• 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

• Lead marketing innovation, evolution and transformation across multiple levels of the organization
• Enhance understanding of evolving marketing capabilities, challenges and opportunities, such as the rise of digital and AI for consumer and B2B firms
• Develop operational priorities together with C-level leaders
• Create and lead team-level initiatives that deliver results
• Engage in individual coaching sessions with program faculty to learn how to apply the material to your individual situation

This program is structured around critical challenges facing marketers today:

Changing Business Models and Tools

• Apply AI concepts to marketing challenges
• 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
• Understand opportunities that digital capabilities offer to disrupt and change consumer behavior, and for customer retention and relationship building
• Identify how a brand selects among digital technologies and embed them in its processes to drive customer centricity
• Develop customer personas and the customer journey to understand key marketing moments
• Establish customer experience (CX) synergies and balance between employees, customers and shareholders

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

Derek D. Rucker - Academic Director; Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-chair of Faculty Research

Nick Caffentzis - Academic Director; Senior Fellow and Adjunct Professor of Marketing

John C. Parker - Clinical Assistant Professor of Executive Education

Jonathan Copulsky - Lecturer of Marketing, Kellogg Executive Education and Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University

Aparna Labroo - Professor of Marketing

Thomas O'Toole - Associate Dean of Executive Education; Clinical Professor of Marketing

Nicholas A. Pearce - Clinical Professor of Management & Organizations

David Schonthal - Clinical Professor of Strategy; Director of Entrepreneurship Programs at Kellogg; Faculty Director of Zell Fellows Program; Director of the Levy Institute for Entrepreneurial Practice

Joel K. Shapiro - Clinical Professor of Managerial Economics & Decision Sciences

“I just had a really smart and meaningful conversation with the owner of a digital marketing company. In the spirit of following up on my action plans from the course, I am working on engaging his company to build up my digital presence along the lines of what we learned. I also think he may attend your program in the very near future.”
CEO, FTS Solutions

"I applied [my learning] from the program today! I led an all-day session about creating personas and identifying common pain points, messaging themes, perceptions and differences. It helped us hone in on an overarching story in a market where maturity levels, buying habits and clients look distinctly different — something which has eluded the team for a long time."
Lead Associate, Brand Strategy Manager, Booz Allen Hamilton