Executive Certificate
Marketing et Digital à l’ère de l’IA
- Paris – Jouy-en-Josas Campus
- Sep 07 2026
- 12 days
- French
- 17900 €*
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Executive Short Program
Innovation marketing : neurosciences, data & IA Innovation marketing : neurosciences, data & IA
Innovation and the use of emerging trends at the heart of your marketing strategy! This program explores the intelligent use of data, artificial intelligence, and neuroscience to support strategic decision-making, as well as the reinvention of business models. It equips participants with methodologies and tools to anticipate change, innovate and lead teams toward innovative strategies that ensure relevance and competitiveness in a constantly evolving environment
Place(s):
Paris – Jouy-en-Josas Campus
Duration:
4 days
Format:
In-class
Next start(s):
Nov 16 2026
Language(s):
French
Cost:
6 100 €*
Objectives
- Learn to leverage data to optimize marketing decisions
- Discover how to challenge business models to benefit from market transformations
- Understand the contribution of neuroscience to better consumer insight
- Decipher the challenges and usefulness of AI in marketing
- Acquire methodologies and tools to optimize your marketing strategy
Program
Becoming data-driven, asking the right questions, using measurement frameworks, leveraging analytics tools, and supporting teams.
Applications of predictive and generative AI in marketing, AI ethics and governance, AI-enhanced solutions
Value proposition and architecture, profitability, platforms, circular economy, radical and incremental innovations.
Neuroscientific studies, brain function and interpretations, emotions and somatic markers, sensory marketing, neuro-compatible websites.
Capitalization
This Executive Short Program is eligible for capitalization towards the Certificate "Marketing digital"
Profile
Who is this program for? Is it right for you?
Participant Profile
Marketing and digital directors and managers, as well as professionals in sales, business development and communication, in B2C and B2B.
Prerequisites and Admission Criteria
Our program is designed for all executives, senior managers, and functional or operational leaders with at least 5 years of professional.
Faculty
Anne-Sophie BAYLE TOURTOULOU
Associate Professor, HEC Paris
Four intensive days combining knowledge and practice to boost your marketing strategies with AI, neuroscience and data mining to anticipate, innovate and reinvent your business models.
Learning methods & Evaluations
The program combines theoretical and methodological input with practical case studies. It promotes experience sharing and prioritizes strategic reflection ahead of marketing decisions.
METHODS OF ASSESSMENT OF ACQUIRED SKILLS: Oral presentation by groups on a proposed new business model, developed during a workshop.
Registration
Would you like to register? We invite you to:
1. Complete your registration form on our platform by clicking the button below. It will only take a few minutes.
Registration
2. You will receive a response within 7 days of submitting your application.
This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Tuition Fees and Funding
The program fee includes tuition and meal costs during training hours (lunch and breaks).
Not included: Dinners (except in specific cases), transportation costs, and accommodation costs (except in specific cases).
Funding Options: Depending on your profile and chosen program, several solutions may be available to you. Visit our funding section for more information.
Download the brochure
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Executive Certificate
Marketing et Digital à l’ère de l’IA
- Paris – Jouy-en-Josas Campus
- Sep 07 2026
- 12 days
- French
- 17900 €*
*Net price, as HEC Paris is not subject to VAT. The prices indicated may vary depending on the intake dates. When multiple starting dates are available, the price shown corresponds to the first date listed. Program, faculty and course content are also subject to change.
Capucine MAITRE
Program Advisor Marketing, Sales & Business Development, AI & Data
maitre@hec.fr
