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.
This program will be offered in a live virtual format through spring 2021. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. 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.
Derek Rucker / Academic Director
Marketing Strategy and Communications
Assessing Marketing Communications
Understanding the Changing Landscape of Marketing Communications
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 - Associate Professor of Marketing
Aparna Labroo - Professor of Marketing
Kevin McTigue - Clinical Associate Professor of Marketing
Loran Nordgren - Professor of Management & Organizations
Thomas O'Toole - Clinical Professor of Marketing; Executive Director, Program for Data Analytics at Kellogg
“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
Please contact us to schedule an advising session