Executive Short Program

New Business Models, New Marketing Approaches

Rethink your market positioning , your value proposition and even your business model

In our ever-changing economic climate, Marketing Directors and Managers are forced to question perceptions and thought processes.


This program will help you to put current changes into perspective and increase your understanding of them, rethink your value proposition and even your business model and, ultimately, provide you with a competitive edge.




Never forget that you only have one opportunity to make a first impression - with investors, with customers, with PR, and with marketing.” 

– Natalie Massenet



The program will enable you to:

Challenge your analysis and reflection on current changes in your markets, value chain and competitive environment

Be aware of and anticipate digital impact on your company's activities

Identify potential areas of development for your business model and know how to challenge them

Academic Director(s)

Cécile Viniane

Adjunct Professor, HEC Paris

Discover the program outline

Discover the program outline

Program Content

Consists of 3 themes over 4 days

Theme 1

Consumer/client behavioral changes and new technologies

Current transformations and asking the right strategic questions.

Theme 2

Integrating digital and CSR transformation challenges

New usages and a holistic and streamlined approach to customer experience, adopting corporate philanthropy.

Theme 3

Developing business models and value propositions

Investigating market levers and applying marketing and pricing strategy.

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:
Directors, Marketing Directors, Digital Directors,
Strategy and Development 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.



Register for the program

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

Apply here