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EDHEC Marketing Research Centre - InteraCT: Programmes
| [Intro] [News] [Programmes] [Publications] [  ]RESEARCH PROGRAMME Our research programme grows out of a new analytical perspective on consumers, a result of recent research that sees a coming shift in the way marketing is done. The conviction of the InteraCT team is that future marketing innovations will stem from this new framework. InteraCT's research programme for the next three years: 1. Decoding consumer-marketing-value interaction Usage logic, value and benefits of consumption What benefits do people attribute to their consumption experiences? How do they structure their choices in terms of perceived benefits? How do consumers use their preferences and their prejudices in product or brand terms in their quest for identity?Appropriation, resistance, and value creation What are the approaches to the use of marketing products and services? How do consumers create symbols and experience? How do they create identity and community? How to include the gap between representation and real practice? What sources do consumers use to turn offers into value?2. Steering consumer-marketing-value interaction An interactive outlook on brand management How to manage hijacking and resistance? How do new, informed generations relate to brands? How to create a legendary brand? Design and interaction What is the impact of the design of space? How to diagnose the relevance of a design strategy? How to make a product or point of sale customary? How to design space so that it incorporates the role of the human body and of mobility? An interactive outlook on customer relationship management How to transcend customer relationship management? How to create a bond with the consumer? How do marketing excesses repel consumers? Marketing and interaction strategy models How to go from marketing that attempts to exert influence to marketing that stresses interaction? What impact does value positioning have? Interaction and marketingrisk management and crises How do consumers perceive risk in a context of crisis? In particular, what is rational and what emotional? What influence does the perception of risk exert on purchasing decisions? What is the impact on the performance of the company (the consequences for the range of products, for example)? How do the consumer and the brand interact during a crisis? |
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Programmes :
Theseus-EDHEC MBA
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EDHEC Grande Ecole
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Master in Management
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MSc in Finance
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MSc in Capital Markets
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MSc in Corporate Finance
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MSc in Risk and Asset Management
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MSc in Accounting & Management Control
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MSc in Strategic Management
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MSc in Marketing Management
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Bachelor ESPEME
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PhD in Finance
Executive Education : EDHEC Executive - Executive MBA - IMARISC - Cycle Supérieur de Management (CSM) - CEVE (BADGE CIF, Conseil en Investissements financiers) - Séminaires - Intras - EDHEC Asset Management Education
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Executive Education : EDHEC Executive - Executive MBA - IMARISC - Cycle Supérieur de Management (CSM) - CEVE (BADGE CIF, Conseil en Investissements financiers) - Séminaires - Intras - EDHEC Asset Management Education
EDHEC Corporate : Discover EDHEC - History - Campuses - Recruitment - Media - Research Centres - Chairs - EDHEC Foundation
Contact : Contact us