Face-to-face
Hybrid

Certification in Digital Marketing

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Length
6 days

    Contact us to find out upcoming dates executiveeducation@hec.ca

  • Data migration

    • Data migration
  • Downtown

  • Hybrid

Rate
Regular price
$5,395
Sale price
$5,395
Regular price
Language

French

Contact an advisor
Nadia Uria-Fernandez
Program Manager

Learn how to streamline your online activities and develop a digital marketing strategy aligned with your company’s goals.

The digital revolution is forcing businesses across every industry to rethink how they market their products and services. Creating a straightforward, factual and user-friendly website isn’t enough anymore. You have to be able to attract, convert and retain customers through a myriad of digital touchpoints.

Today’s digital-savvy business leaders need to roll out multichannel ad campaigns, optimize their online presence, strengthen SEO/SEM performance, study and interpret web analytics, engage in social media, develop apps and more.

With our certification program in digital marketing, you can enhance and elevate your online visibility and take your business to new heights.

The successful completion of this program entitles you to a digital certificate. These credentials are trusted, secure, verifiable, and sustainable.

GOALS

  • Craft an integrated digital marketing strategy.
  • Develop tactics to attract customers, convert leads into sales and promote customer loyalty.
  • Identify the major strategic challenges related to B2B and, especially, B2C marketing.
  • Analyze your decision-making through a strategic and tactical lens.
  • Tap into the power of benchmarking indices and key performance indicators

IS THIS FOR YOU?

  • Professionals
  • Managers
  • Intermediate- and upper-level executives

This program is for you if you manage your business’s marketing and e-commerce activities.

SPECIAL FEATURES

  • In-depth discussions with high-level experts.
  • A program developed in conjunction with the RBC Financial Group Chair of E-Commerce and Tech3Lab.

Certificate issuance is contingent on session attendance and the results of the final exam.

DAY 1

MODULE 1 - DEVELOPING AN INTEGRATED MARKETING STRATEGY

Sylvain Sénécal

Using new tactics for preparing a strong strategic plan

You have a marketing plan and a website, but you’re still not clear on how to take your marketing strategy to the next level. Where do you even start? And what mistakes should you avoid from the get-go?

This first module will help you to:

  • Prepare a strategic digital marketing plan using the most effective tools.
  • Establish the foundations for your digital marketing strategy, making sure it is in step with your overall marketing strategy.
  • Learn the essential ingredients in the strategic planning process as it applies to digital marketing.
  • Get an introduction to the tactics that will be explored in subsequent modules.

Tool: Online strategy plan.

DAY 1

MODULE 2 - SETTING UP YOUR WEBSITE FOR SUCCESS

Gabriel Tassé

Informational or transactional: Choosing the right platform

Do you have the right content management system for your organization? How can you use the right transactional or martech (marketing + technology) tools to elevate your website? And with over 7,000 solutions out there to choose from, how do you find the one that’s right for you?

This second module will help you:

  • Determine the best tools to relay information to your customers and enable them to carry out online transactions.
  • Plot out how your various web tools work together to avoid marketing redundancies and unnecessary expenses.

Tool: Project plan for implementing your online platform.

DAY 2

MODULE 3 - USING SEARCH ENGINES TO DRIVE CUSTOMER TRAFFIC

Gabriel Tassé

Understanding search engine optimization — SEO

What’s the secret to having your website come out on top of organic (non-paid) Google search results? Are you getting the most out of your relationship with your search engine marketing agency?

During this workshop, you will:

  • Learn about Google’s search algorithms from someone with more than 20 years of experience in the field.
  • Explore best practices in search engine optimization (SEO) from both a content and a technology standpoint.
  • Understand the mechanisms behind driving organic traffic to your website.
  • Improve your market positioning to connect with the right kind of customers.

Tool: An SEO plan for your website.

Understanding search engine marketing (SEM)

Are you getting everything you can out of your Google keyword purchases? Are you maximizing your Google Ads ROI?

This workshop will help you:

  • Define an SEM strategy that works for you.
  • Increase the cost-effectiveness of your paid search strategy.
  • Use KPIs tailored to your products or services to improve the performance of your campaigns.

Tool: Guide to developing your first online campaign and your monthly plan.

DAY 3

MODULE 4 - USING ONLINE ADS TO BUILD YOUR CUSTOMER BASE

Gabriel Tassé

Buying programmatic advertising: Banners, videos and social media

Are your online media campaigns delivering the most bang for their buck?

This module will help you:

  • Invest wisely in online advertising, with a series of “go to” pro tips.
  • Maximize brand recognition (without breaking your budget) with banner or video ads on the most popular websites for your target audience.
  • Understand how to place ads on social media to increase engagement with potential customers.
  • Implement an affiliate marketing program to boost your online sales while keeping your financial risk low.

Tool: Online media plan (budget forecast and KPIs).

DAY 4

MODULE 5 - USING SOCIAL MEDIA AND CONTENT MARKETING TO WIN AND KEEP CUSTOMERS

Aurélie Sauthier

Choosing social media platforms, creating content and managing interactions

How can you connect with your online customers in a more meaningful, impactful way? How can you leverage social media and content marketing to position your brand and increase your visibility?

During this module, you will:

  • Become acquainted with best practices in selecting and using social media channels, based on your company’s objectives and the resources at your disposal.
  • Learn how to spark interest in and position your brand.
  • Build a community.
  • Engage community members in a constructive conversation.
  • Harness the full power of content marketing to boost visibility, engagement and loyalty among current and potential customers.
  • Get more shares and positive word of mouth, and leverage shared and earned media through your digital marketing ecosystem.

Tools: Set of targets to hit for each platform; social media editorial calendar.

DAY 5

MODULE 6 - CREATING A CUSTOMER EXPERIENCE THAT LEADS TO MORE SALES

Alexandra Némery

Delivering a good online and mobile user experience (UX)

What are the secrets to making sure your customers interact positively with your website or mobile apps? How can you optimize your owned media within your ecosystem and strengthen your company’s online presence?

Takeaways from this module include the following:

  • Get a better handle on UX terms.
  • Familiarize yourself with the basic tools for defining online/mobile user needs and supporting their objectives while engaging with your website or app.
  • Understand the UX-related hurdles facing current and prospective customers.
  • Discover the main research methods used in UX.
  • Identify critical UX touchpoints on your website.
  • Learn how to transpose the principles of ergonomic design to various platforms.
  • Review your performance metrics before and after a UX audit focusing on one specific area.

Tool: UX optimization plan for your website.

DAY 6

MODULE 7 - SETTING UP WEB ANALYTICS

Gregory Saget-Rudd

Defining your KPIs and objectives

What are the most important KPIs that will help you understand how your website is performing?

During this module, you will learn how to:

  • Set up an effective web analytics dashboard.
  • Determine the KPIs that are aligned with your digital strategies.
  • Select what needs to be monitored on your platform and develop a tagging plan to facilitate the implementation of the corresponding metrics.
  • Learn the basics of web analytics and become familiar with some of the most popular tools (e.g., Google Analytics).

Tool: Tagging plan to track target metrics.

DAY 6

MODULE 8 - MEASURING DIGITAL MARKETING SUCCESS

Gregory Saget-Rudd

Developing a monitoring and continuous improvement process

Looking to increase your visibility by embracing more efficient tactics to attract and convert customers?

This module will enable you to:

  • Learn how to track your digital marketing efforts with more precision.
  • Map out a process to measure and improve your digital marketing efforts.
  • Build a personalized dashboard using predefined KPIs.
  • Explore two free tools: Google Analytics and Data Studio.

Tool: Development of a customized marketing dashboard.

TRAINING APPROACH

  • Each module will be assessed using a specific exercise or tool that will determine how well learners have assimilated the content and their readiness to transfer their newfound knowledge into the workplace.
  • Exercises are simple and straightforward. They are designed to ensure the theoretical and practical concepts in the course have been fully understood.

COORDINATOR AND INSTRUCTOR:

Sylvain Sénécal

M. Sc. (marketing), Ph. D. (marketing), HEC Montréal

Professor, HEC Montréal

INSTRUCTORS:

Alexandra Némery

PhD (Ergonomics)

Senior UX Designer, Square Enix Montreal

Gregory Saget-Rudd

Head of Growth, Nesto

Aurélie Sauthier

MSc (Marketing), HEC Montréal

Co-Founder, Made in and Lecturer, HEC Montréal

Gabriel Tassé

MSc (Marketing)

Lecturer, HEC Montréal and Co-founder Click & Mortar

Face-to-face
Hybrid

Certification in Digital Marketing

Learn how to streamline your online activities and develop a digital marketing strategy aligned with your company’s goals.

The digital revolution is forcing businesses across every industry to rethink how they market their products and services. Creating a straightforward, factual and user-friendly website isn’t enough anymore. You have to be able to attract, convert and retain customers through a myriad of digital touchpoints.

Today’s digital-savvy business leaders need to roll out multichannel ad campaigns, optimize their online presence, strengthen SEO/SEM performance, study and interpret web analytics, engage in social media, develop apps and more.

With our certification program in digital marketing, you can enhance and elevate your online visibility and take your business to new heights.

The successful completion of this program entitles you to a digital certificate. These credentials are trusted, secure, verifiable, and sustainable.

Presentation Program Instructors

GOALS

  • Craft an integrated digital marketing strategy.
  • Develop tactics to attract customers, convert leads into sales and promote customer loyalty.
  • Identify the major strategic challenges related to B2B and, especially, B2C marketing.
  • Analyze your decision-making through a strategic and tactical lens.
  • Tap into the power of benchmarking indices and key performance indicators

IS THIS FOR YOU?

  • Professionals
  • Managers
  • Intermediate- and upper-level executives

This program is for you if you manage your business’s marketing and e-commerce activities.

SPECIAL FEATURES

  • In-depth discussions with high-level experts.
  • A program developed in conjunction with the RBC Financial Group Chair of E-Commerce and Tech3Lab.

Certificate issuance is contingent on session attendance and the results of the final exam.

DAY 1

MODULE 1 - DEVELOPING AN INTEGRATED MARKETING STRATEGY

Sylvain Sénécal

Using new tactics for preparing a strong strategic plan

You have a marketing plan and a website, but you’re still not clear on how to take your marketing strategy to the next level. Where do you even start? And what mistakes should you avoid from the get-go?

This first module will help you to:

  • Prepare a strategic digital marketing plan using the most effective tools.
  • Establish the foundations for your digital marketing strategy, making sure it is in step with your overall marketing strategy.
  • Learn the essential ingredients in the strategic planning process as it applies to digital marketing.
  • Get an introduction to the tactics that will be explored in subsequent modules.

Tool: Online strategy plan.

DAY 1

MODULE 2 - SETTING UP YOUR WEBSITE FOR SUCCESS

Gabriel Tassé

Informational or transactional: Choosing the right platform

Do you have the right content management system for your organization? How can you use the right transactional or martech (marketing + technology) tools to elevate your website? And with over 7,000 solutions out there to choose from, how do you find the one that’s right for you?

This second module will help you:

  • Determine the best tools to relay information to your customers and enable them to carry out online transactions.
  • Plot out how your various web tools work together to avoid marketing redundancies and unnecessary expenses.

Tool: Project plan for implementing your online platform.

DAY 2

MODULE 3 - USING SEARCH ENGINES TO DRIVE CUSTOMER TRAFFIC

Gabriel Tassé

Understanding search engine optimization — SEO

What’s the secret to having your website come out on top of organic (non-paid) Google search results? Are you getting the most out of your relationship with your search engine marketing agency?

During this workshop, you will:

  • Learn about Google’s search algorithms from someone with more than 20 years of experience in the field.
  • Explore best practices in search engine optimization (SEO) from both a content and a technology standpoint.
  • Understand the mechanisms behind driving organic traffic to your website.
  • Improve your market positioning to connect with the right kind of customers.

Tool: An SEO plan for your website.

Understanding search engine marketing (SEM)

Are you getting everything you can out of your Google keyword purchases? Are you maximizing your Google Ads ROI?

This workshop will help you:

  • Define an SEM strategy that works for you.
  • Increase the cost-effectiveness of your paid search strategy.
  • Use KPIs tailored to your products or services to improve the performance of your campaigns.

Tool: Guide to developing your first online campaign and your monthly plan.

DAY 3

MODULE 4 - USING ONLINE ADS TO BUILD YOUR CUSTOMER BASE

Gabriel Tassé

Buying programmatic advertising: Banners, videos and social media

Are your online media campaigns delivering the most bang for their buck?

This module will help you:

  • Invest wisely in online advertising, with a series of “go to” pro tips.
  • Maximize brand recognition (without breaking your budget) with banner or video ads on the most popular websites for your target audience.
  • Understand how to place ads on social media to increase engagement with potential customers.
  • Implement an affiliate marketing program to boost your online sales while keeping your financial risk low.

Tool: Online media plan (budget forecast and KPIs).

DAY 4

MODULE 5 - USING SOCIAL MEDIA AND CONTENT MARKETING TO WIN AND KEEP CUSTOMERS

Aurélie Sauthier

Choosing social media platforms, creating content and managing interactions

How can you connect with your online customers in a more meaningful, impactful way? How can you leverage social media and content marketing to position your brand and increase your visibility?

During this module, you will:

  • Become acquainted with best practices in selecting and using social media channels, based on your company’s objectives and the resources at your disposal.
  • Learn how to spark interest in and position your brand.
  • Build a community.
  • Engage community members in a constructive conversation.
  • Harness the full power of content marketing to boost visibility, engagement and loyalty among current and potential customers.
  • Get more shares and positive word of mouth, and leverage shared and earned media through your digital marketing ecosystem.

Tools: Set of targets to hit for each platform; social media editorial calendar.

DAY 5

MODULE 6 - CREATING A CUSTOMER EXPERIENCE THAT LEADS TO MORE SALES

Alexandra Némery

Delivering a good online and mobile user experience (UX)

What are the secrets to making sure your customers interact positively with your website or mobile apps? How can you optimize your owned media within your ecosystem and strengthen your company’s online presence?

Takeaways from this module include the following:

  • Get a better handle on UX terms.
  • Familiarize yourself with the basic tools for defining online/mobile user needs and supporting their objectives while engaging with your website or app.
  • Understand the UX-related hurdles facing current and prospective customers.
  • Discover the main research methods used in UX.
  • Identify critical UX touchpoints on your website.
  • Learn how to transpose the principles of ergonomic design to various platforms.
  • Review your performance metrics before and after a UX audit focusing on one specific area.

Tool: UX optimization plan for your website.

DAY 6

MODULE 7 - SETTING UP WEB ANALYTICS

Gregory Saget-Rudd

Defining your KPIs and objectives

What are the most important KPIs that will help you understand how your website is performing?

During this module, you will learn how to:

  • Set up an effective web analytics dashboard.
  • Determine the KPIs that are aligned with your digital strategies.
  • Select what needs to be monitored on your platform and develop a tagging plan to facilitate the implementation of the corresponding metrics.
  • Learn the basics of web analytics and become familiar with some of the most popular tools (e.g., Google Analytics).

Tool: Tagging plan to track target metrics.

DAY 6

MODULE 8 - MEASURING DIGITAL MARKETING SUCCESS

Gregory Saget-Rudd

Developing a monitoring and continuous improvement process

Looking to increase your visibility by embracing more efficient tactics to attract and convert customers?

This module will enable you to:

  • Learn how to track your digital marketing efforts with more precision.
  • Map out a process to measure and improve your digital marketing efforts.
  • Build a personalized dashboard using predefined KPIs.
  • Explore two free tools: Google Analytics and Data Studio.

Tool: Development of a customized marketing dashboard.

TRAINING APPROACH

  • Each module will be assessed using a specific exercise or tool that will determine how well learners have assimilated the content and their readiness to transfer their newfound knowledge into the workplace.
  • Exercises are simple and straightforward. They are designed to ensure the theoretical and practical concepts in the course have been fully understood.

COORDINATOR AND INSTRUCTOR:

Sylvain Sénécal

M. Sc. (marketing), Ph. D. (marketing), HEC Montréal

Professor, HEC Montréal

INSTRUCTORS:

Alexandra Némery

PhD (Ergonomics)

Senior UX Designer, Square Enix Montreal

Gregory Saget-Rudd

Head of Growth, Nesto

Aurélie Sauthier

MSc (Marketing), HEC Montréal

Co-Founder, Made in and Lecturer, HEC Montréal

Gabriel Tassé

MSc (Marketing)

Lecturer, HEC Montréal and Co-founder Click & Mortar

Testimonial(s)

“A short, creative, innovative and right-on-the-money program about the things many of us are still very uneasy talking about, but the real-world case studies and expert speakers helped us understand the issues, risks and solutions involved.”

- Jenyfer Maisonneuve, President, Communications LELA inc.

“An excellent program for future-proofing your business and customer relations management.”

- Jean-Guy Robillard, Vice-President, Operations, Denis Office Supplies

“Very rich program, thanks to the presentations of all the presenters and speakers who are deeply involved in their respective fields. »

- Lynda Moras, director, communications and marketing, Boutique Courir

“Comprehensive seminar, including theory, practice and good concrete examples. »

- Carl Baillargeon, director of communications and marketing, Technoparc Montréal

“What I appreciated about the web marketing training was the willingness of the various speakers and lecturers to adapt their content to the training clientele and their realities on the market from the first course. »

- Kim Tremblay, director of marketing and communications, Construction Voyer et Tremblay
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