This module equips you with key skills to navigate successfully in the ever-changing digital landscape. Dive into the core of digital strategy, select the best acquisition channels, enhance the visibility and influence of your brand through relevant content marketing, master the complexity of social networks, and establish a data-driven management of your digital performance. In a hands-on training focused on practical application, come acquire strategic and methodological insights, along with essential tools for optimizing your digital performance.
The program is aimed at:
Directors and managers in marketing and digital; communication directors; entrepreneurs and business executives with confirmed experience in marketing and knowledge of digital marketing fundamentals.
* Net price, HEC Paris is not subject to VAT. Prices, dates, faculty, and program content are subject to change.
Develop your digital strategy - Identify your digital targets, analyze customer journeys and touchpoints, select acquisition channels : SEO, SEA, SEM, programmatic, content, and define your digital objectives.
Attract, convert, engage, and retain - Brand content, marketing automation, marketing and sales collaboration, CRM.
Digital communication and sales - Choose social platforms and sales channels, develop campaigns, manage brand reputation, and community engagement.
Manage and measure your digital performance - Use data to optimize decisions and implement KPIs and dashboards for team support.
This is an active pedagogy that emphasizes exchange and the appropriation of concepts and methodologies through cases and practical workshops, conducted in teams. Strategic reflection is prioritized before any marketing decision, fostering a greater sense of perspective.
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