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Course Content

MSc Marketing

This intensive program will provide you with the strategic mindset and know-how to maneuver and master today’s rapidly-changing world of marketing, for you to join the next generation of leaders guiding brands through the domain’s transition.

The changes to marketing are two-fold: consumers are demanding more from brands, seeking out ethical practices and authenticity. At the same time, high-tech marketing tools and AI are evolving to radically transform the industry and master marketing data.

The way forward – brought to life in this program – is to rebuild the model, shifting from traditional product promotion to complete ownership, from design to distribution. This allows for a ‘walk the talk’ approach – backing up communication around sustainability, for example, with action –  all the while keeping marketers indispensable in the face of technology. How? By transforming students into data-driven, entrepreneurially-minded 360° product strategists.

Program structure

frise_MKG_2018
  • The curriculum of MSc Marketing is made up of a set of compulsory core and elective courses that provide our students with all the necessary tools and knowledge required to successfully address today’s main marketing challenges.
  • Between April and June, students have access to a wide portfolio of certificates to add a sectorial expertise on top of their curriculum (students already holding a Master’s degree can stop in April to finish their professional thesis and fulfill a professional experience).

Finally, all students must write a Master's Thesis and fulfill a 4-month professional experience requirement in order to graduate.


  • Strategic Marketing Management
  • Strategic Marketing Simulation
  • Reinventing Your Business Model with Odyssey 3.41
  • Data Analytics for Marketing
  • Data Manipulation and Visualisation 
  • Solving Marketing Problems: Case Studies
  • Design and Product Development
  • Pricing Strategy
  • Neuroscience and Re-Shaping Marketing
  • Marketing P&L
  • B4B marketing
  • (R)etail strategies
  • Brand and customer experience
  • Business development for startups
  • Business planning
  • Digital marketing
  • Sustainable marketing
  • Luxury Management
  • Marketing 4.0
  • Solve Problems Like A Big 4 Consultant

The students dedicate themselves to group-based studies. They are asked to defend their analysis of a concrete, current issue raised by a company. The group recommendations are then presented in front of company managers and faculty members.

Examples include:

  • DigiAd Seminar
  • Business Model Reinvention
  • Capturing New Frontiers

These seminars are organized in close partnership with premier companies such as L’Oréal, EDF, DDB, Axa Global Insurance, Capgemini Consulting and Orange.

In order to maximize the students’ career opportunities, job market workshops aim to better prepare them for their job search and cover topics like CV presentation, assessment centers and handling interviews. This specific individual support complements the services brought by the Career department.

Students must write a master's thesis to graduate from this program. It represents an important component of the MSc learning experience. The objective of the thesis is to explore cutting-edge research implementation in daily practice within a highly competitive marketing environment.

The professional experience requirement is satisfied when the student completes a professional experience of at least 4 months in fields related to their coursework at HEC Paris. It is, however, important to stress that this professional experience may not be an internship per se.

Our policy at HEC Paris is that the best type of internship is a full-time job! We strongly encourage our students to look for permanent hiring as soon as the academic year starts.

As an international business school, HEC Paris welcomes students from all over the world. Almost one hundred nationalities live on the campus. It's a fantastic opportunity to discover other cultures and to share exceptional moments, and it's important that students can communicate as much as they wish.

HEC Paris Learning Center of Languages aims at helping students to learn or strengthen any language they would like, providing a wide range of I.T. and print resources.

Students do not need to speak French to enroll in the program as all core courses and most electives are offered in English. However, some knowledge of French can be useful to enjoy the full HEC experience, become professionally bicultural and optimize networking with French students and alumni. This is why HEC Paris offers optional French language classes.

Prior to their studies, students may also register for a two week French language course (TEF certificate – all levels) in August. This is an exceptional opportunity to learn French before joining the Campus (extra fees are applicable).


Certificates

Sponsored by a company, Certificates are a set of interdisciplinary courses corresponding to approximately 100 contact hours as well as business projects and other types of field work related to a given sector. Each student selected (in the 1st semester) for a certificate will be awarded an additional HEC certificate if he/she validates all the requirements of the course.