Advanced Marketing Management

Enhancing digital capabilities to drive your marketing strategy

As new marketing capabilities rapidly emerge and best practices evolve at an unprecedented pace, today’s organizations must work tirelessly to stay on the leading edge. Marketing executives must continually evaluate new opportunities, identify priorities and communicate their vision and results across the organization.

In marketing-driven companies, rising mid-career executives face the greatest challenge: leading a younger generation of digital natives while reporting to a well-informed C-suite with high expectations for marketing management.

Designed by senior members of Kellogg’s renowned marketing faculty and former CMOs of leading organizations, this program builds participants’ understanding of the fast-evolving marketing environment and digital capabilities. After attending this program, you will be equipped to translate high-level aspirations into tangible marketing initiatives – and lead those initiatives successfully through a multi-level team.

Key Benefits

• Lead marketing innovation, evolution, and transformation across multiple levels of the organization
• Enhance understanding of key evolving marketing challenges and opportunities
• Develop operational priorities together with C-level leaders
• Create and lead team-level initiatives that deliver results
• Engage in individual coaching sessions with program faculty to learn how to apply the material to your individual situation

Program Content

This program is structured around critical challenges facing marketers today:

Changing Business Models and Tools

• Apply AI concepts to marketing challenges
• Assemble data-driven marketing systems to improve decision making
• Implement new revenue models and management to drive growth

New Approaches to Customer Insight

• Apply Customer Experience and Design Thinking processes to find new ways to create value
• Move from segmentation to personalization to optimize individual relationships
• Develop customer personas and the customer journey to understand key marketing moments
• Establish customer experience (CX) synergies and balance between employees, customers and shareholders

The Digital Transformation

• Build on the mobile revolution to include location and frequency of customer interactions in marketing initiatives
• Apply digital marketing analytics to optimize efforts across channels and platforms

Leading the Integration of Digital and Traditional Marketing

• Maintain brand positioning in an omni-channel world
• Design, form and manage alliances to establish growth plans