HEC Paris

AI & Data in marketing and sales

HEC Paris

Marketing & Business Development

About Programme

Dive into the fascinating world where data and AI are reshaping marketing. In 4 intensive days, we'll move beyond theory to build tangible solutions together. You'll leave not just with concepts, but with tools that will reinvent how you connect with customers. Ready to become the data strategist your team needs?

Programme Content

FOCUS 1: Mastering Data - The Essential Foundation and Governance
Data as the “oil” of business
Data quality and governance
Data architecture and data mesh
Practical exercise using Excel (Power Query).
FOCUS 2: Product Management and Data Science Applied to Marketing
Data product innovation in large organizations
Product ownership and stakeholder management
Fundamentals of data science and machine learning
Workshop on designing a data product.
FOCUS 3: Managing an AI & Data Project
Technical architecture of data
Data project management and governance
Product data and data ownership
Practical case study - Experience feedback.
FOCUS 4: Generative AI & AI Agents for Marketing and Sales
Understanding generative AI
Designing AI agents
Development - Hands-on
Implementation and evaluation

Programme Objective

Monitor technological trends to identify suitable digital solutions
Analyze data and use AI to provide value-creating recommendations
Use digital tools to enhance cross-functional collaboration with stakeholders
Structure and govern marketing data to optimize its use and ensure its reliability
Design and deploy AI agents for customer support and sales assistance
Develop a strategic data & AI roadmap to guide actions aligned with business priorities

Pedagogy

Pedagogy - Intensive program combining:

60% practical workshops, case studies, hands-on sessions, experience feedback, group work, personalized support, and inter-session tasks.

Evaluation:Using fictional or real companies, the participant must do:

A case study
Practical exercises
Group Presentation
Oral Participation
Quiz Group Practical Project

Programme Audience

This program is designed for several types of profiles, such as:

Sales Director, VP Sales, Revenue Manager
Manager/Director of a marketing or sales team
CRM, acquisition or loyalty manager
Involved in transforming your sales approach using AI
Managing digital transformation projects
Currently engaged in developing innovative data products

Our program is designed for all executives, senior managers, and functional or operational leaders with at least 5 years of professional.

Other programs in this subject area you might find useful

Same topic, Similar duration - Broader exploration across all institutes

Contact us for the further details

Speak with an Advisor

  1. Testimonials
  2. Programme Benefits
  3. Brochure

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

HEC Paris

Executive Education Office

Capucine
NA
[email protected]
https://www.hec.edu
Jouy-en-Josas, France

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AI & Data in marketing and sales | HEC Paris