NOUVELLES TENDANCES EN MARKETING NOUVELLES TENDANCES EN MARKETING
Program overview
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.
Nouvelles tendances en marketing
The program is aimed at:
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.
* Net price, HEC Paris is not subject to VAT. Prices, dates, faculty, and program content are subject to change.
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
Being data-driven, asking the right questions, using a measurement framework, leveraging analytical tools, visualizing data, and supporting teams.
Value proposition and architecture, profit, platforms, circular economy, radical and incremental innovations.
Neuroscientific studies, brain function and interpretations, emotions and somatic markers, sensory marketing, site neuro-compatibility.
History, major families of AI, societal challenges, ethical and legal challenges, contributions to marketing.
Pedagogy
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.
Capitalisation 
This Executive Short Program is eligible for capitalization towards the Marketing & Digital Executive Certificate.
Download the brochure
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Register for the program
Fill in the form to check your eligibility and start the registration process.
This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Funding options
Find out more about possible funding options for the program you have chosen.
*Net price, HEC Paris is not subject to Value Added Tax. Prices, dates, faculty and program content are subject to change.
This program is not eligible for the CPF.
