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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.