In the world of digital advertising, platform selections, utilization of influencers and creative decisions often dominate the conversation. However, without a solid strategy tied to the business goals behind tactics such as these, even your best marketing efforts won’t succeed.
Whether you are responsible for advertising within your organization, a senior leader looking to improve your team’s performance, or on the agency side wanting to demonstrate the tangible business impact of true strategic marketing communications to your clients, this 8-week online program will help you develop a rigorous, systematic approach to defining goals, effective targeting and method for creating insight-driven messaging.
Create a successful advertising campaign based on a solid, effective strategy
Module 1: Introduction: The Creative Brief as Strategic Roadmap
Module 2: Setting Objectives
Module 3: Targeting for Growth
Module 4: Consumer Behavior and Paths to Persuasion
Module 5: Positioning Decisions
Module 6: Executing the Media Plan
Module 7: Evaluation and Measurement
What is the program about?
Advertising and Marketing Communication Strategy program is designed to designed to help you guide your advertising development by ensuring it’s backed by a solid, effective strategy linked to your organization’s business goals. Whether you’re the point person responsible for advertising within your organization, a senior leader aiming to improve your team’s performance, or on the agency side looking to demonstrate the tangible business impact of true strategic marketing communications to your clients, this program will help you improve your strategy and enhance the success of your advertising efforts.
What is the learning experience?
Your learning experience will consist of frameworks delivered via video lectures, live webinars, real world examples and case studies, application of frameworks through weekly activities, customized assignments and quizzes, discussion boards, and faculty engagement.
What is the program format?
The program consists of 7 modules delivered over 8 weeks online. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week. While the modules do not close, access to assignments is closed 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 is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the mastery quiz at the end of each week to progress to the subsequent week’s topic.
Are any of the sessions delivered in real time (live)?
There will be live webinars, 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?
Kellogg program leaders 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 leader 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, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. 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?
Participants will need the following to access the Advertising and Marketing Communication Strategy program:
Do the programs 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.)
Who is Emeritus and what is their relationship with Kellogg Executive Education?
Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.
November 2, 2023 - January 4, 2024
Start: November 9 at 12:00 AM
End: January 4 at 12:00 AM
March 6, 2024 - May 1, 2024
Start: March 6 at 12:00 AM
End: May 1 at 12:00 AM