Essentials of Marketing Tactics

Bringing Your Strategic Foundation to Life

You know your customer, your brand positioning and marketing strategy are set. Now you’re ready for the frameworks and tools that will bring your strategy to life and achieve your marketing goals.

Led by Kellogg’s renowned marketing faculty, this 8-week online program will teach you how to make key tactical decisions that support your marketing strategy and lead to achieving a marketplace advantage. Through exercises, discussion boards and 24/7 technical support, you will become skilled in making product development, brand management and marketing communications decisions that impact your business success.

Combined Program Option:  Take Essentials of Marketing Tactics with Essentials of Marketing Strategy 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.

Online Programs


Who Should Attend

  • Managers in marketing-related roles with 2-8 years of experience who are tasked with implementing a marketing strategy
  • Individuals who are in a marketing role as part of an organizational rotation assignment
  • Ideal for teams within an organization who want to communicate in a common marketing language.

Key Benefits

  • Identify the marketing tactics that best support your marketing strategy
  • Understand the impact of the customer journey on your brand and channel decisions
  • Learn to analyze effective communication strategies
  • Evaluate options across the digital marketing landscape

Program Content

Module 1: Making Product Development Decisions

  • Identify the best path that leads to business growth for your organization through volume growth, new product expansion in existing markets, expansion into new markets, or new-to-the-world product and services development
  • Learn the basic methods and pitfalls of forecasting market penetration for existing and new products

Module 2: Making Brand Management Decisions

  • Understand the role of brands and the benefits they bring to an organization
  • Explore the concept of brand design and its relationship to the customer journey
  • Learn the advantages and risks associated with extending a brand
  • Define and calculate the impact of cannibalization

Module 3: Making Pricing Decisions

  • Understand the concept of Willingness to Pay and its importance in determining pricing strategy
  • Explore the WTP demand curve and its representation of customers
  • Learn how positioning affects WTP and pricing strategy
  • Analyze opportunities for segmented pricing

Module 4: Making Distribution Decisions

  • Utilize market segmentation analysis for distribution channel design
  • Learn how to use channel benefits and channel segmentation analysis to evaluate a major market decision
  • Determine the value and functions of intermediaries and the role of incentives in channel design

Module 5: Making Marketing Communications Decisions

  • Utilize the creative brief as the foundation of your creative strategy
  • Understand the concept, value and issues associated with sustaining your position through laddering
  • Learn to apply the ADPLAN framework to evaluate advertising
  • Discover how to choose appropriate media forms for promoting your product or service
  • Gain insight into creating and managing successful client-agency relationships

Module 6: Making Digital Marketing Decisions

  • Identify target-appropriate digital platforms
  • Learn to use a marketing technology stack


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

Timothy Calkins - Clinical Professor of Marketing

Anne Coughlan - Polk Bros. Chair in Retailing; Professor of Marketing

Lakshman Krishnamurthi - A. Montgomery Ward Professor of Marketing

Mary O'Brien Pearlman - Clinical Associate Professor of Marketing


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 completion following a successful conclusion to the program. This digital certificate can be shared with colleagues and posted on LinkedIn.

Personal Consultation

Please email or call us if you would like a personal consultation

Upcoming Sessions

April 8 – May 27, 2019

Start: April 8 at 12:00 AM

End: May 27 at 11:59 PM


October 21 – December 14, 2019

Start: October 21 at 12:00 AM

End: December 14 at 11:59 PM


Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208