Master marketing communications and creative solutions in order to:
This program will teach you how to:
Individuals in charge of implementing marketing, communications and/or branding strategies.
Certificate issuance is contingent on session attendance and the results of the final exam.
Guest: Patrick Messier
This module aims to comprehend and quantify the return on investment (ROI) in marketing communications. Utilizing contemporary examples, we will showcase the evolving role of the brand as a catalyst for growth and success. Indeed, your marketing and communications department could become a profit center that goes beyond mere efficiency, while still fulfilling its primary mission.
These days, it’s all about the brand. Our collective fascination with change has been amplified by our obsession with speed. We want more, faster. And then even more, even faster. How can your company compete in a world gone mad? How do you take a step back to define your own goals? And what can you do to capture other people’s attention? To become a brand, you need to:
Marie Eve Gosemick
How can you structure the development of user-centric content without diluting your brand? How do you measure your branding ROI? Avoid costly mistakes associated with in-house content production by establishing coherent content management rules and ensuring everyone’s roles and responsibilities are set out in clearly worded policies. Adopt a collaborative inbound marketing approach to support your entire content production lifecycle.
For better or for worse, the marketing communications field is evolving into something quite different from what it used to be. Today’s professionals have to cater to audiences that are more niche-driven, more fragmented, more bombarded by content and more discerning than ever before. And the tools available to connect with them are increasingly sophisticated, yet more readily available. The rules of the game are changing at breakneck speed. So, what is the secret to navigating through this brave new world? How can you find your way through the marketing and communications puzzle to make smart choices, identify and stick to your priorities, and use the right metrics to analyze the results? Formulate your own answers with two specialists in the field.
From data protection and user consent to increasingly urgent ethical and environmental concerns, this module explores the current issues that are forcing us all to rethink our media strategies. In this module, you will learn about:
Digital advertising has evolved, and the return on investment has become less predictable.
These are some of the questions that will be raised in this workshop. In addition, numerous Quebec examples of effective and profitable content distribution will be presented.
Guest: Pierre-Luc Camirand
Communications and marketing practices are in the midst of a profound change. Some organizations are insourcing this work, while others are taking a whole new look at how they team up with their partners to optimize their business relationships and get the most bang for their outsourcing buck
How can you get a better handle on what your partnership-related needs are? How can you decide which activities to keep in-house and which ones to farm out? What are the factors that will determine the success of your collaboration with your partners? How can you enhance your results while still keeping your expenses under control? Which performance indicators are the best at helping you improve your business relationships and outcomes?
President of MESSIER designers and of the Association des designers industriels du Québec.
Senior Director of Digital Customer Experience, Cirque du Soleil.
Hélène-Desmarais Building OR online
March 15 to April 19, 2024
Five days and one evening - 9 a.m. to 5 p.m.
in classe or online