Growth marketing

Discover growth marketing, a new approach to boosting your growth. Thanks to this approach, you'll be able to improve your results by combining innovative tools with a customer-focused entrepreneurial spirit. You'll be right at the heart of the action thanks to the concepts you'll be experimenting with.

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

Whether 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.

About the 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 .

our speakers

Cédric Emmanuel Berger Lecturer

French

Francesco Giamboi Lecturer

French

main program

Digital

Marketing

Updated

Digital marketing

15 days spread over 5 months

CAS

French

onsite

Program's sessions

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

June 2026

open

full dates: 4, 5 and 6 June 2026
language: French
registration: Before 30 April 2026

enroll now

May 2027

open

full dates: 27, 28 and 29 May 2027
language: French
registration: Before 22 April 2027

enroll now

download the flyer

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Frequently asked questions

How do I build a truly structured growth strategy?

The program helps you connect your value proposition, personas, and acquisition channels into a coherent approach. You work with the Pirate Funnel to structure every stage of the customer journey. This prevents scattered actions and strengthens the effectiveness of your growth strategy.

How do I improve my online visibility through SEO and GEO?

The module covers the fundamentals of organic search, from indexing to ranking, as well as the emerging challenges of GEO and visibility within LLMs. You conduct an SEO audit and define an inbound strategy tailored to your context. This dual perspective allows you to anticipate search evolution and adapt your online presence.

How do I launch effective Google Ads campaigns without wasting my budget?

You learn to create structured campaigns, from keyword research to ad copywriting and KPI tracking. Hands-on workshops guide you through the Google Ads interface with live demonstrations. This method helps you avoid common mistakes and optimize your advertising spend.

How do I convert more visitors into customers?

The module covers CRO, persuasion, and the optimization of landing pages. You discover the principles of A/B testing to validate your choices with method. This approach allows you to improve your conversion rates progressively and measurably.

How do I measure the performance of my marketing efforts?

You work on web analytics, attribution models, and the current limitations of measurement linked to GDPR, cookies, and tracking. The module also covers cookieless approaches and Marketing Mix Modeling. This understanding helps you make data-driven decisions despite a rapidly changing measurement landscape.

Is this suited to someone just getting started with digital marketing?

Yes. The program starts with the fundamentals, such as value proposition and product-market fit, before moving into acquisition and conversion levers. Hands-on workshops let you apply each concept step by step. You build a comprehensive understanding without needing an advanced technical background.

How do I allocate my budget between SEO, SEA, and other channels?

The module covers media mix and budget management to help you decide between different levers. You understand the synergies and differences between SEO and GEO, and between organic and paid. This big-picture view allows you to allocate resources where the impact is greatest.

How quickly can I apply these tools in my company?

The workshops allow you to create briefs, campaigns, and landing pages directly tied to your business. You leave with concrete deliverables: keyword strategy, campaign structure, and an optimization plan. These are immediately actionable in your growth projects.

What are the terms and conditions applicable to this course ?

The Growth marketing 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