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Strategic Marketing Communications

Create Powerful, Integrated Marketing Plans

Richard Honack

To succeed in today’s marketplace, leaders need the ability to think differently about their marketing communications.  This program incorporates both fundamental “roots” of strategic marketing communications, such as insight and positioning, and new “branches” of strategic marketing communications, such as digital and consumer engagement approaches.  Moreover, a fundamental goal is to help attendees embrace, and look for, change in their marketing communications.

How did Old Spice turn an underperforming product into a top performer?  How did marketing sponsorship build the NASCAR brand?  What is the impact of digital marketing on the interface between brands and consumers?  Discover the answer to these questions and more!

Both topical and practical, this program helps participants ask the right questions from strategic planning to the tactical execution of their marketing communications plans.  By addressing a wide variety of platforms including broadcast, social media engagement strategies, event sponsorship and more, the program provides frameworks and examples applicable to both B2C and B2B leaders for building and executing marketing communications in a strategic fashion.

Download a Brochure

Upcoming Sessions

  • Apply Online
    $7,900
    [+]
    November 9-13, 2015
    Fee includes lodging and most meals
  • Apply Online
    $7,900
    [+]
    May 8-13, 2016
    Fee includes lodging and most meals
  • Apply Online
    $7,900
    [+]
    November 7-11, 2016
    Fee includes lodging and most meals
  1. Managers involved in understanding, changing, and expanding the scope of marketing communications within their organizations
  2. Mid- and senior-level leaders who have strategic responsibility for communications or are preparing for such a role
  3. Executives from organizations in which communications play a key role in sales

During this program, you will:

  1. Learn how to create frameworks for asking and answering critical questions regarding marketing communications
  2. Develop a broader view of communications beyond traditional broadcast messages with cases focused on sponsorship and social media
  3. Participate in integrative learning with an emphasis on developing a perfect blend of theory and practice as well as strategy and tactics

Marketing Strategy and Communications

  1. Create frameworks for developing strong marketing plans and identifying key marketing decisions prior to executing a communications plan
  2. Understand the impact of insight in transforming simple observations into extraordinarily profitable campaigns

Assessing Marketing Communications

  1. Acquire tools to properly evaluate the success of a marketing campaign against planned objectives
  2. Enhance critical thinking skills by learning to ask the right questions

Understanding the Changing Landscape of Marketing Communications

  1. Understand how marketing is evolving and how your organization can adapt to the changes
  2. Engage in critical discussions around the use of new media forms and how digital has changed the game
Eric T Anderson - Hartmarx Professor of Marketing Chair of Marketing Department Director of the Center for Global Marketing Practice

Timothy Calkins - Clinical Professor of Marketing

Derek D. Rucker - Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing Professor of Marketing

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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LEARN ABOUT | Negotiation | Leadership | Brand Management | Data Analytics

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