MARKOVIC Stefan
Full Professor
Head of department
Marketing
Marketing
With 45+ faculty members across our Rouen, Reims, and Paris campuses, the Marketing Department forms one of the largest and most dynamic communities in Europe. Our international faculty, representing over a dozen nationalities, brings diverse perspectives to both research and teaching. Our research activities are structured around three distinct yet complementary pillars that address the critical challenges facing contemporary marketing.
- Responsible & Sustainable Marketing addresses marketing's role in society's grand challenges. Our faculty investigates fundamental questions of marketing ethics and public benefit, examining how marketing can advance consumer well-being and social cohesion. We study critical societal issues, including diversity, equity, and inclusion (DEI), marketplace discrimination, shaming, and bullying. Our sustainability research spans pro-environmental consumer behaviour, ethical consumption patterns, and sustainable innovation. This work extends to crisis contexts, where marketing intersects with public health and care delivery.
- Digital & AI-Driven Marketing explores the technological transformation reshaping our field. We study the foundations of digital marketing, including online consumer engagement and influencer marketing, while investigating emerging platforms ranging from e-sports to immersive VR/AR/XR technologies. Our artificial intelligence research examines AI adoption processes, human-AI interactions, and human-robot interfaces. Throughout this work, we maintain a critical focus on consumer privacy and the ethical implications of digital transformation.
- Customer Value & Innovation investigates how organisations create meaningful value through deep market understanding and strategic initiatives. Our consumer research examines decision-making processes, cognitive biases, identity formation, cultural influences, and sociocultural, symbolic, and experiential dimensions of consumption. We study innovation across the entire product lifecycle—from design and launch strategies to assortment optimisation and recall management—and advance service excellence through research on customer experience, CRM systems, services cape design, and sector applications such as tourism and hospitality. This work includes strategic branding that creates lasting value for both organisations and consumers.
Each pillar represents a vital dimension of modern marketing - societal impact, technological evolution, and value creation. Our faculty's research has been published in leading journals, such as the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Business Ethics, Journal of Product Innovation Management, Journal of International Business Studies, and Journal of Service Research
