The marketing paradigm has changed. Marketers are expected to adapt to fast changes in market demands and to become thought leaders when it comes to innovation, sustainability-driven value creation and product-led growth. Customer-centricity is not a buzzword: it is now a “must” for marketing profesionals.
To address these demands, the Master in Marketing program offers two specialized tracks:
Consumer and Luxury Track: Focused on more traditional marketing areas like consumer behavior, retail, and luxury management.
Product and Tech Track: Designed for tech-driven students aspiring to excel in product-led growth and customer-centric innovation.
To deliver compelling customer-centric value creation, students are challenged on both soft and hard skills learning.
Our goal is to train the next leading generation of experts in marketing who excel in strategic thinking, data-driven decision making, product-led growth and digital innovation while displaying an entrepreneurial and sustainability-driven mindset.
OBJECTIVE
Carry out market visits (analysis of competition, clients and insights, company’s strengths and assets) and identify value creation opportunities (product innovation, product development, market expansion, business development)
Design and develop concepts backed by both a creative and a data-driven approach and turn them into new value propositions on the market (aligning brand vision and impact with the overall corporate strategy)
Craft and roll out go-to-market strategies and implement them, from developing products and brands to promoting and distributing them)
Elaborate and defend a marketing plan to pitch new value propositions and justify budget investments
Acquire the necessary customer-centric and product-led growth mindset to meet the fast-changing demands of product leadership roles
ASSESSMENT METHODS
Quizzes, exercices
Case studies
Business games and role-playing games
Action projects
Professional immersions
A master’s thesis (research paper)
Requirements
Hold a Bachelor or Master’s degree from an international institution
HEC welcomes applications from candidates of all nationalities who are fluent in English. They should also be recent graduates with a degree from a top institution in domains related to business administration, management, applied economics, or in other fields such as engineering, law, life science, and medical studies, etc.
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