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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

  1. Understand the fundamental concepts, tools, trends and challenges of digital marketing.
  2. Develop and deploy an omnichannel digital marketing strategy with clear objectives.
  3. Evaluate and improve the effectiveness of digital marketing activities using appropriate tools.

Target audience

  1. Managers and executives of SMEs and start-ups wishing to establish a marketing strategy adapted to today's challenges.
  2. Marketing directors and managers wishing to diversify their knowledge and share with other professionals.
  3. 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 .

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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.
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The quality of the training and the professionalism of the instructors are reflective of HEC Lausanne.
Benjamin Flachs
Benjamin Flachs
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March 2026
open
full dates
12, 13 and 14 March 2026
language
French
registration
Before 31 January 2026
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