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Concordia marketing professor is named to the Order of Excellence in Education

The Government of Quebec honours Jordan LeBel’s contributions to the improvement of teaching and learning in the province
May 24, 2024

Jordan LeBel Jordan LeBel: "This award really belongs to the students I had the pleasure and privilege of meeting over three decades as a teacher."

The province of Quebec has recognized Concordian Jordan LeBel for his significant contributions to the development of education.

The professor of marketing at the John Molson School of Business was named a member of the Order of Excellence in Education. He was honoured at the Quebec National Assembly in an official ceremony on May 23.

Established in 2018, the order is administered by the Ministry of Education and acknowledges the positive impact of individuals working in the province’s education system.

"This award really belongs to the students I had the pleasure and privilege of meeting over three decades as a teacher," LeBel says.

"They’re the ones who fueled my curiosity and my desire to deliver a quality educational experience. It is such an honour to be able to support and help someone to advance toward their dreams," he says.

LeBel also cites colleague Michel Magnan as a role model who inspires him as an educator. Magnan was among the first inductees of the Order in 2018.

The order recognized LeBel for his innovative approaches to teaching and his commitment to incorporating the latest developments and trends into his courses. He co-developed, with now retired senior lecturer Harold Simpkins, one of the first online courses at Concordia, Marketing Yourself, a useful tool for students transitioning from university to the workplace. He also created Experience Design and Marketing as well as The Marketing of Food, courses that leveraged developments in the industry and showcased a wide range of career options for students.

His nominators highlighted his passion for teaching, his devotion to his students and his service within and outside the university.

LeBel believes professors must lead with empathy and share their knowledge — and superpowers — beyond the classroom. To this end, he is actively involved in several charities and non-profit organizations including YES Montreal, the Quebec Society of Public Relations Professionals and Croquarium.

Honourees of the 2024 Order of Excellence in Education pose for a photo at the National Assembly in Quebec City

The pleasures of food

LeBel came to Concordia in 2000. In addition to teaching in the Department of Marketing, he was the director of the Executive MBA program and co-director of the Centre for Sensory Studies, among other roles.

He was named a 3M Teaching Fellow in 2013. Created in 1986 by the Society for Teaching and Learning in Higher Education (STLHE) and 3M Canada, the fellowship recognizes exceptional contributions to teaching and learning at Canadian universities.

LeBel’s research focuses on the psychology of food choices, eating behaviour and food organizations’ marketing and communications practices. He is an expert in food marketing and his research on comfort foods like chocolate has gained media attention around the world. He is a regular media commentator on agri-food and restaurant marketing issues.

Learn more about Concordia's Department of Marketing.

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