Formation/Cours

The Digital Strategy course is designed to give a broad understanding of the digital challenges facing the main business areas (marketing, communications, HR, finance, customer relations, IT, sales services), increasing knowledge and capabilities in analysis, distribution, acquisition, conversion, loyalty, tools.

Students will learn how to define the most effective digital actions based on business opportunities:

• Defining the strategic fundamentals of digital
• Understanding the levers of digital marketing
• Developing a strategy tailored to the needs of the main business lines
• Planning real digital marketing actions in line with strategies

Day 1. AM (3h)

I/ Digital fundamentals

• Introduction quiz: evaluate your knowledge
• Definition and background
• Positioning, offering and strategy
• Digital audiences

PM. (3h)

II/ Digital strategy and marketing

• The digital ecosystem in the main businesses
• BtoC / BtoB challenges
• Benchmarks: best worldwide Digital Strategies

Day 2. AM (3h)

III/ Content creation

• Business content strategy
• Do’s and don’t

PM. (3h)

IV / Website optimization

• Customer journey and decision criteria
• Updating content, offers, events

Day 3. AM. (3h)

V/ Online Booking Tools

• Main features
• Integration into the marketing ecosystem

VI/ Advising on Digital Strategy

• Internal customers: needs, demand, constraints, limits
• External customers: needs, demand, constraints, limits
• Partners: needs, demand, constraints, limits

PM. (3h)

VII/ Project. Business organization qualification and selection

• Project definition and preparation
• Methodology

Day 4. AM. Project (3h)

• Digital Strategy Analysis driven by methodology

PM. (3h) Exam.

• End-of-course assessment: individual quiz

Digital Strategy Reporting with recommendations to the Management (team project report)