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.
Cohort 2020 participants
Certificate issuance is contingent on session attendance and the results of the final exam.
Vicky Boudreau, Co-Founder, Bicom
Gaëtan Namouric, Founder, Perrier Jablonski, and Lecturer, HEC Montréal
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:
Jonathan Nicolas, Digital Strategist and Founder, GLO
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, but they are also becoming fairer and more inclusive. In other words, smaller players can now compete against the giants – which means leaders need to keep reinventing themselves to stay ahead of the game. 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?
Marie Eve Gosemick, Brand Content Lead, Valtech
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.
Pierre Balloffet, Associate Professor, HEC Montréal
Vanessa El Chakieh, Entrepreneur, brand and marketing strategy consultant
This module aims to break down certain mental barriers that limit participants’ understanding of marketing strategy. Using real-life case studies, we will work together to break down the various elements involved in content production and dissemination. We will then investigate how your marketing and communications department could become a profit centre without compromising its core raison d’être. Over the course of the day, you will:
Pénélope Fournier, Partner and President, Montreal - lg2
Élizabeth Henry, CEO, Shareholder, Adviso
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?
This course is part of the following categorie(s):