I’ve been lecturing in marketing at Abertay since September 2015.
After completing an MSc in Business Administration in Nantes, I spent two years working in the French food industry as a product manager and sales representative.
I hold a PhD in Marketing from HEC Paris and a research masters from Université Paris-Dauphine.
My first academic position was at Aalto University in Helsinki, where I spent four years as an assistant professor in marketing.
From a research perspective, I’m interested in the impact of digital transformation on all aspects of human society. My research is multidisciplinary in nature, drawing on various streams including digital marketing, advertising theory, consumer culture and various aspects of technologization.
I have been teaching with much pleasure many aspects of the marketing discipline since 2009.
1st semester: Digital and Social Media Marketing (MKT202), Brand Management (MKT301)
2nd semester: Understanding the Customer (MKT101), Strategic Marketing (MKT401)
Undergraduate thesis supervision and Ph.D. thesis supervision (1 student)
1st semester: Marketing (MKT102), Digital and Social Media Marketing (MKT202)
2nd semester: Understanding the Customer (MKT101), Strategic Marketing (MKT401), undegraduate thesis supervision (6 students),
Ph.D. thesis as a 2nd supervisor (2 students)
1st semester: Understanding Consumer and Organizational Behaviour (MK0805A), Strategic Marketing (MK1001), Food Marketing (MK1005A)
2nd semester: Exploring the Marketing Mix (MK0801A), Services Marketing (MK0903A), Managing the International Marketing Mix (MK1001A), undergraduate thesis supervision (4 students)
2014-2015 (twice): undergraduate thesis supervision, (once): supervision at end of the completion of a Ph.D. thesis
2011–2015: (8 times) Market Research, 2013: (once) Introduction to Marketing (Undergraduate)
2012-2015: (4 times) Consumer Psychology (Graduate)
2009 (once): Psychology of Decision Making (Undergraduate)
My research is about digital transformation, seen as a part of a larger technological proces that investigates the change associated with the application of digital technology in all aspects of human society (Stolterman, Croon Fors, 2004). I aim to investigate how we live in society in a digital era. I generally adopt qualitative methodology.
Digital transformation can be considered as a multidisciplinary research agenda. I investigate various phenomena with different perspectives (generally companies or consumers perspectives), and to do this I rely on streams that are not necessarily highly interconnected in current research: these streams are digital marketing, advertising theory, consumer culture theory (Arnould and Thompson, 2005) and various insights about technologization.
de Kervenoael, R., Schwob A., Palmer M., and Simmons G. (2016). "Smartphone chronic gaming consumption and positive coping practice." Information Technology and People (ABS 3, forthcoming).
Pelet, J. E., Ettis, S., Hammami, S., & Schwob, A. (2016). Social Networks and Online Advertising: Should Companies Promote Their Brand Fan Page or Their Brand Website?. In Marketing Challenges in a Turbulent Business Environment (pp. 549-562). Springer International Publishing.
Schwob, A. (2013). “Comprendre la construction du soi en ligne dans sa complexité par une approche “consommation” : l’application de la matérialité de Miller aux expériences des forums de la communauté Jeuxvideo.com.” Identités numériques, L’Harmattan (ed). Coll. “Communication et Civilisation »
Toyoki, S., Schwob, A., Hietanen, J., & Johnsen, R. (2013), Bringing the Body Back into the Study of Time in Consumer Research, in Russell W. Belk, Linda Price, Lisa Peñaloza (ed.) Consumer Culture Theory (Research in Consumer Behavior, Volume 15), Emerald Group Publishing Limited, pp.227-244
Kauppi, K. Kirschenman, K., Lennonen, T., Person, O., Pantouvaki, S. & Schwob, A (editors) (2013). Proceedings of the 2nd Aalto Research Day, Aalto University publication series CROSSOVER 9/2013
Schwob, A. & de Valck, K. (2010). “Better Understanding Construction of the Self : An Investigation of the Materiality of Consumption Experiences in Online Discussion Forums.” Research in Consumer Behavior, Vol. 012 chapter 11, pp 287-313, in Russel Belk (ed.). Emerald Group Publishing Limited
Schwob, A. (2010) "For a Deeper Understanding of the Sociality that Emanates from Virtual Communities of Consumption." Advances in Consumer Research (ABS 2), North American Conference Proceedings, 2010, Vol. 37, pp 901-902
Czellar S., Voyer, B., Schwob, A. & Luna, D. (2009) “Whence Brand Evaluation ? Investigating the Relevance of Personal and Extrapersonal Associations in Brand Attitudes.” Advances in Consumer Research (ABS 2), North American Conference Proceedings, 2009, Vol. 36, pp 681-682
Czellar S., Luna, D., Voyer, B:, Schwob, A. (2008) “ How Personal Are Consumer Brand Evaluations?
Disentangling the Role of Personal and Extrapersonal Associations in Consumer Judgments”
Advances in Consumer Research (ABS 2), North American Conference Proceedings, 2008, Vol. 35, pp 997-998
Czellar, S., Voyer, B., Schwob, A. & Luna, D (2008) “Whence Brand Evaluation ? Investigating the
Relevance of Personal and Extrapersonal Associations in Brand Attitudes.” Les Cahiers de Recherche d’HEC n°890
September 2017: 3 presentations as a visiting scholar at Sabanci University, Turkey, "Social influence" (MBA programme), qualitative research in marketing (Ph.D. student), Consumer culture and digital transformation (staff and Ph.D. students)
June 2014: 2 presentations as a visiting scholar for Doctoral seminar planned at Aston University, UK “Central Concepts, Frameworks and Philosophy in Consumer Culture Theory (CCT)” and “Exploring Interobjective Socialization: A Heideggerian Perspective”, June 15-17th, 2014
April 2011: Schwob, A. "Aborder la construction du soi en ligne par une approche "consommation" " : une étude de la matérialité des expériences dans les forums des communautés en ligne » Séminaire ISCC, identités numériques, jeu et consommation en ligne.
October 2009: Schwob, A & de Valck, K. “Les Forums et la Production de l’Identité” (Forums and Online Production of Identity). Workshop "Technologies du Marketing", Paris X Nanterre.
As a lecturer at Abertay I have collaborated with James Hutton Ltd (International marketing module), The Health Store and Dovetail enterprise (Digital and social media marketing module) and even Abertay University itself (Marketing communication and creative design module). In the four cases, case studies were built to tackle previous companies concerns.