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Program Overview

Marketing refers to activities that aim at creating the appropriate value for a set of targeted customers and giving them access to this value, in a way that will create additional profits for the company. In other words, marketing is by definition customer-centric. This requires understanding customer needs, understanding which customers can be served in the most profitable way, crafting an offering that will be perceived as valuable (and be valuable to the company), and delivering the best customer experience; all with the goal of creating additional profits for the company, by increasing volume, increasing customer’s willingness to pay of the product, and/or reducing costs.

This course has been designed to cover fundamentals of marketing management, and is therefore tailored to participants with no or limited background in marketing. For those of you who have had prior experience in marketing, this is the time to reflect on what you have done and compare it to the content of the marketing module: Is your experience similar to the course content? Is so, why or why not?

programme court executive marketing strategy

Format: Online - 32 hours (10 weeks)
Duration: 10 weeks
Language: English
Next start:
Cost: 2400 €*

The program is aimed at:

Executives that wish to acquire or strengthen marketing strategy competencies.

* Net price, HEC Paris is not subject to VAT. Prices, dates, faculty, and program content are subject to change. 
 

Download the brochure

Objectives

 

Scope marketing as a value-building process


Identify the value of your offer


Select a valuable target market and position your offering


Build your brand


Create a branded customer experience


Integrate sales and marketing activities


Set the right price


Manage marketing & sales resource allocation

Programme


Competency 1: Scope marketing as a value building process

Competency 2: Identify the value of your offer

Competency 3: Select a valuable target market and position your offering

Competency 4: Build your Brand

Competency 5: Create a Branded Customer Experience

Webinar (Burger King Case)

Competency 6: Integrate Sales and Marketing Activities

Competency 7: Set the right price

Competency 8: Manage Marketing & Sales Resource Allocation

Curated case

Final Webinar


Academic Director

Anne-Sophie Chaxel
Anne-Sophie Chaxel
Associate Professor

Learning Methods

There are 8 modules, all of which end with a quiz (number of correct answers is not graded, but completing the quiz is tracked and is counted towards your digital participation grade) and a take-away sheet. In between, all asynchronous modules include a mix of short videos, thinking activities (which should allow you to «stop & reflect» on a specific topic), readings, and exercises.

In addition, 3 webinars will allow the participants to interact with the faculty and other participants. Two business cases will be studied during the webinars that will summarize the situation of a company at a specific time - and link theory and practice.

Download the brochure

 

 


Fields preceded by an * are mandatory. Failure to fill out the correct fields will delay your brochure request. By completing this form, you are giving consent to HEC Paris to collect your data in order to process your request for documentation, offer you its training programs and ensure their follow-up. You have a right to access, modify, oppose, delete, limit, transfer, and to inform us how you wish your personal data to be processed, in the event of your death, by contacting exed@hec.fr. Find out more about the management of your personal data and your rights

Register for the program

 

Fill in the form to check your eligibility and start the registration process.

APPLY HERE

 

This program is accessible for people with disabilities. Please contact us if you have any specific re quirements or to obtain the Public Accessibility Register.

 

Funding options

Find out more about possible funding options for the program you have chosen.

Explore funding options

Contact

Gladys NGO NSOUMBI
Program Advisor Marketing / Coaching