Available dates

Feb 10—May 29, 2020
15 daysModules info
Paris, France
EUR 6100 ≈USD 6731
EUR 406 per day

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About the course

​In fast-paced international environments, the ability to implement a digital transformation of management processes is a key strength to drive competitive advantage. How can you effectively integrate a digital marketing approach to everyday business practices? How should you manage necessary resources in a digital marketing context?

This program provides professionals from diverse backgrounds with concrete knowledge to build on digital technology. Develop your ability to select and use the right technology to meet your needs in terms of marketing strategy and project management. Through three in-depth modules, you will develop the skills required to master new technology and attract customers. In addition, this understanding will facilitate your capacity to build long-term customer relationships.

During the program, you will acquire knowledge and skills related to digital technology, digital marketing strategy and project management. Throughout the course, you will focus on understanding the fundamentals, challenges and opportunities of digital technology, digital management and digital marketing.

  • Identify technical challenges and build on new opportunities for digital marketing.
  • Apply the “golden rules” of web design and their associated KPIs.
  • Implement web-analytics in digital content and design.
  • Integrate the customer’s experience as part of your offer thanks to innovative approaches to marketing.
  • Manage web application projects to overcome technical and organizational challenges.
  • Analyze the business impact of our rapidly changing digital media environment.
  • Apply fundamental techniques for website communications, online consumer behavior, e-retailing and customer relationship management.

Program strengths

  • Acquire operational tools for the effective implementation of digital marketing projects.
  • Develop your ability to see the 'big picture' in a fast paced marketing environment.
  • Open the door to career advancement thanks to recognized, concrete skills.
  • Share experiences with international experts, professionals and peers.
  • Participants who validate all three modules also earn credit towards our MBA program (credit valid for 2 years).
  • Take part in a training program developed by a triple accredited business school.

Program

Three intensive sessions of one week each are delivered on our Paris campus. During the Certificate in Digital Management, participants join a group of Executive MBA participants that are currently studying at GEM. You will benefit from the diverse highly competitive environment and extend your professional network.

Digital Technology

Core concepts:

  • Digital tools and technologies
  • Digital marketing information system

In this module, you will learn how to:

  • Assess the impact on marketing activities of the technical options implemented by a company
  • Ensure the application of the web design “Golden Rules”
  • Manage the implementation of a digital marketing information system

Digital Management

Core concepts:

  • Strategic digital-oriented marketing management
  • Cybersecurity

In this module, you will learn how to:

  • Identify the purchasing process followed by consumers
  • Integrate the customer experience journey in marketing strategy
  • Design an omni-channel strategy and assess its performance
  • Assess the cybersecurity risks (non-technical) related to marketing strategy

Digital Marketing

Core concept:

  • Digital marketing mix

In this module, you will learn how to:

  • Design the digital marketing mix for your company (selection of digital channels)
  • Use the main digital advertising platforms (implementing digital channels)
  • Monitor & optimize the performance of your digital marketing mix (analytics)

Who should attend

Professionals from various backgrounds who wish to acquire skills and techniques required for understanding and directing digital transformation projects.

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