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alt="capitalisation " width="36" height="36" loading="lazy"></p><p><strong>Langue : Français</strong></p><p><img src="/sites/default/files/inline-images/Logo-CPF.png" data-entity-uuid="c6cbd1c7-5553-4398-81d6-38f6fa5c8d77" data-entity-type="file" alt="logo cpf" width="62" height="62" class="align-left" loading="lazy"> <a class="btn-arrow-themable" href="https://www.hec.edu/fr/executive-education/programmes-courts-executive/marketing-digital-pour-experts#brochure">Télécharger la brochure</a></p></div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="page-top__container page-top__container--outer container-lg"> <div class="page-top__top-inner"> <div class="outer-container"> <div class="page-top page-top__bg"> <div class="container-full"> <div class="page-top__container page-top__container--outer container-lg"> <div class="page-top__top"> <div class="page-top__top-inner"> <div class="outer-container"> <div class="top-task"> <div class="top-task__col bg-theme-2 color-yiq top-task__col--links-left "> <div class="container-md"> <div class="row no-gutters"> <div class="col-6"> <a href="https://www.hec.edu/fr/executive-education/programmes-courts-executive/maitriser-le-marketing-digital#details" title="Détails" class="top-task-link" target="_self">Détails</a> <a href="https://www.hec.edu/fr/executive-education/programmes-courts-executive/maitriser-le-marketing-digital#objectifs" title="Objectifs" class="top-task-link" target="_self">Objectifs</a> <a href="https://www.hec.edu/fr/executive-education/programmes-courts-executive/maitriser-le-marketing-digital#programme" title="Programme" class="top-task-link" target="_self">Programme</a> </div> </div> </div> </div> <div class="top-task__col bg-theme-2 color-yiq top-task__col--links-right"> <div class="container-md"> <div class="row no-gutters"> <div class="col-6 col-lg-12"> <a href="https://www.hec.edu/fr/executive-education/programmes-courts-executive/marketing-digital-pour-experts#brochure" title="Brochure" class="top-task-link" target="_self">Brochure</a> <a href="https://www.hec.edu/fr/executive-education/programmes-courts-executive/maitriser-le-marketing-digital#financement" title="Financement " class="top-task-link" target="_self">Financement </a> <a href="https://www.hec.edu/fr/executive-education/programmes-courts-executive/maitriser-le-marketing-digital#inscription" title="Inscription" class="top-task-link" target="_self">Inscription</a> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div> <div> <div class="bg-theme-3" id="details"> <div class="l-container"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="text-img-content w-80 mx-auto text-center"> <div class="text-img-content__text"> <div><div class="rte"><h2><span class="h2 h-separator">Le programme en bref </span></h2> <p>Ce module vous équipe des compétences clés pour naviguer avec succès dans l’univers mouvant du digital. Plongez au coeur de la stratégie digitale, sélectionnez les meilleurs leviers d’acquisition, renforcez la visibilité et l’influence de votre marque par un marketing de contenu pertinent, maîtrisez la complexité des réseaux sociaux et instaurez un pilotage chiffré de votre performance digitale. Dans le cadre d’une formation axée sur la pratique, venez vous doter des réflexions stratégiques, méthodologiques, et d’outils essentiels à l’optimisation de votre performance digitale.</p> </div> </div> </div> </div> </div> <div class="blocks-list__area"> <div class="row justify-content-center"> <div class="col-12 col-lg-8 mb-gutter"> <div class="card with-image p-0 card--masters bg-theme-5"> <div class="card__image__container card__image__container--grid"> <div> <picture> <source srcset="/sites/default/files/styles/program_card_single/public/2021-03/MOBILE%20copie%20%283%29.png?itok=TaO9aEZ5 1x" media="all and (min-width: 1024px)" type="image/png" width="636" height="233"/> <source srcset="/sites/default/files/styles/program_card_mobile/public/2021-03/MOBILE%20copie%20%283%29.png?itok=XYmRgDRH 1x" type="image/png" width="290" height="106"/> <img loading="eager" class="card__image" src="/sites/default/files/styles/program_card_mobile/public/2021-03/MOBILE%20copie%20%283%29.png?itok=XYmRgDRH" width="290" height="106" alt="" typeof="foaf:Image" /> </picture> </div> </div> <div class="row card__content"> <div class="col-12"> <a href="https://www.hec.edu/fr/maitriser-le-marketing-digital" target="_blank" class="p-style" title="Marketing digital "> <div class="card__title"> <h4> <span class="h4 text-uppercase">Marketing digital </span> </h4> </div> </a> <div class="row"> <div class="card__icon col-6"> <span class="icon icon__medium"> <i class="icon__icon webfont webfont-heure" aria-hidden="true"></i> <span class="icon__content"> <span class="icon__title">Format:</span> <span class="icon__text text-multilines">Présentiel : 1er juillet et 18 novembre 2024</span> </span> </span> </div> <div class="card__icon col-6"> <span class="icon icon__medium"> <i class="icon__icon webfont webfont-sablier" aria-hidden="true"></i> <span class="icon__content"> <span class="icon__title">Durée:</span> <span class="icon__text text-multilines"> 4 jours </span> </span> </span> </div> <div class="card__icon col-6"> <span class="icon icon__medium"> <i class="icon__icon webfont webfont-langue" aria-hidden="true"></i> <span class="icon__content"> <span class="icon__title">Langue(s):</span> <span class="icon__text text-multilines"> Français </span> </span> </span> </div> <div class="card__icon col-6"> <span class="icon icon__medium"> <i class="icon__icon webfont webfont-calendar" aria-hidden="true"></i> <span class="icon__content"> <span class="icon__title">Prochaine(s) rentrée(s):</span> <span class="icon__text text-multilines"><time datetime="2024-11-17T23:00:00Z">18 nov 2024</time> </span> </span> </span> </div> <div class="card__icon col-6"> <span class="icon icon__medium"> <i class="icon__icon webfont webfont-calculator" aria-hidden="true"></i> <span class="icon__content"> <span class="icon__title">Coût:</span> <span class="icon__text text-multilines"> 5700 €*</span> </span> </span> </div> <div class="card__icon col-6"> <span class="icon icon__medium"> <i class="icon__icon webfont webfont-lieu" aria-hidden="true"></i> <span class="icon__content"> <span class="icon__title">Lieu(x):</span> <span class="icon__text text-multilines">Paris – Campus de Jouy-en-Josas</span> </span> </span> </div> </div> </div> <div class="col-3 d-lg-block d-md-none"></div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container"> <div class="l-container__col bg-theme-3"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="l-container"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="container"> <div class="container"> <div class="rte"><p class="text-align-center"><span class="color-hec"><strong>Le programme s’adresse aux :</strong></span></p> <p class="text-align-center">Directeurs et responsables marketing et digital; directeurs de la communication ; entrepreneurs et cadres d’entreprise avec une expérience confirmée en marketing et une connaissance des fondamentaux du marketing digital.</p> <p class="text-align-center"><a class="btn-simple-themable" href="https://www.hec.edu/fr/executive-education/programmes-courts-executive/marketing-digital-pour-experts#brochure">Télécharger la brochure</a></p> <p class="text-align-center"> </p> <p class="car-key__text size-10 text-align-center">*Prix net, HEC Paris n'étant pas assujettie à la TVA. Prix, dates, équipes pédagogiques et contenu des programmes sont susceptibles de changer.</p> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container" id="objectifs"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="container"> <h2> <span class="h2 h-separator">Objectifs du programme</span> </h2> <div class="container"> <div class="rte"><p class="text-align-center"> </p> <div style="l-container__col-content l-container__col-content--1 border-color:#c2c2c2; width:auto; background-color: #f6f1e8;padding: 25px;"> <p><span class="color-hec">Concevoir et déployer <strong>une stratégie d’acquisition digitale</strong></span></p> <hr> <p><span class="color-hec"><strong>Définir et mettre en place le dispositif des campagnes marketing </strong>sur tous les canaux digitaux</span></p> <hr> <p><span class="color-hec"><strong>Fixer des objectifs pertinents,</strong> <strong>déterminer les audiences cibles, identifier les actions et métriques</strong></span></p> <hr> <p><span class="color-hec">Définir et s’appuyer sur<strong> une stratégie de contenu par canal</strong></span></p> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container" id="programme"> <div class="l-container__col "> <div class="l-container__col-content l-container__col-content--1"> <div> <h2> <span class="h2 h-separator">Programme</span> </h2> <br/> <div> <div> <div class="accordion-item accordion-wrapper"> <div class="accordion-item__toggle-container parent-items"> <a class="js-accordion-parent accordion-item__toggle border-color-theme-2" title="FOCUS 1 : Elaborer votre stratégie digitale" data-toggle="collapse" href="#focus-1-elaborer-votre-stratgie-digitale" role="button" aria-expanded="true" aria-controls="focus-1-elaborer-votre-stratgie-digitale"> FOCUS 1 : Elaborer votre stratégie digitale <span class="accordion-item__toggle-arrow"></span> </a> </div> <div class="collapse accordion-item__content show" id="focus-1-elaborer-votre-stratgie-digitale"> <div> <div><div class="rte"><p>Identification de vos cibles digitales, analyse des parcours clients et points de contact, sélection des leviers d’acquisition (SEO, SEA, SEM, programmatique, contenus), définition de vos objectifs digitaux.</p> </div> </div> </div> </div> </div> </div> <div> <div class="accordion-item accordion-wrapper"> <div class="accordion-item__toggle-container parent-items"> <a class="js-accordion-parent accordion-item__toggle border-color-theme-2" title="FOCUS 2 : Attirer, convertir, engager et fidéliser" data-toggle="collapse" href="#focus-2-attirer-convertir-engager-et-fidliser" role="button" aria-expanded="true" aria-controls="focus-2-attirer-convertir-engager-et-fidliser"> FOCUS 2 : Attirer, convertir, engager et fidéliser <span class="accordion-item__toggle-arrow"></span> </a> </div> <div class="collapse accordion-item__content show" id="focus-2-attirer-convertir-engager-et-fidliser"> <div> <div><div class="rte"><p>Brand content, marketing automation, collaboration marketing et sales, CRM.</p> </div> </div> </div> </div> </div> </div> <div> <div class="accordion-item accordion-wrapper"> <div class="accordion-item__toggle-container parent-items"> <a class="js-accordion-parent accordion-item__toggle border-color-theme-2" title="FOCUS 3 : Communication et ventes digitales" data-toggle="collapse" href="#focus-3-communication-et-ventes-digitales" role="button" aria-expanded="true" aria-controls="focus-3-communication-et-ventes-digitales"> FOCUS 3 : Communication et ventes digitales <span class="accordion-item__toggle-arrow"></span> </a> </div> <div class="collapse accordion-item__content show" id="focus-3-communication-et-ventes-digitales"> <div> <div><div class="rte"><p>Choix des plateformes sociales et des canaux de vente, élaboration des campagnes, réputation de la marque, gestion de la communauté.</p> </div> </div> </div> </div> </div> </div> <div> <div class="accordion-item accordion-wrapper"> <div class="accordion-item__toggle-container parent-items"> <a class="js-accordion-parent accordion-item__toggle border-color-theme-2" title="FOCUS 4 : Piloter et mesurer votre performance digitale" data-toggle="collapse" href="#focus-4-piloter-et-mesurer-votre-performance-digitale" role="button" aria-expanded="true" aria-controls="focus-4-piloter-et-mesurer-votre-performance-digitale"> FOCUS 4 : Piloter et mesurer votre performance digitale <span class="accordion-item__toggle-arrow"></span> </a> </div> <div class="collapse accordion-item__content show" id="focus-4-piloter-et-mesurer-votre-performance-digitale"> <div> <div><div class="rte"><p>Utilisation de la data pour optimiser vos décisions et mise en place de KPIs et tableaux de bords au service des équipes</p> </div> </div> </div> </div> </div> </div> </div> <br/> </div> </div> </div> </div> <div class="l-container l-container--border"> <div class="l-container__col p-0"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area "> <div class="l-container"> <div class="l-container__col "> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="title-item text-center"> <h2> <span class="h3 h-separator h-separator--center">Direction académique</span> </h2> </div> </div> <div class="l-container"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list__area"> <div class="card-contact__wrapper"> <div class="card-contact card-contact-v2 "> <div class="card-contact-v2__image"> <div> <img loading="lazy" src="/sites/default/files/styles/contact_v2_vertical/public/2019-03/Viniane_Cecile_Direction%20pedagogique_Programmes%20courts_HEC_Paris_235x235px.jpg?itok=EdwOfg67" width="280" height="320" alt="Cécile Viniane" typeof="foaf:Image" /> </div> </div> <div class="card-contact__content"> <div class="card-contact__name"> CÉCILE VINIANE </div> <div class="card-contact__profil card-contact__floating"> <a href="https://www.linkedin.com/in/cecile-viniane-0708916/" target="_blank" class="webfont webfont-linkedin" title="LinkedIn"> <span class="sr-only">LinkedIn</span> </a> </div> <div class="card-contact__function">Professeur Adjoint, HEC Paris</div> <div class="card-contact__footer"> <div class="card-contact__meeting"> <a href="https://www.linkedin.com/in/cecile-viniane-0708916/" target="_blank" class="btn btn-outline btn-full-width" title="Profil"> <i class="icon webfont webfont-arrow_forward" aria-hidden="true"></i> <span class="sr-only-link">Profil</span> </a> </div> </div> </div> </div> <div class="card-contact card-contact-v2 "> <div class="card-contact-v2__image"> <div> <img loading="lazy" src="/sites/default/files/styles/contact_v2_vertical/public/2024-09/102708.jpg?itok=75Whh49a" width="280" height="320" alt="Gachoucha Kretz" typeof="foaf:Image" /> </div> </div> <div class="card-contact__content"> <div class="card-contact__name"> Gachoucha Kretz </div> <div class="card-contact__profil card-contact__floating"> <a href="https://www.linkedin.com/in/gachoucha-kretz-phd-86b9232/" target="_blank" class="webfont webfont-linkedin" title="https://www.linkedin.com/in/gachoucha-kretz-phd-86b9232/"> <span class="sr-only">https://www.linkedin.com/in/gachoucha-kretz-phd-86b9232/</span> </a> </div> <div class="card-contact__function"> Professeur Associé (Education Track) de Marketing</div> <div class="card-contact__footer"> <div class="card-contact__link"> <span>E-mail :</span> <a href="mailto:kretz@hec.fr" target="_blank" title="kretz@hec.fr"> kretz@hec.fr </a> </div> <div class="card-contact__meeting"> <a href="https://www.linkedin.com/in/gachoucha-kretz-phd-86b9232/" target="_blank" class="btn btn-outline btn-full-width" title="Profil"> <i class="icon webfont webfont-arrow_forward" aria-hidden="true"></i> <span class="sr-only-link">Profil</span> </a> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="container"> <h2> <span class="h2 h-separator">Pédagogie</span> </h2> <div class="container"> <div class="rte"> <p>Il s’agit d’une pédagogie active privilégiant l’échange et l’appropriation des concepts et méthodologies exposés par des cas et ateliers de mise en pratique, en équipe. Y est privilégiée la réflexion stratégique en amont de toute décision marketing pour une plus grande prise de recul.</p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container" id="capitalisation"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="container"> <div class="container"> <div class="rte"><h2><span class="h2 h-separator">Capitalisation <img alt="capitalisation certificat" data-entity-type="file" data-entity-uuid="0b9851db-bb67-45b9-a4aa-6e0013a24891" src="/sites/default/files/inline-images/Picto%20C%20vert36_1.png" width="36" height="36" loading="lazy"></span></h2> <p>Ce programme court Marketing Digital est éligible à la capitalisation vers le <a class="link-rte" href="https://www.hec.edu/fr/executive-education/certificats-executive/marketing-digital" rel=" noopener" target="_blank">Certificat Marketing & Digital</a> . </p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container"> <div class="l-container__col bg-theme-3"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="l-container" id="brochure"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="container"> <div class="container"> <div class="rte"><h2 class="text-align-center"><span class="h2 h-separator">Télécharger la brochure </span><script src="//page.hec.edu/js/forms2/js/forms2.min.js"></script></h2> <p> </p> <form id="mktoForm_1768"> </form> <script>MktoForms2.loadForm("//page.hec.edu", "813-MHQ-542", 1768);</script> <p class="car-key__text size-10"><br> La saisie des données précédées d'une * est obligatoire. L'absence de saisie compromettra votre demande de brochure. Sur la base de votre consentement que vous manifestez en complétant ce formulaire, HEC Paris recueille vos données afin de traiter votre demande de documentation, vous proposer ses formations et en assurer le suivi. Vous bénéficiez d'un droit d'accès, de modification, d'opposition, de suppression, de limitation, de portabilité, et de nous faire part de votre souhait relatif au sort de vos données post-mortem en contactant <a href="mailto:exed@hec.fr">exed@hec.fr</a> <a class="link-rte" href="https://www.hec.edu/fr/politique-concernant-la-protection-des-donnees-personnelles">Pour en savoir plus sur la gestion de vos données et de vos droits</a></p> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container" id="inscription"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="container"> <h2> <span class="h2 h-separator">Je me pré-inscris</span> </h2> <div class="container"> <div class="rte"><p class="text-align-center"> </p> <p class="text-align-center">Complétez notre formulaire pour connaître votre éligibilité et enclencher la procédure d’inscription.</p> <p class="text-align-center"><a class="btn-simple-themable" href="https://hec-executive-education.gomovein.com/locallogin/5ff4ae6dd4230d3620343ef2/fra#_ga=2.49595311.822516655.1652086053-1846908716.1652086053">JE ME PRE-INSCRIS</a></p> <p class="text-align-center"> </p> <p class="car-key__text size-16 text-align-center"><em>Programme accessible aux personnes en situation de handicap. <a href="https://www.hec.edu/fr/mission-handicap">Nous contacter</a> pour l’étude d’éventuels besoins complémentaires ou pour obtenir le Registre Public d’Accessibilité.</em></p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container" id="financement"> <div class="l-container__col"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="container"> <div class="container"> <div class="rte"><h3 class="text-align-center"><span class="h3 h-separator">Financement</span><br> </h3> <p class="text-align-center">Selon votre profil et le programme choisi, plusieurs options peuvent s’offrir à vous.<br> Rendez-vous sur notre espace financement pour plus d’informations.</p> <p class="text-align-center"> </p> <p class="text-align-center"><a class="btn-simple-themable" href="/fr/executive-education/financer-sa-formation">Découvrir les options de financement</a></p> </div> </div> </div> </div> </div> </div> </div> </div> <div class="l-container l-container--border"> <div class="l-container__col p-0"> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area "> <div class="l-container"> <div class="l-container__col "> <div class="l-container__col-content l-container__col-content--1"> <div class="blocks-list"> <div class="blocks-list__area"> <div class="title-item text-center"> <h2> <span class="h3 h-separator h-separator--center">Contact</span> </h2> </div> </div> <div class="l-container"> <div 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