How to Integrate Digital and AI into Your Business Strategy

In the rapidly evolving digital landscape, marketing professionals are increasingly overwhelmed by the proliferation of tools like SEO, SEA, automation, and generative AI. The challenge lies not in mastering these technologies but in integrating them strategically to drive meaningful business outcomes. emlyon business school's "Digital Marketing, AI and Performance" certificate aims to address this need by providing executives with the skills to structure, implement, and measure AI-driven digital strategies.

The 63-hour program, spread over nine days, is designed for unit managers, project leaders, and marketing professionals with at least five years of experience. It focuses on helping participants develop a digital mindset, select the right tools, and measure performance effectively. The curriculum is built on three core modules: structuring a digital marketing strategy, implementing digital levers, and measuring AI-driven performance.

A Holistic Approach to Digital Transformation

The certificate emphasizes sustainable and ethical value creation, aligning digital strategies with contemporary challenges. Alice Riou, professor and program designer, highlights the urgency of pausing and reflecting on fundamental questions rather than chasing the latest tools. The program encourages professionals to step back, understand the broader context, and build a solid framework to navigate the digital frenzy.

Participants interact with experts from various sectors, engaging in case studies, simulations, and group projects. This hands-on approach ensures tangible learning, combining conceptual input with immediate application. The program also includes reflection on digital marketing ethics, algorithmic bias, and the role of human judgment in decision-making.

Beyond Technical Skills: A Transformative Experience

The emlyon program goes beyond technical training, offering a transformative experience for executives, entrepreneurs, and professionals in career transition. It fosters a pragmatic perspective on digital solutions, emphasizing the importance of putting people at the center of digital strategies. Participants enrich their journeys through experience sharing, exchanging best practices, and co-constructing knowledge.

The certificate grants access to the emlyon alumni community, an active network of 48,000 graduates, providing opportunities for exchange and professional growth. Eligible for CPF funding, it validates a competency block of the Level 7 RNCP qualification, offering official recognition.

In a world where digital technology is outpacing strategic thinking, emlyon's certificate provides a critical space for leaders to master AI, structure their approach, and rethink their marketing strategies from a holistic perspective. By integrating digital and AI into core business strategies, participants are equipped to drive innovation, anticipate trends, and create sustainable value.