This course introduces you to the core of what makes businesses thrive: understanding people, creating value, and delivering it in ways that stand out in a crowded market.

Marketing is the driving force behind every successful business. In today’s fast-paced, ever-evolving global marketplace, understanding marketing isn’t just useful, it’s essential. Great marketers don’t just react to customer needs; they anticipate them. They shape strategy, drive innovation, and lead organizations toward growth.

Marketing is a core business skill - one that empowers you to create value, influence decisions, and contribute meaningfully in any role.

Marketing Fundamentals - Kotler Part II

The students will understand the concept of the segmentation, the targeting and positioning. The most important marketing instruments and tools will be learned theoretically and with different workshops. At the end of the module the students are able to establish a marketing mix for products and services. 

The following theories will be lectured and applied with group workshops to create a marketing mix for SME companies:

- General STP concept
- Communication content
- Story telling
- Segmentation of audience and target groups
- Targeting with Personas
- Positioning with customer journey & Touch-points
- Marketing Mix & Budgeting
- Ecosystem of online Marketing

This course aims at providing students who are about to enter the marketplace with the fundamentals to effectively grow brands internationally. Since they already covered most marketing theory over the course of their studies, this course focuses on equipping these young professionals with the know-how, behaviour skills, and concrete tools to thrive in multinational companies, which are operating under specific organizational set-ups, processes, and ways of working. Beyond these internal considerations, we will then focus on how to i) assess the international environment, ii) define meaningful consumer targets across markets, iii) develop offers to meet their needs, iv) bring them to stores and v) support them.

Students will be rather coached as junior brand managers – freshly hired in a multinational company - rather than students or even interns. The underlining principle can be summarized as: “learning by doing”. The course will smartly combine International Marketing & Sales theory and fundamentals, together with plenty of concrete skills and techniques, real examples, hands-on exercises, group discussions, play acting, case study discussions, videos, articles...

Les thématiques traitées sont regroupées dans 2 catégories, Hard-skills et soft-skills.

Concernant les matières associées aux Hard skills, nous nous intéresserons à différents concepts d’innovation et de développement d’affaires appliqués pour les Startups et PME, à savoir le Modèle d’innovation d’affaires Platinn, La méhtode « Where to Play, Sales Navigator » développée par Sharon Tal et Marc Gruber ex Vice president de l’innovation à EPFL, et les méthodes de Veille concurrentielle et technologique avec l’entreprise E Novating qui nous présentera sa démarche pour accompagner les projets de développement des entreprises.

On traitera des aspects stratégiques liés au développement d’affaires dont la gestion du funnel digital marketing et les moyens organisationnels à mettre en œuvre pour y arriver et plus spécifiquement les flux logistiques associés

On s’intéressera aux différentes fonctions commerciales d’une entreprise et plus spécifiquement le rôle et les responsabilités d’un Key Account Manager ainsi qu’à la gestion de la relation client

Au niveau des compétences dites Soft, nous nous intéresserons à la Gestion de la relation en appliquant une technique d’entretien et de négociation de vente en partant de l’analyse des besoins jusqu’à la conclusion d’une vente.

Ensuite nous travaillerons sur la gestion du comportement afin de pouvoir mieux interagir avec ses clients et les parties prenantes en analysant leurs comportements, en appliquant des techniques de communication non verbale.

International Business Management - Semester 1

Marketing Principles 1

International Business Management

Semester 2 - Marketing Principles 2

• Course Overview

  This course in "International Channel Management & e-commerce" aims at giving the foundational knowledge to understand, design and manage effective sales and marketing channels,  in particular for businesses operating in international set up. It reviews in greater details the various typologies of distribution channels, their respective advantages and disadvantages as well as provides a framework to design, manage and evaluate them effectively. It takes in consideration the latest marketing and distribution trends with a special focus on e-commerce and omni-channel marketing. 

• Learning Objectives

  At the end of this course, you should: 

  • Identify the role of channel strategy in the Marketing-Mix.
  • Describe which are the multiple actors in a distribution system and their respective role.
  • Recognize the various distribution models: direct versus indirect, selective versus intensive, hybrid models.
  • Name the benefits/disadvantages of each distribution model (direct/indirect/hybrid) and recommend the most suitable model in a given context.
  • Distinguish the most common distribution structures: retailers, wholesalers, distributors, franchising.
  • Explain what it takes to manage effective and enduring channel relationships.
  • Describe the major global trends and their impact on channel strategy.
  • Identify the new challenges and opportunities with the rise of e-commerce.
  • Explain what ‘omnichannel’ stands for, what are its key drivers and how best to execute.
  • Analyse channel strategies of given sectors/industries in light of above concepts
  • Recommend Go-to-Market strategies for emerging businesses
  • Be able to recommend alternative sustainable or circular practices to standard Go-to-Market strategies

Le module AG 63 comprend trois cours

Projet en transition écologique (PRTE) - AG_631
Gestion de projet (GESP) - AG_632
Marketing et commercialisation (MACOM) - AG_633

À la fin du module, l’étudiant-e sera capable de :
▪ Identifier, élaborer, analyser un projet professionnel en équipe.
▪ Intégrer les connaissances acquises en cours de formation à une situation de projet en transition écologique.
▪ Mettre en pratique les notions de gestion de projet.
▪ Comprendre les concepts clé du marketing et en maîtriser les notions de base.

L'unité "Droit des Médias 2" poursuit les objectifs suivants:

Permettre à l’étudiant de maîtriser les différentes sources de protection des biens immatériels, leurs spécificités
et leur articulation.

Expliquer le droit de la protection des données suisse et européen (RGPD) et son incidence sur un projet
industriel ou marketing concret.

Présenter les principales règles applicables à la publicité afin d’éveiller des réflexes de diligence chez les
étudiants avant la mise en œuvre d’une campagne publicitaire.

Ce cours repose sur les connaissances acquises au travers de l'unité précédente Droit des Médias 1.

• Course Overview

  This course in "International Channel Management & e-commerce" aims at giving the foundational knowledge to understand, design and manage effective sales and marketing channels,  in particular for businesses operating in international set up. It reviews in greater details the various typologies of distribution channels, their respective advantages and disadvantages as well as provides a framework to design, manage and evaluate them effectively. It takes in consideration the latest marketing and distribution trends with a special focus on e-commerce and omni-channel marketing. 

• Learning Objectives

  At the end of this course, you should: 

  • Identify the role of channel strategy in the Marketing-Mix.
  • Describe which are the multiple actors in a distribution system and their respective role.
  • Recognize the various distribution models: direct versus indirect, selective versus intensive, hybrid models.
  • Name the benefits/disadvantages of each distribution model (direct/indirect/hybrid) and recommend the most suitable model in a given context.
  • Distinguish the most common distribution structures: retailers, wholesalers, distributors, franchising.
  • Explain what it takes to manage effective and enduring channel relationships.
  • Describe the major global trends and their impact on channel strategy.
  • Identify the new challenges and opportunities with the rise of e-commerce.
  • Explain what ‘omnichannel’ stands for, what are its key drivers and how best to execute.
  • Analyse channel strategies of given sectors/industries in light of above concepts
  • Recommend Go-to-Market strategies for emerging businesses
  • Be able to recommend alternative sustainable or circular practices to standard Go-to-Market strategies

Image de: https://www.marketing91.com/wp-content/uploads/2018/03/Types-of-Communication.jpg 

Module description :
This module offers a comprehensive understanding of how artificial 
intelligence (AI), particularly Large Language Models (LLMs) and generative AI 
tools, is transforming the tourism industry. It explores AI’s role in creating 
personalized, sustainable, and memorable experiences.
Using tools like ChatGPT, Gemini, and generative AI for text, image, music 
and video creation, students will develop innovative solutions. Key topics 
include AI-driven customer experiences, personalized recommendations, 
content marketing, gamification, AI-powered event planning, and ethical 
and sustainability considerations.
Through group projects, students will apply their knowledge to real-world 
challenges and present their solutions at the end of the semester.
Objective :
This module prepares students to utilize AI technologies to enhance 
tourism services, focusing on marketing, decision-making, and customer 
experience while ensuring ethical and sustainable AI implementation.

Option secondaire HEIG-VD 2025-2026

Le management et la gestion quotidienne des affaires deviennent de plus en plus guidés par les données. Il est essentiel de développer des compétences permettant d’identifier, d’analyser et de visualiser les données en fonction des publics cibles et des objectifs visés (marketing, finances, RH, production, e-commerce, etc.). Ces compétences sont particulièrement recherchées par les entreprises en raison du besoin de valoriser l’assemblage de données internes et externes pertinentes.

L'objectif de cette option secondaire est d'apprendre à produire des tableaux de bord pour la visualisation et l’analyse de données d’affaires : finance d’entreprise et gestion des objectifs, démographie, cartographie, trafic web, e-commerce, analyse de marché/marketing quantitatif et traitement d’enquêtes.

Le logiciel utilisé sera Tableau. 

Cours à destination des étudiants de Bachelor Industrial Design Engineering, 3ème année.

Objectifs d’apprentissage :

-          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.

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:

1. Define a content-based marketing strategy.
2. Create and evaluate creative briefs suitable for a professional marketing environment.
3. Develop a set of professional brand guidelines in response to a professional brief to be implemented across a range of different platforms and media.
4. Utilize a range of computer packages to design, produce and edit creative outcomes.
5. 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
6. Develop a content road map and editorial plan
7. Write a creative brief to pitch to communication agencies
8. Create a piece of editorial digital content
9. Create visual contents according to the defined content strategy
10. Use AI  to generate content with efficiency

Que pensez-vous déjà connaître de ces domaines?

• les données personnelles se rapportent à la garantie de la vie privée
• la propriété intellectuelle: droits d'auteur, droit des brevets d'invention, droit des marques, droit des designs
• la cybercriminalité, les infractions pénales dans le contexte numérique
• la responsabilité des plateformes et intermédiaires en ligne

Objectifs:

• Comprendre les bases de la protection des biens immatériels
• Comprendre les bases de la cybercriminalité (infractions pénales)
• Connaître les bases de la protection des données personnelles
• Connaître les règles essentielles à assurer la conformité juridique des campagnes marketing (droit de la publicité)
• Connaître les règles essentielles gouvernant la liberté de la presse
• Comprendre la responsabilité légale des intermédiaires sur Internet

Le cours Droit 2 se fonde sur la connaissance préalable du précédent cours (Droit 1).

https://cyberlearn.hes-so.ch/pluginfile.php/4029926/course/summary/Marketing%201%20class%201.pdf