• Managers and emerging leaders with at least two years of business experience who want to strengthen their marketing capabilities
• Professionals in marketing, product management, strategy, operations, finance and general management seeking a stronger foundation in marketing
• Individuals looking to develop a common marketing language and improve cross-functional decision-making

• Identify customer insights and evaluate market opportunities
• Make informed marketing decisions using data and analytical thinking
• Communicate recommendations with clarity and confidence across the organization
• Develop a common marketing language to improve cross-functional collaboration

• Module 1: What is Marketing?
• Module 2: Setting Marketing Goals & Objectives
• Module 3: Understanding Customers
• Module 4: Defining Markets & Finding Opportunities
• Module 5: Positioning Brands for Success
• Module 6: Building Strong Brands
• Module 7: Managing Communications across the Customer Journey
• Module 8: Delivering Value - Pricing, Channels & Incentives
• Module 9: Managing Products and Product Portfolios
• Module 10: Influencing Behavior

Kent Grayson - Professor of Marketing; Bernice and Leonard Lavin Professorship

Kevin McTigue - Clinical Associate Professor of Marketing

Rima Touré-Tillery - Associate Professor of Marketing

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 10 online modules delivered over 12 weeks. Learners can expect to dedicate three to four hours per week to watch videos, complete activities and assignments, and participate in discussions. Modules are opened at the beginning of each week. 

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 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 multiple live sessions, led by faculty and/or subject matter experts. These sessions provide learners with an opportunity to interact with faculty and subject matter experts, ask questions regarding program content and apply learning to real-world scenarios. While these live sessions 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 facilitators provide personalized feedback for graded assignments and will review assignments, discussions and activities to facilitate peer-to-peer interaction and ensure content is understood. 

How much time is allocated to complete assignments?

The due date for submitting assignments is typically within seven 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.

Learners who earn a certificate of completion from the Essentials of Marketing online program will receive four points toward a Kellogg Executive Scholar Certificate. Learn more about the 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?

• 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 (Chrome and Firefox are preferred for accessing Canvas)
• Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts

Does the program offer a certificate?

Yes. Participants will receive a digital Certificate of Completion from Kellogg Executive Education 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.)

Additional questions?

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