Teaching Business Models Through Student Consulting Projects


  • Philippe Massiera ESG UQAM




This article aims to contribute to the literature on business models teaching practices by presenting how the implementation of consulting missions with entrepreneurs in the integration phase can be an effective pedagogical approach for learning business models with bachelor students.

Author Biography

Philippe Massiera, ESG UQAM

Professor of Marketing Management, Department of marketing

Philippe Massiera completed a Master of Technology in Agricultural Engineering in 1994 and a Master of Business Administration in 1995 in France. After 12 years as an executive in the agri-food industry specialising in marketing and commercial development in the Africa region, Philippe Massiera has turned to an academic career. He has successively completed a Master of Science in Marketing in 2008, a Master of Research in 2010 and received his Ph.D from the IAE de Paris-La Sorbonne. In 2015. Between 2010 and 2018, the author was successively associate professor of entrepreneurial marketing, coleader of the working group in charge of the international EPAS accreditation project in 2015 and head of the Entrepreneurship department between 2016 and 2018. He lives now in Montréal and his professor of marketing management at ESG UQÀM.






Special Issue: Teaching Business Models