Executive Short Program

New B2B marketing challenges

Make your offer more attractive and shape consumer preferences 

The constantly changing challenges in the B2B marketing sector mean that you need to develop a differentiation strategy to achieve greater impact in the value chains of your markets. This involves identifying, and successfully meeting, specific B2B marketing challenges. 


The aim of this program is to enable you to increase your customer awareness, develop offers and interpersonal approaches that create value, integrate new profit-making services and ensure that digital plays a central role in your overall marketing strategy.




The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself”. 

– Peter Drucker



The program will enable you to:

Develop a marketing policy that is adapted to markets-clients/applications/products-services

Create compelling, distinctive and attractive offers and identify how to develop new distinctive services that generate added value 

Academic Director(s)

Cécile Viniane

Adjunct Professor, HEC Paris

Discover the program outline

Discover the program outline

Program Content


Theme 1

Positioning the customer at the heart of your marketing strategy

Specific B2B marketing challenges, targeting and creating customer value and the B2B marketing plan.

Theme 2

Adding value to your offer by integrating new services

The key success factors of a profitable service policy and enabling the sales force to move from product to a service-oriented 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 and Sales Directors,
Key Account Directors,
Strategy and Development Directors,
Strategic Business Unit Directors.

Training costs

4785 € NET

Next sessions

  • Intake

Explore funding options

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

Download the brochure in French



Fields marked with an asterix are obligatory and are essential in the follow-up of your request. The absence of information in the optional fields will not impact your request. HEC Paris, whose Head Office is located at 8 Avenue de la Porte de Champerret, 75017 Paris, collects your data in order to manage your documentation request and to suggest other programs to you. Your data will be kept for a duration of 3 years and are reserved to the use of HEC Paris and will under no circumstances be communicated to a third party. In accordance with the Freedom of Information Act, you benefit from the right to access, rectify or delete your data by sending an email to exed-hec at hec.fr

You may also oppose the use of your data, with a legitimate reason. You may only exercise this right with regards to your own personal data by contacting us at HEC Paris, Data Protection, 1 rue de la Libération, 78350 Jouy en Josas, France or via email at donnes-personnelles at hec.fr with the subject line “Data Protection” and by adding in an attachment a copy of your photo ID.

For further information, please contact :

Amandine Legrand

Program Advisor

Professor insights

In this video, discover Cécile Viniane's insights

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.



Register for the program

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

Apply here