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Executive Education

Business Development, Marketing & Digital Strategy Management

Business Development, Marketing & Digital Strategy Management

Executive Master

Language : French

Download the brochure

Program overview

Successful companies know how to combine innovative products, efficient communications and structured sales actions.

This program will equip you with the latest techniques to help you develop your markets and your marketing, communications and sales strategies. You will discover how to create value and anticipate the changes which are transforming your sector.

Executive Master in Business Development, Marketing & Digital Strategy Management

Format: 45 days in 9 modules
Duration: 12 months
Language: French
Next start:
Cost: 38950 €*



Understand and anticipate current marketing, communications and sales trends

Develop a profitable and coherent marketing, digital marketing, sales and communication strategy 

Adopt the latest methods and initiatives to implement and capitalize on these strategies



To further explore the key concepts of marketing, and in particular digital, sales, communication and  leadership marketing

Organize, manage and lead a sales team

Master the techniques for winning new customers and developing customer loyalty

Academic Director(s)

Laurent Maruani
Emeritus Professor, HEC Paris

Learning Methods

Balance between – theory, methodology, practical cases, listening and speaking, different experiences and skills, individual and group work

Program Content 


Acquire an in-depth understanding of the key concepts of commercial marketing

  • Negotiation strategies
  • Analyzing the challenges and leading a negotiation
  • Behaviour in negotiations

Marketing fundamentals applied to business

  • Value creation: the key role of marketing in the company
  • From the concept to the marketing approach: from the product to the customer
  • Marketing studies

Shared electives with the Specialized Master in Strategic Business Unit Management. Two electives to be chosen from:

  • Talent Management
  • Artificial intelligence (co-produced with Netexplo)
  • Data-Driven Strategy and Big Data (French)
  • The Supply chain in the age of multi-channels

Digital marketing at the heart of marketing

  • Marketing strategy and marketing mix
  • Offer strategy and product policy
  • Pricing

Sales strategy and customer approach

  • From the marketing plan to the sales action plan
  • Customer database and commercial action
  • Go-to-Market strategies

New marketing trends and orientations

  • Marketing deployment and interface management
  • Strategy: how it interacts with marketing
  • Profitability and marketing

HR Management of the salesforce

  • The different perspectives and challenges of Business Development Directors
  • Supporting team dynamics
  • Different approaches to negotiation

Leadership and Communication

  • External communication and the mass media: conditions for effective campaigns
  • Loyalty and relationship marketing: the effectiveness of direct communication, interpersonal communication
  • Sponsorship, patronage and lobbying
  • Managing and motivating through leadership
  • Thinking outside the box

Discovery: week of synthesis and benchmarking in the United States (in English)

  • Conferences by professors from prestigious American universities
  • Visits and meetings with leaders of start-ups, large American companies and recognized marketing experts

Each participant develops two action plans (marketing and sales) to apply the concepts and methods studied, with the guidance of an HEC Paris professor. Participants must also develop a professional thesis, which they defend at the end of the program.



Paris > < California

Picto entrepreneur


Each participant produces a professional thesis with the guidance of an HEC Paris professor.

Download the brochure



Explore funding options

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

CPF : Degree title : Directeur (trice) Marketing et Commercial Bloc A1, A2 et A4 de la fiche 24 86 30. 
RNCP : Degree title: Directeur (trice) Marketing et Commercial Bloc A1, A2 et A4 de la fiche 24346.

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

For further information, please contact :

Christine Collongues
Program Advisor

Are you interested ?

Tell us a little more about yourself

Do you feel that this program could be made for you? In order to get feedback from our admissions teams regarding your suitability for the program, please do not hesitate to fill in our short online form below. 

Do I have the right profile?

Quelques chiffres


97 %
De nos participants ont noté ce programme entre 4 et 5 sur 5 


Année de diplômation Taux d'obtention DIPLÔME Taux d'abandon DIPLÔME Effectif total participant présenté au jury d'attribution
2019 100% 0% 15