Faculty in the Spotlight: Elke CABOOTER, professor of marketing
06/12/2023
With more than 700 professors, including 186 permanent professor-researchers, IÉSEG offers to its students a high-quality learning experience, based on 4 key elements: an active, interdisciplinary learning process, focused on the acquisition of competencies, offered through customized curricula.
Each month, “Faculty in the spotlight” invites you to meet one of the School’s professors who presents their vision of teaching, their methods for transmitting their expertise and passion to students and shares their best memories and stories at IÉSEG.
This month, let’s meet Elke CABOOTER, professor of marketing at IÉSEG.
Elke, can you tell us a little about your background?
After obtaining a Master’s degree in Applied Economics and a Master’s degree in Marketing Analysis at Ghent University in Belgium, I worked for two years in a marketing research agency. Then I decided to deepen my knowledge by doing a PhD in Applied Economics, also at Ghent University. This doctorate enabled me to become a professor-researcher and therefore to apply to become a professor at IÉSEG. I have been at the School for 12 years now.
Can you summarize your area of expertise and teaching?
I’m a marketing and sales professor, but I specialize mainly in marketing, with a particular interest in consumer psychology and behavior. In this field, we really try to understand how and also why a consumer reacts in a certain way to certain marketing elements (product, price, advertising, location). At IÉSEG, I teach courses in Marketing Research, Marketing Strategy and Advanced Pricing Management. I’ve also done a lot of research into how consumers respond to a questionnaire in a survey, and the impact of the way questions are presented on consumer responses. The aim is to obtain the most truthful response from the consumer and avoid errors.
Why did you choose to become a teacher?
When I was working in the marketing research agency, I realized that the projects were short and I didn’t have the opportunity to deepen my understanding of “why” we obtained a certain result over another during the course of a research project. My curiosity made me want to do a PhD to delve deeper into this aspect of marketing research. On the other hand, I love passing on my knowledge, and teaching is the best way to do that.
What attracted you to IÉSEG?
I had heard that the School was looking for a Marketing Research professor, and I was very interested in this subject, which I mastered thanks to my corporate experience. On the other hand, the School was relatively small at the time and I knew a few people who were already working there and enjoying themselves. I also knew that there was an opportunity to get involved in a research center and to take part in conferences as a researcher.
What do you like most about teaching at IÉSEG?
IÉSEG shows great respect for its staff and students, and places great value on teamwork among professors. The international dimension is very important and I like that. I particularly appreciate the balance I have between my teaching hours and the hours dedicated to research. I really like the variety of my job here. I also have the freedom to choose the subjects I want to research and how I teach my classes. What’s more, there’s a caring and positive atmosphere in our group of teachers and that’s really appreciated in everyday life!
What are your strengths according to your students?
They tend to say that I’m enthusiastic in all circumstances. Even if I feel tired, I make sure it doesn’t show, and I’m always smiling. I give them plenty of opportunity to work on concrete cases to practice the theory I’m teaching them, and I take the time to explain and re-explain if necessary to make sure they all understand. I give them lots of advice during class exercises and this gives them confidence for their final project.
How do you communicate your passion to your students?
I think it’s important to be very familiar with the slides you use to present in class, and to have concrete examples in mind to give students. When you have professional experience in the field that you are teaching, it’s a good complement to the theory of the course, and it brings something more concrete to the students. I think it’s also important to be at ease in the classroom to be able to pass on your passion, because if you’re stressed, the results won’t be the same, obviously.
How do you participate in the life of the School outside research and teaching?
I’m part of a committee that organizes research symposia for IÉSEG’s marketing department. Twice a year, we invite leading professors in the field to speak at the event. I also organized a 4-day off-campus “writing camp” for the professors in my department, to encourage the creation and publication of academic articles. It was a very productive experience.