Mady KEUP

INNOVATION Academy

Sophia-Antipolis

CV

Skills & Interests

Teaching Skills

design of courses

programme management

executive education

Languages

Trilingual in Luxembourgish, English and German

Complete fluency in French, Spanish and Portuguese

Basic notions of Italian, Polish and Russian

Expertise

Extensive professional experience in strategic marketing and management within the tourism and business events

industries, including sales, stakeholder liaison and human resource management.

Teaching at both under- and post graduate levels

Design and delivery of tailored training courses to professionals

Qualification

Practice Academic

Academic Degrees

M.B.A. Open University (UK), United Kingdom, 2004

Bachelor University of Newcastle upon Tyne, Newcastle upon Tyne, United Kingdom, 1984

Professional Certifications

MPI Certified Trainer, 3 (3)

Chartered Institute of Marketing Diploma, 15 (15), United Kingdom.

Work Experience

Senior Lecturer/ MSc Programme Director, SKEMA Business School (2008 - Present), N.C, France.

Affiliate Faculty, SKEMA Business School (2006 - 2008), N.C, France.

Visiting Lecturer, Groupe ESC (2005 - 2008), Troyes, France.

Head of Business and Conventions, Visit London (May, 1999 - February, 2004), London, United Kingdom.

Manager Central Europe, British Tourist Authority (January, 1998 - April, 1999), Berlin, Germany.

Chief Executive, British-Portuguese Chamber of Commerce (January, 1997 - December, 1997), N.C, Unknown.

Business Travel Manager, British Tourist Authority (September, 1995 - December, 1996), London, United Kingdom.

Manager, British Tourist Authority (February, 1992 - September, 1995), Lisbon, Portugal.

Marketing Manager, British Tourist Authority (June, 1990 - February, 1992), Madrid, Spain.

INTELLECTUAL CONTRIBUTIONS

Articles in Journals

Keup, M. (2016). Une note philosophique: L'influence des technologies sur le parcours et l'expérience du

client dans le marketing des services. Survey Magazine, 74-75.

Keup, M. & Davidson, R. (2014). The Use of Web 2.0 as a Marketing Tool by European Convention

Bureaux. Scandinavian Journal of Hospitality and Tourism, 14 (3), 234-254, doi:

10.1080/15022250.2014.946232.

Dimanche, F., Prayag, G., & Keup, M. (2014). Le service design dans le tourisme: Une approche

ethnographique mobile. Mondes du Tourisme, 32-42.

Keup, M. (2014). Play to your strengths: How to attract the meetings market to your destination. United

Nations World Tourism Organisation.

Articles in Proceedings

Prayag, G., Dimanche, F., & Keup, M. (2012). Le service design dans le tourisme: une approche

ethnographique mobile. 2ème Colloque National sur la Recherche et l'Enseignement Supérieur en

Tourisme - Astres 2012.

Zecevic, B., Culic, M., Keup, M., & Stamenkovic, I. (2011). Tourism Destination Development: The Role of

Congress Industry in Crisis Aftermath. 1st International Scientific Conference Tourism in South East

Europe, University of Rijeka.

Davidson, R. & Keup, M. (2008). Generacja Y - czego oczekuje od konferencji i programow incentive. In

Krysztof Celuch (Ed.) Atlas Business Tourism Special Interest Group, Wyzsza Szkola Ekonomiczno-

Informatyczna w Warszawie, 93-100.

Chapters, Cases, Readings, Supplements

Keup, M. (2017). International Aspects in MEEC. Under Review, In Prentice Hall (Ed.), Meetings,

Expositions, Events and Conventions: an Introduction to the industry.

Keup, M., Artal-Tur, A., Belosluttseva, L., & Garcia Sanchez, A. (2015). Business Tourism. In F. Dimanche

& L. Andrades (Eds.) (Eds.), Tourism in Russia: A management handbook. F. Dimanche & L. Andrades -

Bingley, UK: Emerald.. Emerald Group Publishing Limited.

Keup, M. (2014). International Aspects in MEEC. Meetings, Expositions, Events and Conventions: an

introduction to the industry.. George G. Fenich, Ph.D., East Carolina University: Prentice Hall [C].

Dimanche, 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 Birgit

Frischhut (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. & Suder, G. (2011). Expanding event management accross and beyond Europe: The MCI Group.

ECCH. ECCH.

Davidson, R. & Keup, M. (2009). What Does Generation Y Want From Conferences and Incentive

Programmes?. In Krysztof Celuch & Rob Davidson (Eds.), Advances in Business Tourism Research- A

selection of papers presented at ATLAS Business Tourism Special Interest Group meetings (pp. 75-80).

Atlas [D].

Conference Presentations

Keup, M. (2016). The Sharing Economy. Campus France, Shanghai, China.

Keup, M. (2016). Tendencias Turisticas. Galicia Cluster Turismo, Vigo, Spain.

Keup, M. (2016). Travel and Tourism Trends. Belgrade Tourism Conference, Belgrade Tourism Fair,

Belgrade, Serbia.

Keup, M. (2016). L'impact de l'économie collaborative dans le tourisme de loisirs et d'affaires. Cycle

Innovations et Connaissances, Sophia Antipolis, France.

Keup, M. (2016, October). Sharing Economy. 6ème Journée Internationale du m-Tourisme "Digital

Revolution & Collaborative Tourism", Nice, France.

Keup, M. & Fournié, J. (2016, May). The Use and Influence of Travel Reviews on Generation Y's Travel

Decision-Making Process. Second Global Tourism & Hospitality Conference, Hong Kong, China.

Keup, M. (2015). Keynote. Conversas do Convento, Coimbra, Portugal.

Keup, M. (2015). IMEX Guided Tours. IMEX Frankfurt, Frankfurt, Germany.

Keup, M. (2015). Event Statistics in France. IMEX Faculty Forum, Frankfurt, Germany.

Keup, M. (2014). Service Design in Tourism & Events. International Tourism Conference, Porvoo,

Finland.

Keup, M. (2014). ROI in the Meetings Industry. Event Forum Europe & Asia, St Petersburg, Russia.

Keup, M. (2014, November). Service Design for Incentive Travel Programmes. Society of Travel

Excellence Global Conference, Rotterdam, Netherlands.

Keup, M. (2013, November). Industry and Academia working together: the case of the International

Association of Conference Centres. ATLAS Business Tourism Special Interest Group Conference, Dublin,

Ireland.

Keup, M., DAVIDSON, R., Castel, M., & Moreno, A. (2013, July). Meeting Design in Flux. World

Education Congress Faculty Forum Meeting Professionals International, Las Vegas, United States of

America.

Keup, M. (2012, December). Serbian Convention Bureau Innovation Case Study. Atlas Business Tourism

Special Interest Grouping Conference, Lugano, Switzerland.

Keup, M. (2012, September). Social Media Influencers. EIAT Conference, Belgrade, Serbia.

Keup, M. (2012, June). European Convention Bureaus'Use of Social Media in MICE Marketing. Global

Events Congress V, Stavanger, Norway.

Keup, M. (2011). Crowdsourcing for the Incentive industry. SITE EMEA Forum, Florence, Italy.

Keup, M. (2011). Crowdsourcing: Engage with your stakeholders through the sense of communty. Nordic

SITE, Helsinki, Finland.

Keup, M. (2011). New tricks for old dogs: understanding your young staff and clients. ICCA Congress,

Leipzig, Germany.

Keup, M. (2011). Crowdsourcing: How your customers help your business co-create your service (Power

of social media in the meetings and tourism industries). EIAT Conference, Belgrade, Serbia.

Keup, M. (2011). Beyond the hype - Social media and its metrics in the events and incentive travel

industries. SITE EMEA Forum, Florence, Italy.

Keup, M. (2011). Using social media in your event marketing. Presentation to Estonia Convention Bureau

members, Talinn, Estonia.

Keup, M. (2011, October). Generation Y and their expectations as employees and meeting

delegates. ICCA Congress, Leipzig, Germany.

Keup, M. (2010). Web 2.0 - Marketing Tools for the Event Industry. EIAT Conference, Belgrade, Serbia.

Keup, M. (2010). The rise and rise of new destinations in the Meetings Industry. Future Leaders Forum,

Belgrade, Serbia.

Keup, M. (2010). Web 2.0 –Marketing Tools for the Event Industry. Tri-City Academy, Gdansk, Poland.

Keup, M. (2010). Le rôle des outils Web 2.0 dans le marketing de l'événementiel dans le marché

britannique. Paris Convention Bureau, Paris, France.

Keup, M. (2010). Commercial Strategies in the Online World. ENTER Conference, organised by IFITT –

International Federation for IT and Travel&Tourism, Lugano, Switzerland.

Keup, M. (2010). Social Media: Marketing Tools for the Event Industry. Gdansk Convention Bureau,

Gdansk, Poland.

Keup, M. (2010). Social media in event marketing. EIAT Conference, Belgrade, Serbia.

Keup, M. (2010). Emerging Convention Destinations. ICCA Young Leaders' Forum, Belgrade, Serbia.

Keup, M. (2010). Les médias sociaux: outils de promotion dans le domaine de l'évènementiel. Paris

Convention Bureau, Paris, France.

Keup, M. (2009, April). Impact of macro-environmental forces on airline business models: a case study of

the influence of fuel pricing and fuel supply on airline business strategy. Travel and Tourism Research

Association Europe, Rotterdam, Netherlands.

Keup, M. (2008). Nurturing the next generation of leaders in the business tourism industry: an overview of

current career development programmes in professional organisations. EIAT Conference, Novi Sad,

Serbia.

Keup, M. (2008). Shared behaviour and characteristics and patterns of participation in the associative

life. Travel and Tourism Research Association European Conference, Helsinki, Finland.

Keup, M. (2008). Panorama ou champ des possibilités en matière de réservation en ligne dans le secteur

du tourisme. Rencontres Tourism@, Nice, France.

Keup, M. (2008). Meeting in the Web 2.0 Future : Generation Y and technology challenges for meeting

planners. 4th Annual Pharmaceutical Meeting Planners Forum, Baltimore, United States of America.

Keup, M. (2008). The Challenge of greater competitiveness among Business Travel Destinations and the

role of the DMOs. EIMIS (Estoril International Meetings Industry Seminars), Estoril, Portugal.

Keup, M. (2008). A la rencontre de Web 2.0 : Comment les organisateurs d'événements devront adapter

leur offre au comportement de la génération Y. Tourism@Awards, Nice, France.

Keup, M. (2008, April). Generation Y and association conferences : Shared behaviour and characteristics

and patterns of participation in the associative life. Travel and Tourism Research Association European

Conference, Helsinki, Finland.

Keup, M. (2007). Meeting in the Web 2.0 Future. 2nd Annual European Congress on Pharmaceutical

Meeting Planning and Continuing Medical Education, London, United Kingdom.

Keup, M. (2007). Connect and Communicate – Efficient and Effective Use of Technology. European SITE

Networking and Educational Programme (ESNEP), Warsaw, Poland.

Keup, M. (2006). El Marketing de los Destinos - una Arma Contra la Competencia Globalizada. MICE

Forum Costa del Sol, Málaga, Spain.

Keup, M. (2006). The impact of CVBs on the local economy. 3rd National Business Travel Congress,

Estoril, Portugal.

Research Reports

2009: Buncle, T. & Keup, M., Handbook on Tourism Destination Branding., submitted to European Travel

Commission and World Tourism Organization.

Professional Memberships

Destination Management Association International, 4

International Federation for IT and Travel & Tourism, 2

Travel and Tourism Research Association, 2

Meeting Professionals International, 10

Society for Incentive Travel Excellence, 10