Advanced Marketing Management

Enhancing digital capabilities to drive your marketing strategy

The advent of digital technology has transformed the marketing industry. As a result, executives are being challenged by the C-suite to stay cutting-edge while simultaneously managing up-and-coming talent grounded in the digital world. This program equips seasoned leaders like you with the tools to gain a deeper understanding of how to implement new platforms and effectively plan an advanced marketing strategy that integrates new and tried tactics.

Led by Kellogg faculty and experienced practitioners that inform the top trends in marketing theory, you will explore how to develop value propositions that adapt to new technological trends, enhance your understanding of emerging opportunities to grow your capabilities and translate high-level aspirations into tangible initiatives you can lead successfully.

Derek Rucker / Academic Director

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 key evolving marketing challenges and opportunities
  • Develop operational priorities together with C-level leaders
  • Create and lead team-level initiatives that deliver results

Program Content

This program is structured around critical challenges facing marketers today:

Changing Business Models and Tools

  • Develop value propositions based on digital disruption
  • 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

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

Faculty

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

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

What Participants Say

β€œThe curriculum is designed to put you at the leading edge of a rapidly evolving marketing environment. Carefully selected faculty, lectures, cases, and informal conversations prepare participants to lead new marketing initiatives and deliver results.”
Derek Rucker, Academic Director

Personal Consultation

Please email or call us if you would like a personal consultation

2018 Sessions

April 16-20, 2018

Start: April 16 at 8:30 AM

End: April 20 at 12:00 PM

Evanston campus

$9,900

Fee includes lodging and most meals

December 3-7, 2018

Start: December 3 at 8:30 AM

End: December 7 at 12:00 PM

Evanston campus

$9,900

Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
Directions
847.467.6018