Essentials of Marketing

Kellogg School of Management

Kellogg School of Management


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Who should attend

  • Managers in marketing-related roles with 2-8 years of experience who are looking to enhance their marketing skills
  • Emerging leaders who are in a marketing role as part of an organizational rotation assignment
  • Ideal for teams within an organization who want to communicate in a common marketing language

About the course

Building a Foundation for Marketplace Success

Kellogg knows that successful marketing professionals must be competent in sound marketing strategy, robust tactical practices and solid quantitative analysis. Our Essentials of Marketing online program has been designed to align with the competencies needed for success. This program introduces participants to critical marketing concepts, elevates their strategic thinking, allows learners to master problem-solving techniques, and become skilled in the use of customer and market information in developing superior marketing recommendations.

First, you will focus on creating a solid marketing strategy (Modules 1 – 6) which is fundamental for achieving a sustainable advantage in today’s highly competitive business environment. You will learn to build a foundation for marketplace success utilizing customer insights, identify your target audience and effectively position your brand to create a strategic foundation for achieving your business goals.

Now that your marketing strategy is in place, you’re then ready to explore the frameworks and tools that will bring that strategy to life (Modules 7 – 12). Kellogg’s renowned faculty will teach you how to make key tactical decisions in support of your marketing strategy and help you become better skilled in product development, brand management, marketing communications and digital marketing.

Key Benefits

At the completion of this program, participants will have the skills to:

  • Develop a comprehensive marketing strategy
  • Select optimal marketing tactics based on sound data analytics and customer insights
  • Deliver persuasive recommendations using a structured and disciplined framework
  • Communicate in a common marketing language

Program Content

Module 1: Understanding the Role of Marketing

  • Discover what is critical to marketing success
  • Learn why beginning with tactics often fails
  • Explore the 3 C’s and understand their importance in achieving your marketing goals
  • Understand why the customer is the foundation for all marketing decisions

Module 2: Identifying Customer Insights

  • Pinpoint what a customer insight is, how to access it and why it’s important
  • Understand how to develop customer empathy and identify mindsets
  • Use a consumer index to determine which customers are more or less likely to purchase

Module 3: Developing Marketing Goals

  • Define the elements of a comprehensive marketing goal
  • Learn to utilize consumer behavioral goals to grow revenue
  • Perform a breakeven analysis

Module 4: Segmenting Markets

  • Discover how segmentation helps align organizational strengths with customers’ needs
  • Identify characteristics that may be used to classify consumers
  • Determine consumers’ needs within each segment
  • Understand how matching offerings to a segment differs between and among competitors
  • Explore the elements of an effective segmentation study

Module 5: Selecting Target Customers

  • Understand why targeting is important
  • Learn how the concepts of measurability, actionability and substantiability apply to target selection
  • Explore how big data can improve Customer Lifetime Value

Module 6: Positioning Your Brand

  • Understand what constitutes brand positioning and the fundamentals of a strong brand positioning statement
  • Identify a frame of reference and point of difference in the marketplace
  • Analyze a brand position by applying the value equation
  • Discover why and how a brand position may be refined over time

Module 7: Making Product Development Decisions

  • Identify the best path that leads to business growth for your organization through volume growth, new product expansion in existing markets, expansion into new markets, or new-to-the-world product and services development
  • Learn the basic methods and pitfalls of forecasting market penetration for existing and new products

Module 8: Making Brand Management Decisions

  • Understand the role of brands and the benefits they bring to an organization
  • Explore the concept of brand design and its relationship to the customer journey
  • Learn the advantages and risks associated with extending a brand
  • Define and calculate the impact of cannibalization

Module 9: Making Pricing Decisions

  • Understand the concept of Willingness to Pay (WTP) and its importance in determining pricing strategy
  • Explore the WTP demand curve and its representation of customers
  • Learn how positioning affects WTP and pricing strategy
  • Analyze opportunities for segmented pricing

Module 10: Making Distribution Decisions

  • Utilize market segmentation analysis for distribution channel design
  • Learn how to use channel benefits and channel segmentation analysis to evaluate a major market decision
  • Determine the value and functions of intermediaries and the role of incentives in channel design

Module 11: Making Marketing Communications Decisions

  • Utilize the creative brief as the foundation of your creative strategy
  • Understand the concept, value and issues associated with sustaining your position through laddering
  • Learn to apply the ADPLAN framework to evaluate advertising
  • Discover how to choose appropriate media forms for promoting your product or service
  • Gain insight into creating and managing successful client-agency relationships

Module 12: Making Digital Marketing Decisions

  • Explore the modern digital marketing eco-system
  • Gain insight into how marketing platforms mature and how each stage of maturation presents benefits and risks to marketers
  • Learn to leverage customer journey mapping as a tool for customer touchpoint identification and prioritization
  • Discuss the term “experience,” describe why it matters, and use it to create differentiating value for your customers


Florian Zettelmeyer

Florian Zettelmeyer is the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University. He also founded and directs the Program on Data Analytics at Kellogg, the school's Big Data and Analytics initiative.  Prior to his appointment at Kellogg he was an As...

Timothy Calkins

Tim Calkins helps people build strong and profitable brands. He is Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing in the full-time, part-time and international executive MB...

Kent Grayson

Kent teaches marketing management to MBA and executive audiences. For executive audiences, he frequently focuses on market segmentation and targeting issues. In 2004, 2006, 2008, 2010, 2012, and 2014 he earned the Chairs' Core Teaching Award in marketing at Kellogg. He was a finalist for Kellogg ...

Eric Anderson

Eric T. Anderson is the Hartmarx Professor and former Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Director of the Center for Global Marketing Practice.  He holds a Ph.D. in Management Science from MIT Sloan School of Management and previously hel...

Lakshman Krishnamurthi

Lakshman Krishnamurthi is the A. Montgomery Ward Distinguished Professor of Marketing. He has been a faculty at Kellogg from 1980 -88, and from 1990 to the present. He has degrees in engineering from IIT, Madras, his MBA from LSU, and an MS in statistics as well as a Ph.D. in marketing from Stanf...

Anne Coughlan

Anne Coughlan holds the Polk Brothers Chair in Retailing, and is a Professor of Marketing, at the Kellogg School of Management. She joined the faculty in 1985. Dr. Coughlan's main research interests are in the areas of distribution channels, sales force management and compensation, and pricing. C...

Julie Hennessy

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...

Alice Tybout

Alice M. Tybout is the Harold T. Martin Professor of Marketing. She served as chairperson of the Marketing Department 2004-2006. Professor Tybout teaches in the MBA and Executive Masters Programs. In addition, she is the academic director and faculty for the Kellogg on Consumer Marketing Strategy...

Eric Leininger

Eric Leininger joined the Kellogg School faculty full time in September 2010, coming from McDonald's Corporation, where he was corporate senior vice president since 2004. He has been an affiliated faculty member since 1997. With Professor Gregory Carpenter, Eric leads The Kellogg Chief Marketing...

Alexander Chernev

Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University. Dr. Chernev’s research applies theories and concepts related to consumer beh...

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Essentials of Marketing at Kellogg School of Management

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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