Marie-Catherine Mars

Marie-Catherine Mars is an Associate Professor and Deputy Head of Marketing at EDHEC Business School in Nice, where she also serves as a Research Associate in the Management in Innovative Health Chair. With prior industry experience in fashion and advertising, her work bridges academic rigor and practical marketing insights.

Her research explores three interconnected domains:

• Customer experience in evolving retail landscapes
• Sustainable consumption and alternative market practices
• Innovative marketing communication strategies for responsible brands

She actively publishes case studies examining sustainability challenges in fashion and cosmetics, winning multiple pedagogical awards.

Major scientific recognitions include:

• AFM/CCMP Best Marketing Case Study (2016, 2017)
• NACRA Best French-language Case Study (2022)

Through the Management in Innovative Health Chair, she examines how marketing frameworks can drive socially conscious business models, particularly in health and wellness sectors.