Mady KEUP Marketing Sophia-Antipolis - SKEMA Business School

Mady KEUPMarketingSophia-AntipolisCVBiography:A destination marketing professional with two decades of experience in business events and leisure tourism, Madyworked for more than 12 years with the British Tourist Authority (now VisitBritain) in management positions in London,Madrid, Lisbon and Berlin. Other career highlights include 5 years as Head of the London Convention Bureau (nowLondon & Partners) and a stint as Chief Executive of the British-Portuguese Chamber of Commerce in Lisbon.Mady currently lectures at SKEMA Business School, the largest of France’s Grandes Ecoles in terms of studentnumbers, where she is Course Director for the Master of Science programme in Strategic Event and TourismManagement. SKEMA Business School has campuses in France (Nice, Paris, Lille), China (near Shanghai), Morocco(Casablanca) and in the USA (Raleigh, North Carolina).Mady’s speaking and consultancy engagements on tourism and event management have taken her all aroundEurope, Dubai , Tajikistan and the USA. She is a trainer for Destination Sales Training in Europe and the Middle Easton behalf of Destination Marketing Association International (DMAI) and an MPI (Meeting Professionals International)accredited trainer.Mady speaks 6 languages fluently (English, French, German, Spanish, Portuguese and her nativeLuxembourgish). She holds a Diploma of Marketing by the Chartered Institute of Marketing and an Open UniversityMBA. Mady is a former Chair of the British Association of Conference Destinations (2002-2003), and a member ofMPI, DMAI, SITE (Society of Incentive & Travel Executives) and IFITT (International Federation for IT and Travel andTourism).Skills & InterestsTeaching Skillsdesign of coursesprogramme managementexecutive educationLanguagesTrilingual in Luxembourgish, English and GermanComplete fluency in French, Spanish and PortugueseBasic notions of Italian, Polish and Russian

ExpertiseExtensive professional experience in strategic marketing and management within the tourism and business eventsindustries, including sales, stakeholder liaison and human resource management.Teaching at both under- and post graduate levelsDesign and delivery of tailored training courses to professionalsCitizenship:LuxembourgQualificationProfessionally QualifiedAcademic DegreesM.B.A. Open University (UK), United Kingdom, 2004Bachelor University of Newcastle upon Tyne, Newcastle upon Tyne, United Kingdom, 1984Professional CertificationsMPI Certified Trainer, 3Chartered Institute of Marketing Diploma, 15Work ExperienceAssistant Professor/ MSc Programme Director, SKEMA Business School (2008 - Present).Affiliate Faculty, SKEMA Business School (2006 - 2008).Visiting Lecturer, Groupe ESC (2005 - 2008).Head of Business and Conventions, Visit London (May, 1999 - February, 2004).Manager Central Europe, British Tourist Authority (January, 1998 - April, 1999).Chief Executive, British-Portuguese Chamber of Commerce (January, 1997 - December, 1997).Business Travel Manager, British Tourist Authority (September, 1995 - December, 1996).Manager, British Tourist Authority (February, 1992 - September, 1995).Marketing Manager, British Tourist Authority (June, 1990 - February, 1992).INTELLECTUAL CONTRIBUTIONSArticles in JournalsDimanche, F., Prayag, G., & Keup, M. (in press, 2014). Le service design dans le tourisme: Une approcheethnographique mobile. Mondes du Tourisme.Articles in ProceedingsPrayag, G., Dimanche, F., & Keup, M. (2012). Le service design dans le tourisme: une approcheethnographique mobile. 2ème Colloque National sur la Recherche et l'Enseignement Supérieur enTourisme - Astres 2012.Chapters, Cases, Readings, SupplementsDimanche, F., Keup, M., & Prayag, G. (2012). What is tourism?. In M. Stickdorn and Birgit Frischhut (Eds.),Service Design and Tourism (pp. 22-30). Book on Demand GmbH.Prayag, G., Dimanche, F., & Keup, M. (2012). Designing Tourism Services. In M. Stickdorn and BirgitFrischhut (Eds.), Service Design and Tourism (pp. 35-47). Book on Demand GmbH.Dimanche, F., Keup, M., & Prayag, G. (2012). What is service design? The service experience. In M.Stickdorn and Birgit Frischhut (Eds.), Service Design and Tourism. Book on Demand GmbH.Prayag, G., Dimanche, F., & Keup, M. (2012). A tour of the town: Antibes Juan les Pins and Antibes. In M.Stickdorn and Birgit Frischhut (Eds.), Service Design and Tourism. Books on Demand GmbH.

KEUP, M. (2008). Meeting in the Web 2.0 Future : Generation Y and technology challenges for meetingplanners. 4th Annual Pharmaceutical Meeting Planners Forum, Baltimore, United States of America.KEUP, M. (2008). The Challenge of greater competitiveness among Business Travel Destinations and therole of the DMOs. EIMIS (Estoril International Meetings Industry Seminars), Estoril, Portugal.Keup, M. (2008, April). Generation Y and association conferences : Shared behaviour and characteristicsand patterns of participation in the associative life. Travel and Tourism Resarch Association EuropeanConference, Helsinki, Finland.KEUP, M. (2007). Meeting in the Web 2.0 Future. 2nd Annual European Congress on PharmaceuticalMeeting Planning and Continuing Medical Education, London, United Kingdom.KEUP, M. (2007). Connect and Communicate – Efficient and Effective Use of Technology. European SITENetworking and Educational Programme (ESNEP), Warsaw, Poland.KEUP, M. (2006). El Marketing de los Destinos - una Arma Contra la Competencia Globalizada. MICEForum Costa del Sol, Málaga, Spain.Keup, M. (2006). The impact of CVBs on the local economy. 3rd National Business Travel Congress,Estoril, Portugal.Research Reports2009: Buncle, T. & Keup, M., Handbook on Tourism Destination Branding., submitted to European TravelCommission and World Tourism Organization.Professional MembershipsDestination Management Association International, 4International Federation for IT and Travel & Tourism, 2Meeting Professionals International, 10Society of Incentive & Travel Executives, 10