Preparing Tomorrow's CMOs Today
Kellogg's new program gives future CMOs the understanding and leadership skills to take it to the next level
5/17/2013 - The Kellogg School of Management at Northwestern University has launched the Kellogg CMO Program, the first executive development program offered by a premier business school to focus on the specific needs of those ready to make the move to CMO in an organization. The program consists of a pair of two-day sessions on May 21–22 and July 30–31.
In recent years, leading companies have begun to infuse marketing into every facet of the enterprise—a strategy with dramatic implications for the CMO. With marketing’s enhanced profile, CMOs must be prepared to exert stronger leadership and contribute to strategic planning and execution.Gregory Carpenter
, the James Farley/Booz Allen Hamilton Professor of Marketing Strategy and faculty director of the Kellogg Markets and Customers Initiative (KMCI), will serve as academic director of the Kellogg CMO program. Eric Leininger, Clinical Associate Professor of Marketing, is the program's executive director.
"The position of Chief Marketing Officer has grown enormously complex and simply demands a broader perspective than in the past," said Carpenter. "The changing global economy and changing technology are transforming the leadership roles in organizations, and none more than the chief marketing officer's. Our goal is to present the latest and best thinking on how to address the challenges both these changes create."
The CMO program will be led by senior faculty from the Kellogg School, including marketing legend Philip Kotler, and experts in leadership, reputation management, social networks, customer analytics, customer insight, innovation, and growth strategy. A world-class roster of business leaders will join the faculty to support the program, including Kellogg alumni Rick Lenny, former CEO of Hershey; and Jim Stengel, former CMO of Proctor & Gamble.
The first group of participants includes executives with senior marketing responsibility from Fortune 500 firms in manufacturing, pharmaceuticals, transportation, hospitality, and technology, among others. Major not-for-profit organizations are also represented. Enrollment in the program is limited to 24 participants who have been nominated by their organizations at Kellogg's invitation.
The program's second group of senior marketing executives will enroll in April.