Concept pages
One clear page per framework, connected back to lessons and books.
HEC Paris MBACourse 00 + 6 decisions7 sessions
INNOVATIVE MARKETING
& THE MARKETING OF INNOVATION
Turn innovative ideas into viable market successes—by testing assumptions early, earning trust and building growth on evidence.
MARKETING OScourse orbit · knowledge tree · journeyCOURSE 00innovative marketing · AI · how we thinkPMF COURSElesson · glossary · quiz · simulatorMARKET RESEARCHinterviews · methods · case · market · dossierBRAND, TRUST & PRsystem · trust · identity · content · workbenchGROWTH COURSEactivation · experiments · RICE/ICE · visual trunkDATA COURSEmetrics · stack · experiments · LightediaPAID COURSEreadiness · creative · budget · simulatorFOUNDER-LED DISTRIBUTIONCourse 03 × 04 bridge · profile · content · demandPMF CONCEPTSbeachhead · chasm · 40% testINNOVATIONicebreaker · matrices · casesCMO + AIroles · agents · taste · accountabilityAI VIDEOtools · sprint · governanceBOOK ATLAS61 titles · map · rankings · timelineINSPIRING PEOPLEdirectory · map · matrix · profiles
Course map
COURSE 00 + SIX DECISIONS.
Course 00 establishes how we think and work together. Courses 01–06 then turn that operating philosophy into six connected marketing decisions, from discovering value to scaling it responsibly.
00Online
Innovative marketing
Learn how we will think: innovation, uncertainty, experimentation, AI and the difference between innovative marketing and marketing an innovation.
01Online
Product–market fit
Define the real problem, the user and the evidence that a market wants the solution.
02Online
Market research
Learn from customers, behavior and competitors without leading the witness.
03Online
Brand, trust & PR
Make an unfamiliar innovation understandable, memorable and credible.
04Online
Growth, distribution & revenue
Make value travel through activation, experiments, channels, demand and repeatable revenue.
05Online
Data, KPIs & pricing
Measure the system, interpret uncertainty and choose metrics that change decisions.
06Online
Paid & performance
Scale with paid acquisition only after the startup has earned the right to buy attention.
How the studio will grow
FROM SYLLABUS TO PRACTICE.
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.