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
Marketing stratégique Marketing stratégique
Rethink and optimize your marketing strategy through digital and AI, while staying aligned with the direction defined in your marketing action plan. This program enables you to deepen your understanding of marketing and digital levers in order to design and manage high-performing, consumer-centric strategies, while integrating technological and behavioral transformations in an ever-evolving environment. Its objective is to strengthen your ability to create sustainable value and to position marketing as a key driver of the organization’s overall performance.
Place(s):
Paris – Jouy-en-Josas Campus
Duration:
4 days
Format:
In-class
Next start(s):
Mar 30 2026,
Sep 07 2026
Language(s):
French
Cost:
6 100 €
Objectives
- Strengthen your ability to analyze and to detect marketing challenges before any strategic or tactical decision
- Design and manage a coherent, global, consumer-centric marketing strategy focused on customer value creation and sustainable performance
- Define your digital strategy in support of customer relationships
- Integrate advances in AI to improve analytical precision, predict behaviors to account for, and enrich marketing content creation
Program
Study of key strategic concepts (segmentation, targeting, positioning, objectives) and the methodology of the marketing action plan to implement strategy, with practical applications. Reflection on branding as a key strategic driver of value creation.
Understanding of the evolution of customer centricity across Web 1.0, 2.0 and 3.0. Analysis of the role of digital within organizations and its impact on the value chain and business models. Activation of customer journeys being at the core of your digital strategy through practical cases.
Exploration of customer loyalty concepts and best practices in CRM, retention and satisfaction in the era of data and AI, using numerous current examples.
Understanding of advances in AI and recognition of its added value for precision marketing, forecasting and content generation.
Capitalization
This Executive Short Program is eligible for capitalization towards the Executive Certificate Marketing & Digital.
Profile
Who is this program for? Is it right for you?
Participant Profile
Executives, directors and operational managers in marketing, sales, business development, communication, or R&D, in B2C and B2B. Designed for professionals seeking to strengthen their ability to manage integrated and innovative marketing strategies in a digitalized, constantly evolving environment.
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.
Participant Satisfaction and Success Rate
4,7 / 5*
*Average satisfaction rating given by participants (on a scale from 1 to 5) over the past year.
100% success rate, recorded during the same period.
100% success rate, recorded during the same period.
Faculty
Anne-Sophie BAYLE TOURTOULOU
Associate Professor, HEC Paris
Drawing up a marketing and digital strategy, translating it into an operational action plan, becoming customer centric to increase customer loyalty, understanding the digital revolution and the changes it brings: these are the main themes of this module, which helps take a step back and stimulate innovation and curiosity.
Learning methods & Evaluations
This program combines theoretical and methodological input with concrete case studies and practical examples. It encourages experience sharing and prioritizes strategic thinking ahead of any marketing decision to provide greater perspective. Assessment: group written presentation on a case studied in class.
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).
Program Eligibility:
RNCP* : "Diplôme de gestion des entreprises pour dirigeants", reference no 37720BC02 ; (registration date in the RNCP: 11-07-2023; certifying body: Higher Education Institution HEC Paris)
*National Directory of Professional Certifications (RNCP)
Program eligible for Validation of Acquired Experience (VAE)
Funding options: Depending on your profile and the program you choose, several funding options may be available to you. Visit our funding section for more information.
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*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
