new
Marketing & communication
15 days spread over 5 months
Updated
Communication strategy
Developing effective communication has become essential to remain competitive. The aim of this course is to provide practical tools to analyze, understand, and use different communication channels in order to foster engagement and strengthen your communication strategy.
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
This course is designed for professionals who want to develop or reinforce their strategic communication skills. It begins by exploring the fundamentals of communication and how to build a coherent brand identity.
Participants will then examine messaging strategies, different types of appeals, and the execution frameworks needed to design high-performing integrated marketing communications.
The program also covers reputation management from monitoring and crisis prevention to crafting credible responses that protect brand equity. Particular attention is given to practical tools that help drive engagement and increase the impact of messages across channels.
Through case studies and real-world examples, the course provides tools to design and measure the effectiveness of communication strategies suited to complex and constantly evolving environments.
Learning objectives
- Understand the principles of corporate communication (e.g., brand impact, crisis responses, ROI measurement).
- Analyze messaging strategies, different types of appeals, and execution frameworks.
- Apply available tools strategically.
Target audience
- Anyone aiming to develop an integrated marketing communication strategy.
- Startup or SME leaders looking to establish a high-performing communication strategy.
- Managers in multinationals or NGOs seeking to update their knowledge.
About the program
This short program Communication strategy 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 Communication strategy below. Click on the session you are interested in or check the full calendar.
October
2026
open
- full dates
- 1, 2 and 3 October 2026
- language
- French
- registration
- Before 27 August 2026
Related programs
The Executive Education HEC Lausanne offers more than 59 Open programs
in various fields: Communication.
As a result, and beyond this short program in Communication strategy, we offer several other related programs that may be of interest to you.
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How do I build a clear communication strategy?
The program helps you structure your thinking before taking action. You clarify your objectives, your audiences, and your brand positioning. You learn to align your messages with your identity and your vision. This consistency prevents isolated actions. Your communication becomes more readable and more effective over time.
How do I choose the right channels to reach my audiences?
The module helps you analyze the strengths and limitations of different channels. You assess their relevance based on your targets and objectives. This approach helps you avoid spreading yourself too thin and focus your efforts where the impact is real.
How can I make my messages more engaging?
You work on the wording and structure of your messages. The program shows you how to use different types of arguments and angles to capture attention. By adapting your tone and content to your audiences, you strengthen engagement.
How do I protect my organization's reputation?
The course addresses reputation management proactively. You learn to set up monitoring systems and prepare credible responses in sensitive situations. This anticipation strengthens the solidity of your image and limits improvised reactions.
How do I handle a communication crisis without improvising?
You discover analytical frameworks to structure your responses. The program helps you clarify key messages and choose the right tone. This preparation allows you to act with greater composure when pressure mounts.
Is this useful if I already work in communication?
Yes, because the module allows you to step back from your current practices. You update your knowledge and test your approaches against real-world cases. This refresh strengthens the consistency and effectiveness of your strategy.
How do I measure whether my communication is working?
You learn to define indicators that are aligned with your objectives. The program helps you analyze results to adjust your strategy. This approach strengthens your ability to justify your choices and improve your actions over time.
How quickly can I apply these tools in my organization?
Case studies and concrete examples make it easy to transfer what you learn. You can clarify your positioning, adjust your messages, or revise your communication plan as soon as the course ends. The tools provided support fast, structured implementation.
What are the terms and conditions applicable to this course ?
The Communication strategy 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
October
2026
open
- full dates
- 1, 2 and 3 October 2026
- language
- French
- registration
- Before 27 August 2026