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For full information on the EDEN concept and benefits, please click here.




Some seats still available - contact Nina Payen - payen@eiasm.be


NEW DATES: November 17 - December 15, 2022

  • 17 November
  • 24 November
  • 1 December
  • 8 December
  • 15 December


The prior edition of the seminar where held in 2020 and 2021, with great groups of PhDs. The seminars where great successes, receiving a 4.6/5 overall satisfaction score from participants.

Feedback from participants included:

  • “The workshop was very interactive and the hosts were very enthusiastic. It was nice that during the small break-out sessions we could get to know each other a little bit better. Overall I am very happy with how the workshop was organized.”
  • “Great training! Astonishingly, I felt like I was on a regular workshop. It was very interactive (with MURALs, breakout rooms and small group work).”
  • “The way how presenters offered me the new perspective on my potential customers - journals, jury, supervisor etc. I have never thought about them from the business perspective!”

2 months after the end of the seminar, we also held a reunion calls, and it was great to see that all continued using the tools. We for example heard that:

  • “2 ideas that came from our course I now received funding for.”
  • “I am already teaching the tools also to my students.”
  • “I now proposed a new project based on our course also now incorporating my passion.”



 Prof.dr. Elio Keko (Program Coordinator & Faculty)

Elio is visiting professor of marketing at Ghent University, Belgium. Elio obtained his PhD at the Business Economics department of the Erasmus School of Economics, Erasmus University Rotterdam, the Netherlands. There Elio taught marketing strategy for five years. Elio is working in several high impact research topics, specializing in the effects of innovation on company performance, and studying the benefits of crowdsourcing and grassroots (employee-based) innovation (published in the Internal Journal of Research in Marketing).

Elio is also a Senior Associate at MTI², where he has been involved in innovation initiatives for several multinational companies and organizations including Michelin, SKF, Ghent University, Merck, Aliaxis, Baloise, etc. He has offered coaching and research to innovation teams on their way to bringing their ideas to market. He also authored several case studies with companies such as Komatsu Ltd., Babcock International and Rabobank.


 Prof.dr. Stefan Stremersch (Additional Faculty)

Stefan is professor of marketing at IESE Business School, Barcelona. Professor Stremersch's research is in the areas of innovation, marketing of technology and science, healthcare and pharmaceutical marketing, and international marketing.

His research is largely situated in high technology markets (ICT, Telecom, consumer electronics, and video games) and pharmaceuticals, and led to published articles in the major scholarly journals including, among others, the International Journal of Research in Marketing, the Journal of Marketing, the Journal of Marketing Research, Marketing Science and Management Science.

Professor Stremersch has won several prestigious awards including the Harold H. Maynard Best Paper Award from the Journal of Marketing, the J.C. Ruigrok Prize for the most productive young researcher in the social sciences in the Netherlands, awarded every four years to an economist, and the Rajan Varadarajan Early Career Award from the American Marketing Association in 2008. He is recognized as one of the most productive scholars in top journals in marketing.

He was editor-in-chief of International Journal of Research in Marketing (EMAC’s flagship journal). He currently serves as associate editor at both Journal of Marketing and Journal of Marketing Research, and as a review board member of Marketing Science.

Stefan has guided several high performing PhD students, placed at universities such as Penn State University, Erasmus University Rotterdam, University of Grenoble, with dissertation work published in top journals such as Journal of Marketing, International Journal of Research in Marketing, and Marketing Science. He also teaches to two PhD courses at IESE business school on (1) research methodology and (2) marketing.

He has frequently consulted on innovation and marketing at C-suite level, advised innovation managers and innovation project teams, and offered executive education in marketing and innovation at many multinational firms (Alcatel-Lucent, Aliaxis, Baloise, Merck, Baxter, Heraeus, KLM, Michelin, Novartis, Rabobank, SABIC, SKF, Siemens, …) for senior management. In these collaborations, he acts as the lead architect of the programs and safeguards the governance of the program in the company.

He has developed award-winning innovation processes that have generated substantial business value and patent flow. For example, in 2015, the German Industry Association gave its innovation award to Merck Innospire, one of the innovation and talent-development processes designed by Stefan in 2009, together with Merck. Merck is also a Gold Stevie winner as most innovative organization of the year.

Guest speakers: Depending on the final group of participants, we also invite guest speakers to share their specific knowledge and experience. This may be on a specific topic (e.g. experiments in research) or area of research (e.g. finance or entrepreneurship).



Finding good and creative research ideas is a struggle for many PhD students early in their academic career. Some will find it difficult to find the right research question for their PhD, others will stop ideating after their first idea, and some will have many ideas but do not know which one to select. Ideation tools can help researchers to come with more and better research ideas. By the end of this seminar, participants will generate about 5 research ideas to discuss with their advisors, and present them in a standardized format.

To be able to do so, participants will be taught a process and a host of tools to generate more creative and impactful research ideas. Together with the instructors, participants will apply the tools to generate research ideas.

The seminar aims to help participants achieve their personal goals, which may be different, but often start with a great idea. This may include:

  • Publishing impactful papers in top journals
  • Having greater control over ideation
  • Increasing the chances of project funding


By the end of the seminar, participants will have learnt:

  • A clear process and tools for each step of the process to get inspired, generate, discuss and select ideas.
  • Different ways to find inspiration for your research, depending on your research goals and interests.
  • How to develop a higher number and more creative research ideas using hands-on tools and methods.
  • A stage-gate methodology to select the best, most impactful ideas that you can use iteratively throughout your research career.
  • How to pitch ideas to your supervisor/advisor/colleague in a clear and coherent way.


The course instructors bring together unique knowledge from academia and business. There is a long tradition in academia of work on topics such as idea quality and creativity. Many tools widely used in business, such as business model canvas, jobs to be done, and design thinking step from academic work. However, there is no concise academic work explaining the process of generating impactful research ideas.

Upon receiving the EMAC Distinguished Marketing Scholar Award 2020, the highest honor from the European Marketing Academy (EMAC), Prof. Stefan Stremersch was invited to write a paper for the International Journal of Research in Marketing (IJRM). Given the work with companies and research organizations, and the lack of work on explaining the process to follow to generate good research ideas in academia, Prof. Stremersch and his team have adapted the company process to academic purposes.

The seminar will train academics in ideation tools that have proven their value in companies, governments and academic institutions for 20+ years, adapted to the specific context of generating impactful research ideas for young scholars. Through their consulting work, the instructors have applied this process and ideation tooling in multinationals such as Air France-KLM, Michelin, Nokia, Siemens, including many science-based companies (with several PhDs working within them) such as Baxter, Merck, Novartis, and Takeda. Several tools have also been applied together with academic institutions such as Ghent University, the Netherlands Organisation for Scientific Research (NWO), and Metals Consortium. 


While the process and tools are helpful in any stage of an academic career, this seminar is focused on first and second-year PhD students. We will work with a cross-disciplinary group of a maximum of 25 students.


  • Length:                  5 weeks + pre-work
  • Date:                     November 17 - December 15, 2022

    Session on
    - 17 November
    - 24 November
    - 1 December
    - 8 December
    - 15 December

Delivery method: Digital

The seminar will take place over a period of 5 weeks, to allow participants to work in between sessions to gather information and develop their research ideas. Participants will also be asked to complete some pre-work, but this will be limited in scope.



Upon successful completion of the seminar , the participants will be given a certificate of attendance and granted 4 ECTS.



Interested doctoral students should register online (and add the required documents) by latest October 7 2022 (new application deadline). Besides doctoral students, other researchers may participate. The number of participants will be limited to create a stimulating environment. The selection among the applicants will be conducted by the Institute’s Faculty. They will review the following documents which should necessarily complement each application form:

  • the applicant’s curriculum vitae demonstrating his/her capabilities of doing research ;
  • a letter of recommendation of his/her local faculty supporting the application ;
  • Half a page (up to a page) document indicating your discipline, area of interest, motivation/goals with taking this seminar and current progress on PhD (e.g. searching for a topic, already have an idea of the area of research, etc)


The participation fee is 900 € (VAT Exempted). This fee includes participation to the seminar, the course material.

The Institute offers a limited number of substantial reduction of the participation fee per member institution. Scholarships are strictly limited to students coming from an EIASM Institutional Member (the Academic Council). Allocation of the scholarships is entirely at the discretion of the European Institute.

Cancellations made before October 25, 2022 will be reimbursed with 10% deduction of the total fee. No reimbursement will be possible after this date.


The seminar will be held  ONLINE.
New Dates: The programme will start on November 17, 2022 and is scheduled to end December 15,  2022

It will take place over a period of 5 weeks.

  • Length:                  5 weeks + pre-work
  • Date:                    17 November - 15 December, 2022




For more information, please contact:
Ms. Nina Payen
Tel: +32 2 226 66 61 - Fax:
Email: payen@eiasm.be