Sessions
Discover the next sessions of our open program in strategic marketing below. Click on the session you are interested in to obtain its full calendar.
About
Download the flyerAnalysis 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
See calendarsThe 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 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 .
Program's blocks
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.
Communication strategy
Every day, the Swiss are exposed to an average of 3,000 advertising/information messages. Consumers' attention spans have become extremely short. How can you make the best use of the various communication channels and adapt your message to reinforce your company's credibility?
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.
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?
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?
Testimonials
Modalities
admission criteria
The steering committee reserves the right to accept applications from people who do not meet the conditions below on the basis of their motivation and professional experience .
Professional experienceA minimum of 3 years of professional experience..
Academic curriculumHold a university degree or any type of diploma deemed equivalent by the program management .
study rulesPayment terms
Price: 9 500 CHFAll expenses related to continuing education are, except in exceptional cases, tax deductible .
Down payment : 1 500 CHFTo be paid within 7 days upon receipt of the confirmation letter of your registration .
Discount (10%): -950 CHFA discount is offered to Alumni HEC or early bird registrations (non cumulative offer).
Payment terms