Strategic Marketing Communications

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Upcoming Sessions

Key Benefits
During this course, you will:
	Gain a better understanding about how to target communications more effectively
	Learn to think comprehensively about your brand from the consumer’s or customer’s point of view so that you can develop more communications strategies that deliver results over the short and long terms
	View communications more broadly than media-delivered messages by planning what your brand will communicate at each contact point or touch point, and consider how to measure the results

"[This program] debunks many myths, fallacies and popular misconceptions about branding, marketing communications and segmentation. Thank goodness that common sense, listening and observation are back in style." Senior Account Manager, Amgen Biotechnology

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Watch Video: Professor Fortini-Campbell

Gain a greater understanding of how to view communications strategy more holistically and to apply this thinking directly to your own products and organizations. Taught by senior faculty of the Kellogg School of Management and the Department of Integrated Marketing Communications at Northwestern’s Medill School of Journalism, this program helps you to strategically integrate all elements of marketing and marketing communications to present and market organizations, products, and services in both B2C and B2B settings.

Focusing on the long-term value of a customer or consumer so that up-selling, cross-selling, and loyalty can be maximized, you will be able to use both measured media and other communications opportunities to create compelling total brand offerings.

You will learn to strategically integrate marketing communications to more precisely defined segments of customers and consumers so that resources can be focused effectively and waste eliminated.

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Program Content
	Marketing Strategy and Communications
	Communications as a Strategic Corporate Resource
	Developing an Integrated Brand Communication Process
	Creating Brand Advocates
	Organizational Imperatives for IMC
	Becoming (or Remaining) a Great Marketing Organization

Format
Senior members of the Kellogg School faculty teach this course. Discussions, case studies, and exercises facilitate involvement. In the evenings, you will meet in faculty-assisted study groups to prepare exercises and projects for class discussion. A comprehensive reference manual of course materials will serve as a valuable resource for you in the future as well.

Who Should Attend
Find out who should attend Strategic Marketing Communications, and what past participants have said about the course.

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