Sessions
Discover the next sessions of our open program in communication strategy below. Click on the session you are interested in to obtain its full calendar.
About
Download the flyerOnce solicited by media such as television, radio and newspapers, consumers are now permanently connected to the web and social networks. As a result, companies have to be even more inventive to capture the attention of their consumers. Added to this is the need to know their audiences in depth, in order to respond to their needs and anticipate their desires.
This module will introduce the tools needed to build an integrated communications strategy: competitive analysis, trend assessment, psychological climate, quantitative and qualitative target analysis and audience research. Participants will gain a cross-sectional view of the different stages and strategic approach of a POE (Paid/Owned/Earned) vision. At the same time, participants will formulate a creative briefing. Come and discuss these challenges as part of the 3-day communications strategy program offered by HEC Lausanne's continuing education center. Numerous applicable tools and concepts will be presented and discussed.
Learning objectives
- Define the challenges of an integrated communications strategy, and its importance within a marketing and branding strategy.
- Understand current trends in information consumption in traditional and digital media.
- Use the many tools available and apply them appropriately to the target audience.
Target audience
- Anyone wishing to develop a 360° communications strategy using the multiple channels available.
- Managers and directors of SMEs and start-ups wishing to establish a high-performance communications strategy.
- Marketing and Communication directors and managers wishing to update their knowledge and share their challenges.
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 .
Modalities
admission criteria
MotivationWe offer quality programs accessible to all professionals who have decided to develop new skills.
ParticipationThis short program requires your presence and participation
study rulesPayment terms
Price: 2 250 CHFAll expenses related to continuing education are, except in exceptional cases, tax deductible .
Discount (10%): -225 CHFA discount is offered to Alumni HEC.
Payment terms
