معرفی
Olivier Segard is an Associate Professor in Marketing at Institut Mines-Télécom Business School, where he has been affiliated since 2002. He previously held administrative roles as the Director of the Management, Marketing and Strategy (MMS) Department (2013-2019), Deputy Director of the same department (2009-2012), and Dean for the Specialized Master/Major in Digital Marketing (2006-2012). His academic journey began at the University of Burgundy, where he earned his PhD in Management Sciences (Marketing) in 2002 and an MSc in Business Administration (Marketing) in 1995, following studies at the University of Reims Champagne Ardenne (Master's 1st year in Business Administration, 1994; Bachelor's 2nd year in Economic Sciences and Management, 1992).
- Education:
- PhD in Business Administration (Marketing), University of Burgundy (2002)
- Master's 2nd year in Business Administration (Marketing), University of Burgundy (1995)
- Master's 1st year in Business Administration (Marketing), University of Reims Champagne Ardenne (1994)
- Bachelor's 2nd year in Economic Sciences and Management, University of Reims Champagne Ardenne (1992)
Segard's research focuses on digital marketing, consumer behavior, and data privacy, often intersecting with technology trends and ethical considerations. His recent publications address challenges in digital hygiene, personal data protection, and the impact of emerging technologies like the metaverse on consumer practices. His work frequently employs quantitative tools (SPSS, SAS) and examines multichannel marketing strategies.
His scholarly output (2024-2025) reveals a thematic progression toward digital ethics and technological consumer interactions. Notable publications include a 2025 study on metaverse shopping dynamics, a 2024 book chapter analyzing privacy laws, and collaborative works on digital hygiene frameworks. These align with his expertise in marketing research and data-driven strategies.
Segard actively contributes to pedagogy through modules in omnichannel marketing, market research, and service marketing. He co-writes scientific blogs with colleagues and participates in international conferences such as the ITS World Congress and International Marketing Trends Conference.
