Digital marketing
As the world becomes increasingly digitalized, marketing must evolve to reach, communicate with and convince increasingly solicited and connected consumers. To achieve this, we'll look together at all the levers at your disposal to help you stand out from the crowd, while continuing to innovate.
Presentation of the program
Just a few years ago, digital marketing was seen as a complementary activity, but today it has become an integral part of the profession, central to the smooth running of promotional and communication activities.
As consumers have evolved, marketing has had to adapt.
In this certificate, we'll look at the new opportunities you can explore to develop your business through a cross-functional approach to digital marketing. In particular, we'll look at traditional techniques (SEO, campaigns, social networks, etc.) and combine them with more current trends (data, growth, etc.) to give you a comprehensive overview of the profession and its potential evolution.
What's more, beyond the technical aspects, we'll also look at the more intangible notions of user experience, the customer journey and benevolent marketing. Thanks to this technical and organizational approach, we'll discover together how to offer your customers personalized, humanized services that meet the expectations of today's consumers.
Finally, at the end of this certificate, you'll be able to formulate, manage and deploy a complete digital marketing strategy to develop your visibility and support your growth.
Learning objectives
- Understand all the different aspects of digital marketing and their impact on your organization.
- Formulate, manage and deploy an omnichannel digital marketing strategy with clear objectives.
- Evaluate and improve the effectiveness of digital marketing activities using appropriate tools.
Target audience
- Marketing professionals wishing to develop their digital skills to improve results.
- Managers or company directors who want to establish a digital marketing strategy adapted to today's challenges.
- Anyone in the process of reconversion or professional development.
Program's curriculum
The open program in Digital marketing is a CAS designed for professionals wishing to develop new skills in parallel with their professional activity. This open program incorporates a strong participatory dimension. The fundamental notions will be presented beforehand, then supplemented and illustrated by numerous practical exercises based on real cases.
The Digital marketing program consists of 5 blocks . This represents 15 days spread over 5 months. That represents a total of 105 hours of teaching and about as many hours of personal work.
01
Digital strategy
02
AI & content marketing
03
Social networks
04
Growth marketing
05
CRM, data & automation
Program's sessions
- start
- 12 March 2026
- end
- 27 June 2026
- language
- French
- registration
- Before 31 January 2026
Do I need to already be an expert in digital marketing to take this program?
No. The CAS in Digital Marketing is designed for executives, managers, and entrepreneurs who want to understand and fully leverage the potential of digital in their business strategies.
You do not need to master technical aspects such as web development or ad campaign setup. The focus is on understanding key levers, strategic analysis, and decision-making in a digital environment.
Do the instructors come from the field or only from academia?
Our instructors combine academic excellence with real-world experience. Many hold or have held strategic positions in companies, public organizations, agencies, or startups in Switzerland and internationally.
Thanks to this dual profile, they convey not only the latest research-based concepts but also concrete practices, illustrated with real cases and market trends.
Is it really worth investing in digital marketing training?
Absolutely. Digital marketing evolves so rapidly that relying only on experience “learned on the job” can quickly limit your results. A structured program allows you to take a step back, acquire the latest methods, and master tools you can apply immediately in your own context.
At HEC Lausanne Executive Education, we combine academic input, real cases, and expert insights from active practitioners. You leave with a clear vision, updated skills, and a strategy tailored to your organization’s challenges.
Will I be able to apply what I learn directly in my organization?
Yes, absolutely. The program includes numerous workshops and case studies from a variety of sectors (B2B, B2C, e-commerce, services, etc.), all designed to be transposable to your professional context.
You will apply the concepts to real situations, such as:
- Developing and optimizing a multi-channel digital marketing plan
- Analyzing and interpreting performance data (Google Analytics, social media, CRM)
- Identifying growth opportunities and digital innovation potential
- Designing campaigns aligned with business objectives and overall strategy
The goal is not to train technical specialists, but decision-makers capable of working effectively with agencies, consultants, and internal teams while steering digital projects and creating immediate value in their organizations.
What role does Artificial Intelligence (AI) play in the program?
An important one, always from a strategic and managerial perspective.
You will learn to:
- Understand AI applications in marketing (programmatic advertising, content personalization, predictive analytics, automation)
- Evaluate their relevance in your context
- Anticipate their impact on customer experience, organization, and business models
The instructors cut through the buzzwords to help you make informed decisions, considering both opportunities and limits (data quality, ethics, regulations).
Is marketing performance measurement covered?
Yes, part of the program is dedicated to data-driven management:
- Defining and tracking the right KPIs according to your objectives
- Measuring campaign ROI
- Identifying levers for conversion and customer retention
- Translating results into strategic recommendations
You will learn to use dashboards and measurement tools without getting lost in technicalities, enabling you to manage your actions with precision and agility.
Can this program help me move into a new role?
Absolutely. It is an excellent springboard for positions of responsibility in digital marketing (manager, project lead, consultant) or for strategic roles that integrate digital. A CAS is above all a tool — its value depends on how you present it and integrate it into your career path. Combined with your experience and ambitions, it can become a powerful accelerator of your professional trajectory.
Contact us
The quality of the training and the professionalism of the instructors are reflective of HEC Lausanne.
- start
- 12 March 2026
- end
- 27 June 2026
- language
- French
- registration
- Before 31 January 2026