+20 reviews

Strategic marketing

Identifying the right communication levers through marketing has become a necessity for every organization, so mastering its specifics is vital to raising your entrepreneurial aspirations. Modern methods complemented by a "user-centered" vision guarantee a decisive foundation.

training informations

Certificate of advanced studies (CAS)

duration

15 days spread over 5 months

price

CHF 9’500

language

French

location

Onsite

internationally recognized

hands-on & practical course

Presentation of the program

Analysis of today's societal context leads managers to reflect on their approach to selling products or services to their target markets. In a volatile, uncertain, complex and ambiguous (VUCA) economic situation, new paradigms need to be observed and assimilated. Rushed into an unprecedented interdependence between globalization, the digital age and changing mentalities, marketing is now actively positioning itself as a strategic pillar of the company.

However, the vocation of marketing remains unchanged: to achieve its objectives through an in-depth study of its environment, its competitors and its target clientele. These factors guide the strategic actions that need to be organized at several levels. Capitalizing on this accurate understanding of the market and the psychology of the user itself, you'll study the keys and tools for developing a strategy in line with your objectives. Whether B2B or B2C, analysis, targeting and communication are the key words of this program, which will open the door to unsuspected opportunities.

Learning objectives

Identify your organization's expectations and formulate an effective user-targeted strategy using traditional tools.
Combine the variables of the marketing mix to optimize your strategy on several levels, from research to market implementation.
Take a stand on your own brand and communicate it in an exemplary and attractive way to reflect a loyalty-building image.

Target audience

All managers and directors of SMEs and start-ups wishing to implement a marketing strategy adapted to today's challenges.
Marketing directors and managers wishing to update their knowledge and share it with other professionals.
Anyone involved in a reconversion or professional development process.

Program's curriculum

The open program in Strategic 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 Strategic 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.

each module can be followed individually

Marketing strategy

This program provides an overview of different marketing decisions and strategies, such as market selection, entry modes, international expansion and mastering the marketing mix (price, product, promotion, placement). It uses case studies, encourages class discussion and introduces the most important tools. see program Marketing strategy

Communication strategy

This training course aims to help participants understand and apply key elements of communication: the specificities of the profession in relation to corporate strategy issues; a strategic concept that can be adapted to all projects; collaboration with internal and external partners. see program Communication strategy

Market research

In marketing, intuition isn't always enough. Knowing how to identify relevant data, how to collect it, how to analyze it and how to "make it talk" is nowadays essential to make the best decisions and optimize your strategy in a hyper-competitive and dynamic market. see program Market research

Branding

Developing a strong brand has become essential to staying competitive. Consumers have evolved, and so has their relationship with brands. But how can you build a strong brand image and strengthen awareness of your company, products or services? see program Branding

Personal communication

Communication is a central concern for anyone wishing to share their ideas. Using the right tone, the right words and the right body language are all elements that influence communication with others. How can you build on your strengths and strengthen your communication skills to become a leader? see program Personal communication

Program's sessions

There are no current sessions. We’ll notify you when the next opens. Register your interest to receive early updates.

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Some testimonials

Philippe Ziörjen

I highly recommend this high-quality CAS in Strategic Marketing, taught by lecturers who know how to pass on their subject matter with passion and professionalism.

Tiago Meireles Da Costa

The right course for all professionals wishing to update their skills and develop their approach considerably. Exciting modules delivered by highly qualified and competent professionals and lecturers.

Antille Baptiste

This excellent course has considerably broadened my professional horizons and provided many directly applicable tools. The passionate and highly qualified lecturers pass on their knowledge perfectly, asking students to make a major commitment which proves highly beneficial and rewarding.

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they speak about us

The quality of the training and the professionalism of the instructors are reflective of HEC Lausanne.

Benjamin Flachs

Former participant