The Marketing intelligence Specialized Master combines 7 months of teaching with a 4- to 6-month professional placement. Students will also be required to write and defend a professional thesis.
The curriculum:
Opening seminar
- Introduction to marketing,
- Financial information,
- Information technology.
Foundations of marketing
Consumer behaviour, distribution, marketing law, brand strategy and communication, direct marketing, sales promotion, E-marketing, the Net economy, consumer psychology, commercial development.
Marketing methodologies
Datamining, Marketing Research, Micromarketing, Project Management, Scientific management methods, marketing simulation, strategy and Strategic Planning.
Marketing management, Marketing strategy, marketing and services, industrial marketing.
The professional thesis, the culmination of the program:
Students reflect on a chosen issue, and apply field observation as well as theoretical research in order for them to develop their chosen set of skills. In doing so, they will also provide an active contribution to the company in which their assignment has been carried out. Every year, the HEC Foundation rewards the best professional thesis.
A few examples of studied topics:
• The role of certification marks and their applications (Danone)
• Women and the automobile (Renault)
• Launch policy for a new range of skin repair products in a hospital environment and in urban medicine, in coherence with the laboratory's star product (name of the company confidential)
• Strategic challenges of marketing in the treatment of osteoporosis (Servier International)
• Issues and challenges of brand takeover, knowing how to assess, integrate and develop it.
• The BUSHMILLS case (Moët Hennessy Diageo).
