معرفی
Serge Lafrance is an Adjunct Professor at HEC Montréal and serves as the Director of Executive Education (ED) at the institution. He is also a member of HEC Montréal's Executive Committee, having joined in May 2024. Under his leadership, ED provides executive education to over 9,000 professionals, managers, executives, and entrepreneurs annually through more than 100 short-term courses in all areas of management, customized training for businesses, and world-class programs including the Creative Destruction Lab (CDL) and Next AI.
His academic background includes:
- DEA (Management) from the University of Montpellier
- MSc (Marketing) from the University of Sherbrooke
Professor Lafrance specializes in business and marketing domains, with a strong focus on practical applications of management theory to real-world business challenges. His expertise spans the full spectrum of strategic business development and marketing implementation.
His primary areas of professional interest include Business Management and Growth strategies, Market Development approaches, and comprehensive Marketing Strategies. He has particular depth in Consumer Marketing frameworks and both local and international Marketing Research methodologies. Additionally, he has significant experience in Brand and Reputation management, helping organizations build and maintain strong market positions in competitive environments.
Under Professor Lafrance's direction, HEC Montréal's Executive Education programs rank 1st in Quebec and 29th in the world according to the prestigious Financial Times ranking (2024). He previously served as a Board member of UNICON (Consortium for University-based Executive Education) from 2022 to 2024 and currently serves as Prime Representative of HEC Montreal to the network. Within UNICON, which brings together 115 leading business schools from 30 countries, he chaired both the Benchmarking Committee and the Continuity Committee.
His leadership extends to the First Nations Executive Education (FNEE), an innovative project co-constructed and propelled in the context of reconciliation with stakeholders of the First Nations, demonstrating his commitment to inclusive executive education initiatives.
