Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA and executive education programs. His career spans more than twenty-five years in teaching, consulting, brand management, and advertising.
Kevin is currently the academic director for Kellogg’s Chief Digital Officer program and co-director of Kellogg’s Advertising and Marketing Communication Strategy program. He co-authored The Creative Brief Blueprint, contributed to Kellogg on Branding and Kellogg on Marketing. He conducts executive training and consulting for a variety of firms on the topics of marketing and advertising strategy.
Before his full-time appointment at Kellogg, Kevin led a strategy consulting practice for global digital agency SapientRazorfish. Prior to consulting, he spent seven years in brand management with Tyson Foods leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm. Early in his career, Kevin spent significant time working in digital and traditional advertising.
Marketing Fundamentals, Advertising, Digital Communications, Brand Management
Learn how to win in today’s hypercompetitive marketplace by gaining and translating insights about consumers’ goals, beliefs and behaviors into an effective marketing strategy. Go home equipped to segment, reach and convert customers more effectively.
Discover how to create effective, strategy-driven marketing campaigns that move customers and consumers in today’s ever evolving digital landscape. Utilizing tools such as insight, positioning and creative brief work, along with new tactical approaches across the communication spectrum, you’ll learn to ask the right questions, and explore frameworks and examples applicable to developing both B2C and B2B marketing communications plans.