Core Modules:

The core modules comprise five overarching topics that will equip you with the insights and frameworks to develop customer-centric marketing strategies, drive growth and lead enterprise-wide change.

Thinking Strategically

• Consumer Power and the Changing Role of Marketing
• Shaping the Competitive Game
• Playing the Competitive Game
• Developing a 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

AI-Powered Marketing Transformation

• The Intelligent Marketing Operating System
• Sensing: Customer Intelligence — From Signals to Insights
• Segmenting, Targeting, Ideal Customer Profile and Positioning
• Designing: Creative Systems and Content at Scale
• Orchestrate, Attract and Execute
• Agentic AI and the Operating Stack
• Learn and Measure
• Govern, Transform and Lead

Note: Session topics subject to change

The program culminates in a required five-day on-campus immersion that includes modules to deepen your learning through direct engagement with world-renowned Kellogg faculty and dynamic peer collaboration. These in-person sessions combine faculty-led instruction and applied leadership frameworks while enabling meaningful networking with peers and faculty. This experience will help you translate insights from the program into practical leadership strategies and executive decision making.

The Future Mandate
Understand macro forces shaping leadership: AI acceleration, shifting consumer behavior, platform economies, regulation and trust. Discuss how to drive transformation while balancing innovation with execution.

Innovation and New Growth Frontiers
Identify new growth opportunities and business models for competitive advantage, and leverage data and emerging technologies to unlock revenue streams. Build a culture of innovation and experimentation.

Boardroom Influence and Growth Leadership
Communicate growth strategy in financial and boardroom terms, positioning AI, marketing and transformation as value drivers.

AI and Modern Marketing Leadership
Design future-ready martech systems to drive AI-enabled customer insights and personalization at scale. Measure impact across ROI and growth metrics.

Scaling Growth and Marketing Transformation
Build agile, high-performing marketing organizations, driving cross-functional alignment with sales, product and tech.

Key topics explored are:

• Macro forces shaping leadership
• Leveraging data and emerging tech to unlock revenue streams
• Executive presence and boardroom readiness
• Integrating brand, performance and data-driven marketing
• Scaling AI initiatives across the marketing function
• Unleashing the potential of teams

Note: Session flow and topics are indicative and may be updated for each cohort. Participants must attend the in-person immersion to successfully complete the program and receive the Kellogg Executive Scholar certificate. Any travel, accommodation, and related expenses associated with attending this immersion are the responsibility of the participant and are not included in the program fee.

Admission Criteria

Participants are expected to have:

• A minimum of 10 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.

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 is delivered over 7 months, with online, live-online 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. These sessions provide learners an opportunity to listen and ask questions. While they are valuable in enhancing the overall experience, attendance is not required but strongly recommended. Most live sessions are recorded for later viewing. The in-person immersion is an in-person experience only.

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.

Does the program offer community engagement for learners?

Yes, there will be virtual networking events held through the 7-month program, and a required 5-day, in-person immersion at the end of the program giving participants the opportunity to connect with peers throughout their experience. 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. 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.