Coming soon
Marketing Fundamentals
An introduction to the core ideas and tools of marketing.
Teaching
Courses & workshops
Marketing, social entrepreneurship and storytelling. Explore the course materials below, or join me for office hours.
Course catalogue
2 published · 3 coming soonPublished HEC Paris MBA7 sessions18 hours
Innovative Marketing
From product–market fit to positioning, brand, growth, data and paid acquisition.
Open course
Private courseHEC Paris · Accélérateur ESSFR + EN3h30
Construire son argumentaire commercial
Build a buyer-oriented argument around a target, a problem, a value proposition, credible evidence, objections and a clear next step.
Open course
Published toolLegal & complianceAI-assisted audit
Legal Preflight for Vibe Coders
A practical course tool to scope GDPR, DDG/TDDDG, jurisdiction, third parties and higher-risk AI use before asking a coding agent to audit or fix a product.
Open tool
Multilingual by design
The learning platform launches in English, French, German, Spanish and Japanese, while the architecture is designed to add more languages as learner cohorts evolve. French and English are already available for the ESS sales-pitch course; the other localised editions will be added progressively.
ENFRDE · plannedES · planned日本語 · planned
Coming soon
Online materials for these courses have not been published yet.
Coming soon
Marketing for Social Entrepreneurship
Make your offer visible, choose the right channels and connect commercial development with your social mission.
Coming soon
The Power of Storytelling for Deep Tech Startups
Explain complex technology to customers, investors and partners without losing what makes it distinctive.
An open invitation · HEC Paris MBA students & alumni
WHAT IS AN OFFICE HOUR?
In US universities, “office hours” are scheduled times when students can meet their instructor outside class: to clarify a concept, discuss a reading or assignment, understand feedback, or explore an idea further. They are a normal part of learning, and you are welcome even when you are doing well.
As your marketing teacher, I offer that same space for conversation. Bring a question about product–market fit, customer research, positioning, growth, metrics or paid marketing. We can revisit a framework, work through your reasoning on an assignment, or connect a lesson to a real business decision.
Here, office hours take the form of a free, one-hour appointment with me. You are welcome before we start, during our three months together in the MBA, and after the MBA—even after graduation. Career choices, internships, jobs, introductions and your own company idea are also good reasons to book.
An example of the US tradition: Stanford’s guide to office hours
LET’S CONTINUE THE CONVERSATION.
A question from class, a marketing decision or a next step in your career: bring what matters to you. You do not need a polished presentation to start a useful conversation.
Book a meeting (opens Google Calendar in a new tab)Free · 1 hour · One-to-one with André
Marketing & course concepts
Revisit a framework, question an assumption from class, or apply marketing ideas to a company or project you care about.
Assignments & feedback
Talk through your approach, clarify expectations, or understand feedback. Bring what you have tried so we can develop your reasoning together.
Career direction
Explore roles, sectors or countries, think through a career change, or decide where to focus your energy after the MBA.
Internships & jobs
Discuss your search strategy, how to present your experience, a CV or LinkedIn profile, or an opportunity you are considering.
People & introductions
Work out who could help you learn or move forward. Where there is a relevant fit, I can explore an introduction through my network.
Your startup idea
Talk through a company you want to create, a founder decision, an early customer hypothesis, or what to test next.
How to make the hour useful
Choose a time in the calendar and check the time zone. Bring a little context, one or two questions, and the decision you would like help with. Bring the relevant course material or your work so far for a learning question. For a career or venture conversation, a CV, job description or short project summary can help; a presentation is optional. We can use the conversation to identify a practical next step.
The format
A LIBRARY THAT LEARNS WITH YOU.
The structure is intentionally modular: today's reading list becomes tomorrow's connected course companion.
Live
Reading maps
Find the right book for the question in front of you.
Next
Concept pages
Clear explanations, cases and links between frameworks.
Planned
Simulations
Change an assumption and watch a marketing system respond.
Planned
Exercises & quizzes
Apply, test and retain—not just consume.