The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistDevelop a rigorous approach to persuasive brand & product communication
Download BrochureNovember 14, 2024
8 weeks, online
4–6 hours per week
Participants report that enrolling in a program with colleagues fosters collaborative learning and amplifies their impact.
Please provide your details to get more information about the group-enrollment pricing.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistThe 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 percent of marketers and 71 percent of agencies agree that objectives are the most important element of a marketing brief
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
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
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.
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.
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After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.
Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at the ID mentioned above.
Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.
More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.
Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.
Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.
We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:
The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.
More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.
All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.
A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.
Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.
Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.
This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please email us if you need further clarification on any specific program requirements.
Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.
The digital certificate will be sent approximately two weeks after the program, once grading is complete.
No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.
No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.
You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.
Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.
Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.
Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.
Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.
The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.
Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.
Yes! Please email us with the details of the program you are interested in, and we will assist you.
Please email us your invoicing requirements and the specific program you’re interested in enrolling in.
Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.
Please connect with us via email for assistance.
Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.
Program fees for Emeritus programs with Kellogg Executive Education may not be paid for with (a) funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits or (b) Title IV financial aid funds.
For the program refund and deferral policy, please click the link here.
We offer financing options with our partner, Climb Credit*.
Click here to learn more.
*Applicable for US Residents
Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.
Flexible payment options available.