Chief Marketing Officer Program

In today’s competitive marketplace, the chief marketing officer (CMO) plays a critical role in the formulation and execution of an organization’s core business strategy. The most successful marketing leaders must be multifaceted, serving as brand stewards, innovative storytellers, experts on customer centricity, and drivers of growth. With the rise of digital disruption and artificial intelligence (AI), they also need to understand technology and be skilled at deploying data analytics to measure the effectiveness of marketing strategies.


A comprehensive 16-week core program
Choose 2 electives: 2 online + 1 live virtual/in-person
3 days of in-person networking with faculty and peers

The Chief Marketing Officer Program is designed for

  • Marketing leaders aspiring to or already serving in C-level roles who want to stay current on trends and ignite growth
  • Directors, general managers, and VPs focused on innovation and leading change in their organizations
  • Senior and mid-career executives from companies of any size or development stage eager to align marketing strategy with business goals, leverage marketing opportunities, and drive process improvement

Learning Outcomes

  • Distinguish the core values that define a customer-centric approach to marketing
  • Develop cross-functional strategies that foster innovation and growth
  • Promote the alignment of brand strategy and purpose
  • Leverage the capabilities of analytics to inform marketing strategies
  • Create an action plan to support the organization through intentional leadership
  • Propose practical solutions to marketing challenges your organization faces

Curriculum


The Chief Marketing Officer Program curriculum is designed to meet the evolving market demand for senior executives who can drive marketing strategy, innovation and growth, customer centricity, and leadership.

Core Modules

Core Modules:
The program’s learning journey includes core modules and electives. The core modules comprise four overarching topics that will equip you with the insights and frameworks to develop a customer-centric marketing strategy, drive growth, and lead enterprise-wide change. The program’s four overarching pillars include:

Thinking Strategically

  • Consumer Power and the Changing Role of Marketing
  • Shaping the Competitive Game
  • Playing the Competitive Game
  • Developing Competitive Advantage
  • Elevating Brand Purpose

Innovation and Growth

  • Building Effective CMO and R+D Relationships
  • Leading Growth
  • Launch Strategies
  • The Promise of Strategic Alliances

Customer-Centric Organization

  • Managing Value with Customer Centricity and Advanced Analytics
  • Advanced Analytics and AI for Customer Centricity
  • Building the Modern Marketing Organization
  • Leading Organizational Change

Leading in the C-Suite

  • Values-Based Leadership
  • Essential Business and Financial Metrics
  • Resurgence: The Four Stages of Market-Focused Reinvention

CMO Playbook and Action Plan

Throughout the program, you will complete a series of exercises as part of a CMO playbook that can guide your work as a marketing leader. These exercises will prompt you to consider how you might apply your newly acquired knowledge and tools in your role or business. In addition, drawing upon the skill set you have acquired in the program, you will craft an action plan focusing on the critical priorities you intend to address in your organization. You will walk away with a set of specific goals you hope to achieve from a leadership perspective and a roadmap to move your organization toward meeting those objectives.

 


Electives

Sample of Online Electives


Sample of In-Person/Live Virtual Electives


Note: Electives are subject to change.

Build lifelong connections through immersive interactions with faculty and global peers

Build lifelong connections through immersive interactions with faculty and global peers

Upcoming Session

November 10, 2022 - September 21, 2023

Start: November 17 at 12:00 AM

End: September 21 at 12:00 AM

$30,000

Admissions Criteria & Details

Admission Criteria

Participants are expected to have:

  • A minimum of 12 years of work experience in a senior marketing role
  • A role in executing strategic marketing initiatives and making an enterprise-wide impact in the next step of their career
  • Fluency in written and spoken English
  • International exposure (preferred)

An admissions committee thoroughly reviews each application and considers the nature and scope of the applicant’s responsibilities. For the benefit of class members, sponsoring organizations and the integrity of the program, the committee seeks to admit individuals with diverse skills and experiences and who meet the qualification criteria as described above.

Kellogg expects that participants will attend all sessions, immerse themselves completely in the experience and free themselves of all other obligations while the program is in session.


Language

This program is taught in English and there is a considerable amount of reading material (e.g., case studies and articles) given in advance and during the program. Strong English language skills are essential in order to comprehend the reading materials and contribute meaningfully to classroom and study group discussions. Proficiency in reading, writing and speaking English is required for a successful educational experience.


Certificate

Upon successful completion of this program, participants will receive a Kellogg Executive Education Scholar Certificate. Certificates are delivered electronically to your preferred email address after the program ends.


FAQ

What is the program about?

The program consists of a 16-week core program, two online electives and one live virtual or in-person elective. There is a final three-day networking event at the end of the program. Each online program features asynchronous modules and live webinar sessions.


What is the learning experience?

Your learning experience will consist of tools and frameworks delivered via video lectures, live webinars, real world examples, downloadable content and networking. You will put your learning into action through weekly activities, customized assignments and quizzes, discussion boards and faculty engagement. The program culminates with a capstone project, bringing together all of the key concepts from the program.

What is the program format?

The program consists of 4 core modules delivered over 12 months online, with live-virtual and in-person sessions. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Each module is opened weekly, allowing a flexible but structured approach to learning, with quizzes/assessments delivered at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week.


Could a learner choose to opt out of some topics?

No. To receive the Kellogg Executive Scholars Certificate, a participant must complete all components of the program.


Are any of the sessions delivered in real time (live)?

For the online, asynchronous programs, there will be live sessions led by faculty and/or subject matter experts, delivered during the course of the program via a video conferencing platform. Each participant will select one elective program that will be delivered in-person or live virtually via Zoom. The networking event is an in-person experience only. These sessions provide learners an opportunity to listen and ask questions, and while they are valuable in enhancing the overall experience, attendance is not mandatory. All live sessions are recorded for later viewing.


What methods will be used for grading and evaluations?

Kellogg program leaders will review assignments, discussions and exercises to determine participants’ understanding of the material.


How much time is allocated to complete assignments?

The due date for submitting assignments is typically within 7 days of the module opening, but can be as long as 14 days, depending on the scope of the assignment. However, learners may request deadline extensions to accommodate for business and personal conflicts that may arise during the program timeframe. Reach out to the program delivery manager to discuss any challenges you may have in completing assignments.


Can participation in this program be counted as credit toward a degree, either at Kellogg, Northwestern University or another academic institution?

No. Executive Education offers only non-degree programs and participants who meet the requirements receive a certificate of completion at the end of the program. This certificate does not count as credit toward a degree. In addition, at this time, our online programs do not count as credit toward a Kellogg Executive Scholar Certificate.


Does the program offer community engagement for learners?

Yes, there will be networking events held through the 12-month program, and a three-day, in-person networking event will be offered at the end of the program. Participants will have an opportunity to connect with peers across the core program and electives. A Success Coach will also support participant engagement throughout the program.


What are the requirements for accessing the program?

Participants will need the following to access the program:

  • Valid email address
  • Computing device connected to the internet (Mac/PC/laptop, tablet or smartphone)
  • The latest version of your preferred browser to access our learning platform (though not required, we recommend using Google Chrome when accessing the Online Campus for optimal experience)
  • Microsoft Office Suite (PowerPoint, Word, Excel) and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts
  • Additional software and resources may be required for certain programs – this will be communicated upon registration and/or at the beginning of the program
  • PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery.

Do the programs offer a certificate?

Yes. Upon successful completion of this program, participants will receive a Kellogg Executive Education Scholar Certificate. Additionally, participants will earn a certificate of completion for each online program completed, and a certificate of participation for the in-person or live virtual elective program. Since our online program components are graded as a pass or fail, participants must receive an 80% to earn the certificate of completion. This digital certificate can be shared with colleagues and posted on LinkedIn. (PLEASE NOTE: We do not provide reports of assessments, or “transcripts,” since this is a non-degree program.)


Will completion of this program guarantee me a job or promotion?

No. The primary objective of this program is to give you the skills needed to be prepared for a job or to advance your career in this field. Our program support team includes mentors and Success Coaches to help you reach your goals. New employment and advancement opportunities depend on a variety factors, including prior experience, education and the job market; we therefore do not guarantee a job placement upon completion of this program.


Who is Emeritus and what is their relationship with Kellogg Executive Education?

Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.


Additional questions?

Please contact us by calling 847-467-6018 or email us at execedonline@kellogg.northwestern.edu.


Receive an Executive Scholar Certificate


Upon completing the program, you will receive an Executive Scholar Certificate and earn select Kellogg Executive Education alumni benefits, including:

  • Membership in the global Kellogg alumni network
  • Access to the online alumni network, including a network directory, discussion groups, and other tools
  • Opportunities to establish a Kellogg-branded email address and to participate in alumni clubs
  • 30 percent discount on all Kellogg Executive Education open-enrollment programs
  • Access to cutting-edge research and content from Kellogg faculty and leading practitioners
  • A subscription to Kellogg magazine
  • Invitations to attend Kellogg-sponsored conferences on relevant issues in management

Kellogg School of Management

James L. Allen Center
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847.467.6018