Comprehensive course analysis
Who should attend
- Functional marketing leaders looking to get exposure to the broader marketing organization and looking to enhance their leadership, influence, team-building skills and mastery of marketing techniques beyond their area of specialization.
- Mid-career marketers with expertise and experience in a specific area of marketing. This program is also ideal for an individual contributor or someone who leads a small functional team. This marketer aims to get exposure to broader functional areas within marketing and master the current marketing techniques and platforms.
About the course
Marketing is evolving rapidly, so must marketing leaders. To become a force in the field, you must be the champion of the customer, master of the data, arbiter of the brand, adopter of the innovation, communicator of the vision, and implementor of the strategy. In this program, you will gain an end-to-end perspective on the modern marketing operating model, from crafting strategic content to leveraging data analytics to connecting with customers. You will also master leadership skills that will ignite your career.
Based on Kellogg’s pillars of marketing success – developing strategy, understanding customers and using analytics, and connecting with customers - and with the underpinning themes of Personal Leadership and Leading the Marketing Team, our curriculum coaches you to shift your strategic approach as new competitors or new platforms emerge. You will be primed to act decisively as the market shifts, drawing insights from our building blocks of leadership success.
- Explore critical leadership skills to more effectively develop your team, build your influence, and shape your career
- Learn how to harness the power of your brands to offer a distinct customer advantage
- Implement agile marketing process and tools for your organization
- Use tools of automation and AI to market more efficiently
- Establish product leadership in your market segment
- Improve your strategic decision-making and problem-solving skills
- Develop winning customer experiences across your product portfolio
- Identify and target the right customers for the greatest value through differentiation
Module 1: Customer Centricity & Customer Value
As the program begins, you will analyze a business from a customer-centric viewpoint and examine the steps to developing a customer strategy. Also, you will learn to determine two key business metrics.
Module 2: Competitive Marketing Strategy
In little more than the last 10 years, Apple, Amazon, Starbucks, and many others have demonstrated the power of a new approach to marketing: innovate and deliver products and services to consumers that they simply could not imagine possible. You will examine this new marketing technique and explore how firms use innovation as well as marketing strategy to shape consumer learning and, in the process, produce remarkable success that is difficult to imitate.
Module 3: Marketing in a Digital World
The widespread availability of data, digital technologies, and optimization strategies have necessitated a holistic change in the way marketers understand, reach, attract, convert, and engage their customers. You will learn how marketing is being transformed in five disciplines.
Module 4: Agile Marketing
Here, you will focus on the process and execution-based aspects of modern marketing.
Module 5: Career Success Factors & Derailers
In this module, you will learn about the key career derailers that stall the progress of talented managers and leaders and explore the individual and organizational remedies to help mitigate the likelihood of derailment in your own career. You will also examine the traits and behaviors of high potential, high performers to understand why they don’t derail as frequently.
Module 6: Motivational Consumer Insight
In this module, you will learn to better understand your customers to stay three steps ahead of them – and the competition.
Module 7: Behavioral Marketing
Explore data-driven techniques used by modern marketers in understanding their customers. You will investigate the applications of automated behavioral marketing and platforms for mapping strategies to customer intent and marketing in real-time to "a segment of one."
Module 8: Leading with Analytics
Analytics is every leader’s problem. It requires investments in people, integrated data, analytics tools and organizational structure. From this module, you will understand the importance of planning for analytics, explain why analytics requires managerial judgment, and realize that analytics is at its core a thinking skill.
Module 9: Data Visualization
Using visualization to understand data requires you to understand the power of the human visual system to process data in a visualized form. Visualization allows analysts to see more complex patterns in their data and understand the perceptual building blocks of visualizations through precision. In this module, we will discuss the visualization skills needed to help you identify and communicate data more clearly.
Module 10: How to Tell Good from Bad Analytics
In this module, you will learn how to identify which kinds of analytics can (and cannot) be used to conclude that a business initiative is effective. This module offers a practical and accessible checklist and gives participants ample opportunity to apply these tools to real-life business examples.
Module 11: Marketing Automation & Artificial Intelligence in Marketing
This week you will focus on the automated and AI-delivered applications driving modern marketing. Also, you will learn to employ marketing automation and AI applications to accomplish with customers.
Module 12: Marketing Technology – Tough Challenges, Rich Choices
This session will help you understand the marketing technology landscape and equip you with the knowledge and frameworks to do the Select marketing technologies, Implement marketing technologies, Leverage marketing technologies.
Module 13: Strategy of Influence
How can you exert leadership when you lack formal authority? This module provides research-based, practical insights into how to influence individuals and groups without relying on forced compliance. You will examine psychological and behavioral factors that motivate people to respond favorably to your ideas while exploring practical strategies for structuring social interactions to gain influence and persuade others to change.
Module 14: Defining Your Brand
After establishing what defines a brand, you will explore how a brand adds value and how a brand can help or hurt a product proposition. Additionally, you will evaluate touchpoints for your brand and determine how to strengthen them.
Module 15: Brand Design & Touchpoints
To help a company build its business with users, you will identify key elements.
Module 16: Content Marketing
This week, you will map the customer experience and align content strategy and innovations with customer intent. Also, you will evaluate a content hub based upon the ease of finding.
Module 17: Media Planning
Marketers scramble to keep up with shifts in advertising and their attention drifts toward tactical decisions – away from strategy. Brands clutter the touchpoints, channels, and social feeds of customers with more and more ads, but with diminishing returns. In this module, you will learn to refocus on strategy with a marketer’s power tool: The Creative Brief.
Module 18: Evaluating Communications
This week, you will focus on multiple aspects of communications and advertising.
Module 19: Managing Brand Associations
Here you will apply the Awareness/Liking/Market-Share Model of brand tracking to diagnose key brand challenges and potential strategic solutions. Module 20: Loyalty Drivers
You will examine customer loyalty drivers and develop a customer loyalty strategy applying two key methods.
Module 21: Brand Orchestration and Implementation
Creating a winning brand strategy is a tremendous challenge, but the real challenge lies in implementing the strategy, the part of the process where breakdown usually occurs. This module ensures you can apply a practical model to guide brand strategy orchestration across your enterprise, one that aligns with these key elements.
Module 22: Great Marketing Plans
Almost every company creates an annual marketing plan and many spend hundreds of employee hours researching, preparing, and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated, and too dense. In this module, you will understand how to create great marketing plans to persuasively sell recommendations.
Module 23: Developing Your People
As we move up in organizations, developing and mentoring one’s direct reports becomes a critical skill, and yet many leaders struggle to do it well. You will learn how deliberate development can powerfully impact individual and organizational success, with insights.
Module 24: Wrap-Up and Action Planning
Carter Cast is the Michael S. and Mary Sue Shannon Clinical Professor of Entrepreneurship at the Kellogg School of Management. Carter started his career in marketing management at PepsiCo, working for the company's international food service division. He then moved to the Frito-Lay division, whe...
Gregory Carpenter focuses on understanding how firms thrive by succeeding with consumers. Based on award-winning research, his recent book, Resurgence: The Four Stages of Market-Focused Reinvention (Palgrave Macmillan, 2014), examines how firms that face serious challenges create a more customer-...
Tim Calkins helps people build strong and profitable brands. He is Clinical Professor of Marketing at Northwestern Universityâ€™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...
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...
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...
Steven Franconeri is leading scientist, teacher, and speaker on visual thinking, visual communication, and the psychology of data visualization. He is a Professor of Psychology in the Weinberg College of Arts & Sciences at Northwestern, Director of the Northwestern Cognitive Science Program, ...
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...
Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education. His career spans over 20 years in teaching, consulting, brand management, and advertising. Before his full...
Gina Fong is a consumer anthropologist and the principal at Fong Insight, a marketing consulting firm based in Chicago, Illinois. She integrates creative problem solving, engaging storytelling, and analytical moderating to help her clients develop game-changing strategies for their business chall...
Overview Nick is a senior fellow and adjunct professor with the Markets and Customers Initiative. In December 2017, Nick retired from General Electric with 33 years of service. In his most recent role, he was the chief marketing officer of GE Healthcare Digital, a $1.8B global software and serv...
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