Kevin McTigue
Kevin McTigue is a Clinical Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA and Executive Education programs. His career spans over 25 years in teaching, digital consulting, brand management, and advertising. Kevin is currently the academic director for Kellogg’s Chief Digital Officer/AI program, co-director of Kellogg’s Growth Marketing program and a member of Kellogg's Ad-Tech Research Lab. He co-authored The Creative Brief Blueprint (www.creativebriefblueprint.com) and contributed chapters to Kellogg on Branding and Kellogg on Marketing. Before his full-time appointment, Kevin led a Strategy & Consulting practice for global digital agency SapientRazorfish. Prior to SapientRazorfish, he spent 7 years in brand management with Tyson/Hillshire Brands/Sara Lee leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm. The first 10 Years of his career were in digital and traditional advertising at agencies such as marchFIRST, JWT, and BBDO.
- Marketing Fundamentals
- Advertising
- Digital Communications
- Brand Management
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MBA, 2005, Marketing, Business Strategy, Kellogg School of Management, Northwestern University
B.S., 1996, Miami University -
Clinical Professor of Marketing, Kellogg School of Management, 2023-present
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Group Vice-President Strategy & Consulting, SapientRazorfish 2013-2018
Director of Marketing, Sara Lee/Hillshire Brands, 2007-2013
Account Supervisor, BBDO, 2005-2007
Account Supervisor, J. Walter Thompson, 2002-2005
Senior Account Executive, marchFIRST, 2000-2005
Account Supervisor, Austin Knight Advertising, 1997-2000
Assistant Merchant, Abercrombie and Fitch, 1996-1997 -
Sidney J. Levy Teaching Award, 2023-2024
Best Teacher Award Kellogg-WHU EMBA 2024, 2023-2024
Chair's Core Course Teaching Award, 2022-2023
The J. Keith Murnighan Outstanding Professor Award, Executive MBA Program, Kellogg School of Management
The J. Keith Murnighan Outstanding Professor Award, Executive MBA Program, Kellogg School of Management, 2021-2022
Faculty Impact Award, Kellogg School of Management, 2020-2021
Chair's Core Course Teaching Award, 2019-2020
Chair's Core Course Teaching Award, 2017-2018
Consumer Marketing Strategy
Learn how to win in today’s hypercompetitive marketplace by gaining and translating insights about consumers’ goals, beliefs and behaviors into an effective marketing strategy. Go home equipped to segment, reach and convert customers more effectively.
Growth Marketing
Empower your business with innovative strategies for growth. Led by renowned professors Derek Rucker and Kevin McTigue, unlock the essential tools for business growth in an immersive faculty-led experience, to equip you to better navigate the complexities of today’s market.
Strategic Marketing Communications
Discover how to create effective, strategy-driven marketing campaigns that move customers and consumers in today’s ever evolving digital landscape. Utilizing tools such as insight, positioning and creative brief work, along with new tactical approaches across the communication spectrum, you’ll learn to ask the right questions, and explore frameworks and examples applicable to developing both B2C and B2B marketing communications plans.
Marketing Management (MKTGX-430-0)
Marketing Management addresses the importance of companies being market-driven and customer-focused and presents current theories and practices of marketing management.
Marketing Management (MKTGM-430-0)
Field Study (MKTG-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.
Advertising Strategy (MKTG-454-0)
Companies spend $560 billion on advertising worldwide and a great deal of it is wasted. This class is designed to teach students to be stronger critical thinkers with an emphasis on developing more effective advertising across traditional and digital channels. Created for client-side managers tasked with advertising responsibilities as well as general managers overseeing communications, the class tackles both advertising strategy and execution. In a rapidly evolving marketing ecosystem, it's never been more important to have a strategic lens. This course emphasizes the development of the central nucleus of any advertising strategy- the creative brief- to manage and guide relationship with your creative partners. The first half focuses on general advertising strategy - creating meaningful goals; selecting an attractive target for advertising, uncovering actionable insights, and developing an effective brand position. The remainder of the course examines the strategic planning of the tactical execution- understanding media, evaluating creative, and measuring effectiveness. The emphasis of the class is on practical application. As such, the courses analyzes advertising challenges through real-life examples. Students review cases weekly, complete several case assignments, tackle a current company's situation in a group assignment, and complete a take home final comprised of mini-cases.
MBAi Marketing Management (MKTG-435-0)
Marketing Management (MKTG-430-0)
This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; and the organization's system for planning and controlling its marketing effort.
