Marketing & Digital Marketing & Digital
EXECUTIVE CERTIFICATE
Language : French
Program overview
In our fast-changing and uncertain world, this program will provide you with solid 360° training in both the fundamentals and the most recent advances in marketing, in order to develop a strategy that serves connected customers.
Designed for senior executives and operational managers, this program places strategic thinking at the forefront of all marketing decisions, and analyzes the transformations and opportunities offered by digital technology.
Executive Certificate Marketing & Digital
The program is aimed at:
Marketing, sales, development, communication and R&D managers and teams, working in both a B2C and B2B context.
*Net price, HEC Paris is not subject to Value Added Tax. Prices, dates, faculty and program content are subject to change.
Objectives
Implement new marketing approaches and techniques tailored to a digitized world
Develop a marketing strategy and translate it into an operational action plan
Harness digital capabilities to support the strategy and activate online digital channels in line with strategic objectives
Enhance monitoring, anticipation, and innovation capabilities in support of customer and company needs
Program
This program comprises 3 dynamic modules, each spanning 4 days, and culminates in a powerful presentation
- Study the key strategic concepts (segmentation, targeting, positioning, objectives) and the methodology of the marketing action plan to implement this strategy, with practical applications.
- Loyalty & CRM strategy
- Customer loyalty
- Digital strategy and action levers
- Understanding the customer journey and customer relations
- Artificial intelligence and neuroscience: the new frontiers of marketing
- Developing your digital strategy
- Identifying your digital targets, analysing customer journeys and contact points, selecting acquisition levers: SEO, SEA, SEM, programmatic, content, defining your digital objectives.
- Attract, convert, engage and retain
- Brand content, marketing automation, marketing and sales collaboration, CRM.
- Digital communication and sales
- Choosing social platforms and sales channels, developing campaigns, brand reputation, community management.
- Monitoring and measuring your performance.
- Creating value through data
- Inventing new business models
- Value proposition and architecture, profit, platforms, circular economy, radical and incremental innovations.
- Neuroscience and consumer behaviour
- Neuroscientific studies, brain function and interpretation, emotions and somatic markers, sensory marketing
- Managing and measuring your digital performance
- Using data to optimise your decisions and setting up KPIs and dashboards to support your teams.
- The challenges of artificial intelligence and its contribution to marketing
This plan becomes the guiding thread throughout the program as you develop and present a robust marketing strategy for your own company. With the prestigious guidance of HEC Paris, a renowned leader in executive education, you will receive expert mentorship and support.
A WORD FROM THE ACADEMIC DIRECTOR
Learning methods
An interactive learning approach, which combines theoretical and methodological input with concrete case studies, workshops and sharing experience.
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This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Funding
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Eligible program
RNCP : Degree title: Directeur (trice) Marketing et Commercial (fiche 35147)