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Marketing Communications Tools That Get Results


February 2, 2022

Marie-Helene Bachand

Marie-Hélène Bachand

Participant in the Certification in Marketing Communications program

Communications Officer, Americas, Agence universitaire de la Francophonie

After working in communications for 15 years with several leading PR agencies and NPOs, Marie-Hélène Bachand wanted to hone her marketing skills, where she had comparatively less experience, and improve her overall proficiency in her chosen field. So she turned to the Certification in Marketing Communications program at Executive Education HEC Montréal. What she learned is already coming in handy.

An invigorating dynamic

Marie-Hélène was impressed by the bonds that were forged between the participants during the five-day program, which took place virtually over a five-week span: “We managed to build a great chemistry online,” she explains. “Everyone was so eager to learn and so willing to contribute their own challenges and observations. They were incredibly open to the experience.”

This chemistry also extended to the instructors, whose industry expertise she greatly admired: “They all had a real make-it-happen attitude, which meant our conversations always went a little deeper. They were very generous with their insights and drew on their broader perspective to bring a bunch of new ideas to the table.”

What’s more, the fact that the program was designed specifically around participants’ needs struck her as a huge plus.

Concrete takeaways

Marie-Hélène’s employer is currently in the midst of a strategic planning exercise, which is giving her a chance to apply some of her newfound knowledge. “I am using lots of the tools, methods and pointers I learned during the program, and that got me contemplating the strategies we would be putting into place.”

Beyond these practical takeaways, however, she appreciated the program’s focus on strategic thinking: “That helped us take a step back and see the bigger picture with regard to our work and our organization, so we could prioritize things more effectively and pick the best tools moving forward.”

Given that the program touches on multiple facets of marketing communications — media relations, branding, content strategy, SEO, advertising and more — she would definitely recommend it as a great fit for versatile marketing communications managers looking to refresh their knowledge, challenge their ideas and acquire a whole new set of strategic tools.


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Executive Education > Marketing Communications Tools That Get Results