EXECUTIVE EDUCATION

Kellogg Accelerated Marketing Leadership Program

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Course Dates

STARTS ON

June 10, 2021

Course Duration

DURATION

6 months, online
4-6 hours per week

Course Duration

Pay Nothing While You Learn. Financing Options Starting At US$25/Month.

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Strategize Your Path to Marketing Leadership

Marketing is evolving rapidly, so must marketing leaders. To become a force in the field, you must be the champion of the customer, master of the data, arbiter of the brand, adopter of the innovation, communicator of the vision, and implementor of the strategy. As you chart your career path, consider marketing’s changing terrain:

75%

Skills such as leveraging social networking, automation, and AI would enable organizations to better optimize their operations in the future, believe 75% of CMOs

SOURCE: MCKINSEY

$129 billion

Why do CMOs today run iterative sprints, adapting in real time? In 2019, digital advertising (think Google and Facebook) outpaced print and television, $129 billion vs. $109 billion.

SOURCE: RECODE

#1 MBA in Marketing
U.S. News & World Report, 2020

Why Kellogg Executive Education at Northwestern University?

Learn next-level marketing skills and strategy from some of the same marketing faculty who teach in our world-renowned MBA program, as well as accomplished industry leaders.

  • Webinars, live sessions, and office hours with leading marketing experts
  • Real-world applications
  • Leadership and career insights from industry innovators

Key Takeaways

In this program, you will gain an end-to-end perspective on the modern marketing operating model, from crafting strategic content to leveraging data analytics to connecting with customers. You will also master leadership skills that will ignite your career. You will learn to:

  • Explore critical leadership skills to more effectively develop your team, build your influence, and shape your career.
  • Learn how to harness the power of your brands to offer a distinct customer advantage.
  • Implement agile marketing process and tools for your organization.
  • Use tools of automation and AI to market more efficiently.
  • Establish product leadership in your market segment.
  • Improve your strategic decision-making and problem-solving skills.
  • Develop winning customer experiences across your product portfolio.
  • Identify and target the right customers for the greatest value through differentiation.
  • Employ response-based segmentation and automated behavioral marketing to develop more data-driven targeting strategies.

Who Is This Program For?

This program is designed for mid-career and high-potential marketing professionals who have primarily spent their time in a specific functional area within marketing and are looking to get exposure to the broader marketing organization. This marketer wants to ignite change, develop data-driven and consumer-centric results, and have the skills required to thrive at the top of the marketing organization. For participants who earned a marketing MBA a while ago, the curriculum will fill the gaps created by new technology, methods, and platforms. The lessons will be especially valuable for:

Functional Marketing Leaders
Ideal for the head of a specialized marketing group or a product line marketer. This high-potential marketer is looking to get exposure to the broader marketing organization and looking to enhance their leadership, influence, team-building skills, and mastery of marketing techniques beyond their area of specialization. Specific roles might include:

  • Vice President of Marketing
  • Brand Head
  • Brand Vice President
  • Brand Associate Vice President
  • Digital Marketing Head
  • Content Marketing Head
  • Content Marketing Vice President
  • Communications & PR Head

Mid-Career Marketers
Ideal for marketers with expertise and experience in a specific area of marketing. This program is also ideal for an individual contributor or someone who leads a small functional team. This marketer aims to get exposure to broader functional areas within marketing and master the current marketing techniques and platforms. Specific roles might include:

  • Marketing Manager
  • Brand Manager
  • Digital Marketing Manager
  • Content Marketing Manager
  • Communications & PR Manager

Note: The content of this program is applicable to any industry.

Learning Journey

Underpinning every topic in this program are the themes of Personal Leadership and Leading the Marketing Team, allowing you to view each of the marketing skills, strategies, and insights through the lens of leadership. From this perspective, you will engage in a framework built on three foundational pillars of marketing success:

  • Developing Strategy
  • Understanding Customers & Using Analytics
  • Connecting with Customers

Program Modules

Now more than ever, a marketing leader must be prepared to catch the next wave of innovation, to catalyze breakthroughs, adapt to analytics, and create exceptional customer experiences. Based on three pillars of marketing success, our curriculum coaches you to shift your strategic approach as new competitors or new platforms emerge. You will be primed to act decisively as the market shifts, drawing insights from our building blocks of leadership success.

Module 1:

Customer Centricity & Customer Value

As the program begins, you will analyze a business from a customer-centric viewpoint and examine the steps to developing a customer strategy. Also, you will learn to determine two key business metrics.

Module 2:

Competitive Marketing Strategy

In little more than the last 10 years, Apple, Amazon, Starbucks, and many others have demonstrated the power of a new approach to marketing: innovate and deliver products and services to consumers that they simply could not imagine possible. You will examine this new marketing technique and explore how firms use innovation as well as marketing strategy to shape consumer learning and, in the process, produce remarkable success that is difficult to imitate.

Module 3:

Marketing in a Digital World

The widespread availability of data, digital technologies, and optimization strategies have necessitated a holistic change in the way marketers understand, reach, attract, convert, and engage their customers. You will learn how marketing is being transformed in five disciplines.

Module 4:

Agile Marketing

Here, you will focus on the process and execution-based aspects of modern marketing.

Module 5:

Career Success Factors & Derailers

In this module, you will learn about the key career derailers that stall the progress of talented managers and leaders and explore the individual and organizational remedies to help mitigate the likelihood of derailment in your own career. You will also examine the traits and behaviors of high potential, high performers to understand why they don’t derail as frequently.

Module 6:

Motivational Consumer Insight

In this module, you will learn to better understand your customers to stay three steps ahead of them – and the competition.

Module 7:

Behavioral Marketing

Explore data-driven techniques used by modern marketers in understanding their customers. You will investigate the applications of automated behavioral marketing and platforms for mapping strategies to customer intent and marketing in real-time to "a segment of one."

Module 8:

Leading with Analytics

Analytics is every leader’s problem. It requires investments in people, integrated data, analytics tools and organizational structure. From this module, you will understand the importance of planning for analytics, explain why analytics requires managerial judgment, and realize that analytics is at its core a thinking skill.

Module 9:

Data Visualization

Using visualization to understand data requires you to understand the power of the human visual system to process data in a visualized form. Visualization allows analysts to see more complex patterns in their data and understand the perceptual building blocks of visualizations through precision. In this module, we will discuss the visualization skills needed to help you identify and communicate data more clearly.

Module 10:

How to Tell Good from Bad Analytics

In this module, you will learn how to identify which kinds of analytics can (and cannot) be used to conclude that a business initiative is effective. This module offers a practical and accessible checklist and gives participants ample opportunity to apply these tools to real-life business examples.

Module 11:

Marketing Automation & Artificial Intelligence in Marketing

This week you will focus on the automated and AI-delivered applications driving modern marketing. Also, you will learn to employ marketing automation and AI applications to understand, reach, engage, attract, and convert customers.

Module 12:

Marketing Technology – Tough Challenges, Rich Choices

This session will help you understand the marketing technology landscape and equip you with the knowledge and frameworks to select, implement, and leverage marketing technologies.

Module 13:

Strategy of Influence

How can you exert leadership when you lack formal authority? This module provides research-based, practical insights into how to influence individuals and groups without relying on forced compliance. You will examine psychological and behavioral factors that motivate people to respond favorably to your ideas while exploring practical strategies for structuring social interactions to gain influence and persuade others to change.

Module 14:

Defining Your Brand

After establishing what defines a brand, you will explore how a brand adds value and how a brand can help or hurt a product proposition. Additionally, you will evaluate touchpoints for your brand and determine how to strengthen them.

Module 15:

Brand Design & Touchpoints

To help a company build its business with users, you will identify key elements of the following: personas, brand design, and touchpoints.

Module 16:

Content Marketing

This week, you will map the customer experience and align content strategy and innovations with customer intent. Also, you will evaluate a content hub based upon the ease of finding relevant content, call to action, and availability of interesting pieces.

Module 17:

Media Planning

Marketers scramble to keep up with shifts in advertising and their attention drifts toward tactical decisions – away from strategy. Brands clutter the touchpoints, channels, and social feeds of customers with more and more ads, but with diminishing returns. In this module, you will learn to refocus on strategy with a marketer’s power tool: The Creative Brief.

Module 18:

Evaluating Communications

This week you will focus on the evaluation of multiple aspects of communications and advertising.

Module 19:

Managing Brand Associations

Here you will apply the Awareness/Liking/Market-Share Model of brand tracking to diagnose key brand challenges and potential strategic solutions.

Module 20:

Loyalty Drivers

You will examine customer loyalty drivers and develop a customer loyalty strategy applying two key methods: personalization and trigger marketing.

Module 21:

Brand Orchestration and Implementation

Creating a winning brand strategy is a tremendous challenge, but the real challenge lies in implementing the strategy, the part of the process where breakdown usually occurs. This module ensures you can apply a practical model to guide brand strategy orchestration across your enterprise.

Module 22:

Great Marketing Plans

Almost every company creates an annual marketing plan and many spend hundreds of employee hours researching, preparing, and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated, and too dense. In this module, you will understand how to create great marketing plans to persuasively sell recommendations.

Module 23:

Developing Your People

As we move up in organizations, developing and mentoring one’s direct reports becomes a critical skill, and yet many leaders struggle to do it well. You will learn how deliberate development can powerfully impact individual and organizational success, with insights.

Module 24:

Wrap-Up and Action Planning

Module 1:

Customer Centricity & Customer Value

As the program begins, you will analyze a business from a customer-centric viewpoint and examine the steps to developing a customer strategy. Also, you will learn to determine two key business metrics.

Module 13:

Strategy of Influence

How can you exert leadership when you lack formal authority? This module provides research-based, practical insights into how to influence individuals and groups without relying on forced compliance. You will examine psychological and behavioral factors that motivate people to respond favorably to your ideas while exploring practical strategies for structuring social interactions to gain influence and persuade others to change.

Module 2:

Competitive Marketing Strategy

In little more than the last 10 years, Apple, Amazon, Starbucks, and many others have demonstrated the power of a new approach to marketing: innovate and deliver products and services to consumers that they simply could not imagine possible. You will examine this new marketing technique and explore how firms use innovation as well as marketing strategy to shape consumer learning and, in the process, produce remarkable success that is difficult to imitate.

Module 14:

Defining Your Brand

After establishing what defines a brand, you will explore how a brand adds value and how a brand can help or hurt a product proposition. Additionally, you will evaluate touchpoints for your brand and determine how to strengthen them.

Module 3:

Marketing in a Digital World

The widespread availability of data, digital technologies, and optimization strategies have necessitated a holistic change in the way marketers understand, reach, attract, convert, and engage their customers. You will learn how marketing is being transformed in five disciplines.

Module 15:

Brand Design & Touchpoints

To help a company build its business with users, you will identify key elements of the following: personas, brand design, and touchpoints.

Module 4:

Agile Marketing

Here, you will focus on the process and execution-based aspects of modern marketing.

Module 16:

Content Marketing

This week, you will map the customer experience and align content strategy and innovations with customer intent. Also, you will evaluate a content hub based upon the ease of finding relevant content, call to action, and availability of interesting pieces.

Module 5:

Career Success Factors & Derailers

In this module, you will learn about the key career derailers that stall the progress of talented managers and leaders and explore the individual and organizational remedies to help mitigate the likelihood of derailment in your own career. You will also examine the traits and behaviors of high potential, high performers to understand why they don’t derail as frequently.

Module 17:

Media Planning

Marketers scramble to keep up with shifts in advertising and their attention drifts toward tactical decisions – away from strategy. Brands clutter the touchpoints, channels, and social feeds of customers with more and more ads, but with diminishing returns. In this module, you will learn to refocus on strategy with a marketer’s power tool: The Creative Brief.

Module 6:

Motivational Consumer Insight

In this module, you will learn to better understand your customers to stay three steps ahead of them – and the competition.

Module 18:

Evaluating Communications

This week you will focus on the evaluation of multiple aspects of communications and advertising.

Module 7:

Behavioral Marketing

Explore data-driven techniques used by modern marketers in understanding their customers. You will investigate the applications of automated behavioral marketing and platforms for mapping strategies to customer intent and marketing in real-time to "a segment of one."

Module 19:

Managing Brand Associations

Here you will apply the Awareness/Liking/Market-Share Model of brand tracking to diagnose key brand challenges and potential strategic solutions.

Module 8:

Leading with Analytics

Analytics is every leader’s problem. It requires investments in people, integrated data, analytics tools and organizational structure. From this module, you will understand the importance of planning for analytics, explain why analytics requires managerial judgment, and realize that analytics is at its core a thinking skill.

Module 20:

Loyalty Drivers

You will examine customer loyalty drivers and develop a customer loyalty strategy applying two key methods: personalization and trigger marketing.

Module 9:

Data Visualization

Using visualization to understand data requires you to understand the power of the human visual system to process data in a visualized form. Visualization allows analysts to see more complex patterns in their data and understand the perceptual building blocks of visualizations through precision. In this module, we will discuss the visualization skills needed to help you identify and communicate data more clearly.

Module 21:

Brand Orchestration and Implementation

Creating a winning brand strategy is a tremendous challenge, but the real challenge lies in implementing the strategy, the part of the process where breakdown usually occurs. This module ensures you can apply a practical model to guide brand strategy orchestration across your enterprise.

Module 10:

How to Tell Good from Bad Analytics

In this module, you will learn how to identify which kinds of analytics can (and cannot) be used to conclude that a business initiative is effective. This module offers a practical and accessible checklist and gives participants ample opportunity to apply these tools to real-life business examples.

Module 22:

Great Marketing Plans

Almost every company creates an annual marketing plan and many spend hundreds of employee hours researching, preparing, and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated, and too dense. In this module, you will understand how to create great marketing plans to persuasively sell recommendations.

Module 11:

Marketing Automation & Artificial Intelligence in Marketing

This week you will focus on the automated and AI-delivered applications driving modern marketing. Also, you will learn to employ marketing automation and AI applications to understand, reach, engage, attract, and convert customers.

Module 23:

Developing Your People

As we move up in organizations, developing and mentoring one’s direct reports becomes a critical skill, and yet many leaders struggle to do it well. You will learn how deliberate development can powerfully impact individual and organizational success, with insights.

Module 12:

Marketing Technology – Tough Challenges, Rich Choices

This session will help you understand the marketing technology landscape and equip you with the knowledge and frameworks to select, implement, and leverage marketing technologies.

Module 24:

Wrap-Up and Action Planning

For full details about the curriculum, including the session schedule, please download the brochure.

Download Brochure

Case Studies and Industry Examples

Case studies and real-world industry examples offer contextually rich scenarios that allow you to dive deeper into the complexities of modern marketing solutions. Here are a handful of the brands we’ll survey:

Logo for Microsoft

Microsoft

Logo for Apple

Apple

Logo for Amazon

Amazon

Logo for Uber

Uber

Logo for Lego

Lego

Logo for Old Spice

Old Spice

Logo for Berol

Berol

Logo for Ontela PicDeck

Ontela PicDeck

Logo for Samsung

Samsung

Logo for Barilla

Barilla

Logo for Delta

Delta

Logo for Virgin Atlantic

Virgin Atlantic

Logo for Porsche

Porsche

Logo for Toyota

Toyota

Logo for Patagonia

Patagonia

Logo for Grey Goose

Grey Goose

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Program Experience

Decorative image relating to Live Online Learning Sessions

Live Online Learning Sessions

Decorative image relating real-world applications

Real-World Applications

Decorative image relating to Action Planning with Feedback from Program Leaders

Action Planning with Feedback from Program Leaders

Decorative image relating to Marketing Case Studies

Marketing Case Studies

Decorative image relating to Knowledge Checks

Knowledge Checks

Decorative image relating to Global Network of Creative Collaborators

Global Network of Creative Collaborators

Decorative image relating to Mobile Learning App

Mobile Learning App

Decorative image relating to Dedicated Program Support Team

Dedicated Program Support Team

Blockbuster Program Faculty

NICK CAFFENTZIS

Senior Fellow and Adjunct Professor, Kellogg Markets and Customers Initiative

After a career at General Electric in multiple senior marketing leadership roles, including Chief Marketing Officer GE Healthcare Digital, Prof. Caffentzis is a Senior Fellow and Adjunct Professor with the Markets and Customers Initiative and the Executive Director, Kellogg Chief Marketing Officer Program. He specializes in customer success and new solution development.

TIMOTHY CALKINS

TIMOTHY CALKINS

Clinical Professor of Marketing and Associate Chair of Marketing Department

Author, speaker, and consultant, Prof. Calkins helps people and organizations build strong brands. He teaches courses that include Marketing Strategy and Biomedical Marketing. He is academic co-director of the Kellogg on Branding Executive Education program.

Faculty Member GREGORY CARPENTER

GREGORY CARPENTER

Harold T. Martin Professor of Marketing, Director of the Center for Market Leadership and Faculty Director, Kellogg Markets and Customers Initiative

Prof. Carpenter is the author or co-editor of several books. His work often appears in leading academic journals and the popular press. He teaches Consumers, Culture & Leadership in the MBA program and is the academic director of two Kellogg executive programs: Kellogg’s Chief Marketing Officer Program and The Customer-Focused Organization.

CARTER CAST

Michael S. and Mary Sue Shannon Clinical Endowed Professor of Entrepreneurship

After occupying marketing leadership roles with PepsiCo, Frito-Lay, Electronic Arts and Wal-Mart, Prof. Cast, now, is an award-winning author and venture partner for Pritzker Group Venture Capital. He teaches entrepreneurship and leadership courses at Kellogg.

Faculty Member JONATHAN COPULSKY

JONATHAN COPULSKY

Lecturer of Marketing and Program Director, Business Marketing Strategy, Executive Education

A growth strategist with more than 40 years of experience working in leadership at companies like Deloitte, Prof. Copulsky is a brand and strategy expert. He teaches Advanced Marketing in Kellogg’s Executive Education program.

GINA FONG

Adjunct Lecturer of Marketing

A consumer anthropologist and principal of the Chicago marketing firm, Fong Insight, Prof. Fong helps clients channel consumer insights to delight their audience across the entire consumer journey. She teaches on the topic of consumer-centric marketing.

Faculty Member Steven Franconeri 

STEVEN  FRANCONERI 

Professor of Psychology, Weinberg College of Arts & Sciences, Professor of Design, McCormick School of Engineering (Courtesy), Director, Northwestern Cognitive Science Program  and Professor of Leadership, Kellogg School of Management (Courtesy) 

The director of the Visual Thinking Laboratory, Prof. Franconeri is a leading scientist, teacher, and speaker on visual thinking, visual communication, and the psychology of data visualization. He has also been a recipient of the National Science Foundation CAREER award and the Psychonomic Society Early Career award for his research on visual thinking. 

JULIE HENNESSY

Clinical Professor of Marketing and Associate Chair of the Marketing Department

Prof. Hennessy's MBA and Executive Education teaching focuses on marketing strategies for long-term competitive advantage and profitability. She works often with research and technology-driven firms to help theme to become more customer-centric.

Faculty Member ERIC LEINENGER

Eric Leininger

Clinical Professor, Executive Education

Prof. Leininger is a Sr. Fellow and Adjunct Professor of Executive Education at Kellogg. He joined Kellogg as part-time faculty in 2008 and full-time in 2010 after serving as a Senior Vice President at McDonald's Corporation and Kraft Foods. At Kellogg, he has filled numerous roles such as the Managing Director of Marketing for Kellogg Executive Education, Co-Founder and Leader of the Kellogg Chief Marketing Officer Program, and faculty for the Kellogg Executive Education programs on Branding, Leading with Advanced Analytics and AI, and Leading the Customer Focused Organization.

Faculty Member KEVIN MCTIGUE

KEVIN MCTIGUE

Clinical Associate Professor of Marketing, Kellogg School of Management

Prof. McTigue teaches multiple classes for the MBA and Executive Education programs at Kellogg. He is an expert in consulting, brand management, and advertising. He was involved in strategy and consulting for the global digital agency SapientRazorfish.

Faculty Member THOMAS F. O’TOOLE

THOMAS F. O’TOOLE

Associate Dean, Executive Education, and Clinical Professor of Marketing

Prof. O’Toole’s work at Kellogg focuses on connecting data science to business value creation, data-driven marketing, customer strategy, customer value management, and loyalty programs. He is a senior advisor for McKinsey & Company.

NICHOLAS A. PEARCE

Clinical Professor of Management & Organizations

Scholar, speaker, activist, author, entrepreneur, and pastor, Prof. Pearce teaches several Executive Education courses on marketing, leadership and organizational change, as well as Beyond Diversity: The Fundamentals of Inclusive Leadership in the MBA program.

DEREK D. RUCKER

Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing, Professor of Marketing, and Co-chair of Faculty Research

Prof. Rucker’s research focuses on social hierarchy, compensatory consumption, persuasion, and consumer behavior, drawing on his training in social psychology. His work has appeared in leading journals and has been covered in major media outlets such as The New York Times and Time magazine.

Faculty Member MOHANBIR SAWHNEY

MOHANBIR SAWHNEY

Associate Dean for Digital Innovation, McCormick Foundation Chair of Technology, Clinical Professor of Marketing, and Director of the Center for Research in Technology and Innovation

Prof. Sawhney is a globally recognized scholar, teacher, consultant, and speaker on business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals. His consulting clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco Systems, Dell, DuPont, and Goldman Sachs.

Faculty Member BROOKE VUCKOVIC

BROOKE VUCKOVIC

Clinical Professor of Leadership, Academic Director, Leading the Family Enterprise, and Faculty Director of Coaching, Zell Fellows

Prof. Vuckovic teaches on a variety of leadership topics, including Moral Complexity in Leadership. She takes a deep interest in multigenerational family enterprises and founder-led companies. She has been a coach to top-tier executives for nearly 20 years.

Certificate

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as pass or fail. Participants must complete 80% of the program to earn the certificate of completion.

Designed as a highly interactive learning experience, there are pre-determined group-based activities planned for most weeks. As such, we expect participants will commit to being present through the entire duration of the session as everyone’s learning experience is affected by each member’s attendance.

Download Brochure

Note: After successful completion of the online program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education. This online certificate of completion does not grant academic credit or a degree from Kellogg School of Management.

Pay Nothing While You Learn. Financing Options Starting At US$51/Month

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