Lifelong Learning

Digital Strategy (Geneva)

INFO SESSION

Today, digital marketing is a key skill for your brand

Discover our Certification Cycle in Digital Strategy lasting 16 days (more than 140 hours training). A basic curriculum enables you to seize the opportunity to use tools and digital platforms, integrate them into your marketing strategy and set up and optimise performance indicators.

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COURSE PROGRAMME

Day 1 Fri 06.10.2017
Fundamentals of digital marketing – The real challenges in 2017
  • Understand the digital landscape in 2017
  • Understand digital challenges
  • Comment on the best case studies
  • Learn how to use web tools
Day 2 Sat 07.10.2017
How to manage a web project
  • Strategic approach
  • Design & creation
  • Development & production
  • Plan for launching the project
  • Maintenance, improvement & analytics
  • Case study & workshop
Day 3 & 4 Fri 13.10.2017 Sat 14.10.2017
Understanding social media – The social revolution
  • Social media overview
  • Opportunities of digital video (social context)
  • Overview of social media opportunities
  • Opportunities for a brand (paid social)
  • Tips & tricks for optimising social campaigns
  • Industry trends
  • Overview of the possibilities Twitter offers (paid & organic)
Day 5 Fri 10.11.2017
Facebook Workshop – How to manage and optimise Facebook campaigns
  • Various management tools
  • Facebook Business Manager
  • Facebook Ads Manager & Power Editor (campaign creation, audience creation, insights and optimisation)
  • Reading and understanding statistics
  • Campaign optimisation
  • Tips & tricks scenario and use of external tools (monitoring & optimisation)
Day 6 Sat 11.11.2017
How to integrate mobile into your communication strategy
  • Understand the reasons for the explosion of mobile internet users
  • Understand the scope of mobile marketing opportunities
  • Create content consistent with your overall strategy
  • How to implement a mobile communication plan
  • Discover the trends for mobile marketing 2015
  • Case study & workshop
Day 7 Fri 17.11.2017
SEO strategy – Organic SEO
  • Understand how search engines work
  • Acquire the basics and good reflexes to improve ranking
  • A first look at SEO tools
  • Case study
Day 8 Sat 18.11.2017
SEO strategy – Sponsored links
  • Understand how Google Adwords works
  • Create campaigns & analyse their performance
  • Be able to launch your first campaigns autonomously
  • Case study
Day 9 Fri 24.11.2017
Workshop – Google Analytics: Getting started, advanced uses
  • Improving a website by analysing visitor behaviour. Google Analytics is the most popular web analysis tool in the world but it still has to be understood and mastered fully to get the most out of this tool.
  • Part 1: Getting started with Google Analytics
  • Part 2: Manipulating the tool through comprehensive case studies, inspired by various client experiences
Day 10 Sat 25.11.2017
Brand Content – Techniques for online copywriting
  • Web writing – the fundamentals
  • Best practices and SEO
  • Brand Content and Storytelling
  • Writing and community
  • Case study & workshops
Day 11 Fri 01.12.2017
Web listening
  • More information to come.
Day 12 Sat 02.12.2017
Create an online media plan
  • What is the online advertising landscape?
  • Who are the market players?
  • How to develop your media plan
  • How to choose a placement and format to optimise your campaign
  • How to effectively target your campaign & what the different media are
  • How to measure the results of your campaign
  • Case study & workshop
Day 13 Fri 08.12.2017
UX/UI, thinking about e-commerce
  • E-commerce strategy
  • Thinking of an e-commerce site: offer content of, technical platform, UX & UI
  • Practical cases & best practices
  • Measure and track the results of your e-commerce site
Day 14 Sat 09.12.2017
CRM & Relational Marketing
  • The evolution of CRM in a digital world
  • Awareness of the problems around data
  • The basis of an email marketing strategy
  • Create, build & optimise your email address database
  • E-mailing: a tool for making conversions, retention and loyalty
  • Manage & measure the effectiveness of your CRM campaigns
Day 15 & 16 Fri 15.12.2017 Sat 16.12.2017
Workshop - Designing and implementing digital marketing strategy
  • Understand strategic digital planning
  • Presentation of application methods
  • Don’t confuse tools and strategy
  • Marketing & User Generated Content
  • Monitoring performance and optimising strategy
  • Becoming media

Lecturers

The classes for our Certification Cycle in Digital Strategy are given by professionals, all active in the field.

PHIL GALLAND (Course Co-director)
Head of Digital Programs, CREA
FRED DUMONAL (Course Co-director)
Founder and CIO, Lesintellos.com
ALEXANDRA FROMM (Lecturer)
Deputy General Manager, MRM//McCann, Paris
CÉDRIC RAINOTTE (Lecturer)
Digital Evangelist, 6ix*be, Bruxelles
DIMITRI GANEVAT (Lecturer)
Founder & Digital Project Manager, WOW
DAMIEN TARRIO (Lecturer)
Digital Project Manager, WOW
PASCAL DETRAZ (Lecturer)
Head of Digital, Details.ch
LOUIS BONICHON (Lecturer)
Creative Director, MNSTR
ROMAIN VETTER (Lecturer)
Account Director, Omnicom Media Group
THIBAUT THOUZERY (Lecturer)
Head of Strategies & Digital, LARUE - Creative Spider Agency
FLORENT ADAM (Lecturer)
Digital Marketing Consultant, Soleil Digital

Marketing is dead but marketing in a digital world lives on

Digital marketing is a sought-after skill in all sectors. Industry, FMCG, Media, and SMEs. Whether in our professional or private lives, digital in all its forms has walked straight in.

Teaching that combines theory and practice. A course suitable for professionals over 8 Fridays and 8 Saturdays, across 4 months. The training ends with the award of a certificate for individual work evaluated by a board of professionals.

The following are also offered for anyone who would like to develop further their knowledge and skills:

– An 18-month alternate Master’s degree in Digital Marketing & Social Media
– A Certification Cycle in Digital Brand Content
– A Certification Cycle in Relational Strategy & Data Management

Who is this course for?

Marketing and communications professionals and anyone who wishes to develop their knowledge of e-marketing, digital communications and social media.

Prerequisits for the course

There are no prerequisites prior to starting our Certification Cycle in Digital Strategy.

Fees

CHF 3,800 + Application fee of CHF 100

  • Understand the processes of coordination when launching digital projects (website, web marketing campaigns, management of social media and online reputation)
  • Understand coordination techniques when launching digital projects (website, web marketing campaigns, management of social media and online reputation)
  • Learn the techniques for optimising campaigns
  • Build a consistent recommendation for social platforms
  • Understand how to measure the ROI of digital efforts

“My aim was to acquire the skills and knowledge needed to launch a website, to manage my project well.”

Mohammed Carmoun, Student @ CREA

Inside

Digital Strategy Workshop

CREA – Making a splash!

Testimonial - Bienne

Careers

Digital Careers

A first step for accessing new roles in communications, now essential for businesses wishing to integrate this digital revolution.

Web Marketeur Brand Manager Project Manager Web Consultant E-business Community Manager Online Media Planner Online Traffic Manager
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Lecturers

A school that is close to the business world

Our motto is “learn from experience”. Teaching must come from expert specialists. All our teaching staff are professionals in their field. They share their knowledge and toolsets with the students so that what they learn is relevant.

The work market is changing rapidly and it is important for each student to enter the world of work with a relevant skill set.

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