Specialization in Marketing

The Marketing Specialization is based on HEC Paris’ long-running expertise in this specific field. It provides students with a comprehensive curriculum covering both marketing fundamentals and advanced knowledge of the most up-to-date field developments. It also benefits from a strong involvement from major companies that are world renowned for marketing excellence, such as L’Oréal, Google, Procter & Gamble, Pernod Ricard, Publicis, LVMH, etc.

Marketing specialization key features

Key Features

The specialization aims to enhance students’ analytic and strategic skills, in order to learn how to adapt in a constantly changing environment, integrating both tradition and novelty in terms of media, channels or market studies. Students will be equipped with a strong theoretical foundation thanks to courses taught by world-class researchers, while working alongside experienced professionals and consultants to ensure a ‘hands on’ experience. The combination of theory and practice will promote success upon entry into the job market and throughout graduates’ entire career.

Balance Between Theory and Application

The objective of the program is to equip students with the necessary knowledge and techniques that will enable them to successfully solve a broad set of marketing problems. With this objective in mind, the Marketing faculty is composed both of academics who publish leading research and recognized professionals who bring a wealth of knowledge from real-life cases.

Strong Connection with the Business and Marketing Community

Participants will be given frequent opportunities to gain real “hands-on” experience and to interact with key players from the business world through conferences, workshops, projects, internships and career fairs organized on campus. They will also be given the chance to put their newly acquired knowledge into practice through business cases with well-known companies, offering them an invaluable opportunity to enrich their skills.

Career Outlook

HEC’s Marketing graduates receive multiple job offers and have a 100% employment rate within 6 months. Our specialization in Marketing will also provide a pathway to a successful career beyond the boundaries of marketing in international firms such as consulting, pharmaceutical, regional and national agencies, and NGOs. Such a wide range of career possibilities and fields make this specialization a perfect fit for aspiring brand managers and product developers in today’s fast moving and diverse marketplace.

The Curriculum

The Marketing Specialization is divided in two main phases:

  • the first phase (September-December) is dedicated to the necessary tools and knowledge required to successfully address today’s main marketing challenges
  • the second phase (January-April) aims to provide our students with a strong added value in the areas of their choice thanks to electives on specific sectors; such as luxury, health care or consultancy; or on specific topics for which they may wish to gain a deeper insight.

In addition, students will be immersed in real-life business through hands-on seminars and live case-studies.

The Marketing Specialization’s curriculum is common with HEC’s MSc in Marketing. Both populations are grouped within the same promotion and have access to the same courses.

Core Courses

  • B to B
  • Business Plan
  • Consumer Behavior
  • Consumer Intelligence
  • Corporate Social Responsibility and Marketing
  • Cultural Awareness
  • Customer Relationship Management / Big Data
  • Digital Marketing
  • Managing a Career in International Marketing and Sales
  • Managing Innovation for Growth
  • Marketing Fundamentals
  • Marketing Strategy Reinvented
  • Marketing through Social Media
  • Pimp your Slides
  • Pricing Strategy
  • Retail Marketing and Distribution
  • Sales Force Management
  • Strategic Brand Management
  • Strategic Marketing Simulation.

All core courses are taught in English.

Elective Courses

  • Data Analytics
  • Digital Communication
  • Health Marketing
  • Insight Tracking
  • Luxury Strategies
  • Managing a Parisian Fashion Brand
  • Neuroscience and Marketing
  • NPISIM (New Product Introduction Simulation)
  • Services Marketing
  • Conseil en vente et marketing
  • La pub est morte. Vive la pub !

Most electives are taught in English. A few electives are offered in French.

Professional Thesis

Students must write a master thesis to graduate from this specialization. It represents an important component of the learning experience. The objective of the thesis is to explore cutting-edge research implementation in daily practice within a highly competitive marketing environment.

Professional Experience

The professional experience requirement is satisfied through the completion of at least 4 months in a course-related field. It is, however, important to stress that this professional experience may not be an internship per se but a full-time job.

Academic Team

Program Faculty

Kristine de Valck

The courses are taught by academic professors from HEC and other universities and by professionals holding key positions in the business world: