TRELOHAN Magali

EM Normandie

Professeure associée

Magali Trelohan is an associate professor of marketing. She joined EM Normandie in 2024. She holds a doctorate in management, obtained in 2017 at the University of Bretagne Sud. His thesis focuses on the influence and nudging of pro-environmental behaviors. Her research interests focus on two topics: gender issues and pro-environmental behavior. His articles analyze engagement and empowerment around these two subjects through the prism of organizational strategies and individual psychology and behavior.

Vidéos de cet auteur

02:36

What is gendered marketing?

Gendered marketing involves segmenting the market and tailoring products, services, and communications according to gender, often based on stereotypes or perceived differences. Historically, it has boosted sales by targeting men and women differently, as seen in gendered toys or cigarettes marketed to women. However, this approach is now being challenged. Brands must evolve to reflect all gender identities and move beyond potentially discriminatory stereotypes. A more inclusive society expects genuine strategies that avoid gender washing and authentically celebrate diversity.

TRELOHAN Magali - |

Management Dictionary
Marketing, Sales and Communication

02:40

What is social marketing?

Social marketing is an approach that leverages marketing techniques to encourage behaviors that have a positive impact on society. Unlike traditional marketing, which primarily aims to maximize sales, social marketing seeks to address issues such as public health, the environment, and human rights. It relies on a deep understanding of the needs and obstacles of the target audience, as well as strategic partnerships. For example, campaigns might encourage people to reduce their plastic consumption or engage in regular physical activity. To succeed, it's not just about communication; it's also about making desired behaviors more accessible, more appealing, and less expensive. By integrating these elements, social marketing contributes to improving collective well-being.

TRELOHAN Magali - |