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Strategic Marketing Communications in the Nanosecond Culture

Create Powerful, Integrated Marketing Plans

Richard HonackBoth topical and practical, this program will help you gain a greater understanding for marketing in the nanosecond culture, where generational differences play a distinct role in customers’ values, communication habits, uses of technology and expectations for products and services. The program serves both B2C and B2B leaders.

While evaluating your brand from a 360-degree point of view, you will learn how to define your “empowered” customers and develop value propositions that resonate with that precise audience. The faculty balance theory with real-world application in discussions on cultural shifts, communication trends, customer habits, new marketing metrics and more.
Upcoming Sessions (Fee includes lodging and most meals)
Session Date Cost
November 9-13, 2014 $7,900 Apply
May 11-15, 2015 $7,900 Apply
November 9-13, 2015 $7,900 Apply

Program Materials

  1. Managers involved in changing and expanding the scope of communications within their organizations
  2. Mid- and senior-level leaders who have a 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. Gain an in-depth understanding of the six generations that make up the nanosecond culture and how generational differences affect messaging
  2. View communications more broadly than traditional media-delivered messages by planning what your brand communicates at each contact or touchpoint
  3. Learn the implications of an integrated marketing and communications strategy
  4. Learn to adapt to mobile technology, social media, and other technology as they continue to change the way we communicate

Marketing Strategy and Communications

  1. Strategic framework for specific marketing decisions prior to developing communications

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

  1. Leverage marketing and communications so all generations see them the same way
  2. Corporate goals for creating customer, employee and shareholder value
  3. Media used to market and communicate messages to audiences of any age

Creating Powerful Integrated Marketing Plans

  1. Create strong marketing plans to guide communication efforts
  2. Understand why marketing plans matter, where plans go wrong and the critical elements of the planning process
  3. Learn how to connect plans, vision and positioning

Organizational Imperatives for IMC

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

Becoming (or remaining) a Great Marketing Organization

  1. Strategies for harmonizing human resources, business strategy and organizational structure with the brand
  2. Role of the formal marketing department
Richard Honack - Academic Director; Adjunct Professor of Executive Education

Timothy Calkins - Clinical Professor of Marketing

Patrick Duparcq - Lecturer of Marketing

Mark Jeffery - Senior Lecturer of Executive Programs

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

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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