Advanced Marketing Management

Enhancing digital capabilities to drive your marketing strategy

As new marketing capabilities rapidly emerge 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 marketing-driving 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 organizations, this program builds participants’ understanding of the fast-evolving marketing environment and digital capabilities. After attending this program, you will be equipped to translate high-level aspirations into tangible marketing initiatives – and lead those initiatives successfully through a multi-level team.

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

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; Clinical Assistant Professor of Executive Education; Senior Program Director of Executive Education

Jonathan Copulsky - Adjunct Lecturer of Marketing; Lecturer, Medill School of Journalism

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

Thomas O'Toole - Senior Fellow and Clinical Professor of Marketing, Kellogg School of Management

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

David Schonthal - Clinical & Associate Professor of Innovation & Entrepreneurship; Portfolio Director, Business Design – IDEO; Co-Founder and Board Member - MATTER

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: www.nasbaregistry.org.

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 847-467-7000.

What Participants Say

“Very well organized and executed program. The content provided is a good mix of fundamentals and key marketing strategies to consider in this new digital world. I plan to take the key learnings from this course and augment my company's marketing strategy. Great experience!”
Senior Director, Americas Marketing, Citrix Systems, Inc.

“The program exceeded my expectations and the quality of the information provided was excellent. When I think I have heard and read everything about the digital marketing topic, I had five days at Kellogg that opened my mind and got me thinking that there is so much more to do. I came with problems but left the program thinking about opportunities.”
CMO, Saga Falabella

“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 course in the very near future.”
CEO, FTS Solutions

Personal Consultation

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

2019 Sessions

June 3-7, 2019

Start: June 3 at 8:30 AM

End: June 7 at 12:00 PM

Evanston campus

$10,200

Fee includes lodging and most meals

December 2-6, 2019

Start: December 2 at 8:30 AM

End: December 6 at 12:00 PM

Evanston campus

$10,200

Fee includes lodging and most meals

Kellogg School of Management

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