Kellogg School of Management

Essentials of Marketing

Kellogg School of Management

Online

About Programme

Successful marketing requires a combination of sound strategy, effective execution and informed decision-making. The Essentials of Marketing online program provides professionals with a practical foundation in modern marketing, where participants learn how to uncover customer insights, evaluate market opportunities, define target audiences and position brands to create sustainable value.

Throughout the program, Kellogg faculty introduce proven frameworks that help participants think strategically, solve business challenges with confidence and communicate recommendations using a common marketing language.‌

By the end of the program, participants will be better equipped to translate customer and market insights into actionable strategies that create value for both customers and their organizations.

Programme Content

Module 1: What is Marketing?
Module 2: Setting Marketing Goals & Objectives
Module 3: Understanding Customers
Module 4: Defining Markets & Finding Opportunities
Module 5: Positioning Brands for Success
Module 6: Building Strong Brands
Module 7: Managing Communications across the Customer Journey
Module 8: Delivering Value - Pricing, Channels & Incentives
Module 9: Managing Products and Product Portfolios
Module 10: Influencing Behavior

Programme Audience

Managers and emerging leaders with at least two years of business experience who want to strengthen their marketing capabilities
Professionals in marketing, product management, strategy, operations, finance and general management seeking a stronger foundation in marketing
Individuals looking to develop a common marketing language and improve cross-functional decision-making

Programme Benefits

Identify customer insights and evaluate market opportunities
Make informed marketing decisions using data and analytical thinking
Communicate recommendations with clarity and confidence across the organization
Develop a common marketing language to improve cross-functional collaboration

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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

NA
847.467.6018
mailto:execedonlinekellogg.northwestern.edu
https://www.kellogg.northwestern.edu
Evanston, USA

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Essentials of Marketing | Kellogg School of Management