Sessions
Discover the next sessions of our open program in ia & marketing de contenu below. Click on the session you are interested in to obtain its full calendar.
About
The AI & Content Marketing short course will help you evolve your content marketing practices, by helping you integrate artificial intelligence as a strategic lever. Far from a purely technological approach, this programme will enable you to design solid, differentiating editorial systems, where AI enhances the relevance, creativity and effectiveness of your content.
You will explore the new challenges of content marketing in the age of AI: understanding audience expectations, structuring editorial paths, large-scale personalisation and optimising return on editorial investment. You will learn how to design content strategies aligned with your organisation's overall objectives, integrating AI to refine needs analysis, enrich creative processes and monitor performance.
Particular attention will be paid to building and managing a coherent and agile editorial strategy. You'll be using AI to anticipate key themes, balance content formats, adjust publication rhythms and reinforce the consistency of the message across all channels. The aim: to transform the editorial strategy and its calendar into a genuine differentiating tool, serving an engaging and continuous content experience. Through inspiring case studies and strategic design workshops, you will develop a critical and methodological approach to the use of AI, integrating it in a relevant and measured way at the heart of your editorial strategy.
Learning objectives
- Analysing changes in content marketing and identifying the strategic and operational contributions of AI.
- Design an engaging content strategy using AI as a lever for creation, distribution and analysis.
- Manage and optimise content systems thanks to a structured editorial approach supported by AI.
Target audience
- Marketing and communication professionals in charge of content strategies and wishing to integrate AI into their activities.
- Content creators, brand managers or publishers looking to optimise their communication and engagement strategy.
- Innovation managers, consultants or project managers who want to use AI to optimise marketing actions.
Program
This short program ia & marketing de contenu 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
