HEC Paris launches game-changing product management specialization
In a world where technology is transforming every industry, HEC Paris has taken a bold step forward by introducing a groundbreaking product and tech track as part of its prestigious Master in Marketing program. This innovative initiative reflects a commitment to aligning academic excellence with real-world industry demands. In this interview with Gachoucha Kretz, the Academic Director of the Master in Marketing, we delve into the inspiration behind this new track, the unique benefits it offers, and its potential to shape the future of marketing and product leadership.
What was your inspiration for creating the product and tech track?
The inspiration came from recognizing that traditional marketing is no longer enough to meet the demands of new roles in the job market, especially in the tech industry, which is evolving incredibly fast. Positions like product management, product marketing management, and tech-driven sales are growing rapidly. However, the courses we had in our Master’s program for strategic marketing were not fully suited for these roles, and many students who wanted to work in tech companies felt frustrated.
Fast-moving consumer goods, luxury, and traditional marketing-driven positions require different skills compared to the tech-driven roles we’re seeing today. Product management, product discovery, product marketing and tech-driven sales require an understanding of data, technology, and a customer-centric ecosystem. This is what we wanted to address.
I also spoke to many companies - from startups to tech giants - and they told me about the challenges of having employees in R&D, design, and development who don’t collaborate well with marketers or sales teams. The silos are a big problem. My idea with this track is to mix different backgrounds to break down these silos and create a cross-functional mindset. This is key to delivering outstanding customer-centricity.
We’re also in a market that is more challenging financially. Raising money is harder now that private equity and venture capitalists are more cautious. This means we need to develop products that have limited time-to-value for users and adopt a product-led growth approach. Products should be so good that they essentially sell themselves. To achieve this, you need to deeply understand the market and focus on creating things people and companies will love. Marketers are uniquely positioned to lead in this space.
Who specifically is this track aimed at?
This track is aimed at business students who can demonstrate a passion for technology. For example, students who have done internships in tech, worked on personal tech projects, or even started their own companies. We also want to attract students from technical backgrounds, like engineers, computer scientists, UX designers, and developers.
These are the people who will benefit the most from learning business strategy, customer-centric thinking, and marketing strategies and tactics. They’re also the ones who are most likely to excel in roles like product management, product marketing management and sales.
It’s also for those who want to create something big - the next Uber, Airbnb, Qonto, or PayPal - or even connected devices that transform everyday life. If you’re someone who wants to build products that people love and that succeed in the market, this track is for you.
What makes this track unique?
What makes it unique is that it’s real-world driven. We’re not just teaching theory - we’re teaching the practical skills companies need now. One of the challenges that companies face is that product managers often need to be trained extensively on the job. Our goal is to ensure that graduates are job-market ready from day one.
The program is hands-on, with a focus on building skills that companies value. For example, we have top-notch academics and industry leaders teaching our students. These are people recognized for their expertise in product management, IT, design, digital transformation and sales. Whether it’s professors with academic insights or C-level executives from startups and big companies, students will gain knowledge they can apply immediately.
The program is product-led growth driven. We want graduates to develop products that are so good they would eventually sell without any marketing and sales support. This involves strategic go-to-market planning and ensuring that the product itself drives growth.
Another unique aspect is the investment and revenue perspective. Students learn to think about products from an investor’s point of view. Is this product adding value to the market? Can we demonstrate a clear time-to-value for potential clients? These questions are crucial for pitching products and securing funding.
When it comes to decision making, everything we teach is data-driven and a strong sustainability perspective is also woven into the program. At HEC Paris, we believe in creating products that not only succeed financially but also align with long-term sustainability goals.
What are the key benefits for students and for companies?
For students, the benefits are clear. They’ll be job-market ready and able to secure highly sought-after roles like product manager, product marketing manager, or tech-driven sales manager. These positions come with attractive salaries and fast career progression opportunities.
They’ll also learn how to work cross-functionally and create customer-centric strategies. Whether it’s launching a new product or sustaining its growth, these are skills that companies in the tech industry value highly.
For companies, hiring graduates from this program means getting professionals who can hit the ground running. They won’t need extensive training because they already understand the market, the product ecosystem, and the importance of collaboration. This saves companies time and money.
Graduates from this program are also trained to think about revenue and investments, which means they bring a strategic perspective to product development. They understand how to pitch to investors, align with financial goals, and deliver products that make money for the company and provide value to clients.
What career opportunities will the product and tech track open up?
The main career opportunities are in roles like product manager, product marketing manager, and tech-driven sales manager. Graduates can work in tech giants like Amazon or other GAFAM companies, as well as in startups and scale-ups.
There are also opportunities in companies undergoing digital transformation. For example, L’Oréal in the beauty tech industry or corporations like Veolia and Suez that are developing apps and digital tools for their clients.
And let’s not forget entrepreneurs. This program is ideal for those who want to build their own companies and need both tech and market-driven perspectives. Whether it’s creating an innovative app or a hardware-based solution, graduates will have the tools to succeed.
Shaping the future of product management
HEC Paris’s new product and tech track is not just another academic program. It’s a response to the real-world challenges and opportunities in today’s tech-driven market. With its focus on hands-on learning, cross-functional collaboration, and a product-led growth mindset, this program is set to produce the next generation of game-changers that companies need.