professional reality. For both students and companies, it offers a unique opportunity to collaborate on meaningful business challenges while building connections that often extend well beyond the event itself.&nbsp;<\/p>\n\n\n\n<h3 class=\"has-ieseg-orange-color has-text-color\">Creating&nbsp;value&nbsp;beyond the&nbsp;classroom&nbsp;<\/h3>\n\n\n\n<p><em>\u201cWith its combination of academic rigor, real-time execution, and close collaboration with leading brands, the Innovation Marketing Hackathon has become&nbsp;not only an educational exercise, but a genuine co-creation platform between students and companies. It&nbsp;generates&nbsp;also&nbsp;rich&nbsp;business insights&nbsp;to&nbsp;the faculty as it sees emerging topics being formulated and addressed&nbsp;and documented as business&nbsp;cases\u201d &nbsp;&#8211;&nbsp;Roberto ABRAMOVICH<\/em>. For corporate partners, the event offers a unique opportunity to test ideas, explore strategic challenges through fresh perspectives, and engage directly with high-potential talent in an intensive and highly immersive setting. As the hackathon continues to grow in scale and ambition, I\u00c9SEG reinforces its position as a trusted partner for organizations looking to innovate alongside the next generation of marketing leaders.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every year, I\u00c9SEG emphasizes the power of experiential learning. This was once again on full display during the latest Innovation Marketing Hackathon, an intensive, four-day capstone event designed for 115&nbsp;Master&#8217;s&nbsp;students [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":190289,"menu_order":0,"template":"","news-category":[56,297],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Innovation Marketing Hackathon: bridging classroom and corporate reality<\/title>\n<meta name=\"description\" content=\"The I\u00c9SEG Innovation Marketing Hackathon is an intensive, four-day capstone event designed for 115 Master&#039;s students.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ieseg.fr\/en\/news\/innovation-marketing-hackathon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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