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Dec 2—6, 2019
5 days
Cook County, Illinois, United States
USD 10200
USD 2040 per day
Jun 1—5, 2020
5 days
Cook County, Illinois, United States
USD 10350
USD 2070 per day
Nov 30—Dec 4, 2020
5 days
Cook County, Illinois, United States
USD 10350
USD 2070 per day

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Description

Enhancing digital capabilities to drive your marketing strategy

The advent of digital technology has transformed the marketing industry. As a result, executives are being challenged by the C-suite to stay cutting-edge while simultaneously managing up-and-coming talent grounded in the digital world. This program equips seasoned leaders like you with the tools to gain a deeper understanding of how to implement new platforms and effectively plan an advanced marketing strategy that integrates new and tried tactics.

Led by Kellogg faculty and experienced practitioners that inform the top trends in marketing theory, you will explore how to develop value propositions that adapt to new technological trends, enhance your understanding of emerging opportunities to grow your capabilities and translate high-level aspirations into tangible initiatives you can lead successfully.

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

Program Content

This program is structured around the critical challenges facing marketers today:

Changing Business Models and Tools

  • Develop value propositions based on digital disruption
  • 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

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

Who should attend

  • Rising marketing executives and marketing directors of large organizations
  • Senior-level executives of smaller organizations
  • Executives from marketing management, marketing strategy, brand management, marketing communications, digital marketing and sales areas
  • Managers with responsibility for demand generation and revenue management

Experts

Julie Hennessy is a Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University. Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works frequently...
Dr. Rucker joined the Kellogg marketing department in Fall of 2005. Currently, Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of power, compensatory consumption, persuasion, and consumer beh...
Jonathan Copulsky has worked at the intersection of brand, marketing, publishing and technology for over thirty years as a senior marketing executive and management consultant. Jonathan is currently a Senior Principal with Deloitte Consulting and serves as Global Insights Leader for Deloitte.  J...
Thomas F. O'Toole is Clinical Professor of Marketing and Senior Fellow at the Kellogg School of Management of Northwestern University. At Kellogg, he is engaged in advancing the development, practice and teaching of subjects including: the development and use of data analytics for business advanc...
John Parker is a Clinical Assistant Professor of Executive Education and Senior Academic Director at Kellogg, teaching Digital Marketing and other customer-related topics. He is currently leading a new initiative to develop and implement Kellogg ExecEd's digital distance learning strategy, beginn...
Dr. Nicholas Pearce serves as an award-winning Clinical Associate Professor of Management & Organizations at Northwestern University's Kellogg School of Management and as the founder and chief executive officer of The Vocati Group, a global executive advisory services firm. He is a leading sc...
David Schonthal is a Clinical Associate Professor of Innovation & Entrepreneurship at Northwestern University's Kellogg School of Management, where he teaches courses in new venture creation, design thinking, innovation and creativity. He also serves as the faculty director of Kellogg's Zell ...
Joel Shapiro, JD, PhD, is clinical associate professor and executive director of the program on data analytics at Kellogg. Joel teaches graduate courses in decision analytics and policy analysis, with a strong focus on how to apply analytic solutions to solve real-life problems.  He has deep exp...

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Next dates

Dec 2—6, 2019
5 days
Cook County, Illinois, United States
USD 10200
USD 2040 per day
Jun 1—5, 2020
5 days
Cook County, Illinois, United States
USD 10350
USD 2070 per day
Nov 30—Dec 4, 2020
5 days
Cook County, Illinois, United States
USD 10350
USD 2070 per day

How it works

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