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Dr. Laurent Muzellec

Professor in Marketing

Room 403
laurent.muzellec.ie
01 896 3775


Laurent Muzellec is Professor at Trinity Business School, Dublin, where he is founder and director of the Trinity Centre for Digital Business as well as the M.Sc. in Digital Marketing Strategy. He advises senior managers and talks to audiences worldwide on digital opportunities. Laurent’s research focuses on digital business models and multi-sided platforms as well as digital advertising and fictional brands.

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Laurent founded and manages the Trinity Centre for Digital Business; a research centre focusing on all aspects of digital mediation and interactions between businesses and people. The research centre explores study how digital technologies are transforming key area of business research topics such as entrepreneurship (e.g. digital start-up, share economy), strategy (e.g. digital business models), consumer behaviour and marketing (e.g. digital advertising and data mining), business ethics (e.g. data privacy), finance (e.g. fintech) and human resources (e.g. management of millennials).

Laurent is also the programme director of the new M.Sc. in Digital Marketing Strategy. Having previously setup highly successful similar programmes; he launched this new specialist masters programme to further develop and equip graduates with the necessary skills to succeed. The programme has been acknowledged as the best in the world for E-Business and Digital Marketing (Eduniversal 2018).

Laurent teaches marketing strategy and digital marketing at executive level (e.g. Executive MBA). He advises companies on business model opportunities and works with Facebook France to help French companies to digitalise their business.  

Laurent’s own research interests pertain to the field of digital business model, multi-sided platforms, digital advertising and fictional brands. His articles have appeared in several international publications including the online version of the Harvard Business Review, Industrial Marketing Management, Marketing Theory, the Journal of Advertising Research and the European Journal of Marketing.

Prior to TCD, Laurent has worked in Paris for SGCI Planfax, an Internet mapping company, the French Embassy Trade Office in New York. Volkswagen in Wolfsburg Germany. He has previously taught at UCD Smurfit Business School, Dublin City University Business School and ESSCA school of Management (Paris). His qualifications include a BA from Sciences-Po Bordeaux (F), a BA Information and Management from Napier University (UK), a MBA from Texas A&M International University and a PhD from UCD Smurfit School of Business.



  • Value creation and value capture for multi-sided platforms
  • Emerging digital business model
  • Digital advertising and e-WOM
  • Children and teenagers use of mobile technologies
  • Fictional brands

 

Lynn, T. ; L. Muzellec ; B. Caemmerer; D. Turley(2017), Social network sites: early adopters' personality and influence, Journal of Product and Brand Management, 26, (1), 2017

Muzellec, L. & E. O'Raghallaigh, Mobile technology and its Impact on the Consumer Decision-Making Journey,
Journal of Advertising Research , 58 (1) 12-15, 2018.

Lynn, T. ; L. Muzellec ; B. Caemmerer; D. Turley, Social network sites: early adopters' personality and influence, Journal of Product and Brand Management , 26, (1), 2017

Moran G., Muzellec L., eWOM credibility on social networking sites: A framework, Journal of Marketing Communications, 2017

Muzellec. L. James Bond, Dunder Mifflin, and the Future of Product Placement. Harvard Business Review Digital Articles. 6/23/2016, p2-5. 4p.

Muzellec. L.; Feenstra, F.; Faultrier (de), B.; Boulay, J., Children's experiences and parents' perceptions of retailers' mobile applications, Journal of Retail & Distribution Management, 44, (11), 2016, p44-55

Muzellec. L. Rebranding in, editor(s)Craig E. Carroll , The SAGE Encyclopedia of Corporate Reputation, Thousand Oaks, CA 91320, SAGE Publications Inc, 2016,  

L. Muzellec; Ronteau S. & Lambkin. M.C., 'Two-sided Internet Platforms: A Business Model Lifecycle Perspective', Industrial Marketing Management, 45, 2015, p139

Moran G., Muzellec L., Nolan E., Consumer moments of truth in the digital context: How "search" and "E-word of mouth" can fuel consumer decision making, Journal of Advertising Research, 54, (2), 2014, p200-204

Feenstra, F. L. Muzellec, B. de Faultrier, J. Boulay, Edutainment experiences for children in retail stores, from a child's perspective, Journal of Retailing and Consumer Services, 26, 2015, p47 - 56

Muzellec L., Lynn T., Lambkin M., Branding in fictional and virtual environments: Introducing a new conceptual domain and research agenda, European Journal of Marketing, 46, (6), 2012, p811-826

For a full list click here

    1. Rebranding
    Muzellec. L. Rebranding in, editor(s)Craig E. Carroll , The SAGE Encyclopedia of Corporate Reputation, Thousand Oaks, CA 91320, SAGE Publications Inc, 2016

    For a full list click here

  • BU7058 Marketing Strategy (MBA)
  • BU7007 Marketing Strategy (EMBA)
  • BU7258 Digital Marketing & Strategy (MSc in Digital Marketing Strategy)