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Executive Education

Maîtriser les fondamentaux du marketing

Maîtriser les fondamentaux du marketing

Program overview


Do you wish to revisit or acquire the necessary skills to develop an optimized marketing plan that is aligned with the current challenges you face? 

This program will enable you to reinvent your marketing strategy and action plan by integrating the transformations and opportunities offered by digital and technological advances. 

Executive Short Program Maîtriser les fondamentaux du marketing

Format: In-class
Duration: 5 days
Language: French
Next start:
Cost: 5900 €
Place: France

The program is aimed at:

Managers and operational teams working in marketing, sales, development, communication, and  R&D, in both the B2C and B2B sectors. Any director or manager wishing to heighten their awareness of the challenges facing the marketing function 


Download the brochure


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



Develop your marketing strategy and transform it into an operational action plan

Capitalize on and leverage digital technology to enhance your strategy 

Reflect on the role of neuroscience and artificial intelligence in shaping the marketing of tomorrow


Analyse diagnostic, targeting, positioning and objectives.

Implementing the strategy (marketing mix, allocating and controlling resources) using concrete cases for practical application.

The key role of the customer journey and relationship in digital marketing using concrete cases for practical application.

Communicate and engage on social networks with effective content marketing.

Academic Director(s)

Anne-Sophie Bayle Tourtoulou
Associate Professor, HEC Paris

Learning methods

This program is resolutely action-oriented thanks to the methodological input that is applied to concrete cases. The theoretical concepts feed the strategic dimension of the action plans and the exchange of experiences between participants and facilitators stimulates a spirit of anticipation and innovation.

Download the brochure



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Register for the program


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



This program is accessible for people with disabilities. Please contact us if you have any specific requirements 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


Priscila Quincey
Priscilla QUINCEY
Sales Development Manager