Strategic Marketing Communications

Creating effective marketing campaigns in an evolving media landscape

Success in today’s marketplace requires the ability to think strategically about marketing communications. Integrating the fundamentals of strategic marketing communications, such as insight and positioning, with new approaches, like digital and consumer engagement, this program will teach you how to design a solid foundation for a more powerful marketing communications strategy.

Led by senior Kellogg faculty, you’ll learn to ask the right questions – from strategic planning to the tactical execution of your marketing communications plan – and practice developing a creative brief and digital engagement strategy. By addressing a wide variety of channels including broadcast, social media engagement, event sponsorship and more, the program provides frameworks and examples that are applicable to both B2C and B2B marketing communications.

Derek Rucker / Academic Director

Who Should Attend

  • Managers involved in understanding, changing and expanding the scope of marketing communications within their B2C and B2B organizations
  • Mid- and senior-level leaders who have strategic responsibility for communications or are preparing for such a role
  • Executives from organizations in which communications play a key role in sales

Key Benefits

  • Learn how to create frameworks for asking and answering critical questions regarding marketing communications
  • View communications more broadly than traditional broadcast messages, with discussion around the digital era and social media
  • Participate in integrative learning with an emphasis on developing a perfect blend of theory and practice as well as strategy and tactics

Program Content

Marketing Strategy and Communications

  • Create frameworks for developing strong marketing plans and identifying key marketing decisions prior to executing a communications plan
  • Understand the impact of insight in transforming simple observations into extraordinarily profitable campaigns

Assessing Marketing Communications

  • Acquire tools to properly evaluate the success of a marketing campaign against planned objectives
  • Enhance critical thinking skills by learning to ask the right questions

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 forms and how digital has changed the game


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

Brett Gordon - Associate Professor of Marketing

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

Kevin McTigue - Clinical Associate Professor of Marketing

Loran Nordgren - Associate Professor of Management & Organizations

Thomas O'Toole - Clinical Professor of Marketing; Executive Director, Program for 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 28.5 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 847-467-7000.

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

2019 Sessions

November 18-22, 2019

Start: November 18 at 5:00 PM

End: November 22 at 12:15 PM

Evanston campus


Fee includes lodging and most meals

2020 Sessions

May 11-15, 2020

Start: May 11 at 5:00 PM

End: May 15 at 11:45 AM

Evanston campus


Fee includes lodging and most meals

November 16-20, 2020

Start: November 16 at 5:00 PM

End: November 20 at 11:45 AM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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