Advertising and Marketing Communication Strategy

Develop a rigorous approach to persuasive brand & product communication

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Course Dates

STARTS ON

May 19, 2022

Course Duration

DURATION

8 weeks, online
4–6 hours per week

Course Fee

Why should marketers keep strategy at the core of communication?

The digital age has reshaped advertising—how it’s viewed by consumers as well as how it’s approached by those in charge of developing it. These days, advertising is frequently a tactical endeavor. Should we be on the new social platform? Should we purchase this data or leverage that influencer?... all at the expense of strategy. But advertising often fails to create the needed impact. This failure is the result of not taking a rigorous, systematic approach to defining suitable goals, effective targeting, and creating an insight-driven message to compel the behavior change needed to get results.

61%

61 percent of marketers and 71 percent of agencies agree that objectives are the most important element of a marketing brief

SOURCE: BETTERBRIEFS

33%

A third of all marketing budgets is misspent due to ineffective briefs, accounting for more than $200 billion of the $600 billion global ad market

SOURCE: BETTERBRIEFS

90%

90% of marketers do not brief agencies effectively, stemming from a complete lack of strategy, according to marketing experts who lead the Better Briefs Project

SOURCE: BETTERBRIEFS
While tactical decisions aren’t to blame for the failure of most advertising efforts, your best efforts won’t succeed without a solid strategy behind them. Kellogg's Advertising and Marketing Communication Strategy program has been designed to help you create a sound advertising strategy, judge an ad’s effectiveness, understand the essentials of media planning, and learn how to avoid the most common execution pitfalls advertisers face in alignment to your business goals.

Key Takeaways

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:

  • Create strategic, persuasive communications across platforms
  • Create the most meaningful strategic advertising objective to drive your business
  • Select and prioritize target audiences to maximize effectiveness and efficiency
  • Identify, evaluate, and select a consumer insight to allow you to build the right message for your target audience
  • Evaluate the effectiveness of media plans and identify the key steps and best practices in ad production
  • Evaluate ads for their strategic merit and develop proper tests

Who Is This Program For?

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:

  • Junior- to mid-level marketers—such as brand managers or marketing managers, or executives taking on a new marketing role—who are responsible for managing advertising efforts.
  • Senior executives whose responsibilities include marketing/advertising who are looking to increase the success rate of their teams in advertising communications by honing their strategic approach.
  • Advertising, communications, and PR consultants/agencies who seek to offer better solutions for their clients and increase client buy-in on their strategic recommendations.

Program Topics

Module 1:

The Creative Brief

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.

Module 2:

Setting Objectives

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.

Module 3:

Targeting Fundamentals

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.

Module 4:

Insight

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.

Module 5:

Positioning

Evaluate how top brands have positioned themselves, learn to craft a positioning statement, use the frame of reference appropriately, and understand points of difference.

Module 6:

Execution

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.

Module 7:

Evaluation and Measurement

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.

Module 1:

The Creative Brief

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.

Module 5:

Positioning

Evaluate how top brands have positioned themselves, learn to craft a positioning statement, use the frame of reference appropriately, and understand points of difference.

Module 2:

Setting Objectives

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.

Module 6:

Execution

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.

Module 3:

Targeting Fundamentals

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.

Module 7:

Evaluation and Measurement

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.

Module 4:

Insight

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.

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Program Faculty

Profile picture of course faculty Derek Rucker

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. More info

Profile picture of course faculty Kevin McTigue

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. More info

Testimonials

"The tools, frameworks, and faculty. Superb, practical content."

— Andrew Srinarayan, CEO, Stradigi Marketing Inc.

Certificate

Example image of certificate that will be awarded after successful completion of this program

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 receive 80% to pass and obtain the certificate of completion.

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After 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.

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