Kellogg knows that successful marketing professionals must be competent in sound marketing strategy, robust tactical practices and solid quantitative analysis. Our Essentials of Marketing online program has been designed to align with the competencies needed for success. This program introduces participants to critical marketing concepts, elevates their strategic thinking, allows learners to master problem-solving techniques, and become skilled in the use of customer and market information in developing superior marketing recommendations.
First, you will focus on creating a solid marketing strategy (Modules 1 – 6) which is fundamental for achieving a sustainable advantage in today’s highly competitive business environment. You will learn to build a foundation for marketplace success utilizing customer insights, identify your target audience and effectively position your brand to create a strategic foundation for achieving your business goals.
Now that your marketing strategy is in place, you’re then ready to explore the frameworks and tools that will bring that strategy to life (Modules 7 – 12). Kellogg’s renowned faculty will teach you how to make key tactical decisions in support of your marketing strategy and help you become better skilled in product development, brand management, marketing communications and digital marketing.
At the completion of this program, participants will have the skills to:
Module 1: Understanding the Role of Marketing
Module 2: Identifying Customer Insights
Module 3: Developing Marketing Goals
Module 4: Segmenting Markets
Module 5: Selecting Target Customers
Module 6: Positioning Your Brand
Module 7: Making Product Development Decisions
Module 8: Making Brand Management Decisions
Module 9: Making Pricing Decisions
Module 10: Making Distribution Decisions
Module 11: Making Marketing Communications Decisions
Module 12: Making Digital Marketing Decisions
Ann Zastrow - Academic Director; Director Executive Programs, Executive Education; J. L. Kellogg School of Management
Eric T Anderson - Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practice
Sue Ellen Bohac - Co-President, SMI-Alcott
Timothy Calkins - Clinical Professor of Marketing
Alexander Chernev - Professor of Marketing
Anne Coughlan - Polk Bros. Chair in Retailing; Professor of Marketing
Kent Grayson - Associate Professor of Marketing; Bernice and Leonard Lavin Professorship
Julie Hennessy - Clinical Professor of Marketing; Associate Chair of the Marketing Department
Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing
Aparna Labroo - Professor of Marketing
Eric Leininger - Clinical Professor of Executive Education
Mary O'Brien Pearlman - Clinical Associate Professor of Marketing
Alice Tybout - Harold T. Martin Professor of Marketing
Florian Zettelmeyer - Nancy L. Ertle Professor of Marketing; Faculty Director, Program on Data Analytics at Kellogg; Chair of Marketing Department
Is this program applicable to both B2C and B2B marketers?
The cases and exercises featured in the program are B2C focused. However, most of the program's topics are also applicable to B2B marketing such as segmentation, targeting, positioning, pricing and communication strategies.
What is the learning experience?
Your learning experience will consist of frameworks delivered via video lectures, real world examples and case studies, application of frameworks through weekly activities, assignments, discussion boards and facilitator engagement.
What is the program format?
Essentials of Marketing consists of 12 modules delivered over 14 weeks online. There will be 3-5 assignments to complete per module. Learners can expect to dedicate 6-8 hours per week to watch videos, complete assignments and participate in discussions. Each module will have a final quiz.
Could a learner choose to opt out of some topics?
No. This is an online program in which a topic module is introduced each week and the learner will be expected to watch the video lectures, complete the exercises/activities and take the final quiz at the end of each module to progress to the subsequent week’s topic.
What methods will be used for grading and evaluations?
A Kellogg facilitator will review assignments, discussions and exercises to determine participants’ understanding of the material.
Does the program offer community engagement for learners?
Yes, there is a discussion board where learners in the cohort can post questions to their peers or the facilitator.
Does the program offer a certificate?
Yes. A digital certificate of participation will be issued following a successful conclusion to the program. This digital certificate can be shared with colleagues and posted on LinkedIn.
Please contact us to schedule an advising session
January 13 - April 12, 2020
Start: January 18 at 12:00 AM
End: April 12 at 11:59 PM
Accepting registrations until Jan. 18