Biography

Pedagogy, Authenticity, Excellence

Prof. Richelieu specialises in brand management and sports marketing. His research relates to how sports organizations can leverage their brand equity by capitalising on the emotional connection they share with their fans, and on how these sports organizations can internationalise their brand.

André is a sports fan who also loves to travel. He spent eight years in Africa, in the country formerly known as Zaire. There, he encountered the legendary “Leopards” football team, of which General Mobutu was so proud, and discovered that the world of sport did not revolve exclusively around ice hockey and baseball, as he and other North Americans believed, but rather around soccer.

André recovered well enough from Canada’s loss to France at the 1986 World Cup, but found it harder to forget the departure of the Montreal Expos baseball team for Washington in 2004.

He eventually channelled his energies into becoming a prolific author, with over forty papers, three books (in English, French and Chinese) and more than sixty academic conferences to his credit.

André is also a showman, always ready to apply the humour of a Roberto Benigni and the energy of a Tom Jones, if it helps crystallise the learning of his audiences! His prizes and awards bear this out, for example the 2007 “Prize for Excellence in Teaching” from Laval University and the prize for “Best Marketing Professor” awarded by his students in 2011 and 2012.

André has been a guest professor in North America, Europe and Asia, lecturing on his recent work, always radiating the same enthusiasm. He believes that a successful pedagogical experience starts with a convivial human approach.

In this era of “sportainment”, André has given over 1,500 interviews to the media on sports marketing, brand management, as well as on marketing in general. His intent is to be informative and entertaining, but also to act as a voice of a social conscience.

After spending close to fifteen years at Laval University where he launched his academic career, Prof. Richelieu has taken on a new challenge at ESG UQAM, starting September 1, 2014!

FULL PROFESSOR, Marketing Department, ESG UQAM, Montreal, Canada

  • In charge of undergraduate, graduate and executive marketing courses, in English, French and Spanish.
  • Invited to offer courses abroad for ESG and upon special request for other institutions.
  • Offers and coordinates a course in sports marketing.
  • Contributes to the body of knowledge in the domain of sports with scientific research in sports marketing, sports business and sports for development / peace.
  • Involves master and doctoral students in his research projects and publications.
  • Supervises PhD and Masters’ thesis as main supervisor or committee member.
  • Participates in public debates through regular contribution to national and international media.

PhD, JOINT PhD PROGRAM IN BUSINESS ADMINISTRATION (2002)

Université du Québec à Montréal (UQAM; part of the joint PhD program in Business Administration with McGill, Concordia and HEC). THESIS in international business / international marketing.

Supervisor: Prof. Roger Miller. Committee members: Prof. Jan Jorgensen, McGill, and Prof. Benoît Bazoge, UQAM.

Languages

 

  • English (fluent)
  • French (native)
  • Romanian (fluent)
  • Spanish (professional competence)
  • Italian (quickly perfectible)
  • Russian (basic knowledge)

Travel

 

André has had the pleasure to visit sixty countries in Africa, the Americas, Asia and Europe. Among them, an eight-year stay in the Democratic Republic of Congo (former Zaïre) and a two-year stay in Romania.

André continues his globe-trotter discoveries for both work and leisure.

Awards

 

Year Awards
2016 Congratulations from the Executive MBA Program at ESG UQAM for excellence in teaching of the International Marketing course in China, Winter 2016.
Congratulations from the Vice-Dean Academics of the School of Business, UQAM, for “outstanding teaching” in the Winter term for an undergraduate course in Sports Marketing (based on students’ evaluations and feedback).
Congratulations from the Vice-Dean Academics of the School of Business, UQAM, for “outstanding teaching” in the Winter term for an undergraduate course in International Marketing (based on students’ evaluations and feedback).
Congratulations from the Executive MBA Program at ESG UQAM for excellence in teaching of the Marketing course in Montreal, Winter 2016.Invited by the Quebec Government to speak at the roundtable on sports during the Days of Francophonie, Rome, Italy, March 2016.
2015 Congratulations from the Executive MBA Program at ESG UQAM for excellence in teaching of the Marketing course in Chine, Fall 2015.
Congratulations from the Vice-Dean Academics of the School of Business, UQAM, for “outstanding teaching” in the Winter term for two undergraduate courses in International Marketing (based on students’ evaluations and feedback).
2014 Recipient of a Socrate teaching award for excellence in teaching during the 2013-2014 academic year, Faculty of Business Administration, Université Laval.
2013 Recipient of a Socrate teaching award for excellence in teaching during the 2012-2013 academic year, Faculty of Business Administration, Université Laval.
2012 Recipient of the “Marketing Professor of the Year Award” as voted by the students at the Gala FSA, Faculty of Business Administration, Université Laval.
Recipient of a Socrate teaching award for excellence in teaching during the 2011- 2012 academic year, Faculty of Business Administration, Université Laval.
Recipient of an Innnovative Pedagogy Grant for the project “Multimedia Modules in Sports Marketing”, Université Laval.Top 3 of Université Laval’s most quoted professors in the media, Communications Services, Université Laval.
2011 Number 1 in the Top 10 of Université Laval’s most quoted professors in the media, Communications Services, Université Laval.
Recipient of a UEFA research award for the project “How can former successful European football teams capitalise on the Europa League in order to (re-)establish their brands?”
Recipient of the “Marketing Professor of the Year Award” as voted by the students at the Gala FSA, Faculty of Business Administration, Université Laval.
Recipient of a Socrate teaching award for excellence in teaching during the 2010-2011 academic year, Faculty of Business Administration, Université Laval.
2010 Number 1 in the Top 10 of Université Laval’s most quoted professors in the media, Communications Services, Université Laval.
Achieves the rank of Full Professor.
2009 Top 10 of Université Laval’s most quoted professors in the media, Communications Services, Université Laval.
2008 Recipient of a research fund, Social Sciences and Humanities Research Council of Canada (SSHRC), for my research on “The internationalization of a brand: Strategic leverage for organizations”.
Recipient of the “Marketing Professor of the Year Award” as voted by the students at the Gala FSA, Faculty of Business Administration, Université Laval.
2007 Recipient of the teaching excellence award for outstanding teaching over the previous five years, Université Laval.
Recipient of the Hermès career teaching excellence award, Faculty of Business Administration, Université Laval.
Recipient of a Socrate teaching award for excellence in teaching during the 2006- 2007 academic year, Faculty of Business Administration, Université Laval.
2006 Selected by Maclean’s magazine as one of the most popular professors teaching At Université Laval, Maclean’s Guide to Canadian Universities, March 2006, p. 87 (“Popular Profs”).
Achieves the rank of Associate Professor (tenured).
Recipient of a Socrate teaching award for excellence in teaching during the 2005-2006 academic year, Faculty of Business Administration, Université Laval.
2005 Recipient of a grant for the development of the identity of the Rouge & Or college team brand, Université Laval.
Selected by Maclean’s magazine as one of the most popular professors teaching at Université Laval, Maclean’s Guide to Canadian Universities, March 2005, p. 93 (“Popular Profs”).
Recipient of the “Best professor or teacher in marketing award”, as voted by the students at the Gala FSA 2005, Université Laval.
Recipient of a Socrate teaching award for excellence in teaching during the 2004-2005 academic year, Faculty of Business Administration, Université Laval.
2004 Selected by Canadian Business magazine as one of the most popular professors teaching in Canada at the MBA level, Canadian Business, October 25, 2004, p. 85 (“Best in Class. These hot profs get the thumbs-up from their students”).
Recipient of a Socrate teaching award for excellence in teaching during the 2003-2004 academic year, Faculty of Business Administration, Université Laval.
2003 Recipient of a research fund, Québec Research fund on society and culture (FQRSC), as a New Researcher.
Recipient of a Socrate teaching award for excellence in teaching during the 2002-2003 academic year, Faculty of Business Administration, Université Laval.