Kellogg knows that successful marketers need a solid marketing strategy as the foundation for achieving a sustainable advantage in today’s competitive business environment. Effectively identifying the elements and creating a fundamentally sound marketing strategy is key to achieving your long-term business goals.
In this 8-week online program, you will learn from Kellogg’s renowned marketing faculty how to utilize customer insights, identify your target audience and position your brand to build a strategic foundation. Through exercises, discussion boards and 24/7 technical support, you will become skilled in utilizing customer and market information, and strategic thinking, to develop a powerful marketing strategy.
Combined Program Option: Take Essentials of Marketing Strategy with Essentials of Marketing Tactics for a special bundled fee. This program combination provides a complete foundational experience for marketing success. Learn More
Essentials of Marketing Webinar: This video features Professor Kent Grayson and covers additional information and perspective on both of the Essentials of Marketing programs.
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
Alexander Chernev - 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
Aparna Labroo - Professor of Marketing
Eric Leininger - Clinical Professor of Executive Education
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
Sue Ellen Bohac - Co-President, SMI-Alcott
What is the difference between Essentials of Marketing Strategy and Essentials of Marketing Tactics?
The Essentials of Marketing Strategy: Building a Foundation for Marketplace Success program focuses on the elements that are critical to creating a marketing strategy, while Essentials of Marketing Tactics: Bringing Your Strategic Foundation to Life is about the tactics for executing the marketing strategy.
Are these programs applicable to both B2C and B2B marketers?
The cases and exercises featured in the programs are B2C focused. However, most of the programs’ topics are also applicable to B2B marketing such as segmentation, targeting, positioning, pricing and communication strategies.
Can I take just one program or am I required to take both?
Although the programs are designed to work together and present a complete foundational approach to creating and delivering a marketing plan, you do not have to register for both. If you prefer to learn only about developing marketing strategy, Essentials of Marketing Strategy is for you. If your marketing strategy is already in place and you are making decisions about how best to implement your strategy, then Essentials of Marketing Tactics is for you.
If I take both, do I have to take them in a specific order?
No. However the programs are delivered one at a time and if you plan to take both, we highly recommend Essentials of Marketing Strategy first, followed by Essentials of Marketing Tactics.
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?
Both programs consist of 6 modules delivered over 8 weeks online. There will be 3-5 assignments to complete per module. Learners can expect to dedicate 5-7 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.
Do the programs offer community engagement for learners?
Yes, both programs include a discussion board where learners in each cohort can post questions to their peers or the facilitator.
Do the programs offer a certificate?
Yes. Both programs will offer a digital certificate of participation following a successful conclusion to the program. This digital certificate can be shared with colleagues and posted on LinkedIn.
Please email or call us if you would like a personal consultation
January 14, 2019 – March 4, 2019
Start: January 14 at 12:00 AM
End: March 4 at 11:59 PM