Do you really know Marcos Lima, Associate Dean of Academy and Professor of Marketing & Innovation at SKEMA Business School since 2022? Let’s check it out!
Your vacation destination this summer: The Carcassonne region. Aude is our family’s go-to region every summer, to us it’s like the “French Toscana”.
What excites you most about the back-to-school season: It is like a rebirth. An opportunity to start fresh and reinvent. To meet new students and find new challenges. I’m also looking forward to working with new companies in our Executive Education Programme, one of my favourite activities at SKEMA.
The main challenge of being Associate Dean of an Academy: To try to keep the information and knowledge flowing without overwhelming the academy members with too many e-mails and meetings. We know how valuable the time of our professors are, but also how important it is to keep the faculty up to date and to gather their constant feedback. So, we have to find the right balance.
Your favourite book: Time and The Wind, by Brazilian author Erico Verissimo. In this three-volume saga, Verissimo tells the story of Brazil through the perspective of 5 generations of farmers living in the south of the country. I try to re-read this saga every 10 years or so.
The topic of your PhD thesis and why you chose it: My PhD was about pedagogical innovation. I developed a web-based interface for non-linear case study analysis with collaborative decision-making. I still use several of the pedagogical principles I described there: in order to be engaging, a course must be interactive, collaborative and foster critical and creative thinking in learners.
A breakthrough moment in history you wish you could have witnessed: My favourite breakthrough moment is NOW! I think we are living through some of the most interesting inflexion points in the history of humanity with the AI revolution. I love to explore new ways of teaching, learning and working with it.
The country you dream to live in: France. To me it is the most beautiful country on Earth: with its momentous history, breathtaking architecture and lavish landscapes, France concentrates the best the Planet has to offer.
The resource you’d recommend to understand current marketing trends: Using Large Language Models (LLMs) to think about marketing problems with an “AI cognitive partner”. LLMs can help marketers challenge their strategic assumptions, develop alternative customer personae, improve their story telling and ideate new product ideas. It is simply a magical tool when used appropriately.