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 - Professor Emeritus of Marketing
Florian Zettelmeyer - Nancy L. Ertle Professor of Marketing; Faculty Director, Program on Data Analytics at Kellogg; Chair of Marketing Department
What is the program about?
Essentials of Marketing introduces participants to critical marketing concepts, elevates their strategic thinking, and allows learners to master problem-solving techniques and become skilled in the use of customer and market insight that is the core of developing superior marketing proposals.
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, with a short break between modules 6 and 7. Learners can expect to dedicate 6-8 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and there will be 3-5 assignments to complete per module. Each module will have a final quiz. While the modules do not close, access to assignments is closed following the due date.
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.
Are any of the sessions delivered in real time (live)?
There will be 2-3 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, 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?
A Kellogg facilitator 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 facilitator 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 each participant receives 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, participants can create a profile and connect with others through a discussion board where learners in the cohort can post questions to their peers or the facilitator. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments.
What are the requirements for accessing the program?
Does the program offer a certificate?
Yes. Participants will receive a digital Certificate of Completion from Kellogg following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. 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.)
Please contact us to schedule an advising session