The relationship between companies and their customers is faced with multiple challenges, both structural and cyclical. The marketing function must therefore be constantly rethought and be subject to multiple innovations both in a B2B and B2C context. The evolution of consumer behavior (individuals as well as companies) and strong expectations in terms of sustainability favor the emergence of new marketing research. A strong focus is placed on disciplines such as data-driven marketing, digital marketing or sustainable marketing. At the same time, research in the field of marketing must continue to develop new knowledge on more traditional subjects in the service of marketing performance. The Marketing cluster at ABS aims to work on new forms of marketing and on marketing optimization strategies. With regards to the Moroccan and African economic environment, we also contribute to the development of new knowledge in the field of entrepreneurial marketing.

Topics currently addressed by the marketing faculty cover:

Particular attention is paid to the relevance and impact of our research on Africa. It implies deep co-operation with private and public organizations in these countries to ensure adequate data collection and analysis. The Marketing cluster dedicates many methods to its research from typical qualitative and quantitative approaches to data science and, soon, experimental design and neurosciences.