The PARTENAMUT_IPM DIGITAL MARKETING CHAIR, created within the Louvain School of Management (LSM), in collaboration with IPM Group and Partenamut, supports the university in its three essential missions: teaching, research and service to society. Professor Ingrid Poncin is in charge of this chair and a member of the Louvain Research Institute in Management (LouRIM) and of the Center of Excellence on Consumers and Marketing Strategy (CCMS).
In terms of teaching, the Chair offers a master specialization in digital marketing to students in management sciences and business engineering. The Chair offers an 8-month professional immersion, during which students alternate internships in companies and courses at the university. Professional experience and academic excellence are thus coupled to prepare students for the digital marketing needs of companies.
In terms of research, the Chair aims to reinforce LouRIM's scientific expertise in the field of digital marketing around topics such as consumer behavior, customer experience, personalization, digital health, adoption of new technologies, gamification, value creation as well as ethical concerns in the digital context. It also aims to fund 4-year doctoral theses. From 2016 to 2020, the Chair supported the doctoral thesis of Laetitia Lambillotte about customer experience on personalized websites.
During the 2019-2020 academic year, ten companies were partners of this project and decide to welcome students in their Digital marketing department: Cofidis, Club Med, Axa, ING, Verisure, Fédérale Assurance, FCA, EDITx, Partenamut, and IPM. In the 2020-2021 academic year, nine companies were partners of the project: PepsiCo, Loterie Nationale, ING, Fédérale Assurance, Club Med, Orange, EDITx, Partenamut, and IPM.