Executive Short Program

Creativity and Innovation

Creative and innovative solutions to create value 

To optimize performance in a globalized market, your company needs to innovate and be creative. You have to be able to turn your ideas into reality with meet high-performing time-to-market strategies that generate competitive advantage. This program will enable you to create an environment that encourages new ideas by capitalizing on the implicit needs of customers and by developing management processes which use innovation to drive value creation.




Innovating is easy. What’s difficult is turning an innovation into a real business.” 

– Michael Dell



The program will enable you to:

Create a method for reflection and a culture of innovation

Implement efficient, creative, productive and profitable processes

Master the tools and organization of innovation in your company

Academic Director(s)

Cécile Viniane

Adjunct Professor, HEC Paris

Discover the program outline

Discover the program outline

Program Content


Theme 1

Develop an environment that encourages new ideas 

Blue Ocean Strategy combined with a business model and design approach, tools for generating and developing ideas. 

Theme 2

Create a process to manage innovation 

Using implicit customer needs to develop innovation, principles of responsible innovation. 

Theme 3

Drive value creation through innovation  

Customer adherence to innovation, purchasing usages and actions using a neuro-marketing approach.

Customize your learning journey

  • management
    3 days - essential

  • +
  • marketing
    3 days - expert

  • +
  • management
    4 days - excellence

  • =
  • hec paris executive education certificate

2 years

Obtain an HEC Paris certificate
You can personalize your study path according to your own needs and resources. You will be awarded an HEC Paris Executive Education certificate after a total of 10 days of training. This can be spread out over 3 intensive programs during a 2-year period. You can also join the HEC Executive Community.

Find out more from the brochure

The program is aimed at:
Marketing Directors
Strategy and Development Directors
Business Unit Directors
Innovation Directors
R&D Directors

Training costs

4020 € excl. VAT

Next session

  • Intake

Explore funding options

Find out more about possible funding options for the program you have chosen.

Download the brochure



The Marketing Director of HEC Paris Executive Education collects this data in order to provide you with information about our training programs and the events that we organize. References in this form followed by an * must be filled in, but the absence of information in the optional fields will have no impact on the processing of your request. The information will be used by the different services of HEC Paris and its subsidiaries. They will be kept as long as you do not unsubscribe. In compliance with the amended law of 6th January 1978, you have the right to access, delete, rectify and object to information by contacting cil@hec.fr.

For further information, please contact :

Aurélie Lever

Program Advisor

Professor insights

In this video, discover Cécile Viniane's insights

Videos  Marketing & Business Development 

Comprendre le consommateur du XXIè siècle

More than just a pretty place

HEC Paris Le Château is more than a neoclassical landmark. It is the perfect place in which to take a step back and improve yourself with concrete training which you will put into application as soon as you return to your company.









We deliver our short programs when and where you choose

With our in-house short program offer you can train your teams whenever and wherever suits you best.

Contact us at inter-privileges@hec.fr, and we will arrange for the academic team to come to the location of your choice and deliver the same content that is taught on campus.


Tried and tested for you

Discover the experiences of current and former participants..

Julie Bardin Jimenez

Chargée de marketing opérationnel


Cette formation est très intéressante et vivante, et l’équilibre entre théorie et pratique bien géré. Impression très positive globale et un réel plaisir de pouvoir échanger mes expériences avec mes pairs et de m’inspirer de leurs problématiques, même de secteurs différents."



Register for the program

Fill in the form to check your eligibility and start the registration process.

Apply here