Sessions
Discover the next sessions of our open program in growth marketing below. Click on the session you are interested in to obtain its full calendar.
About
Download the flyerWhether you're a marketer, a business leader or a product manager, you'll probably have noticed that the digital marketing industry is being profoundly disrupted by agile organisations capable of adapting more quickly to the market.
So how do you stay competitive and stand out in a fiercely competitive market?
Firstly, by keeping an entrepreneurial spirit: it's no longer a question of groping your way forward using your intuition, but rather of encouraging experimentation. In this programme, you will learn how to develop products tailored to your customers' needs (Product Market Fit) using a rigorous approach.
We will then structure your entire marketing strategy by working on your conversion funnel. Using the AARRR Framework (Acquisition, Activation, Retention, Referral and Revenue), you will learn how to analyse the sales cycle and design a coherent strategy for the entire customer journey.
Once this framework is in place, we'll look at Ads campaigns (Google Ads, Meta, etc.) as an acquisition lever. The aim is not to turn you into Ads specialists, but to enable you to communicate effectively with your agencies. Too many organisations are still trapped by a lack of transparency or understanding on these subjects. You will leave with concrete keys to analysing your campaigns and improving their performance.
Finally, we'll look at how to optimise your results using a data-driven approach: A/B Testing, Conversion Rate Optimisation (CRO), and other techniques that will enable you to improve the effectiveness of your marketing actions across the entire funnel.
Learning objectives
- Apply the methodology and tools of growth marketing and measure their impact on your organisation.
- Sustain the growth of your business using an iterative approach by developing products or services tailored to the market.
- Manage your Ads campaigns (Google Ads, Meta) by knowing how to analyse their performance and communicate effectively with your agencies.
Target audience
- Marketing professionals wishing to improve their performance by drawing on techniques developed by start-ups.
- Product managers who want to improve their market fit and validate their growth hypotheses.
- Managers or directors of SMEs or start-ups who want to establish a marketing strategy tailored to current challenges.
Program
This short program growth 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 .
Modalities
admission criteria
MotivationWe offer quality programs accessible to all professionals who have decided to develop new skills.
ParticipationThis short program requires your presence and participation
study rulesPayment terms
Price: 2 250 CHFAll expenses related to continuing education are, except in exceptional cases, tax deductible .
Discount (10%): -225 CHFA discount is offered to Alumni HEC.
Payment terms
