Executive Short Program
AI in Marketing Strategy
- Paris – Jouy-en-Josas Campus
- 2 days
- English
- 2950.00 €*
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Executive Short Program
Marketing Strategy Marketing Strategy
Marketing refers to activities that aim at creating the appropriate value for a set of targeted customers and giving them access to this value, in a way that will create additional profits for the company. In other words, marketing is by definition customer-centric. This requires understanding customer needs, understanding which customers can be served in the most profitable way, crafting an offering that will be perceived as valuable (and be valuable to the company), and delivering the best customer experience; all with the goal of creating additional profits for the company, by increasing volume, increasing customer’s willingness to pay of the product, and/or reducing costs.
This course has been designed to cover fundamentals of marketing management, and is therefore tailored to participants with no or limited background in marketing. For those of you who have had prior experience in marketing, this is the time to reflect on what you have done and compare it to the content of the marketing module: Is your experience similar to the course content? Is so, why or why not?
Place(s):
Online
Duration:
10 weeks (32 hours)
Format:
Online
Next start(s):
Apr 28 2025
Language(s):
English
Cost:
2 500 €*
Objectives
- Scope marketing as a value-building process
- Identify the value of your offer
- Select a valuable target market and position your offering
- Build your brand
- Create a branded customer experience
- Integrate sales and marketing activities
- Set the right price
- Manage marketing & sales resource allocation
program
Competency 1: Scope marketing as a value building process
Competency 2: Identify the value of your offer
Competency 3: Select a valuable target market and position your offering
Competency 4: Build your Brand
Competency 5: Create a Branded Customer Experience
Webinar (Burger King Case)
Competency 6: Integrate Sales and Marketing Activities
Competency 7: Set the right price
Competency 8: Manage Marketing & Sales Resource Allocation
- Curated case
- Final Webinar
Profile
Who is this program for? Is it right for you?
Participant profile
Executives that wish to acquire or strengthen marketing strategy competencies.
Prerequisites & Admission Criteria
5 years' professional experience as an executive, director, manager, etc.
Faculty
Anne-Sophie Chaxel
Associate Professor
How do you turn marketing challenges into growth opportunities? I designed this program as a roadmap to align customer value with the value created for the company. By following the step-by-step approach presented, your marketing strategy will maximize your impact.
Teaching Methods and Assessment Modalities
There are 8 modules, all of which end with a quiz (number of correct answers is not graded, but completing the quiz is tracked and is counted towards your digital participation grade) and a take-away sheet. In between, all asynchronous modules include a mix of short videos, thinking activities (which should allow you to «stop & reflect» on a specific topic), readings, and exercises.
In addition, 3 webinars will allow the participants to interact with the faculty and other participants. Two business cases will be studied during the webinars that will summarize the situation of a company at a specific time - and link theory and practice.
Registration
Would you like to register? Complete your registration form on our platform by clicking the button below. It will only take a few minutes.
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.
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*Net price, HEC Paris is not subject to Value Added Tax. Prices, dates, faculty and program content are subject to change.
Capucine MAITRE
Program Advisor Marketing, Sales & Business Development
maitre@hec.fr
