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E-Marketing Essentials

 

Learn how to streamline your new digital operations by syncing your e-marketing strategy with your company’s overall marketing strategy.

In every sector, the digital revolution is making us rethink the way we do business. Performance is now intrinsically linked to online identity. Not only must companies attract, convert and retain customers through multiple points of contact on the web, they have to continue to make the most of traditional communication channels to stay connected with the people they serve.

As a result, they need to give due consideration to multichannel advertising campaigns, stronger online presence, search engine optimization, web analytics, social media and mobile applications. Through this program, you will learn how to streamline your new digital operations by syncing your e-marketing strategy with your company’s overall marketing strategy.


6 experts instructors


GOALS

  • Devise an integrated e-marketing strategy.
  • Develop key tactics for attracting, converting and retaining customers.
  • Identify major strategic e-marketing/B2C issues.
  • Utilize an analytical tool to improve strategic and tactical decision-making.
  • Tap into the power of benchmarking indices, such as the imarkscore index, designed to measure the quality of a company’s interactive presence.

IS THIS FOR YOU?

  • Professionals.
  • Managers.
  • Mid-level and senior executive

This program is for you if you are in charge of your business’s marketing and e-commerce operations.

SPECIALS FEATURES

  • Intensive six-day program.
  • Fruitful discussions with high-level experts.
  • Program developed in conjunction with the RBC Financial Group Chair of E-Commerce and Tech3Lab.

"A concise, creative, innovative and to-the-point look at topics that still make us uneasy, delivering a better understanding of issues, risks and solutions, thanks to the concrete examples and knowledgeable experts."

Jenyfer Maisonneuve, President, Communications LELA inc.
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Other testimonial(s)

"Excellent program to get us ready to shape the future of business and customer relations."

Jean-Guy Robillard, VP Operations, Fournitures de Bureau Denis

"A very rich program, thanks to instructors and speakers who are extremely well versed in their respective fields."

Lynda Moras, Communications and Marketing Director, Boutique Courir

"It covered everything, including theory, practice and compelling real-world examples."

Carl Baillargeon, Director - Communications and Marketing, Technoparc Montréal

"What I really appreciated in the e-marketing program was the way the various presenters adapted their content right away to participants’ needs and the market realities they have to contend with."

Kim Tremblay, Director of Marketing and Communications, Voyer & Tremblay

Questions? Make an appointment with:

Michelle Vaillancourt
Senior Advisor
 Email (recommanded)
 Phone: 514 340-6001

 

LAYING OUT AN E-MARKETING STRATEGY AND CONNECTING WITH CONSUMERS
March 20, 2019 - Instructor: Sylvain Sénécal

  • Quality of a company’s interactive presence (imarkscore)
  • Consumers’ online behaviours
  • E-marketing strategy

OPENING COCKTAIL
March 20, 2019, 4:00 p.m. to 6:00 p.m.

GENERATING TRAFFIC THROUGH SEARCH ENGINE OPTIMIZATION
April 2, 2019 - Instructor: Sylvain Amoros

  • Importance of SEO for websites
  • Organic SEO
  • Paid SEO

GET AND KEEP VISITORS' ATTENTION WITH SOCIAL MEDIA AND CONTENT MARKETING
April 16, 2019 - Instructor: Sandrine Prom Tep and Pamela Robitaille

  • Leverage various social media applications
  • Explore the content marketing landscape
  • Define a content strategy

CUSTOM WORKSHOP AND CONFERENCE ON SOCIAL MEDIA
April 16, 2019 - Instructor: Sandrine Prom Tep and Pamela Robitaille

  • Coming soon

OPTIMIZING CUSTOMERS' ONLINE AND MOBILE EXPERIENCES
April 30, 2019 - Instructor: Alexandre Tellier

  • Factors that determine the overall quality of a website or app
  • Customer experience
  • From ideation to launch

CONVERTING VISITORS INTO CUSTOMERS: THE POWER OF WEB ANALYTICS
May 14, 2019 - Instructor: Gregory Saget-Rudd

  • Strategic usefulness of web analytics
  • KPIs and metrics
  • Tools and reports

TRAINING APPROACH

  • Blend of conceptual and practical information.
  • Use of case studies, exercises and/or presentations to examine issues from a practical perspective.
  • Interaction with guest experts.

Questions? Make an appointment with:

Michelle Vaillancourt
Senior Advisor
 Email (recommanded)
 Phone: 514 340-6001

 

Coordinator and instructor:

Sylvain Sénécal

MSc (Marketing), PhD (Marketing), HEC Montréal
Professor, HEC Montréal

Instructors:

Sylvain Amoros

MSc, ℮Commerce, HEC Montréal
Co-Founder and President, Konversion

Sandrine Prom Tep

MSc (Communication), PhD (Marketing), HEC Montréal
Professor, ESG de l'UQAM

Pamela Robitaille

BAA, DESS (Communication-Marketing)
Social Media and Content Marketing Advisor, BMR Group

Gregory Saget-Rudd

Head of growth, Nesto

Alexandre Tellier

MSc (Marketing Management
Research Director and Founding Partner, imarklab

 

 


Questions? Make an appointment with:

Michelle Vaillancourt
Senior Advisor
 Email (recommanded)
 Phone: 514 340-6001

FEE
$3,995 + taxes


LENGTH
Six days - 9 a.m. to 5 p.m.


LANGUAGE
Course given in French


DATE(S)
HEC Montréal
March 13, 27, April 9, 24, May 8, 22, 2020

CUSTOMIZE VERSION AVAILABLE

GENERAL TERMS AND CONDITIONS OF SALE

This course is part of the following categorie(s):

> Marketing and Sales
> HEC Montréal Essentials

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Executive Education > Our programs > E-Marketing Essentials