Digital transformation, new consumer behaviours, artificial intelligence, organizational shifts: the marketing communications landscape is evolving at breakneck speed. To optimize the return on your marcom investment, you need to change how you do things, no matter what industry you operate in or how high you are up on the corporate ladder. This program will help you make your marketing communications more impactful using a proven approach embraced by top industry professionals and built around issues of concern to today’s business.
Over the course of three intensive days, you will learn how to choose the best channels for your messages and how to structure your strategies against a complex backdrop. You will be shown the secrets to utilizing leading metrics and harnessing the potential of AI tools. You will develop a performance-based approach with measurable outcomes, working with internal and external partners to ensure a smooth rollout and achieve tangible results.
By the end of this program, you will understand how to be more influential within your organization, collaborate more effectively with your teams and make marketing communications the linchpin for a winning growth strategy.
GOALS
- Rethink your marcom strategy and give it direction and focus.
- Develop an integrated approach to communications that gets results.
- Learn how to use state-of-the-art tools to measure and optimize your performance.
- Strengthen your marketing leadership by forging the right partnerships and making the communications function a powerful growth lever.
IS THIS FOR YOU
- Professionals
- Managers, advisors and business partners
- Directors
- Intermediate and senior executives
This program is for you if you are in charge of marketing and communications for your organization.
SPECIAL FEATURES
- An approach rooted in the realities of today’s organizations and inspired by best practices to help you be more effective in dealing with ever-increasing limitations.
- Operational tools that let you take swift action.
- Real-world case studies to clarify key concepts.
- Taught by marketing communications professionals from respected industry agencies and businesses.
Participants will receive a certificate of completion from Executive Education HEC Montréal.
Day 1 - Reinventing Marketing Communications in the Digital Age
- Explore emerging issues: an overabundance of channels, changing production imperatives, new customer expectations and technology integration. A day dedicated to re-examining the role and scope of marketing and boning up on the latest trends.
Hands-on workshops:
- Morning: Pierre Balloffet -The Foundations of Effective Marketing Communications
- Afternoon: Catherine Patry - How a Good Marketing Communications Toolbox Gets That Way
Day 2 - Building a Marketing Communications Strategy with Legs
- Learn how to set out a clear, coherent and effective strategy. Find out how to maximize your investments and work with the best AI tools to achieve more decisive results.
Hands-on workshops:
- Morning: Gaëtan Namouric -The Hallmarks of a Solid Marketing Communications Strategy.
- Afternoon: Gaëtan Namouric -Boosting Performance Using AI Tools
Day 3 - Developing a Marketing Communications System That Will Propel You into the Future
- Through real-life case studies and an inspiring lecture, you will learn how to position marketing as a powerful strategic lever that feeds your growth and elevates the customer experience.
Hands-on workshops:
- Morning: Elizabeth Henry -Essential Ingredients for Successful Communications Strategies.
- Afternoon: Pierre Balloffet -Implementing Your Marketing Communications Approach.
Check-in 30 days after completing the program
- First steps toward a strategy, online analysis and co-development activity (Pierre Balloffet - 2 hours, January 9, 2025 - 9 a.m. to 5 p.m.).
TRAINING APPROACH
- Theory
- Discussions
- Hands-on workshops
- Case studies
Presentation
Program
Instructors
GOALS
- Rethink your marcom strategy and give it direction and focus.
- Develop an integrated approach to communications that gets results.
- Learn how to use state-of-the-art tools to measure and optimize your performance.
- Strengthen your marketing leadership by forging the right partnerships and making the communications function a powerful growth lever.
IS THIS FOR YOU
- Professionals
- Managers, advisors and business partners
- Directors
- Intermediate and senior executives
This program is for you if you are in charge of marketing and communications for your organization.
SPECIAL FEATURES
- An approach rooted in the realities of today’s organizations and inspired by best practices to help you be more effective in dealing with ever-increasing limitations.
- Operational tools that let you take swift action.
- Real-world case studies to clarify key concepts.
- Taught by marketing communications professionals from respected industry agencies and businesses.
Participants will receive a certificate of completion from Executive Education HEC Montréal.
Day 1 - Reinventing Marketing Communications in the Digital Age
- Explore emerging issues: an overabundance of channels, changing production imperatives, new customer expectations and technology integration. A day dedicated to re-examining the role and scope of marketing and boning up on the latest trends.
Hands-on workshops:
- Morning: Pierre Balloffet -The Foundations of Effective Marketing Communications
- Afternoon: Catherine Patry - How a Good Marketing Communications Toolbox Gets That Way
Day 2 - Building a Marketing Communications Strategy with Legs
- Learn how to set out a clear, coherent and effective strategy. Find out how to maximize your investments and work with the best AI tools to achieve more decisive results.
Hands-on workshops:
- Morning: Gaëtan Namouric -The Hallmarks of a Solid Marketing Communications Strategy.
- Afternoon: Gaëtan Namouric -Boosting Performance Using AI Tools
Day 3 - Developing a Marketing Communications System That Will Propel You into the Future
- Through real-life case studies and an inspiring lecture, you will learn how to position marketing as a powerful strategic lever that feeds your growth and elevates the customer experience.
Hands-on workshops:
- Morning: Elizabeth Henry -Essential Ingredients for Successful Communications Strategies.
- Afternoon: Pierre Balloffet -Implementing Your Marketing Communications Approach.
Check-in 30 days after completing the program
- First steps toward a strategy, online analysis and co-development activity (Pierre Balloffet - 2 hours, January 9, 2025 - 9 a.m. to 5 p.m.).
TRAINING APPROACH
- Theory
- Discussions
- Hands-on workshops
- Case studies