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Intensive Digital Marketing Program: Create a 360° Strategy

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

7 expert instructors

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.


$3,995 + taxes


Six Tuesdays - 9 a.m. to 5 p.m.

Course given in French

HEC Montréal
March 19, April 2, 16, 30, May 14, 28, 2019

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  • 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 executives

This program is for you if:

  • You are in charge of your business’s marketing and e-commerce operations.

Special 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.

"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

Coordinator and instructor:

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


Sylvain Amoros
Sylvain Amoros
MSc (eCommerce), HEC Montréal
Co-Founder and President, Konversion
Amélie Bériault Poirier
Amélie Bériault Poirier
MSc (Marketing), HEC Montréal
Analyst, imarklab; Lecturer, HEC Montréal
Marc Fredette
Marc Fredette
MSc (Statistics), PhD (Statistics)
Professor, HEC Montréal

Jean-Luc Geha
Jean-Luc Geha
Guest Professor, HEC Montréal
Yany Grégoire
Yany Grégoire
MSc (Marketing), PhD (Marketing)
Associate Professor, HEC Montréal
Alexandre Tellier
Alexandre Tellier
MSc (Marketing Management)
Research Director and Founding Partner, imarklab

With the participation of:

Alain Dumas, Vice President, Marketing and Digital Strategy, Aubainerie.

Laying out an e-marketing strategy and connecting with consumers
Sylvain Sénécal

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

Generating traffic through search engine optimization
Sylvain Amoros

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

Get and keep visitors’ attention with social media and content marketing
Amélie Bériault-Poirier

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

Optimizing customers’ online and mobile experiences
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
Marc Fredette

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

Relationship management and social media 
Yany Grégoire and Jean-Luc Geha

  • Utilization of social media in managing relations
  • Utilization of social media in promoting what a company does
  • Utilization of social media during a crisis or disruption
  • 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

Participants in all of our Expert Series will receive a certificate of completion from Executive Education HEC Montréal.

For more information about this program


Michelle Vaillancourt
Senior Advisor


514 340-6001 > Executive Education > Our programs > Expert Series > Intensive Digital Marketing Program: Create a 360° Strategy

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