Strategic Marketing Communications

Kellogg School of Management

How long?

  • from 5 days
  • online, in person

Kellogg School of Management

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Who should attend

  • Senior marketing leaders who want to create a more strategic approach in their organizations and increase the success rate of their communications
  • Marketers with direct strategic responsibility for communications in a B2C or B2B environment
  • Emerging or mid-level managers that are preparing for a role that requires guiding strategic communications development

About the course

Creating effective marketing campaigns in an evolving media landscape

Creating messages that move customers and consumers to take action is one of many challenges facing marketers in today’s ever-evolving landscape. These leaders need the ability to think strategically about their marketing communications – are they as effective as they could be? This program will help reframe how to evaluate creative strategy and output by bridging the fundamentals of strategic marketing communications — insight, positioning and creative brief work — with new tactical approaches across the communication spectrum.

You’ll learn to ask the right questions – from strategic planning to tactical execution of your marketing communications plan – and explore frameworks and examples for building and executing marketing communications strategically in today’s digital age. You’ll also develop a communications strategy, or creative brief, for a professional or personal marketing communications challenge of your choosing and receive feedback on your brief from faculty and peers. After this program, you’ll never look at marketing communications the same way again.

This program is offered in a live virtual format. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. You will have the opportunity to engage with our faculty and your peers in live discussions and lecture sessions. You will come away with the tools to navigate and succeed in the new business landscape.

Key Benefits

  • Learn to evaluate communications strategy and execution to immediately improve marketing outcomes
  • Support the relevance of fundamental communication tools, such as insight and positioning, in today’s digital communications
  • View communications beyond traditional broadcast messages with discussion around the digital era and social media

Program Content

Marketing Strategy and Communications

  • Learn frameworks for developing strong creative briefs, marketing plans, and making an impact in practice
  • Understand the use of strategy to create messages that move the needle and produce profitable campaigns

Assessing Marketing Communications

  • Acquire tools to properly evaluate the success of a marketing campaign against planned objectives including both the strategic approach and early stage creative output
  • Enhance critical thinking skills by learning to ask the right questions for yourself and your team

Understanding the Changing Landscape of Marketing Communications

  • Learn how marketing is evolving and how your organization can adapt to the changes
  • Engage in critical discussions around the use of new media channels

Experts

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...

Derek Rucker

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...

Brett Gordon

Brett R. Gordon joined Kellogg in 2014 as an Associate Professor of Marketing. His research interests include pricing, advertising, promotions, retailing, innovation, and competitive strategy. Professor Gordon studies these topics by drawing on methods from empirical industrial organization, econ...

Aparna Labroo

Dr. Labroo is a Consumer Psychologist who joined Kellogg as Professor of Marketing in 2013. Her research investigates how people can be nudged into taking actions beneficial to them and to society in the long run. In particular, her expertise is in understanding how people's feelings impact such ...

Loran Nordgren

Loran Nordgren is an Associate Professor of Management and Organizations at the Kellogg School of Management. His research considers the basic psychological processes that guide how we think and act. The overarching goal of his work is to advance psychological theory and to use theory-driven insi...

Thomas O'Toole

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...

Kevin McTigue

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...

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Strategic Marketing Communications at Kellogg School of Management

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