Chief Marketing Officer Program

Transform into a Visionary Marketing Leader

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Course Dates

STARTS ON

June 29, 2023

Course Duration

DURATION

12 Months
Online and In-Person/Live Virtual

Course Fee

PROGRAM FEE

US$30,000 US$600 application fee

Program Overview

In today’s economy, businesses increasingly rely upon marketing executives to take on multiple roles, serving as brand stewards, innovative storytellers, customer-centricity experts, and growth drivers. The Chief Marketing Officer Program from Executive Education at Kellogg School of Management helps you acquire the mindset needed to lead a multifaceted marketing operation aligned with the core business goals of your organization.

Image to accompany text - ELECTIVES

Up to 18 weeks of online and live electives

Choose two online electives and one in-person or live virtual elective that will enrich your knowledge of marketing and aid career growth.

IN-PERSON EXPERIENCES

Three days of in-person networking

Build lifelong connections through in-person interactions with faculty and global peers during three days of in-person networking.

Image to accompany text - CORE MODULES

16 weeks of core modules

Gain a comprehensive understanding of the tools and frameworks that drive marketing strategy through the program’s four overarching topics.

72%

of CMOs have increased investments in marketing innovation from 2020 to 2021.

Source: Gartner

73%

of CMOs say customer centricity is critical to success for the business and their role.

Source: CMO Council
Profile picture of professor Gregory Carpenter

“Boards and CEOs demand their CMOs serve as strategic partners who will use every tool at their disposal to uphold the brand, create and sustain customer centricity, leverage data analytics, and anticipate market change and disruption. The Chief Marketing Officer Program is an extraordinary opportunity for visionary marketing executives to work directly with Kellogg thought leaders to deepen their knowledge of marketing theory and strategy, while also acquiring the leadership skills necessary for the C-suite.”

— Gregory Carpenter
Faculty Director | Harold T. Martin Professor of Marketing | Director of the Center for Market Leadership

#1

Kellogg is ranked No. 1 among business schools for marketing education, according to the U.S. News & World Report, 2022.

Program Curriculum

  • The program’s learning journey includes core modules and electives. The core modules comprise four overarching topics that will equip you with the insights and frameworks to develop a customer-centric marketing strategy, drive growth, and lead enterprise-wide change.

    Thinking Strategically

    • Consumer Power and the Changing Role of Marketing
    • Shaping the Competitive Game 
    • Playing the Competitive Game 
    • Developing Competitive Advantage 
    • Elevating Brand Purpose

    Innovation and Growth

    • Building Effective CMO and R+D Relationships 
    • Leading Growth 
    • Launch Strategies
    • The Promise of Strategic Alliances

    Customer-Centric Organization

    • Managing Value with Customer Centricity and Advanced Analytics
    • Advanced Analytics and AI for Customer Centricity 
    • Building the Modern Marketing Organization 
    • Leading Organizational Change

    Leading in the C-Suite

    • Values-Based Leadership
    • Essential Business and Financial Metrics
    • Resurgence: The Four Stages of Market-Focused Reinvention
    • Applied Marketing Analytics
    • B2B Marketing: Growth Strategies for Your Organization
    • Business Analytics
    • Digital Marketing Strategies: Data, Automation, AI & Analytics
    • Leading Growth Strategy: Drive Exponential Growth With a Proven Framework
    • Omnichannel Marketing: Driving Customer Value & Business Growth
    • Strategies That Build Winning Brands

    *Electives are subject to change.

    • Business Marketing Strategy
    • Delivering Business Growth
    • Kellogg on Branding
    • Leading with Advanced Analytics and AI
    • Competitive Strategy 
    • Leading and Sustaining a Culture of Innovation

    *Electives are subject to change.

  • The program culminates with a networking event on the Kellogg campus giving you an opportunity to interact in-person with peers, industry experts, and faculty.

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Learning Outcomes

Distinguish the core values that define a customer-centric approach to marketing.

Develop cross-functional strategies that foster innovation and growth.

Leverage the capabilities of analytics to inform marketing strategies.

Create an action plan to support the organization through intentional leadership.

Propose practical solutions to marketing challenges your organization faces.

Promote the alignment of brand strategy and purpose.

Participant Profile

The Chief Marketing Officer Program is designed for:

  • Marketing leaders aspiring to or already serving in C-level roles who want to stay current on trends and ignite growth
  • Directors, general managers, and VPs focused on innovation and leading change in their organizations
  • Senior and mid-career executives from companies of any size or development stage eager to align marketing strategy with business goals, leverage marketing opportunities, and drive process improvement

Participants are required to have:

  • A minimum of 12 years of work experience in a senior marketing role
  • A role in executing strategic marketing initiatives and making an enterprise-wide impact in the next step of their career
  • Fluency in written and spoken English
  • International exposure (preferred)

Program Playbook

Throughout this program, you will complete a series of activities to consider how you might apply knowledge and skills acquired during this program in your role or business. At the end of each module, you will use your playbook as a program journal to record your progress and reflect on how you might influence strategies within your own organization or implement proposals you have developed in the program activities.

The templates and instructions for all program activities are included in this playbook. It is divided into four parts that are mapped according to the four pillars of the program. Each part of the playbook will be released as you begin the pillar:

Module 1:

CMO Playbook: Part 1

Thinking Strategically

Module 6:

CMO Playbook: Part 2

Innovation and Growth

Module 10:

CMO Playbook: Part 3

Customer-Centric Organization

Module 14:

CMO Playbook: Part 4

Leading Marketing

Module 1:

CMO Playbook: Part 1

Thinking Strategically

Module 10:

CMO Playbook: Part 3

Customer-Centric Organization

Module 6:

CMO Playbook: Part 2

Innovation and Growth

Module 14:

CMO Playbook: Part 4

Leading Marketing

Action Plan and Capstone Presentation

As a key component of this program, you will consider your reflections from your playbook and synthesize them into an action plan at the end of each program pillar. Each of these action plans should draw on what you have learned, the ideas that you intend to apply, and the critical priorities that you plan to address in the short and long terms.

At the end of the final program pillar, you will develop a capstone presentation in which you will synthesize your action plans and propose an approach to advancing a specific initiative within your organization.

To complete the capstone presentation, you will need to:

  • Prioritize an initiative you would like to advance within your chosen organization
  • Analyze potential opportunities and challenges to implementation
  • Explain how the goals of this initiative align with overall business goals
  • Summarize how you intend to move the organization toward these goals
  • Determine the partnerships needed to advance this initiative
  • Select appropriate metrics for measuring progress and success
  • Establish an approach to communicating progress to key stakeholders

The Success Coach will provide guidance throughout your learning journey as you develop and iterate your capstone presentation.

Industry Interaction

As a participant in this program, you will interact with industry experts and learn about current marketing trends, industry insights, and leadership skills. These firsthand insights will guide you in the foreseeable future and through your career progression.The core modules will include guest lectures and peer networking sessions. Additionally, you will have one-on-one sessions with your success coach to help derive the most value from the program.

Meet the Faculty

Image to accompany text - Nick Caffentzis
Image to accompany text - Gregory Carpenter
Image to accompany text - Rob Apatoff
Image to accompany text - Sanjay Khosla
Image to accompany text - Harry Kraemer
Image to accompany text - Joel Shapiro
Image to accompany text - James Stengel
Image to accompany text - Edward Zajac

Meet Your Success Coach

Faculty Member Susan Bryant

Susan Bryant

Success Coach

As part of several executive teams over her more than 25-year career, Susan Bryant has led marketing, sales, and customer experience teams for a variety of businesses from Fortune 100 to startup organizations. She has also been a consultant to several CEOs and non-profit executive directors in the past 10 years. Bryant has mentored several professionals from the entry-level stage in their careers to executives. She has been on the board of non-profits, currently serving on the board of CASA of Cook county in Chicago. In addition, in the past year, Bryant has helped develop executive education programs for elite universities.

Image to accompany text - Alumni Benefits

Alumni Benefits

Upon completing the program, you will receive an Executive Scholar Certificate and earn select Kellogg Executive Education alumni benefits, including:

  • Membership in the global Kellogg alumni network
  • Access to the online alumni network, including a network directory, discussion groups, and other tools
  • Opportunities to establish a Kellogg-branded email address and to participate in alumni clubs
  • 15 percent discount on all Kellogg Executive Education C-level, year-long online programs
  • 30 percent discount on Kellogg Executive Education open enrollment programs
  • Access to cutting-edge research and content from Kellogg faculty and leading practitioners
  • A subscription to Kellogg magazine
  • Invitations to attend Kellogg-sponsored conferences on relevant issues in management

Chief Marketing Officer Program Certificate

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

Chief Marketing Officer Program Certificate

Upon successful completion of this program, participants will receive a Kellogg Executive Scholar Certificate. Certificates are delivered electronically to your preferred email address after the program ends.

Download Brochure

After successful completion of this 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 program does not grant academic credit or a degree from the Kellogg School of Management.

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Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.