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. We created this 8-week online program in a flexible format, and most participants can expect to dedicate 5-7 hours per week to their learning experience.
Throughout this program, you will learn from Kellogg’s renowned marketing faculty on 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.
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
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 Strategy consists 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.
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
August 12 – October 5, 2019
Start: August 12 at 12:00 AM
End: October 5 at 11:59 PM