Marie-Noëlle RIMAUD

Professeur associé
Marie-Noëlle RIMAUD
  • Department Marketing
  • Areas of research Tourism Development in Sensitive Environments - particularly coastal areas (Fondation de France project) and polar regions, Regional Marketing, Association/Company Partnerships (social responsibility)
  • Teaching fields Marketing and Management of Tourism and Leisure: Event Management, Regional Marketing, Ecotourism & Sustainable Tourism ; Case Study Methodology


After a career as an international lawyer (international arbitration France - Canada), Dr Marie-Noëlle Rimaud joined the Civil Service, initially as Assistant Director of the Legal Department, then as Director of Sports for a local region. Following this, she became Manager of a research and technical institutional body devoted to coastal issues, and was then responsible for the development of the nautical sector within the Poitou-Charentes region.

She joined Excelia Business School in 2005, both as a Teacher and Researcher in Event Marketing, Tourism and Leisure, and as Head of the MSc specialised in Event Management.

A great believer in ‘Learning by Doing’ and ‘Flipped Learning’, in 2010, she took on responsibility for case studies within the Group, before creating INNOV Case Lab in 2015, which she still heads up. In her role as Head of INNOV Case Lab, she organises the AFMAT Award (CCMP/INNOV Case Lab) for the Best Case in Tourism Management, launched in 2017 in Montreal, as well as the RIODD Award (CCMP/INNOV Case Lab) for the Best Case in Sustainable Development, launched in 2019. She has initiated various pedagogical research projects in collaboration with students (Flipped Learning), as well as with companies (case studies).


Realization of many pedagogical cases in marketing, strategy and sustainable tourism, including "Hénaff" case Award for the best SME case study (2012); Repositioning of Jardin Bio brand (2013) Top case in marketing; "Remy Martin" case (2015) NACRA Award and many cases on regional actors.
- Participation in two case books "10 cases in CSR" Ed. Dunod (2016) and "Cases in Marketing - 2nd edition" Ed EMS (2017)
- Participation in the various editions (2006 / 2018) of the Francophone tourism research conference "Les Rendez-vous Champlain", research on gastronomy and event marketing;
Research and publication on Integrated Coastal Zone Management and intangible maritime heritage (Article in the book "Yachting and urbanity - The integration of ports in contemporary cities" (June 2017), research on the territorial impacts of pedestrian leisure activities on littoral zone Fondation de France (2017 / 2020).