Strategic Marketing Communications in Today's Media World

Create Powerful, Integrated Marketing Plans

Gain a greater understanding for marketing in the “nanosecond culture” and be prepared to implement holistic thinking for your marketing and communications strategy right away. Taught by senior faculty from the Kellogg School of Management and Department of Integrated Marketing Communications at Northwestern University’s Medill School of Journalism, this program will help you understand all strategic elements of marketing and communications for your organization.

You will learn to integrate marketing and communications to more precisely defined segments of “empowered” customers and consumers as they relate to your products and services.

This program will help you understand the different value propositions needed to communicate with internal and external segments as they impact your organization across different media and communications channels.

You will be inspired to think about your brand from a 360-degree point of view and put into action a marketing communications plan that delivers short and long-term success for your organization.

Upcoming Sessions (Fee includes lodging and most meals)
Session Date	Cost
May 20-24, 2012	$8,100
November 4-8, 2012	$8,100

Program Materials

Brochure

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Application

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Who Should Attend
Key Benefits
Program Content
Faculty

Participants come from organizations in which communications play a key role in leveraging sales. The program is useful for anyone who has a strategic responsibility for communications or is preparing for one. The program is most useful for managers involved in changing and expanding the scope of the communications function within their organizations.

In this course, you will:

Gain an in-depth understanding of the six generations that make up the “nanosecond culture” and how they impact all marketing communication messaging
Understand the numerous marketing and communications media platforms available to all audiences receiving your messaging — including employees
View communications more broadly than traditional media-delivered messages by planning what your brand communicates at each contact or touch point
Develop an understanding of the importance of planning in all marketing and communications efforts across all generations and media
Link marketing and communications activities to the larger objectives of the organization and understand the implications of a successful integrated marketing and communications strategy
Learn to adapt to mobile technology, social media, iPads, Netbooks, e-books, etc. as they continue to change the way the world communicates

Marketing Strategy and Communications

Strategic framework for specific marketing decisions prior to developing communications

Marketing and Communicating Across Generational Lines — Boomers, Gen X and Gen Y

Leveraging marketing and communications to a strategic level so all generations see it the same way
Basic corporate goals in terms of creating customer, employee and shareholder value
Understanding the different media used to market and communicate messages to audiences of any age

Creating Powerful Integrated Marketing Plans

Focus on creating a strong marketing plan to guide communication efforts
Understand why marketing plans matter, where plans go wrong and the critical elements of the planning process
Learn the planning development process and how to connect plans, vision and positioning

Creating Customer-Centric Advocates

Strategic value targeting, customer insight, whole brand positioning and implementation, and integrating the whole range of “brand communications”

Organizational Imperatives for IMC

Building compelling brands by integrating their “total communications”
Tools to prioritize elements of the communications mix
Implications for allocating resources, organizational structures, processes and metrics

Becoming (or Remaining) a Great Marketing Organization

Strategies for harmonizing human resources, business strategy and organization structure with the brand
Role of the formal marketing department

Richard Honack - Academic Director; Lecturer of Executive Programs

Stephen Burnett - Professor of Management & Strategy

Timothy Calkins - Clinical Professor of Marketing

Patrick Duparcq - Lecturer of Marketing

Mark Jeffery - Senior Lecturer of Technology Industry Management; Research Director of Technology Initiatives

Derek D. Rucker - Associate Professor of Marketing; Richard M. Clewett Research Professor; Director of the Center for Global Marketing Practices

Don Schultz - Professor Emeritus of Integrated Marketing Communications, Medill School of Journalism, Northwestern University

What Past Participants Say

"It was indeed an excellent opportunity to build skills in strategically identifying the most valuable customer/target and designing solutions and communications to address the comprehensive customer contacts rather than just traditional advertising."
- Director of Worldwide Learning and Development, Pfizer
"Finally, a program that quantifies the value of marketing to my business."
- Assistant VP of Marketing, Wheels, Inc.
"Not a traditional marketing communications program. Great for the person who thinks holistically about their organization and works cross-functionally."
- Director of CRM Initiatives, LexisNexis

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Strategic Marketing Communications in Today's Media World

Create Powerful, Integrated Marketing Plans

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