LOURIM Louvain-La-Neuve, Mons

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. Since 2021, it is supporting the doctoral thesis of Antoine Juquelier about consumer experience when interacting with artificial intelligence.

During the year 2021-2022 academic year, ten companies were partners of this project and decide to welcome students in their Digital marketing department: Camber, EDITx, Facilicom, Federale Assurance, ICM Digital, IKEA, IPM, Loterie Nationale, Multipharma and Partenamut. In the 2022-2023 academic year, eight companies were partners of the project: ICM Digital, IKEA, IPM, Loterie Nationale, Multipharma, Partenamut, Silac and UCLouvain.

Discover Prof. Ingrid Poncin presenting the Chair.