Digital Marketing

HEC Montréal, Montréal, Canada
Between January and April

Digital marketing has taken precedence over traditional marketing. Culture and Arts organizations must adapt to the attitudinal and behavioral shifts of consumers and buyers with a digital, mobile, and social platform. Innovation and Differentiation need to be based on customer experience. Delivering individualized information at any time and anywhere is crucial. The key strategic segment is that of digital natives. Content and personalized marketing dethrones mass advertising.

The overall objectives of the course are therefore as follows: Introduce the principles of strategic management of the digital ecosystem and customer experience, with a resolutely value-creating marketing perspective. Learn to work and make decisions in a business environment where marketing experts have lost all or part of control in the creation of their markets, while still having to assume professional responsibilities. Create and develop new specialized professional expertise: marketing and digital strategy.