01
Product–market fit
Define the real problem, the user and the evidence that a market wants the solution.
HEC Paris MBA6 lessons18 hours
INNOVATIVE MARKETING
& THE MARKETING OF INNOVATION
Turn innovative ideas into viable market successes—by testing assumptions early, earning trust and building growth on evidence.
Approved students
THE 61-BOOK READING MAP
Approved HEC Paris MBA students can search by title or author, filter by lesson and isolate the 18 books that connect multiple parts of the course.
Course map
SIX QUESTIONS. ONE SYSTEM.
Each lesson answers a different marketing question. Together they form a sequence from discovering value to scaling it responsibly.
02
Market research
Learn from customers, behavior and competitors without leading the witness.
03
Brand, trust & PR
Make an unfamiliar innovation understandable, memorable and credible.
04
Growth & inbound
Design loops, channels and sales motions around the way people actually adopt.
05
Data, KPIs & pricing
Measure the system, interpret uncertainty and choose metrics that change decisions.
06
Paid & performance
Use paid acquisition after the value proposition earns the right to scale.
How the studio will grow
FROM SYLLABUS TO PRACTICE.
Concept pages
One clear page per framework, connected back to lessons and books.
Cases & artifacts
Small tools for exploring positioning, funnels, pricing and channel choices.
Exercises
Prompts that move students from recognition to application.
Quizzes
Short feedback loops for checking understanding and revisiting weak spots.