HEC Paris

Marketing Strategy

HEC Paris

Marketing & Business Development

About Programme

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? If so, why or why not?

Programme Content

Webinar 1: Kick-off

Wednesday, April 8, 2026, from 1:00 pm to 2:00 pm (Paris time)

Focus 1: Scope marketing as a value building process Focus 2: Identify the value of your offer Focus 3: Select a valuable target market and position your offering Focus 4: Build your brand Focus 5: Create a Branded Customer Experience Webinar 2: Burger King case study

Monday, May 18, 2026, from 1:00 pm to 2:30 pm (Paris time)

Focus 6: Integrate Sales and Marketing Activities Focus 7: Set the right price Focus 8: Manage Marketing & Sales Resource Allocation Group preparation on the selected case study Webinar 3: Crurated case study

Monday, June 15, 2026, from 1:00 pm to 2:00 pm (Paris time)

Programme Objective

Develop a differentiating and relevant value proposition using market analysis and your consumer needs in order to create a tailored and competitive offer.
Define and implement a brand and customer experience strategy, which is coherent and consistent in order to strengthen the offer attractiveness and foster customer loyalty.
Drive the marketing and sales strategy by designing a healthy business model, setting prices and allocating resources optimally, in order to maximise profit.
Analyze strategic risks and adjust your marketing plan accordingly.
Optimize marketing performance and refine decisions and actions based on results.

Pedagogy

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.Assessment Modalities: Based on real or fictional companies, the participant will have to do : - a case study and/or- a presentation and/or - A critical analysis of the implementation of a marketing strategy and the implementation of corrective actions and/or- An analysis of a life cycle and a study of the social impact assessmentWritten and/or oral assessments, which can also be individual and/or in group.

Programme Audience

Executives that wish to acquire or strengthen marketing strategy competencies.

5 years' professional experience as an executive, director, manager, etc.

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Contact us for the further details

Speak with an Advisor

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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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Marketing Strategy | HEC Paris