Virtual Reality

Virtual reality is a form of technology that through the use of photos or 360° videos allows a person to enter into a digitally created artificial world or a completely imaginary world (3-D, much like in video games).

Applications in the Entertainment Industry Economy

In video games, sports and cinema, through the use of headsets or glasses, virtual reality enhances the immersive experience, and headset companies have placed their primary focus on video games.

Applications in marketing and advertising

Advertising constantly seeks out innovation for all types of companies, and virtual-reality mobile applications that enhance different products are just one example.

Applications in education

The aim of using immersive virtual reality in the classroom (in case studies for example) is to:

  • Promote the development of professional skills: agility, creativity, analysis and advisory abilities through experience-based education
  • Develop the intellectual agility of students in a constantly changing world by teaching them a diverse range of professional situations in the classroom
  • Provide students with practical experience for emerging technologies that will be found in their future environment
  • Encourage student involvement and improve their professional training through gamification


In 2016, NEOMA BS created the world’s first immersive management case study in marketing. Then it developed a second case study in 2018, this time focusing on logistics. Others are currently being developed in the areas of human resources and organisation.

This motivating sensory experience reinforces traditional learning methods and fosters the involvement of students who become actors in their own learning process.

  • In mid-April, the school won one of the 11 awards given out at the 2020 Trophées du Digital Learning Awards for its immersive virtual reality case study of Drive E.Leclerc in St-Brice Courcelles.

  • The world has changed with the emergence of new technologies and teaching methods now need to recognize how information is constantly accessible via smartphones. It cannot be denied that digital technologies have generated a war for attention, both in the classroom and online: attention spans are now estimated at around 9 seconds per minute. In other words, a 6-hour day therefore only generates around 45 minutes of "effective" attention in the classroom. Virtual reality is interesting in this respect as this technology allows students to learn and develop skills through action and experience, something which goes beyond the provision of information. By answering our 3 questions, Alain Goudey, NEOMA's Chief Digital Officer, explains why educational institutions today need to incorporate virtual reality into their teaching.
  • The ExE project, Experiential Education, at NEOMA Business School was presented in San Francisco on 29 and 30 November, at the global conference Reimagine Education, organised by QS (Quacquarelli Symonds), a well-known leading global higher education company and the Learning Lab of Wharton School, widely regarded as one of the world's top institutions for business education.
  • Technology is often seen as a miracle solution, but often, the way it is implemented is not sufficiently studied beforehand nor analysed afterward.
    As part of the European project VISTA-AR, which aims to introduce virtual and augmented reality technology to tourist sites, Gaël Bonnin, professor of Marketing and SPoC Institute director at NEOMA BS, studies the visitor’s experience. Presentation…
  • The 6netic marketing case study, developed by NEOMA Business School, has been filed with the Centrale des Cas et de Médias Pédagogiques (CCMP) (= Educational Case Study and Media Centre).
  • Each year, the European Foundation for Management Development (EFMD) organises its annual conference. This year, the event was held on June 7-8 in Copenhagen. The main theme for this edition was “Education 4.0: New employment, new skills, new education.”
  • The prestigious American organisation that places innovation at the heart of its accreditation procedure has attributed a prize to NEOMA BS, confirming the school’s place amongst the top 30 institutions worldwide in terms of innovation and leadership!
  • When you visit a castle, would you like to see what it looked like through the ages, discover places that have disappeared or are inaccessible, or take part in a mediaeval banquet? All these experiences are now possible thanks to virtual reality headsets, tablets, smartphones and “immersion rooms”!
  • On October 9, 2017, NEOMA Business School signed a partnership with E. Leclerc Drive for a new case study in immersive virtual reality.
    Whether you’re involved in education or the professional world, we are all affected by the shifts in business and technology that, at one time transitional, have now become permanent. NEOMA BS and E. Leclerc Drive in Saint Brice Courcelles, the first in France, have developed a project together that will benefit both students and employees: learning about the operations of a “drive” store through immersive virtual reality, from merchandise reception and storage facilities to order deliveries in the customer’s car.
  • On 20 March 2017, during IT Night, the 7th such event for digital Companies held at the Madeleine Theatre in Paris, NEOMA Business School was awarded a gold award in the human management and collaborative work category.

  • On 7 February, NEOMA BS took part in Think Education 2017, an event organised by News Tank to discuss innovation and debate the challenges faced by the higher education and research sector today: adapting to the transformations generated by digitisation, to new societal and economic needs, etc.

  • NEOMA Business School, recognised by other management schools for the quality of its innovative pedagogic methods, has made another significant step forward today in its strategy by including immersive virtual reality in its programmes relating to teaching materials.