February 24, 2022
8 weeks, online
4–6 hours per week
Special pricing up to 20% discount is available if you enroll with your colleagues. Please send an email to group-enrollments@emeritus.org for more information.
Limited Time Offer!
US$2,600 US$1,950
Even in the pandemic, global digital ad spending will achieve a modest boost for 2020, with robust growth expected to return in 2021.
of CMOs say they expect the near-term negative impacts of the pandemic to be short-lived.
of CMOs in Gartner’s survey say they are increasing digital ad spend and 66% will increase spending on paid search.
Refine your strategic lens to become more effective at guiding your company’s key messages through advertising, marketing and communication efforts. Throughout the 8-week program, you will learn to:
This program is designed for client-side managers as well as senior leaders responsible for devising an integrated marketing communications strategy that drives business results. It is ideal for:
As new advertising tactics emerge weekly, focus and attention shift toward tactical decisions and away from strategy. To address this, the core framework for the program is the Creative Brief. In this tool, lies the path to bring strategy back to advertising and success to marketers.
Dig deeper into the Creative Brief, beginning with setting a clear objective that will help you achieve meaningful and measurable outcomes aligned to your business objectives.
Continue to understand the Creative Brief by focusing on the next necessity: Targeting Fundamentals. Here, you will maximize the impact of your communications by selecting and prioritizing target audiences, then determine the best method to segment customers within that audience.
Define consumer insight and focuses on key consumer motivations. Identify human behavior that enable you to persuade a target audience, evaluate core consumer motivators, and understand the cognitive and perceptual path to persuasion.
Evaluate how top brands have positioned themselves, learn to craft a positioning statement, use the frame of reference appropriately, and understand points of difference.
Learn to evaluate the effectiveness and efficiency of a media plan, identify the key steps and practices needed for successful ad production, and learn the basics of data-driven digital media.
Focus on the final component of the Creative Brief: Evaluation and measurement. As you work toward more effective advertising, develop a mindset of experimentation, learn to test ads properly, and commit to asking the right questions.
As new advertising tactics emerge weekly, focus and attention shift toward tactical decisions and away from strategy. To address this, the core framework for the program is the Creative Brief. In this tool, lies the path to bring strategy back to advertising and success to marketers.
Evaluate how top brands have positioned themselves, learn to craft a positioning statement, use the frame of reference appropriately, and understand points of difference.
Dig deeper into the Creative Brief, beginning with setting a clear objective that will help you achieve meaningful and measurable outcomes aligned to your business objectives.
Learn to evaluate the effectiveness and efficiency of a media plan, identify the key steps and practices needed for successful ad production, and learn the basics of data-driven digital media.
Continue to understand the Creative Brief by focusing on the next necessity: Targeting Fundamentals. Here, you will maximize the impact of your communications by selecting and prioritizing target audiences, then determine the best method to segment customers within that audience.
Focus on the final component of the Creative Brief: Evaluation and measurement. As you work toward more effective advertising, develop a mindset of experimentation, learn to test ads properly, and commit to asking the right questions.
Define consumer insight and focuses on key consumer motivations. Identify human behavior that enable you to persuade a target audience, evaluate core consumer motivators, and understand the cognitive and perceptual path to persuasion.
Derek Rucker
Kevin McTigue
Derek Rucker
Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing, Professor of Marketing, Co-chair of Faculty Research, Kellogg School of Management
Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of social hierarchy, compensatory consumption, persuasion, and consumer behavior. His work asks, and seeks answers to, what makes for effective advertising and what motives underlie consumer consumption. To answer these questions Dr. Rucker draws on his rich training in social psychology. His work has appeared in leading journals that span psychology and marketing such as the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. In addition, his research has been covered in major media outlets such as The New York Times, Time magazine, and ABC News.
Dr. Rucker currently teaches Advertising Strategy at Kellogg. The course focuses on basic psychological principles to better understand how to plan and execute successful advertising. In recognition of his commitment to teaching excellence Dr. Rucker was nominated as a finalist for the L.G. Lavengood Outstanding Professor of the Year Award and a recipient of the Top Elective Professor Award. In addition to his work in the classroom, Dr. Rucker is a co-instructor of the annual Kellogg Advertising Superbowl Review. The review is in the spirit of Kellogg's focus on experiential learning and cultivates basic principles learned in the classroom to critically evaluate advertising in a real world and high stakes environment.
Kevin McTigue
Clinical Associate Professor of Marketing, Kellogg School of Management
Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education. His career spans over 20 years in teaching, consulting, brand management, and advertising.
Before his full-time appointment, Kevin led the Strategy & Consulting practice in the central region of the U.S. for global digital agency SapientRazorfish. His work focused on driving value for clients in a digital age. From marketing strategies to digital transformation roadmaps to creation of entirely new businesses, he advised senior Fortune 500 clients on how to best leverage digital to create value.
Prior to SapientRazorfish, he spent 7 years in brand management with Tyson/Hillshire Brands/Sara Lee leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm. Over this time he developed and launched multiple products, repositioned and developed new campaigns for all three major brands, and led all activities related to planning and running the business: achieving business targets, managing P&L, leading and developing teams, annual and long-range planning, pricing/trade strategy, innovation strategy, and brand building.
The first 10 Years of his career were in digital and traditional advertising at agencies such as marchFIRST, JWT, and BBDO. During this time, he led brand strategy work and campaign development for clients including Nestlé©, Unilever, and Mars/Wrigley. His earliest professional years were spent at Abercrombie & Fitch where he was part of the first official class of merchants and probably the worst one.
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 receive 80% to pass and obtain the certificate of completion.
Download BrochureAfter successful completion of the 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.
Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.
