MSc Marketing Program Details

HEC Paris MSc Marketing program details

Program Structure

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  • 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

  • B4B Marketing: Customer Centricity and Value Management 

This course will present you with an initiation about B4B marketing where companies develop ecosystems aimed at selling outcomes for customers. We want to take you beyond the old “4P” (B2C) paradigm and the old “B2B” model designed for individual firms who sought to sell products to customers to a  new world of eco-systemic value co-creation.  

In this course, we will specifically focus on customer centricity as a major challenge for B2B companies and explore value and value management as critical sources of differentiation. This course builds on the "4V” B4B framework (Viewpoints, Value, Vehicles and Voice) that we have been developing at HEC over time through research and interaction with firms. 

  • Business Marketing 

This core class offers a toolkit of marketing analysis methods and frameworks supporting subsequent decision-making. Strategy and strategic thinking being key to practice marketing management, the beginning of the course provides a range of strategic tools necessary to carry out relevant marketing analysis. Then, the course will expose students to strategic and operational marketing basics.  

This course intends to equip students with key analysis tools and framework necessary to set up any marketing strategy and to build any successful marketing plan followed by insightful decision-making.   

  • Consumer Behavior 

Because we are all consumers, it may be tempting to think we know what consumers want and why. But this intuition is wrong. Not only are there substantial differences across consumers, consumers (including ourselves) often do not know why they act the way they do. 

The objective of this course is to help you think differently (and better) about how consumers arrive at judgments and choices and how their choices ultimately affect their well-being. We use insights from economics, psychology, and sociology to better understand and predict consumer behavior. We take the perspective that questions whether consumers are truly rational, optimizing agents and that consumer behavior is primarily based on logical, conscious processes. We then apply these insights and their implications to develop better marketing strategies and tactics. 

  • Data Analytics & Big Data  

With the digital revolution well under way, it’s crucial businesses understand how to measure and assess digital opportunities and outcomes.  Digital analytics offers a range of measurement tools and targeted analyses to help the business world make better decisions. 

This course primarily aims at teaching students how to connect digital data and insight with the business world. 

Students will be taught about the different digital measurement tools, the methods and analyses available today to derive real insight. In addition to gaining a strong understanding of the strategic aspects behind digital analytics, students will also have the opportunity to dive into one of the most used digital analytics tools across the globe today: Google Analytics. 

  • Data Analytics For Marketing 

The course is an application of data analytics to marketing decision problems. Analytics represent a quantitative approach to decision‐making that makes simultaneous use of the (data‐based) tools and methodologies developed by statisticians, operations researchers, and computer scientists. We will explore this approach and its theoretical foundations to acquire analytic skills, to identify the areas where data analytics can add the most value, to select appropriate types of analyses and apply them in a small‐scale, quick‐turnaround but high‐impact fashion to real world marketing problems. 

  • Marketing For a General Manager Perspective 

Forthcoming  

  • Pricing Strategy 

The objective of the course is to provide participants with the necessary insights, skills and confidence to make superior pricing decisions. Strategic pricing management introduces frameworks, approaches, and ideas to solve the most pressing contemporary pricing problems. 

The course takes a multi-disciplinary approach, combining insights from marketing, economics and psychology. The selection criterion for the content is that all elements should be relevant for contemporary management practice. 

  • Reforming Marketing With a Sustainable Vision 

Forthcoming

  • (R)etail Strategies 

As clearly stated in the 2018 Deloitte retail ranking: “It is a transformative time in retail. “Everywhere commerce” has taken root, allowing consumers to shop however, wherever, and whenever they want—whether in stores, online, by mobile, voice activation or click-and-collect. Across the retail industry, disruption of traditional business models has given way to unprecedented and transformative changes, be they online or offline, to better serve more demanding shoppers and define innovative UX. Transformations through the Internet of Things, artificial intelligence, augmented and virtual reality (AR/VR), and robots are happening fast, presenting new and on-going challenges”. 

While legacy retailers accelerate their online development and attempt to reinvent in-store consumer experiences, pure-players begin acquiring physical stores. Omnichannel issues are getting more and more crucial as consumers await seamless shopping journeys.  

This course seeks to provide a thorough understanding of the many challenges retailers and e-tailers have to cope with, as well as the strategic and tactic levers they may activate to successfully face this new disrupted environment. 

  • Sales Excellence 

The success of any company depends on its ability to create value for current and potential customers. This course will deal with the implications of value creation in sales and retail organizations.  
Assess the importance of capabilities, roles and collaborations alignment for the success of organizations. 
Develop the analytical skills necessary to understand the new role of sales organizations. 
Learn how to frame business issues and develop strategic propositions that enhance value for customers. 
Gain a deeper knowledge and understanding of the current issues and strategies in the retail sector. 
Understand the complexity and specificity of retail marketing and analyze the drivers of the retailer marketing mix. 
Identify key issues related to cross-channel management.  

  • Strategic Marketing Simulation 

This is a very operational course, teaching how to do it in practice. It introduces the full meaning and key role brands have now within companies and shows how brand management varies according to the sector (industry, services, luxury, distribution, media, sports...) and the level of economic development. The course aims at familiarizing students with advanced brand management principles, concepts and methods. 

The sessions will cover the following topics: From managing the brand to managing BY the brand, brand financial valuation, how brands create value, premiumization vs commoditization, global vs local brands, brand architecture decisions, brand extension decisions, brand portfolio management….in a fully international context. 


All core courses are taught in English 

Elective Courses

  • Consumer Insight 
  • Executive Career in the Internet Age 
  • Fashion Management 
  • Intrapreneurship 
  • La Communication des Marques au 21e Siècle : Nouvelle Vague (course taught in French) 
  • Luxury Management 1 
  • Luxury Management 2 (Bulding the Future of Luxury) 
  • Marketing Through Social Media 
  • Neuroscience & AI Re-Shaping Marketing 

All elective courses are taught in English

Management Courses

Mandatory for non-business profiles

HEC provides students with online courses in the following fields:

  • Strategy
  • Finance / Accounting
  • Marketing.

Projects

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.

  • Intake Seminar 
  • DigiAd Seminar 
  • Next Billion Challenge 

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

Certificates

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 Michaut, Academic Director of Luxury Management Summer program, HEC Paris

Anne Michaut,
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 Michaut, 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
  • ...