Strategic Marketing Communications

Creating effective marketing campaigns in an evolving media landscape

Creating messages that move customers and consumers to take action is one of many challenges facing marketers in today’s ever-evolving landscape. These leaders need the ability to think strategically about their marketing communications – are they as effective as they could be? This program will help reframe how to evaluate creative strategy and output by bridging the fundamentals of strategic marketing communications — insight, positioning and creative brief work — with new tactical approaches across the communication spectrum.

You’ll learn to ask the right questions – from strategic planning to tactical execution of your marketing communications plan – and explore frameworks and examples for building and executing marketing communications strategically in today’s digital age. You’ll also develop a communications strategy, or creative brief, for a professional or personal marketing communications challenge of your choosing and receive feedback on your brief from faculty and peers. After this program, you’ll never look at marketing communications the same way again.


VIDEO: Learn more from Academic Director Derek Rucker

Who Should Attend

  • Senior marketing leaders who want to create a more strategic approach in their organizations and increase the success rate of their communications
  • Marketers with direct strategic responsibility for communications in a B2C or B2B environment
  • Emerging or mid-level managers that are preparing for a role that requires guiding strategic communications development

Download Past Participant Profile

Key Benefits

  • Learn to evaluate communications strategy and execution to immediately improve marketing outcomes
  • Support the relevance of fundamental communication tools, such as insight and positioning, in today’s digital communications
  • View communications beyond traditional broadcast messages with discussion around the digital era and social media

Program Content

Marketing Strategy and Communications

  • Learn frameworks for developing strong creative briefs, marketing plans, and making an impact in practice
  • Understand the use of strategy to create messages that move the needle and produce profitable campaigns

Assessing Marketing Communications

  • Acquire tools to properly evaluate the success of a marketing campaign against planned objectives including both the strategic approach and early stage creative output
  • Enhance critical thinking skills by learning to ask the right questions for yourself and your team

Understanding the Changing Landscape of Marketing Communications

  • Learn how marketing is evolving and how your organization can adapt to the changes
  • Engage in critical discussions around the use of new media channels


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

Timothy Calkins - Clinical Professor of Marketing; Associate Chair of the Marketing Department

Brett Gordon - Professor of Marketing

Aparna Labroo - Professor of Marketing

Kevin McTigue - Clinical Associate Professor of Marketing

Loran Nordgren - Professor of Management & Organizations

Thomas O'Toole - Associate Dean of Executive Education; Clinical Professor of Marketing

What Participants Say

“I came with a primary focus to understand new media marketing but went away with a lot more. The professors gave not just critical insights into subject matter, but also instilled critical thinking and [led] discussions on how marketing and marketing organizations can improve in the competitive world.”
Brand CEO, A.S. Louken

“The sharing and learning is phenomenal! It was the whole world in one small room.”
Senior Creative Director, TBWA\Concept

“[This] program provides great insight on how the market is evolving and how marketers can - and should - evolve with it in order to propel their initiatives into the 21st century.”
Director, Pharmacy Services, TrialCard, Raleigh-Durham, North Carolina Area

Personal Consultation

Please contact us to schedule an advising session

Featured Videos

How the program will help marketers in an evolving field.

What sets this program apart?

What it is like to be a participant in Strategic Marketing Communications.

2023 Sessions

November 6-17, 2023

Start: November 6 at 8:00 AM

End: November 17 at 12:00 PM

Format: Live Virtual Program


Kellogg School of Management

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