Advanced Marketing Management

Enhancing digital capabilities to drive your marketing strategy

As digital marketing becomes the new normal and best practices evolve at an unprecedented pace, today’s organizations must work tirelessly to stay on the leading edge. Marketing executives must continually evaluate new opportunities, identify priorities and communicate their vision and results across the organization.

In forward-looking marketing-driven companies, rising mid-career executives face the greatest challenge: leading a younger generation of digital natives while reporting to a well-informed C-suite with high expectations for marketing management.

Designed by senior members of Kellogg’s renowned marketing faculty and former CMOs of leading corporations, the program builds participants’ understanding of the fast-evolving marketing environment and digital capabilities. Upon completing this program, you will be equipped to translate high-level aspirations into tangible marketing initiatives — and lead those initiatives successfully.

This program will be offered in a live virtual format for fall 2020. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. In this highly interactive format, you will have the opportunity to engage with our faculty and your peers in live discussions and lecture sessions. You will come away with the tools to navigate and succeed in the new business landscape.


VIDEO: Stay on the leading edge of marketing practices

Who Should Attend

  • Rising marketing executives and marketing directors of large organizations
  • Senior-level executives of smaller organizations
  • Executives from marketing management, marketing strategy, brand management, marketing communications, digital marketing and sales areas
  • Managers with responsibility for demand generation and revenue management

Key Benefits

  • Lead marketing innovation, evolution and transformation across multiple levels of the organization
  • Enhance understanding of evolving marketing capabilities, challenges and opportunities, such as the rise of digital and AI
  • Develop operational priorities together with C-level leaders
  • Create and lead team-level initiatives that deliver results
  • Engage in individual coaching sessions with program faculty to learn how to apply the material to your individual situation

Program Content

This program is structured around critical challenges facing marketers today:

Changing Business Models and Tools

  • Apply AI concepts to marketing challenges
  • Assemble data-driven marketing systems to improve decision making
  • Implement new revenue models and management to drive growth

New Approaches to Customer Insight

  • Apply Customer Experience and Design Thinking processes to find new ways to create value
  • Move from segmentation to personalization to optimize individual relationships
  • Develop customer personas and the customer journey to understand key marketing moments
  • Establish customer experience (CX) synergies and balance between employees, customers and shareholders

The Digital Transformation

  • Build on the mobile revolution to include location and frequency of customer interactions in marketing initiatives
  • Apply digital marketing analytics to optimize efforts across channels and platforms

Leading the Integration of Digital and Traditional Marketing

  • Maintain brand positioning in an omni-channel world
  • Design, form and manage alliances to establish growth plans


Derek D. Rucker - Academic Director; Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-chair of Faculty Research

John C. Parker - Academic Director; Retired Clinical Assistant Professor of Executive Education

Jonathan Copulsky - Lecturer of Marketing, Kellogg Executive Education and Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University

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

Thomas O'Toole - Clinical Professor of Marketing; Executive Director, Program for Data Analytics at Kellogg

Nicholas A. Pearce - Clinical Associate Professor of Management & Organizations, Kellogg School of Management

David Schonthal - Clinical & Associate Professor of Innovation & Entrepreneurship; Faculty Director of Zell Fellows Program; Senior Director of Business Design – IDEO

Joel K. Shapiro - Clinical Associate Professor and Executive Director for the Program on Data Analytics at Kellogg

CPE Credits

Continuing Education Credit
This program is registered with the National Association of State Boards of Accountancy and is recommended for 33.25 CPE credits.

Continuing Professional Education Information
The Kellogg School of Management, Northwestern University is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website:

All Kellogg programs that qualify for CPE credits do not have pre-requisites. Advanced readings and case preparation is required. A packet of course materials is emailed to all participants before the program begins.

All Kellogg programs are group-live or internet-based. Program level: Advanced. For more information regarding administrative policies such as complaints and refunds, please contact our office at 847-467-6018.

What Participants Say

“I just had a really smart and meaningful conversation with the owner of a digital marketing company. In the spirit of following up on my action plans from the course, I am working on engaging his company to build up my digital presence along the lines of what we learned. I also think he may attend your program in the very near future.”
CEO, FTS Solutions

"I applied [my learning] from the program today! I led an all-day session about creating personas and identifying common pain points, messaging themes, perceptions and differences. It helped us hone in on an overarching story in a market where maturity levels, buying habits and clients look distinctly different — something which has eluded the team for a long time."
Lead Associate, Brand Strategy Manager, Booz Allen Hamilton

Personal Consultation

Please contact us to schedule an advising session

2020 Session

Nov. 30 - Dec. 10, 2020

Start: November 30 at 8:30 AM

End: December 10 at 1:00 PM

Live Virtual Program

Download the Topic Overview


2021 Sessions

June 7-11, 2021

Start: June 7 at 8:30 AM

End: June 11 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

October 18-22, 2021

Start: October 18 at 8:30 AM

End: October 22 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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