Concordia University

Dr. Jordan LeBel, PhD, ASC, C.Dir.

Associate Professor, Marketing
3M National Teaching Fellow

Office: S-MB 14305 
John Molson Building,
1450 Guy
Phone: (514) 848-2424 ext. 2907

Dr. Jordan L. LeBel received his MSc from Cornell University and his PhD from McGill University and joined Concordia University in 2000. He teaches MARK 458: The Marketing of Food, as well as MBA 644: Marketing Management. He previously headed the Executive MBA program as well as the Luc Beauregard Centre of Excellence in Communications Research. He has developed many successful and award-winning courses including the MBA elective course "Experience Marketing" and the online course "Marketing Yourself" taken by over 20,000 between 2004 and 2017.  He is the recipient of the 2005 and 2010 best teacher award in the John Molson School of Business, the 2011 President's Excellence in Teaching Award, the 2011 MBA Professor of the Year award and the 3M National Teaching Fellowship.

His research focuses on hedonic and aesthetic consumption, especially as it relates to the definition of pleasure, its various dimensions, and its impact on decision making and behaviour in the areas of food choices and healthy eating and lifestyles. He has presented his work at various conferences such as Advances in Consumer Research, Marketing Science, The Pangborn Sensory Science Symposium, and the Canadian Institute of Food Technology. His research on comfort foods, and particularly chocolate, has been featured extensively in both broadcast and print media around the world. He is a regular commentator on food and restaurant marketing issues in the local and national media. Dr. LeBel actively supervises graduate students at the MSc and PhD levels. He is a founding member of the Concordia Food Culture Research Group. He regularly consults for large and small organizations in the food, foodservice, and retail industries. He has given keynote addresses to a variety of organizations such as C2MTL, the World Congress of Food Scientist, the Ordre professionnel des diététistes du Québec, and the Canadian Foodservice Professionals Association.

Dr. LeBel started his career in professional kitchens at the age of 12 and has been a chef and a restaurant reviewer. He has taught at the School of Hotel Administration at Cornell University and lectured at the École Hôtlière de Lausanne in Switzerland. His vintage cookbook collection goes back to 1742. He currently writes a branded column "Parlons plaisirS" for LE MUST, an independent food and lifestyle consumer magazine. He is actively involved in the food industry in various ways; currently he is the president of the jury (communications category) for DUX, a new award recognizing efforts by actors in the food industry to develop healthier food and eating habits.

Dr. LeBel is actively involved in various charities and non-profit organizations. He has been a member of the board of directors of YES Montreal, the Quebec Society of Public Relations Professionals, and Croquarium. He currently sites on the Scientific Committee for the Prevention of Obesity at the Institut national de santé publique.


Certificate in Corporate Governance (Laval University, 2017)
Ph.D. (McGill University, 2001)
M.Sc. (Cornell University, 1992)
B.Sc. (Cornell University, 1990)
Associates Degree (ITHQ, 1988)

Areas of expertise

  • Eating behaviour
  • Food and wine marketing
  • Hedonic and aesthetic consumption
  • Impact of pleasure on consumption decisions and behaviours
  • Internet branding strategies

Teaching activities

MARK 458: The Marketing of Food

The food and beverage industry — encompassing variousentities including commodity brokers,  importers,distributors, packaged goods manufacturers, transformers, retailers, andrestaurants — is an important source of employment opportunities and avital component of our economy. This course will introduce students to thestructure of the industry, the operating realities of its key players, and themarketing challenges facing them. The course will also expose students to potentialsolutions as well as new theories and concepts that will broaden theirmarketing knowledge and provide them with the tools to develop solutions tofood marketing challenges.

The course is designed to achieve two critical andoverarching objectives: 1) introduce students to the significance — economic,social, and otherwise — of the food industry, and 2) to develop anappreciation for the complexity of marketing issues and challenges facing theindustry while building awareness for the need for responsible stewardship withinit. 

MBA 644: Marketing Management

Thiscourse is an introduction to theprinciples and key concepts of marketing management. As such, students areexpected to learn the terminology associated with the field of marketing, itskey concepts, and how to apply them. The course is designed to achieve twooverarching objectives: 1) to develop a “marketing mindset” withinparticipants, meaning an ability to uncover and take advantage of marketingopportunities otherwise overlooked or unexplored; and 2) to foster the values,attitudes and behaviors associated with leadership in the field of marketing.These objectives and the design of the course are rooted in two fundamental premises.First, the economic and competitive landscapes have caused a shift inconsumers’ spending and in business practices, forcing a renewed emphasis formarketers to do more with less and to become accountable. Secondly, pressingsocietal problems of unprecedented magnitude around the world are calling forbusinesses, government and non-government organizations, and other civilsociety members to collaborate in the development of effective and sustainablesolutions.

MBA644 is designed to prepare participants for leadership at the intersection ofbusiness and society. Given the complexity of the problems and environmentalissues faced by today’s businesses, societies, and governments, “silo” thinkingand “business as usual” are no longer acceptable modus operandi. Today’ssuccessful organizations and tomorrow’s leading MBA graduates cannot afford tolook at marketing as an isolated function but must rather develop a mindsetwhereby marketing permeates their every actions and how they look at their environment.If business practices have sometimes been a cause of current problems,businesses and marketers can also be part of the solution. Our common futuredepends on the extent to which managers and executives develop a vision of abetter world and on their ability to draw on the resources of companies andorganizations to help implement that vision. This course will explore howmarketing managers can simultaneously contribute to the success of theirorganization as well as to society’s well-being.


Refereed Journal Articles

Le marketing alimentaire en évolution : une occasion pour les diététistes ? In Nutrition – Science en évolution. Vol. 7, no. 2.

with R. Richman Kenneally. Childhood Memories of the Domestic Foodscape: The Home as a Site of Mindful Eating. In Richman Kenneally and LeBel (Guest Eds) Material Culture Review, special issue on Domestic Foodscapes, vol. 70.

with J. Lu, and L. Dube. Weakened biological signals: Highly-developed eating schemas amongst women are associated with maladaptive patterns of comfort food consumption. In Physiology & Behavior, vol 94, 384-392.

Book Chapters

Aligning Pleasures and Profits: Restaurants as Healthy Lifestyle Enablers. In Obesity Prevention: The Role of Brain and Society on Individual Behavior. A Handbook for Integrative Science, Policy and Action to Stop the Progression of the Obesity Pandemic, Dubé, Bechara, Dagher, Drewnowski, LeBel (Eds). London: Elsevier Science.

with R. Richman Kenneally. Designing meal environments for “mindful eating”: What mental associations and childhood memories can teach us. In H. Meiselman (Ed.) Meals: Science and Practice, Cambridge, UK: Woodhead Publishing.

with L. Dubé, L. M. Renaghan, and D. Sears. Featured Chapter: Strategic Experiential Branding in the Hospitality Industry. In C. Enz (Ed) Cornell Handbook of Applied Hospitality Strategy. Thousand Oaks, CA: Sage.

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