Biographie / Biography

Pédagogie, Authenticité, Excellence / Pedagogy, Authenticity, Excellence

Depuis plus de 15 ans, le Professeur Richelieu oeuvre dans le domaine du marketing du sport et du sport business. Il s’intéresse tout particulièrement à la construction et à la gestion de la marque des organisations et parties prenantes du sport, incluant les villes régions et pays (« place branding »). Il se penche aussi sur les dimensions éthiques, les retombées sociétales et les projets pour le développement et la paix liés au sport.

Outre la publication de nombreux articles de nature académique, le Professeur Richelieu diffuse les résultats de ses recherches, menées auprès d’une soixantaine d’organisations sportives dans le monde, sur des tribunes qui sont également accessibles aux professionnels de l’industrie et au grand public. À cet égard, en plus des revues comme European Sport Management Quarterly, International Journal of Sports Marketing & Sponsorship, Journal of Brand Management, Qualitative Market Research et Sport, Business & Management, André a, par exemple, publié dans le Journal of Brand Strategy.

Il a également lancé trois livres de marketing du sport: Néo-marketing du sport (De Boeck, 2011 et 2018), Global sports marketing (Routledge, 2012) et Marketing du sport, en langue chinoise (Sun Yat-Sen University Press, 2014).

Le Professeur Richelieu est aussi sollicité par les medias, avec environ 1,500 entrevues accordées à la presse écrite et électronique, nationale et internationale (CBC, La Presse, L’Équipe, Radio-Canada, RDI, RDS, The Globe & Mail, The Guardian of London, The National Post, The New York Times, The NHL Network, The Wall Street Journal, etc.). Il a été le récipiendaire de subventions du FQRSC et du CRSH, en plus d’obtenir un prix de recherche de l’Union Européenne de Football Association (UEFA).

Par ailleurs, le Professeur Richelieu n’oublie pas l’importance d’un enseignement de qualité, comme en font foi ses prix en enseignement institutionnels (prix d’excellence en enseignement remis par l’université et les étudiants), mais aussi les distinctions nationales des magazines Canadian Business et Macleans. En carrière, il a été le directeur ou membre de 24 comités ou jurys de thèses de doctorat et de mémoires de M.Sc. et M.A., au Canada et à l’étranger. Il a, de plus, encadré 28 essais de maîtrise.

André est invité à titre de professeur et conférencier en Amérique du Nord, Europe et Asie, et réalise des mandats de consultation et de formation exécutive pour les organisations sportives. Il a aussi vécu dans ou visité plus de soixante pays et territoires, avec des séjours de huit ans en Afrique et de plus de deux ans en Europe de l’Est. Il parle cinq langues.

PROFESSEUR TITULAIRE, Département de Marketing, ESG UQAM, Montréal, Qc, Canada.

  • En charge de cours de marketing aux 1er et 2e cycles, incluant ceux destinés au MBA pour Cadres, en français et en anglais.
  • Invité à offrir des cours à l’étranger, pour l’ESG et à titre privé, en marketing, marketing du sport, gestion de la marque et marketing international, en anglais et espagnol.
  • Dispense des formations et de la consultation aux organisations sportives.
  • Offre et coordonne un cours de marketing du sport à l’ESG depuis janvier 2016, en français et en anglais.
  • Contribue aux connaissances dans le domaine du sport au travers d’études scientifiques en marketing du sport, en sport business, ainsi que sur le sport et le développement / la paix.
  • Implique les étudiants de maîtrise et de doctorat dans des projets de recherche et via des publications.
  • Supervise des thèses de doctorat et des mémoires de maîtrise en tant que directeur et membre du comité.
  • Participe aux débats publics via des contributions régulières aux medias nationaux et internationaux.

PhD, DOCTORAT CONJOINT EN ADMINISTRATION DE MONTRÉAL (2002).

Université du Québec à Montréal (UQAM; doctorat conjoint de Montréal dont sont également membres Concordia, HEC et McGill).

Directeur: Prof. Roger Miller. Membres du comité: Prof. Jan Jorgensen, McGill, et Prof. Benoît Bazoge, UQAM.

LANGUES

  • Français (langue maternelle)
  • Anglais (bilingue)
  • Roumain (compétence professionnelle)
  • Espagnol (compétence professionnelle)
  • Italien (rapidement perfectible) 
  • Russe (connaissance de base).

 

Professor Richelieu specializes in brand management and sports marketing in the context of globalization. His research relates to: i) How sports organizations can leverage their brand equity by capitalizing on the emotional connection they share with their fans; ii) How sports organizations and athletes can internationalize their brand; and iii) How cities, regions and countries can leverage their brand abroad through a sport oriented place branding strategy. Prof. Richelieu is the co-author of Neo-Sports Marketing (De Boeck Publishers, 2011, 2018), Global Sports Marketing (Routledge Publishers, 2012) and Sports Marketing, in Chinese (Sun Yat-Sen University Press, 2014).

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. He has lived in or visited over sixty countries and territories. He speaks five languages.

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.

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).

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).

PRIX / AWARDS

Année / Year Prix / Awards
2017  Mise à jour prochaine / Soon to be updated.
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.