Strategic Marketing Communications in Today’s Media World
One of the most challenging, exhilarating - and important - aspects of any business is its approach to marketing communications. It is hard to imagine any one aspect of business that is going through more rapid change, the result of living in a media-driven culture. The new world of marketing communications and an exploration of concrete strategies for meeting its challenges are at the core of a new executive education program at the Kellogg School. Strategic Marketing Communications in Today’s Media World will be offered May 16-20 and again on October 17-21.
The “Nanosecond Culture”
Honack describes the current media environment as a “nanosecond culture,” driven largely by social networks and other online media. Yet social networks build on a substructure of marketing and communications channels developed over time by earlier generations. “There are principles of integrated marketing communications that hold up regardless of the platforms on which they are used,” said Honack. “Our executive education program explores the ways in which today’s marketing communications can reflect the best of what has been learned in the past, while shaping that knowledge for the remarkable media environment of today.”
Powerful Marketing Across the Generational Divide(s)
Other topics in the program include:
The program is taught by senior faculty from the Kellogg School of Management, the Department of Integrated Marketing Communications of Northwestern’s Medill School of Journalism, and leading industry professionals.
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