new

Event marketing

This event marketing program trains professionals capable of designing, organizing, and amplifying high-performing events. In three days, participants learn to define a strategy, plan, organize, communicate, activate their audiences, and measure ROI, all while using AI and digital tools.

training informations

Short program (FC)

duration

3 days spread over 1 month

price

CHF 2’500

language

French

location

Onsite

internationally recognized

hands-on & practical course

Presentation of the program

This event marketing program is designed for communication, marketing, and management professionals who want to turn their events into true strategic levers. In three days, participants follow all the key steps: needs analysis, positioning, experience and concept definition, storytelling, budgeting, planning, partner management, risk management, and team management.

The course alternates between theoretical input, case studies, best practices from sports and cultural events, as well as group work. Particular attention is paid to the use of digital tools and artificial intelligence (AI): content creation, audience acquisition, social media amplification, impact measurement, and ROI.

At the end of the program, each participant leaves with a concrete toolkit and an actionable roadmap to design, promote, and evaluate memorable events.

Learning objectives

Design a coherent event strategy by analyzing objectives, audiences, storytelling, formats, and budget.
Plan, organize, and communicate an event by leveraging social networks, AI, and UGC content.
Activate, amplify, and evaluate an event's impact by measuring ROI, partnerships, media coverage, and satisfaction.

Target audience

Marketing and communication managers looking to structure their event approach and strengthen the impact of their actions.
Project managers, event coordinators, and SMEs organizing events and conferences who want to improve their practice.
Entrepreneurs, association or club leaders wanting to create memorable customer experiences and build community loyalty.

About the program

This short program Event marketing 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

Cyril Lanfranchi Lecturer

French

main program

Communication

Marketing

new

Marketing & communication

15 days spread over 5 months

CAS

French

onsite

Program's sessions

You can see all our open program sessions in Event marketing below. Click on the session you are interested in or check the full calendar.

November 2026

open

full dates: 5, 6 and 7 November 2026
language: French
registration: Before 01 October 2026

enroll now

Related programs

The Executive Education HEC Lausanne offers more than 59 Open programs in various fields: Communication. As a result, and beyond this short program in Event marketing, we offer several other related programs that may be of interest to you.