Digital marketing
15 days spread over 5 months
Digital strategy
The evolution of connected consumer behavior is revolutionizing marketing. It opens up new channels of communication, promotion, sales and service, which need to be implemented and managed consistently and effectively to deliver an optimal omnichannel experience and serve your strategic objectives.
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
With the web, cell phones, social networks and soon connected devices, marketing is moving into new areas that need to be articulated with traditional channels.
This short program offers a comprehensive overview of digital marketing today. It takes as its starting point the evolution of the connected consumer's purchasing behavior, and the responses provided by companies in terms of the omnichannel experience offered across a range of digitized contact points. It details the operational levers for acquiring, converting and retaining customers in a variety of contexts (B2C, B2B, etc.). All aspects of digital marketing are covered in this short program: website, application, social networks, newsletter, SEO, online advertising, etc. Of course, the organizational and human aspects, including the professions involved, are also studied.
Learning objectives
- Understand the fundamental concepts, tools, trends and challenges of digital marketing.
- Develop and deploy an omnichannel digital marketing strategy with clear objectives.
- Evaluate and improve the effectiveness of digital marketing activities using appropriate tools.
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 diversify their knowledge and share with other professionals.
- Anyone in the process of reconversion or professional development.
About the program
This short program Digital 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 of our open program sessions in management & leadership below. Click on the session you are
interested in to obtain its full calendar.
March
2026
open
- full dates
- 12, 13 and 14 March 2026
- language
- French
- registration
- Before 31 January 2026
Related programs
The Executive Education HEC Lausanne offers more than 59 Open programs
in various fields: Digital.
As a result, and beyond this short program in Digital strategy, we offer several other related programs that may be of interest to you.
Digital marketing
As the world becomes increasingly digitalized, marketing must evolve to reach, communicate with and …
Data science & management
Data is a strategic asset nowadays. Everyone agrees with the principle, but we are far away from an …
Project leadership
The technical and methodological skills that project managers apply on a daily basis are no longer …
need more information ?
Contact us
response within 24 hours
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
March
2026
open
- full dates
- 12, 13 and 14 March 2026
- language
- French
- registration
- Before 31 January 2026