Chantal Ladias – Lecturer in Marketing

  • Dr. Chantal Ladias has dual French-Greek nationality and has lived in Ireland for more than 20 years. She integrates meaningful cross-cultural insights in the delivery of her marketing lectures. Chantal worked in France but also in Greece and the United States.

    Dr. Chantal Ladias started her professional career as a sales/marketing executive in the American perfume industry. Equipped with her MBA exc., she then joined Condon International Marketing Consultancy firm in Dublin, Ireland  to advise Irish organizations on how to internationalize. She started her own international marketing research company in the 90s. Industries she advised include; perfume, dairy, insurance, energy market, sugar, recyclable products, Irish tourism, Irish beauty industry, Greek rural ecotourism, etc. The Irish dairy industry remains her preferred Irish based project as she undertook extensive international marketing audits in EU and the USA for the Irish Dairy Board. As a stakeholder, she gained insights into the development and management of Irish international brands and the power of country of origin effect. In Greece, as Managing Director of a new Business Innovation Centre (B.I.C.), she promoted an entrepreneurial mind-set in the region of Serres, Macedonia, Greece.

    Her academic life started as she was invited as a guest lecturer at the French École de Management of Lyon, France (EM Lyon). She was then appointed as Head of International Marketing Department for the American College Dublin where she also lectured for ten years. Her PhD in International Business Management reflects on her experience teaching International Business Ethics to an international audience. Her observations in education lead to an ethical business framework to promote moral cross-cultural values in the classroom. The “RESCU” framework promotes ethical learning experiences in the 21st century multi-cultural classrooms.

    Today, Chantal has held the position of senior Marketing lecturer in DBS for the last ten years. She was invited as guest lecturer in École de Management in Grenoble, France where she lectured in International Marketing Strategy. The marketing modules she designed at NFQ levels 7,8 and 9 include Marketing Innovations, Innovative Sustainable Marketing Practices, Marketing in international contexts, Strategic Marketing, Marketing Analysis, Digi marketing, International Marketing Practices.

    She is currently supervising research thesis at Master level in the area of Marketing and sustainable marketing. She still acts pro bono for Greek start-up companies with the view of capitalizing on Greek positive COO effect for the Greek region of Macedonia.

    Dr. Ladias speaks four languages and is a mother of three adult children.



    Title: In search of excellence in cross-cultural business education

    Synopsis: What is “education” and what is “knowledge”?  At third level education business schools have a tendency to focus on knowledge rather than education. Knowledge offers a tangible, reliable and performant way of measuring educational outputs. Modules designed by academics and refined by administrators are standardized to be commoditized to be marketed. Clear Learning Objectives are matched to assignments and examinations in order to achieve a clear and rational path of learning on paper. The module then, becomes a tacit contract between lecturers and students where learning outcomes need to be achieved to successfully pass the module. Learning becomes a global standardized contract between an institution and students and nearly a battlefield where the warrior needs to strategize his approach.

    On the other hand, the element of education at third level, seems to be lost. Is third level education still offering education or is education just becoming a transfer of knowledge? What is education today as opposed to knowledge? In education one search a higher way of thinking that is critical and positively destructive in order to create, innovate and improve our societies. Education is intangible and difficult to grasp and measure. It is based on morals, virtues and an ability to reason and criticize. How can we measure virtues at third level education? Education can be a means for peace and a means to master emotions. A well educated student may not possess knowledge but she/he might express kindness, courtesy, courage and other virtues. Education is an essential part of human development. It is essential that both knowledge and education complement each other at third level like male and female or yin and yang.

    As our modules and educational institutions are internationalizing, how can we educate international students who do not share the same cultural, political, democratic or religious moral compass? Transferring knowledge is easy but educating implies a duty of care with a focus on Human Development Goals? Educators are influencers who can facilitate a micro cosmos where peace and freedom can be enjoyed by practicing RESCU.

    This presentation presents the RESCU model as a means to educate multicultural classrooms. As classrooms become more international and a mirror of our cosmos, it is essential to share positive values and reinforce a climate of Respect, Empathy reinforced by Social skills in order to demonstrate Courage and Uniqueness.



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