Grand Prix EDF HEC: Customer Relations in the Digital Age

17 January 2014

The dematerialization of customer relations: how do you make EDF clients go digital? This was the subject of the Grand Prix EDF HEC 2013. The case-study gave 54 Masters in Intelligence Marketing students from HEC Paris the task of spending three months working on one of EDF’s major marketing challenges. 


In addition to their classes, students benefited from conferences from “Directions Marketing” on digital marketing and customer relations at other companies such as Canal +, Covea, La Poste , Orange, etc., in order to further their knowledge, conduct a good case-study, and learn to approach similar decision-making contexts  in the future. “This team-project was very challenging and informative, completely different from any other school project. Aside from the budget, we faced the same restrictions as professionals,” explains Rémi Veltin, a physical engineer and one of the winners of the Grand Prix.

Thanks to this project and collaboration with EDF, students acquired a better understanding of the energy sector and furthered their knowledge of e-marketing. “That was our number one objective for the project,” explained Dominique Rouziès, Professor, Manager of the Master in Intelligence Marketing, and holder of the EDF Chair at HEC Paris. “With this case-study, we wanted to offer young science, engineering, medical and pharmaceutical graduates some key tools for digital marketing, customer relations and communications, and present them with new challenges in the energy-world.” Alexia Bakdache, a pharmacist and another winner of the Grand Prix , concluded “Dematerialization is an issue which affects many companies. This project has given us a lot, and will really help us with our future careers.”

The final of the Grand Prix EDF-HEC 2013 took place on December 18th in the presence of Mrs. Sylvie Jehanno, Manager of Individual Markets at EDF; Mr. Sébastien Jumel, manager of Individual Markets at EDF and his marketing team, and manager of the Direction of Operations Multi-Canales-EDF; Mr. Bernard Ramanantsoa, Dean of HEC Paris; and members of HEC’s marketing department. 

The winners:

Grand Prix

Grand Prix EDF 2013 les gagnants

2nd Prize
Anne DESMONS, Emmanuelle FRAZAO, Aurélie MOREL, Sidi Mohamed SARI-ALI 

Grand Prix EDF 2013 2eme prix

Special Prize

Grand Prix EDF 2013 Prix spécial

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