Strategic & digital marketing
As our society evolves, it's becoming essential for organizations to place the customer at the heart of their strategy. To achieve this, it is necessary to develop in-depth knowledge of consumers and digital solutions capable of adding value to your marketing and communications actions.
Presentation of the program
When establishing a marketing or communication strategy, a manager must consider the globalized and competitive economic context. In this environment, standing out, communicating, or selling is not always easy and necessarily requires a deeper understanding of consumer needs. It is only through studying the desires of their clients that an organization can offer products or services that meet their expectations. Furthermore, beyond the economic context, the organizational aspect has also become more complex. The proliferation of digital tools is both a barrier to innovation and an opportunity for growth for organizations.
To prepare marketing professionals for this new reality, we have created two distinct certificates, each addressing different but complementary objectives.
In the Strategic Marketing Certificate, we focus on the pillars of marketing and communication by exploring so-called traditional concepts. Topics will include branding, communication, and market research. The goal is to equip you with all the tools necessary to successfully formulate a complete traditional marketing strategy within your organization.
In the Digital Marketing Certificate, we will delve into more recent concepts to support the digital transformation of your activities. Together, we will explore how to leverage new technologies to stand out and enhance your organizational efficiency.
By combining these two training programs, you can be assured of receiving interdisciplinary education that will provide you with a comprehensive and transversal view of modern marketing.
Learning objectives
- Acquire a holistic, cross-functional understanding of marketing and communication issues.
- Successfully combine traditional and digital marketing to formulate a comprehensive strategy tailored to market needs.
- Develop strategies designed to identify and integrate customer needs at the heart of marketing and communication activities.
Target audience
- Managers and executives of SMEs and start-ups wishing to establish a marketing strategy adapted to today's challenges.
- Marketing directors and managers wishing to update their knowledge and share it with other professionals.
- Anyone involved in a reconversion or professional development process.
Program's curriculum
The open program in Strategic & digital marketing is a DAS designed for professionals wishing to develop new skills in parallel with their professional activity. This open program incorporates a strong participatory dimension. The fundamental notions will be presented beforehand, then supplemented and illustrated by numerous practical exercises based on real cases.
The Strategic & digital marketing program consists of 2 blocks and includes the writing of a final report . This represents 30 days spread over 12 months. That represents a total of 210 hours of teaching and about as many hours of personal work.
01
Digital marketing
02
Marketing & communication
03
Final report
The thesis is the final stage of a DAS program. The aim of the thesis is to promote the practical application of one or more aspects covered in the modules making up the DAS program. This work is based on a professional issue specific to each participant. Participants are free to choose their own subject. The thesis consists of a written report and an oral presentation.
Program's sessions
Some testimonials
How do you build a marketing strategy that is truly customer-centric?
The program teaches you to start from real consumer needs before defining your actions. You analyze their expectations and adjust your positioning accordingly. This approach strengthens both the relevance and the consistency of your strategy.
How do you combine traditional and digital marketing?
The program connects the fundamentals of strategic marketing with today's digital tools. You learn how to align branding, communication, and digital technologies. This complementarity allows you to build a complete and well-balanced strategy.
Is this program useful if I already work in marketing?
Yes. You update your knowledge and gain perspective on your current practices. The program helps you connect your digital actions to a broader strategic vision. This consistency strengthens your overall effectiveness.
How can I use digital tools without spreading myself too thin?
You learn to choose tools based on your objectives. The program helps you avoid accumulating poorly aligned solutions. Digital becomes a structured lever, not a constraint.
How can I better understand my customers?
You work on analyzing needs and behaviors. The module provides you with frameworks to translate these insights into concrete actions. This understanding supports more tailored offerings.
Is this program suited to SMEs and startups?
Yes. The tools presented are applicable to organizations of all sizes. You adapt the approach to your resources and your market. The strategy remains proportionate to your context.
Why take both the Communication and Digital certificates?
The first certificate consolidates the foundations of marketing and communication. The second helps you integrate digital levers into your organization. By combining both, you develop a cross-functional vision of modern marketing.
How quickly can I apply what I learn in my company?
You can revisit your positioning, refine your messaging, or clarify your digital plan as soon as the program ends. The tools are directly applicable to your projects. You leave with a more structured, customer-oriented strategy.
Where can I view the study regulations applicable to this course
Contact us
The quality of the training and the professionalism of the instructors are reflective of HEC Lausanne.
