Chicheportiche Laëtitia

Biography

 Laetitia CHICHEPORTICHE is an associate professor in the Marketing Department. She was director of the Marketing Department from 1991 to 1994 on the Rouen campus. Since 1993 she has been head of the Specialised Masters in Marketing Research and Decision Making offered as a part-time programme on the NEOMA BS Paris campus. This MS has been one of the Top Five of Marketing Masters for several years, and number one in the Studies category. She was the winner of the Trophée de la Pédagogie awarded by SMBG in 2012 and 2016. She teaches mainly Marketing Strategy, Market Studies and Brand Management to different types of students: Grande Ecole Programme (Master in Management), Marketing Major, Specialised Masters, Apprentices, etc. She regularly leads simulations such as MarkStrat Online, in Commercial Negotiation and in marketing/sales interface seminar. She is the author of several pedagogic case studies in Consumer Product Marketing, such as with Kinder (brand equity) or Sensodyne (portfolio optimisation and multichannel strategy). Her research work covers problems that are essentially connected with consumer behaviour such as the Accumulation Phenomenon and the Use of Metaphors in Advertising Communication for Brands. She has recently participated in several conferences like the Academy of Marketing Science, the International Conference on Marketing Contemporary Issues and Journées Normandes de la Recherche sur la Consommation.

Research Interest

 Brand management, Fast Moving Consumer Goods, Consumer Behavior, Advertising Communications, Marketing Strategy