Kellogg School of Management

Advanced Marketing Management

Kellogg School of Management

Marketing & Sales

About Programme

As digital marketing becomes the new normal and best practices evolve at an unprecedented pace, today’s organizations must work innovatively, strategically, and tirelessly to stay on the leading edge. Marketing executives must continually evaluate new opportunities, identify priorities and communicate their vision and results across the organization.

In forward-looking marketing-driven companies, rising mid-career executives face the greatest challenge: leading a younger generation of digital natives while reporting to a well-informed C-suite with high expectations for marketing management.

Designed by senior members of Kellogg’s renowned marketing faculty and former CMOs of leading corporations, the program builds participants’ understanding of the fast-evolving marketing environment and digital capabilities. Upon completing this program, you will be equipped to translate high-level aspirations into tangible marketing initiatives — and lead those initiatives successfully.

Programme Content

This program is structured around critical challenges facing marketers today:

Changing Business Models and Tools

Apply AI concepts to marketing challenges
Assemble data-driven marketing systems to improve decision making
Implement new revenue models and management to drive growth

New Approaches to Customer Insight

Apply Customer Experience and Design Thinking processes to find new ways to create value
Move from segmentation to personalization to optimize individual relationships
Understand opportunities that digital capabilities offer to disrupt and change consumer behavior, and for customer retention and relationship building
Identify how a brand selects among digital technologies and embed them in its processes to drive customer centricity
Develop customer personas and the customer journey to understand key marketing moments
Establish customer experience (CX) synergies and balance between employees, customers and shareholders

The Digital Transformation

Build on the mobile revolution to include location and frequency of customer interactions in marketing initiatives
Apply digital marketing analytics to optimize efforts across channels and platforms

Leading the Integration of Digital and Traditional Marketing

Maintain brand positioning in an omni-channel world
Design, form and manage alliances to establish growth plans

Programme Audience

Rising marketing executives and marketing directors of large organizations
Senior-level executives of smaller organizations
Executives from marketing management, marketing strategy, brand management, marketing communications, digital marketing and sales areas
Managers with responsibility for demand generation and revenue management

Programme Benefits

Lead marketing innovation, evolution and transformation across multiple levels of the organization
Enhance understanding of evolving marketing capabilities, challenges and opportunities, such as the rise of digital and AI for consumer and B2B firms
Develop operational priorities together with C-level leaders
Create and lead team-level initiatives that deliver results
Engage in individual coaching sessions with program faculty to learn how to apply the material to your individual situation

Testimonials

"I just had a really smart and meaningful conversation with the owner of a digital marketing company. In the spirit of following up on my action plans from the course, I am working on engaging his company to build up my digital presence along the lines of what we learned. I also think he may attend your program in the very near future."

Anonymous

"I applied my learning from the program today! I led an all-day session about creating personas and identifying common pain points, messaging themes, perceptions and differences. It helped us hone in on an overarching story in a market where maturity levels, buying habits and clients look distinctly different something which has eluded the team for a long time."

Anonymous

Testimonial Source

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Speak with an Advisor

  1. Pedagogy (case method, experiential learning, coaching, simulations)
  2. Programme Objective

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

Kellogg School of Management

Executive Education Office

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847.467.6018
mailto:execedkellogg.northwestern.edu
https://www.kellogg.northwestern.edu
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Advanced Marketing Management | Kellogg School of Management