Strategic & digital marketing
As our society evolves, it's becoming essential for organizations to place the customer at the heart of their strategy. To achieve this, it is necessary to develop in-depth knowledge of consumers and digital solutions capable of adding value to your marketing and communications actions.
Presentation of the program
When establishing a marketing or communication strategy, a manager must consider the globalized and competitive economic context. In this environment, standing out, communicating, or selling is not always easy and necessarily requires a deeper understanding of consumer needs. It is only through studying the desires of their clients that an organization can offer products or services that meet their expectations. Furthermore, beyond the economic context, the organizational aspect has also become more complex. The proliferation of digital tools is both a barrier to innovation and an opportunity for growth for organizations.
To prepare marketing professionals for this new reality, we have created two distinct certificates, each addressing different but complementary objectives.
In the Strategic Marketing Certificate, we focus on the pillars of marketing and communication by exploring so-called traditional concepts. Topics will include branding, communication, and market research. The goal is to equip you with all the tools necessary to successfully formulate a complete traditional marketing strategy within your organization.
In the Digital Marketing Certificate, we will delve into more recent concepts to support the digital transformation of your activities. Together, we will explore how to leverage new technologies to stand out and enhance your organizational efficiency.
By combining these two training programs, you can be assured of receiving interdisciplinary education that will provide you with a comprehensive and transversal view of modern marketing.
Learning objectives
- Acquire a holistic, cross-functional understanding of marketing and communication issues.
- Successfully combine traditional and digital marketing to formulate a comprehensive strategy tailored to market needs.
- Develop strategies designed to identify and integrate customer needs at the heart of marketing and communication activities.
Target audience
- Managers and executives of SMEs and start-ups wishing to establish 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 & digital marketing is a DAS 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 & digital marketing program consists of 2 blocks and includes the writing of a final report . This represents 30 days spread over 12 months. That represents a total of 210 hours of teaching and about as many hours of personal work.
01
Digital marketing
02
Strategic marketing
03
Final report
The thesis is the final stage of a DAS program. The aim of the thesis is to promote the practical application of one or more aspects covered in the modules making up the DAS program. This work is based on a professional issue specific to each participant. Participants are free to choose their own subject. The thesis consists of a written report and an oral presentation.
Program's sessions
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The quality of the training and the professionalism of the instructors are reflective of HEC Lausanne.
