Executive Certificate
Marketing et Digital à l’ère de l’IA
- Paris – Jouy-en-Josas Campus
- Sep 07 2026
- 12 days
- French
- 17900 €*
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Executive Short Program
Stratégie digitale : leviers d’acquisition, canaux, KPI Stratégie digitale : leviers d’acquisition, canaux, KPI
Build an effective digital strategy to generate impact and performance in a constantly evolving world enhanced by artificial intelligence. This module helps you navigate the dynamic digital landscape impacted by AI. Dive into digital strategy by designing and deploying a high-performing acquisition strategy. Develop a relevant content strategy to strengthen your brand’s visibility and influence across key digital channels. Define engagement, conversion, and loyalty objectives, and manage campaigns using KPIs. The program is practice-oriented and provides strategic thinking, methodologies, and essential tools to optimize digital performance.
Place(s):
Paris – Jouy-en-Josas Campus
Duration:
4 days
Format:
In-class
Next start(s):
May 18 2026,
Oct 12 2026
Language(s):
French
Cost:
6 100 €*
Objectives
- Develop your digital strategy
- Activate acquisition levers (SEO, SEA, SEM, GEM, lead generation, marketing automation, influencer marketing, etc.) aligned with target customer journeys and objectives
- Practice content marketing to generate and convert leads
- Increase brand influence on social media
- Measure digital performance
- Acquire methodologies and tools to optimize your digital strategy
Program
Definition of levers according to objectives, targets and customer journeys. Work on the digital mix to generate and convert leads. Use of marketing automation and AI to optimize digital actions.
Definition of media objectives, choice of social platforms and digital channels, animation and activation of communities, and management of brand reputation.
Definition of digital objectives, identification of performance indicators, and alignment of strategies, actions, and data.
Capitalization
The program is eligible for capitalization towards the certificate: "Marketing digital"
Profile
Who is this program for? Is it right for you?
Participant Profile
Marketing and digital directors and managers, as well as professionals in sales, business development and communication, in B2C and B2B.
Prerequisites and Admission Criteria
Our program is designed for all executives, senior managers, and functional or operational leaders with at least 5 years of professional.
Participant Satisfaction and Success Rate
4,9 / 5*
*Average satisfaction rating given by participants (on a scale from 1 to 5) over the past year.
100% success rate, recorded during the same period
100% success rate, recorded during the same period
Faculty
Anne-Sophie BAYLE TOURTOULOU
Associate Professor, HEC Paris
Digital strategy, acquisition levers, content marketing, social networks, digital performance management: these are the themes of this module, which combines concepts, methodologies and tools for a rapid and effective increase in skills.
Learning methods & Evaluations
The program combines theory and methodology with concrete case studies. It encourages experience sharing and emphasizes strategic thinking prior to marketing decisions. Assessment: group oral presentation on a case studied in class.
Registration
Would you like to register? We invite you to:
1. Complete your registration form on our platform by clicking the button below. It will only take a few minutes.
Registration
2. You will receive a response within 7 days of submitting your application.
This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Tuition Fees and Funding
The program fee includes tuition and meal costs during training hours (lunch and breaks).
Not included: dinners (except in specific cases), transportation costs, and accommodation costs (except in specific cases).
Program Eligibility:
RNCP* : "Diplôme en Marketing", reference no 41225BC01 ; (registration date in the RNCP: 31-07-2025; certifying body: Higher Education Institution HEC Paris)
*National Directory of Professional Certifications (RNCP)
Program eligible for Validation of Acquired Experience (VAE)
Funding Options: Depending on your profile and the program you choose, several funding options may be available to you. Visit our funding section for more information.
Download the brochure
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Executive Certificate
Marketing et Digital à l’ère de l’IA
- Paris – Jouy-en-Josas Campus
- Sep 07 2026
- 12 days
- French
- 17900 €*
*Net price, as HEC Paris is not subject to VAT. The prices indicated may vary depending on the intake dates. When multiple starting dates are available, the price shown corresponds to the first date listed. Program, faculty and course content are also subject to change.
Capucine MAITRE
Program Advisor Marketing, Sales & Business Development, AI & Data
maitre@hec.fr
