Advanced Marketing Management

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