Updated
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 our open program sessions in Digital strategy below. Click on the session you are interested in or check the 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
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Does the program help me understand the fundamentals of digital transformation and its impact on my organization?
Yes. The module clarifies the real challenges of digital transformation: evolving consumer behaviors, digitalization of customer relations, the rise of data, and new skill requirements. You will understand how these transformations influence marketing, communication, and business strategies, and how to integrate them in a structured way within your organization.
Is the program up to date regarding the use of generative AI in strategic and operational digital marketing?
Absolutely. Generative AIs are now widely embedded in marketing tools and digital team workflows, for example in the field of content creation or data analysis. AI opens new perspectives in SEO, advertising, e-commerce, and customer journeys. Agentic AIs in particular raise strategic questions explored in this module, helping you better understand the emergence of B2A2C and B2A2B marketing.
Does the module help me understand digital customer journeys and how to map them?
Yes. You will learn to analyze a multichannel customer journey, identify key touchpoints, moments of truth, friction points, and optimization opportunities. The program provides tools to translate this journey into a relational strategy: acquisition, engagement, conversion, and loyalty. In this sense, it bridges digital marketing and e-commerce, whether in B2C or B2B contexts.
I’m not technical: will I understand digital marketing infrastructure and Martech tools?
Yes. The module is designed to make often-complex concepts accessible: CMS, CRM, automation, UTM, analytics, tracking, APIs, acquisition channels, etc. The goal is to give you a managerial (non-technical) understanding of digital infrastructure so you can communicate effectively with IT leadership, your teams, service providers, and partners.
Will we cover the role of CMS platforms and how to choose or evaluate a web platform?
Yes. The program explains the fundamentals of CMS solutions (WordPress, Drupal, Webflow, headless systems, etc.), their advantages, limitations, and selection criteria. You will learn how CMS platforms fit into an overall digital strategy and how to assess needs based on your organization, resources, and objectives.
Does the module help me build a complete and structured digital strategy?
Yes. You will be guided through every step: context analysis, goal setting, audience segmentation, channel selection, action planning, KPI definition, and alignment with digital tools. The aim is to provide a reproducible, applicable method regardless of your sector or maturity level.
Does the program help demystify digital marketing and its jargon?
Yes. A section of the module is dedicated to clarifying commonly misunderstood concepts: SEO, SEA, CPC, tracking, attribution, automation, impressions, pixels, cookies, ROAS, inbound, outbound, funnel, etc. You will learn to understand, explain, and use this vocabulary appropriately, improving internal collaboration and decision-making.
Will we discuss the evolution of advertising and new digital acquisition models?
Yes. The program covers the evolution of digital advertising: search, display, social ads, programmatic, contextual targeting, sponsored content, influencer marketing, and the gradual phase-out of third-party cookies. You will see how these changes impact acquisition strategies, how to prioritize investments, and how to coordinate paid / owned / earned channels coherently.
What are the terms and conditions applicable to this course ?
The Digital strategy course is subject to the terms and conditions available here
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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