Executive Certificate
Marketing & Digital
- Paris – Jouy-en-Josas Campus
- May 12 2025
- 12 days
- French
- 17400.00 €*
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Executive Short Program
Nouvelles tendances en marketing Nouvelles tendances en marketing
Innovation and the exploitation of new trends at the core of your marketing strategy! This intensive four-day program explores the intelligent use of data for strategic decision-making, the reinvention of business models, and the contribution of neuroscience and artificial intelligence to marketing. Come enrich your thinking and equip yourself with methodologies and tools to anticipate, innovate, and lead your teams towards innovative strategies, ensuring relevance and increased competitiveness in an ever-evolving environment.
Place(s):
Paris – Jouy-en-Josas Campus
Duration:
4 days
Format:
In-class
Next start(s):
Oct 13 2025
Language(s):
French
Cost:
5 900 €*
Objectives
- Optimize marketing decisions through the identification and exploitation of data.
- Challenge and adapt your business model to take advantage of market changes.
- Integrate the contribution of neuroscience into your consumer listening and analysis policy.
- Decipher the challenges and utility of artificial intelligence for marketing.
- Apply methodologies and tools to build and manage a marketing strategy.
Program
Be data-driven, ask the right questions, use a measurement framework, leverage analytical tools, visualize data, and support teams.
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.
Using data to optimize decisions, implementing KPIs and dashboards to support teams.
History, major AI categories, societal issues, ethical and legal challenges, and contributions to marketing.
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
Directors and marketing and digital managers; communication directors; entrepreneurs and business executives with confirmed experience in marketing and knowledge of digital marketing fundamentals. The program involves following an HEC Paris MOOC before the module and preparing for the module on data.
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
This is an active pedagogy that emphasizes exchange and the appropriation of concepts and methodologies through cases and practical workshops, in teams. Strategic reflection is prioritized upstream of any marketing decision for greater perspective.
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? 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
