MSc Marketing Program Details

HEC Paris MSc Marketing program details

Program Structure

  • The curriculum of MSc Marketing is made up of a set of compulsory core and elective courses that provide our students with all the necessary tools and knowledge required to successfully address today’s main marketing challenges.
  • Between April and June, students have access to a wide portfolio of certificates to add a sectorial expertise on top of their curriculum (students already holding a Master’s degree can stop in April to finish their professional thesis and fulfill a professional experience).

Finally, all students must write a Master's Thesis and fulfill a 4-month professional experience requirement in order to graduate.

Core Courses

  • Big Data

This module introduces concepts related to the rich and complex ecosystem of Big Data. It studies the technologies of transformation and exploration of data, by distributing either data or their treatment and exploiting these data.

  • Business for Business 1: Creating Value, Switching to Solutions

The whole course pivots on the key concept of “Value”; it successively covers the issues of understanding, creating, delivering and appropriating value. Second, the course focuses on the offering of solutions and on the shift from B2B to B4B (from “BtoB” to “BforB”). Last, it examines the key issue of access to customers / prospects, whatever their number.

  • Business for Business 2: Gaining Access and Engaging Customers

The objective of this course is to give students an understanding of the key specificities of Business Marketing, and to encourage them to think about potential careers in this wide-open field.

  • Business Plan

This course trains participants to build and to present a relevant Business Plan (group work) in real conditions.

  • Consumer Behavior

The objective of this course is to help students think differently (and better) about how consumers make judgments and choices and how these choices ultimately affect their well-being. It uses insights from economics, psychology, and sociology to better understand and predict consumer behavior.

  • Consumer Intelligence

The purpose of the course s to understand the ways companies get their consumer knowledge and transform it into decision-making tools.

  • Digital Marketing

This course allows marketers to understand what is at stake for companies and how to bring value in the Digital field for their future job.

  • Managing a Career in International Marketing and Sales

The objectives of this course are to outline and illustrate the career choices of HEC graduates enter into a sales and marketing career.

  • Managing Innovation for Growth

This course examines three facets of innovation management: exploring, executing, and leveraging innovation.

  • Marketing Fundamentals

This core class offers a toolkit of marketing analysis methods and frameworks supporting subsequent decision-making.

  • Marketing through Social Media

This course offers students a theoretically informed understanding of how social media can be leveraged both in B2C and B2B contexts to better understand, connect with, and accompany one’s customers.

  • Pricing Strategy

The objective of the course is to provide participants with the necessary insights, skills and confidence to make superior pricing decisions. The course takes a multi-disciplinary approach, combining insights from marketing, economics and psychology.

  • Retail Marketing and Distribution

This course aims at providing students with a deeper knowledge and understanding of:

- the current issues and strategies in the retail sector,
- the action levers retailers may use to optimize their marketing mix,
- the relationships between manufacturers and retailers,
- the digital impact on this sector.

  • Sales Force Management

This course examines the elements of an effective sales force as a key component of the organization's total marketing effort.

  • Strategic Brand Management

The course aims at familiarizing students with the latest brand management principles, concepts and methods.

  • Strategic Marketing Simulation

This simulation will help you learn, practice, and test marketing strategy concepts. The course will introduce concepts related to the ability of a company to create and manage a leadership position in its market.

All core courses are taught in English.

Elective Courses

  • Corporate Social Responsibility and Marketing
  • Data Analytics
  • Health Marketing
  • Inbound Marketing : Evolution or Revolution
  • Luxury Strategies
  • Managing a Parisian Fashion Brand
  • Neuroscience & Marketing
  • NPISim (New Product Introduction Simulation)
  • Conseil en vente et marketing (in French)
  • La communication des marques au 21e siècle : nouvelle vague (in French)

Management Courses

Mandatory for non-business profiles

HEC provides students with online and on-campus upgrading courses in the following fields:

  • Strategy
  • Finance / Accounting
  • Marketing.

Hands-On Seminars

The students dedicate themselves to group-based studies. They are asked to defend their analysis of a concrete, current issue raised by a company. The group recommendations are then presented in front of company managers and faculty members.

Examples include:

  • DigiAd Seminar
  • Business Model Reinvention
  • Capturing New Frontiers

These seminars are organized in close partnership with premier companies such as L’Oréal, EDF, DDB, Axa Global Insurance, Capgemini Consulting and Orange.

Live Case Studies

Students will have many opportunities to work with companies on ‘live cases’ for instance with:


Sponsored by a company, Certificates are a set of interdisciplinary courses corresponding to approximately 100 contact hours as well as business projects and other types of field work related to a given sector. Each student selected (in the 1st semester) for a certificate will be awarded an additional HEC certificate if he/she validates all the requirements of the course.

Job market workshops

In order to maximize the students’ career opportunities, job market workshops aim to better prepare them for their job search and cover topics like CV presentation, assessment centers and handling interviews. This specific individual support complements the services brought by the Career department.

Master's Thesis

Students must write a master's thesis to graduate from this program. It represents an important component of the MSc 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 when the student completes a professional experience of at least 4 months in fields related to their coursework at HEC Paris. It is, however, important to stress that this professional experience may not be an internship per se.

Our policy at HEC Paris is that the best type of internship is a full-time job! We strongly encourage our students to look for permanent hiring as soon as the academic year starts.

Learn Languages at HEC Paris

As an international business school, HEC Paris welcomes students from all over the world. Almost one hundred nationalities live on the campus. It's a fantastic opportunity to discover other cultures and to share exceptional moments, and it's important that students can communicate as much as they wish.

HEC Paris Learning Center of Languages aims at helping students to learn or strengthen any language they would like, providing a wide range of I.T. and print resources.

Students do not need to speak French to enroll in the program as all core courses and most electives are offered in English. However, some knowledge of French can be useful to enjoy the full HEC experience, become professionally bicultural and optimize networking with French students and alumni. This is why HEC Paris offers optional French language classes.

Prior to their studies, students may also register for a two week French language course (TEF certificate – all levels) in August. This is an exceptional opportunity to learn French before joining the Campus (extra fees are applicable).

Academic Team

Message from the Director

Today, successful firms are establishing growth through all forms of marketing (traditional, social, mobile and viral) in order to deliver value to empowered customers. More than ever, marketing has proven essential to the success of companies, and the role of marketing professionals will continue to evolve with new tools and new responsibilities. This is why earning an MSc Marketing degree at HEC Paris is an important step toward a successful career.

The faculty of the HEC Paris' MSc Marketing - Integrated Marketing for the Digital World - will provide you with a comprehensive curriculum based on both marketing fundamentals and advanced knowledge, with the most up-to-date field developments. Our aim is to enhance your analytic and strategic skills, so that you will learn how to adapt with a constantly changing environment that integrates tradition and novelty, be it in terms of media channels or market studies. You will be equipped with a strong theoretical foundation thanks to courses taught by world-class researchers, working alongside experienced professionals and consultants to ensure that you will have real ‘hands on’ experience. The combination of theory and practice will allow you to be successful both upon entry into the job market, and throughout your entire career.

Marketing has always been an essential teaching and research field at HEC Paris. We are proud of our 130 year history of working in close partnerships with companies that are recognized worldwide for their excellence in marketing such as L’Oréal, Procter & Gamble, Pernod Ricard, Publicis, Danone, LVMH, Carrefour, Google, among many others. Our marketing graduates receive multiple job offers and have a near 100% employment rate even before their graduation. HEC Paris' MSc in Marketing - Integrated Marketing for the Digital World - will also provide you with the pathway to a successful career in international firms beyond the boundaries of marketing such as consulting firms, pharmaceutical companies, NGOs, etc.

Finally, the incredible strength of our alumni network, which represents a key asset of HEC Paris will help you gain privileged access into firms and industries throughout your professional career.

We look forward to welcoming you next year!

Anne-Sophie Bayle-Tourtoulou

Anne-Sophie Bayle-Tourtoulou,
 Ph.D., Associate Professor,
Academic Director, HEC Paris

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:

  • Anne-Sophie Bayle-Tourtoulou, Associate Professor, MSc Academic Director
  • Dominique Rouziès, EDF Chair, Professor
  • Michel Badoc, Emeritus Professor
  • Matthieu Bouin, Managing Director, Webhelp
  • Sandrine Cordier, Business Unit Director Hospital Immunology & CNS, MSD France
  • Frédéric Dalsace, Associate Professor, Social Business, Enterprise and Poverty Chair
  • Aude Darrou, Affiliate Professor and Marketing and Innovation consultant at CEO Tagea
  • Kristine de Valck, Associate Professor
  • Vincent Fraitot, Affiliate Professor and Managing Director at venteprivee consulting
  • Philippe Greco, Partner, Concomittance
  • Philippe Hannuna, Owner, PH Conseil and Customer Care, Pixmania
  • Jean-Noël Kapferer, Professor
  • Gachoucha Kretz, Affiliate Professor
  • Anne Michaut-Denizeau, Affiliate Professor, HEC Paris
  • Michael Segalla, Professor
  • L.J. Shrum, Professor
  • Marc Vanhuele, Associate Professor
  • ...