When Kathy Mabe decided to dig deep into the art and science of marketing, she wanted the best.
"I wanted to train myself in classical marketing techniques and strategies," she says. "I work with a team of marketers and I learn a lot from them, but I wanted to really learn the fundamentals. I wanted the best, so I selected Kellogg. It's the leading business school in the country and has the leading marketing program in the country."
Mabe finished the series of courses at the Kellogg School with a Certificate of Professional Achievement in Marketing and Sales Management, but that wasn't her initial goal. "I didn't start out to go through the Executive Scholars Program, but once I got into the program and took the first course, Consumer Marketing Strategy, I decided to take a series of courses. And, it turns out, the Executive Scholar Certificate is a good thing to have. It's good for my resume and it helps when you address a group of marketing people."
Mabe wasn't just interested in understanding the core concepts of marketing, she wanted to be able to take what she learned at Kellogg and apply it to her work. "You know, the program is expensive for the company," she says, "so with each course I took I made it my purpose to come away with one or two nuggets of information that I could apply to our marketing issues right away. And I did. The courses helped me in achieving our overarching marketing strategy - that's my chief role here."
In describing her courses at Kellogg, Mabe uses a word other participants use: "powerful." The experience at Kellogg both opens the minds of the scholars, and, at the same time, gives them the practical tools to make a difference in their work and their careers. "The courses were powerful," she says. "Creating the Market-Focused Organization showed me how I could implement our marketing strategy. And I was able to take insights from the Accelerating Sales Force Performance course and share those with our sales team and collaborate better with them.
"I'm going to come back to Kellogg with my marketing team," Mabe says. "It'll be a great team-building exercise. I'm especially looking forward to talking with everyone in the evening and finding out what we can apply to our company as soon as we return."
Senior Vice President and Chief Marketing Officer