Dominique BILLON

Marketing

MSc Marketing & Brand Management Director

Download CV

dominique.billon@kedgebs.com

Dominique Billon is the Director of the MSc Marketing program at the Bordeaux campus. A graduate of ESC Bordeaux and IAE Bordeaux, he defended his thesis in marketing in January 2017 at the University of Rouen, specializing in cultural branding. His research focuses on the brand as a resource in the construction of family identity. Dominique has launched several programs (Bachelor’s, M1, etc.). He has experience teaching at the bachelor’s and master’s levels, as well as in executive education. He has taught in China (Beijing) and Senegal (Dakar). He currently teaches in the areas of experiential marketing, cultural branding, and strategic marketing. 

    Recent publications
    Publication Year of publication Type of publication
    BILLON, D. - "La cocréation de l’expérience de marque Taylor Swift : Construction identitaire et lien communautaire dans la communauté des Swifties" - 2025, CCMP, Paris, France 2025 Case Study
    BILLON, D. - "Co-creating the Taylor Swift brand experience : Consumers’ Identity Projects and Rituals in the Swifties Community" - 2025, CCMP, Paris, France 2025 Case Study
    BARBAT, V., G. BARBAT, D. BILLON - "FONDATION SOCIÉTE GÉNÉRALE. Évaluer et valoriser l’impact social d’une fondation d’entreprise" - 2025, CCMP, Paris, France 2025 Case Study
    BILLON, D. - "Craquer » ou pas pour une Tesla ? : une expérience d'achat atypique, un parcours client innovant" - 2024, CCMP, Paris, France 2024 Case Study
    BILLON, D., V. BARBAT - "GreenMa : comment créer et développer une marque DNVB sur le marché des thés et des infusions bio ?" - 2024, CCMP, Paris, France 2024 Case Study
    BILLON, D. - "Henri Piquet : comment réveiller une belle endormie en embrassant de nouveaux rituels de consommation ?" - 2020, CCMP, France 2020 Case Study
    Teaching domains

    Marketing

    • Expérientiel Marketing
    • Qualitative methods
    • Strategic marketing
    • Operational marketing
    • Consumer Culture
    • Brand Management
    Research domains

    Marketing

    • Experiential branding

    Consumer Culture Theory

    Methodology

    Kedge Insights
    Insights Others authors Category Expertise
    Happy Birthday Apple! How the Apple Brand Became Part of My Family None Published in The Conversation
    		 Marketing & new consumption
    Marketing