Updated
Digital marketing
15 days spread over 5 months
new
AI & content marketing
Create and optimise high-performance content marketing strategies using artificial intelligence. This short course teaches you how to imagine powerful brand stories, produce engaging and consistent content, structure an agile editorial calendar and monitor their performance across all channels.
training informations
Short program (FC)
duration
3 days spread over 1 month
price
CHF 2’250
language
French
location
Onsite
internationally recognized
hands-on & practical course
Presentation of the program
The AI & Content Marketing short course will help you evolve your content marketing practices, by helping you integrate artificial intelligence as a strategic lever. Far from a purely technological approach, this programme will enable you to design solid, differentiating editorial systems, where AI enhances the relevance, creativity and effectiveness of your content.
You will explore the new challenges of content marketing in the age of AI: understanding audience expectations, structuring editorial paths, large-scale personalisation and optimising return on editorial investment. You will learn how to design content strategies aligned with your organisation's overall objectives, integrating AI to refine needs analysis, enrich creative processes and monitor performance.
Particular attention will be paid to building and managing a coherent and agile editorial strategy. You'll be using AI to anticipate key themes, balance content formats, adjust publication rhythms and reinforce the consistency of the message across all channels. The aim: to transform the editorial strategy and its calendar into a genuine differentiating tool, serving an engaging and continuous content experience. Through inspiring case studies and strategic design workshops, you will develop a critical and methodological approach to the use of AI, integrating it in a relevant and measured way at the heart of your editorial strategy.
Learning objectives
- Analysing changes in content marketing and identifying the strategic and operational contributions of AI.
- Design an engaging content strategy using AI as a lever for creation, distribution and analysis.
- Manage and optimise content systems thanks to a structured editorial approach supported by AI.
Target audience
- Marketing and communication professionals in charge of content strategies and wishing to integrate AI into their activities.
- Content creators, brand managers or publishers looking to optimise their communication and engagement strategy.
- Innovation managers, consultants or project managers who want to use AI to optimise marketing actions.
About the program
This short program AI & content marketing was built for professionals seeking to learn about fundamental concepts and then practice them trough practical exercises. There is a strong emphasis on practical application supported by academic excellence, with the use of exercises and break-out groups, industry examples and guest speakers. The fundamental notions will be presented beforehand, then supplemented and illustrated by numerous practical exercises based on real cases .
This approach will allow the participants to deploy the concepts presented during the course as well as forging a strong analytical mindset to tackle future challenges they might face on .
our speakers
main program
Program's sessions
You can see all our open program sessions in AI & content marketing below. Click on the session you are interested in or check the full calendar.
April
2027
open
- full dates
- 22, 23 and 24 April 2027
- language
- French
- registration
- Before 18 March 2027
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Does the program help me choose the right AI tools for my organization?
Yes. The program provides a clear evaluation framework for selecting AI tools based on your needs: text generation, visual creation, video editing, performance analysis, or workflow automation. You learn to compare solutions based on their maturity, cost, compatibility with your current stack, and risk level (data, privacy, reliability). The goal is to enable you to make informed choices without being driven by hype.
Will we work on real-world AI use cases that I can apply in my company?
Absolutely. The program draws on practical cases from real situations: multi-format content creation, SEO optimization, campaign adaptation, simple automation, AI-assisted video production, generated image management, and more. Each exercise invites you to immediately apply the tools and methodologies to your own professional projects, ensuring direct transferability to your organization.
Does the program help me maintain a consistent brand voice despite heavy use of AI tools?
Yes. One of the key focuses of the module is showing you how to define and formalize a strong editorial identity (tone, style, rhythm, angles) and then translate it into AI tools to avoid content standardization. You learn to create guidelines and reusable prompts that ensure a stable brand voice, even in accelerated or distributed production.
I work in a small organization. Is AI too complex or time-consuming for me?
No. AI is precisely a powerful lever for organizations with limited resources. The program emphasizes simple approaches, accessible tools, and realistic workflows: idea generation, rewriting, quick visual creation, simplified video editing, and basic automations. You will discover how to achieve significant time savings without technical expertise and without multiplying tools.
Will I learn to produce images, videos, and text at the right quality level for my company?
Yes. The program covers the three main pillars of AI-assisted creation.
- For text: structuring, SEO optimization, tone variations, and video scripts.
- For images: effective prompts, visual consistency, usage rights, and technical limitations.
- For video: augmented editing tools, avatars, automated generation, and best practices.
The goal is for you to produce content of professional quality while understanding the limitations of each format.
How do I tell the difference between one-off AI assistance and what can be automated long-term?
The program gives you a precise framework for identifying repetitive tasks with high automation value (curation, content variations, multi-platform adaptations, analytics) and those that still require human oversight (creative validation, strategic trade-offs, brand sensitivity). You learn to build hybrid workflows that combine AI efficiency with editorial supervision.
Does the program address the legal and ethical questions around AI and generated content?
Yes, with a practical approach. You are introduced to issues related to copyright, the use of people's likenesses, deepfakes, hallucination risks, data management, and transparency obligations. The module is not intended to provide in-depth legal expertise, but it gives you the reference points you need to work responsibly and securely.
Will I be able to apply what I learn immediately in my organization?
Yes. The program is built for immediate implementation: creating prompt templates, generating real content, setting up simple AI workflows, strategic reflection on AI's role within your team, and defining a personalized action plan. You leave with methods, processes, and tools that are directly actionable in your communication or content marketing projects.
What are the terms and conditions applicable to this course ?
The AI & content marketing course is subject to the terms and conditions available here
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tailor made advices
they speak about us
The quality of the training and the professionalism of the instructors are reflective of HEC Lausanne.
Benjamin Flachs
Former participant
select your session
April
2027
open
- full dates
- 22, 23 and 24 April 2027
- language
- French
- registration
- Before 18 March 2027