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

- full dates
- 12, 13 and 14 March 2026
- language
- French
- registration
- Before 31 January 2026