Group & Custom Solutions

Essentials of Marketing

For corporate groups of five or more, learn together the keys to building a marketing strategy

Kellogg’s Essentials of Marketing online course immerses participants in cutting-edge marketing concepts and elevates their strategic thinking. Each of the 11 modules was designed to give participants the skills to set, achieve and exceed their strategic marketing goals.

Kellogg’s award-winning marketing faculty developed this program with case studies, assignments and assessments used in Kellogg’s Executive Education curriculum. Through video modules and interactive, real-time faculty sessions, participants will engage with faculty members to deepen their understanding of the material.

Julie Hennessy / Clinical Professor of Marketing

Key Benefits

  • Develop a comprehensive marketing strategy
  • Select optimal marketing tactics based on sound data analytics and customer insights
  • Deliver persuasive recommendations using a structured and disciplined framework
  • Communicate in a common marketing language

Program Content

For each module topic, participants are provided an opportunity to reinforce their learning through exercises and assignments. Each module contains a summative quiz to test comprehension of key marketing concepts.

  1. Understanding the Role of Marketing
  2. Identifying Customer Insights
  3. Developing Marketing Goals
  4. Segmenting Markets
  5. Selecting Target Customers
  6. Positioning Your Brand
  7. Making Product Development Decisions
  8. Making Brand Management Decisions
  9. Making Pricing Decisions
  10. Making Distribution Decisions
  11. Making Marketing Communication Decisions

Program Format

Content Delivery

  • Video modules presented by Kellogg faculty members
  • Two 45-minute sessions with faculty members are included in the program
  • The Canvas learning interface provides 24/7 technical support


  • Three to five interactive assignments per module
  • Discussion boards allow each cohort to share and discuss program content

Evaluation and Assessment

  • Kellogg instructors can grade each participant Pass/Fail using assignments, discussions and assessments

Certificate of Completion

  • Participants receive a Certificate of Completion upon passing


Eric T Anderson - Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practice

Timothy Calkins - Clinical Professor of Marketing

Anne Coughlan - Polk Bros. Chair in Retailing; Professor of Marketing

Kent Grayson - Associate Professor of Marketing; Bernice and Leonard Lavin Professorship

Julie Hennessy - Clinical Professor of Marketing; Associate Chair of the Marketing Department

Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing

Aparna Labroo - Professor of Marketing

Eric Leininger - Clinical Professor of Executive Education

Mary O'Brien Pearlman - Clinical Associate Professor of Marketing

Alice Tybout - Harold T. Martin Professor of Marketing

Program Consultation

Please email or call us if you would like a program consultation.

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208