new
Marketing & communication
15 days spread over 5 months
new
Marketing & customer experience
Discover the art of marketing in this course, which will immerse you in cutting-edge strategies, tools, and processes designed to transform the customer experience. Embark on a journey where participants will explore the foundations of marketing throughout the customer journey.
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
Throughout this immersive program, we will explore marketing fundamentals, covering both strategic and operational marketing from smart customer data collection to advanced analysis of purchasing behavior. Key concepts from the extended marketing mix (7Ps – Product, Price, Place, Promotion, People, Process, Physical Evidence) will provide a framework for understanding how to design and manage a coherent, customer-centric value proposition.
The focus will be on personalizing interactions and creating long-lasting, trusted relationships with customers, linked to segmentation, targeting, and positioning strategies.
Indeed, traditional metrics such as customer satisfaction or Net Promoter Score capture only part of the customer experience but the scope can be far broader.
In addition, artificial intelligence (AI) is bringing exciting developments to this field. Tools such as sentiment analysis or predictive engagement can help companies stay even more attuned to evolving expectations.
This program prepares you to orchestrate omnichannel customer experiences by leveraging structured concepts and tools built around three complementary programs: operational, analytical, and collaborative. Many tools, methods, and concepts that are directly applicable in business will be presented, illustrated, and discussed.
Learning objectives
- Understand the fundamentals of strategic marketing and customer relationship management.
- Identify the key drivers of customer experience and loyalty.
- Grasp the pillars of a global marketing strategy focused on satisfaction and long-term value.
Target audience
- Anyone looking to improve/refine their knowledge of best practices in marketing and customer experience.
- Marketing and/or Communication directors and managers seeking to update their knowledge and share their challenges.
- SME leaders or startup founders looking to develop a customer-oriented strategy.
About the program
This short program Marketing & customer experience 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 Marketing & customer experience below. Click on the session you are interested in or check the full calendar.
September
2026
open
- full dates
- 10, 11 and 12 September 2026
- language
- French
- registration
- Before 31 July 2026
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 Marketing & customer experience, we offer several other related programs that may be of interest to you.
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How can I concretely improve the customer experience?
The training helps you analyze every step of the customer journey. You identify the key moments where the experience can be strengthened or simplified. This overall perspective allows you to adjust your actions to create a smoother and more consistent relationship.
How can I better understand my customers expectations?
You work on collecting and analyzing customer data in a structured way. The goal is to connect purchasing behavior with real motivations. This understanding helps you adapt your offers and messages.
How can I retain my customers over the long term?
The training focuses on building lasting relationships. You explore the drivers that strengthen trust and engagement. Customer retention becomes a strategic objective, not just a metric.
Can AI really improve the customer experience?
Yes, if it is used consistently. You discover how data or sentiment analysis can refine your understanding of expectations. AI becomes a tool for listening and adapting, serving the customer relationship.
How can I connect strategic marketing with concrete actions?
The module helps you link overall vision with operational implementation. You work with the extended marketing mix to structure your value proposition. This alignment increases the effectiveness of your actions in the field.
How can I create a consistent experience across multiple channels?
You learn to design the customer experience from an omnichannel perspective. The training helps you align messages, interactions, and processes. This coordination strengthens continuity and perceived quality.
Is it useful if I already know the basics of marketing?
Yes. You refresh your knowledge and broaden your approach to the overall experience. You step back from your current practices and identify areas for improvement. This reflection strengthens your customer-focused strategy.
How can I quickly apply these learnings in my company?
You can analyze an existing customer journey and identify optimization points. The tools presented can be directly applied to your projects. You leave with clear reference points to evolve your strategy toward greater long-term value.
What are the terms and conditions applicable to this course ?
The Marketing & customer experience 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
September
2026
open
- full dates
- 10, 11 and 12 September 2026
- language
- French
- registration
- Before 31 July 2026