Résultats de la recherche

- Permettre à de futurs responsables ou entrepreneurs de savoir se vendre et vendre leurs services à travers un site web et comprendre l’environnement nécessaire à activer pour faire vivre un site web.

NB : Ce module est un complément essentiel au module « Information consultancy »

Contenu

- Conception d’un site Web du point de vue marketing

- Connaissance des plateformes de création de sites web orientées e-commerce(ex: Wix, Shopify, WooCommerce)

- Suite et approfondissement des techniques de référencement (dont les bases ont été abordées lors du cours Webométrie et mesures analytiques du Web, 7V3-VRI –2)

- Connaissance des méthodes de génération de trafic sur son site (réseaux sociaux, newsletter, podcast, webinar, Google, autres…)

- Connaissance des méthodes permettant de générer des leads (opportunités d’affaires) sur LinkedIn

- Analyse des données pour accroître le trafic sur son site

Méthodes d’enseignement

Cours théoriques et travaux pratiques.

Professeur-e: Favre Nathalie
Professeur-e: Ferreira Lisa
Professeur-e: Nesvijevskaia Anna

Catégorie: Haute école de gestion de Genève (HEG - Genève)

Communicating for Sustainable Change

Who shapes the stories we believe?
Who actually holds power in organizations and society?
Why do well-designed campaigns fail to create real change?
And how can communication be used not just to inform, but to influence systems?

This course is designed for students who want to understand and shape how influence works in the real world. If you are interested in careers in business, consulting, public policy, sustainability, marketing, advocacy, or organizational leadership, this course gives you a serious analytical edge.

Communication here is not treated as presentation technique or messaging polish. It is examined as a strategic instrument embedded in systems of power. You will analyze how communication operates in marketing, lobbying, advocacy, corporate sustainability, and public-interest contexts. The course integrates communication theory, behavioral science, systems thinking, polarity thinking, power analysis, Inner Development Goals (IDGs), ethics, and futures thinking into a coherent framework for designing sustainable impact.

You will move beyond surface-level persuasion. You will learn how meaning is constructed, how legitimacy is built or lost, how behavior changes, how bias distorts decision-making, and how systemic constraints shape outcomes. You will evaluate real-world cases and develop strategies grounded in theory rather than intuition.

The course begins with foundational theory and the dynamics of meaning and power. It then progresses to legitimacy, behavior change, and systemic constraints. Midway through the semester, you integrate these lenses in a structured checkpoint. The final phase addresses cognitive bias, participation, leadership capacities, ethical boundaries, and planetary futures before culminating in a strategic synthesis project.

Throughout the semester, three questions guide your analysis:

Who defines meaning?
Who holds power?
What systemic constraints shape outcomes?

By the end of the course, you will be able to diagnose complex influence challenges and design communication strategies that are strategically sound, ethically grounded, and responsive to long-term systemic change. Communicating is not about speaking louder, it is about thinking and connection.

Professeur-e: Laforet Aurélie

Catégorie: Haute école de gestion de Genève (HEG - Genève)

CONTENT CREATION 2026

Course overview

While most marketers understand the theory behind brand strategy and brand identity, they struggle with the practical skills required to turn their vision into a reality. In order to achieve this, they need to master one of two skills. Either understand the language of design and be able to write a creative brief that clearly articulates their vision, or understand how to use a range of specialist graphical design packages to create their vision from scratch

As one of the most effective methods of growing audience engagement, developing a brand presence, and driving sales, content marketing has become a major growth method for most businesses. Content marketing allows building trust with a company audience, improving conversions, connecting with its customers, and generating leads. Additionally, nowadays, customers expect high quality, consistent content from their favorite brands.

Learning objectives

The aim of this module will help you develop the technical and creative skills you need to plan, design and craft a unique brand identity that can be rolled out across a range of media and platforms. You’ll learn both how to develop a creative brief as well as how to provide detailed meaningful feedback to designers, so they can edit your design so that it reflects your vision.

By the end of this module students will be able to:

Define a content-based marketing strategy.
Create and evaluate creative briefs suitable for a professional marketing environment.
Develop a set of professional brand guidelines in response to a professional brief to be implemented across a range of different platforms and media.
Utilize a range of computer packages to design, produce and edit creative outcomes.
Develop the strategic and production skills to manage and create impacting content according to the audiences and along their customer journey, in coherence with the brand positioning and its editorial style
Develop a content road map and editorial plan
Write a creative brief to pitch to communication agencies
Create a piece of editorial digital content
Create visual contents according to the defined content strategy
Use AI to generate content with efficiency