• Managers in marketing-related roles with 2-8 years of experience who are looking to enhance their marketing strategy skills
• 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

Module 1: Disruption in the Workforce

Understand potential sources of disruption in the workforce and develop a plan to protect your organization. In this module, you will learn how to:

• Explore opportunities to hire workers who have been displaced in other industries
• Identify areas of your organization that may be vulnerable in a recession
• Develop a plan to protect your organization from unexpected circumstances
• Explore opportunities for growth in emerging markets

Module 2: The Polarization of Consumer Demand

Explore consumer behavior and discover how insights can be used to design a strategy that better positions your organization to thwart disruption. Then, deep dive into the segmentation of value versus luxury and how organizations can grow in either direction. In this module, you will learn how to:

• Analyze your organization's position between value and luxury
• Uncover opportunities for reverse innovation
• Identify opportunities for growth during uncertain times in your own organization

Module 3: Digital Transformation

Survey the second wave of globalization and the effects of digitization and disintermediation. In this module, you will learn how to:

• Explore threats and opportunities related to disintermediation in your industry and organization
• Discover how the paradox of choice can impact consumer behavior
• Consider how the global pandemic has accelerated innovation and creativity
• Identify opportunities for transforming your business through digital platforms

Module 4: The Post-COVID Economy

Remote work has the potential to impact productivity, creativity, innovation, and management. In this module, you will learn how to:

• Develop a deeper understanding of behaviors you might encounter among a remote workforce and how to pivot in time to mitigate any negative business impact
• Consider the relationship between remote work and productivity
• Develop an approach for incorporating the concept of flow into management strategies
• Modify an organization's review process
• Explore ways to turn an organization into a community

Module 5: Artificial Intelligence Disruptions

AI can be a useful tool, but it can also be a source of disruption. Learn about the history of AI, how it was traditionally used, and how, with supervision, it can be leveraged to solve business problems. In this module, you will learn how to:

• Describe the Fourth Industrial Revolution
• Identify uses of AI in your organization
• Discuss potential risks and rewards associated with using AI in business
• Develop a plan to implement AI use cases

Module 6: Climate Change Disruptions

The effects of climate change are far-reaching. Learn about the scope of the climate crisis and its potential impact on the global economy and across industries. In this module, you will learn how to:

• Assess the current climate crisis
• Evaluate your organization's environmental footprint
• Identify the potential benefits of carbon capture

Ann Zastrow - Academic Director; Senior Director, Executive Education Programs

Alexander Chernev - Professor of Marketing

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

Julie Hennessy - Clinical Professor of Marketing

Aparna Labroo - Professor of Marketing

Eric Leininger

Alice Tybout - Professor Emerita of Marketing

Florian Zettelmeyer - Nancy L. Ertle Professor of Marketing; Faculty Director, Program on Data Analytics at Kellogg

Sue Ellen Bohac - Co-President, SMI-Alcott

What is the program about?

Kellogg Executive Education at Northwestern University's Business Leadership in the Age of Disruption program will help leaders in any industry identify potential threats and opportunities arising from a variety of disruptive forces and enable them to be flexible, innovative and creative about how to deal with these challenges

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 6 modules delivered over 7 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 Business Leadership in the Age of Disruption 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
• Additional software and resources may be required for certain programs – this will be communicated upon registration and/or at the beginning of the program

PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery

Does the program 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.

Additional questions?

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