AT&T
Using the Customer Journey Map, learn how AT&T was able to address customers' uneasy feelings about technology overload when entering stores and turn it into a positive, personalized in-store experience.
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.
Mastering modern marketing practices
The proliferation of new technologies such as mobile, cloud computing, and artificial intelligence (AI) have transformed customer behavior and disrupted marketplaces — both for B2B and B2C markets. As a result, our marketing practices must also evolve. Digital Marketing Strategies: Data, Automation, AI & Analytics is much more than marketing through digital channels.
Half of customers will switch brands if a company doesn't make an effort to personalize communications to them — 65% in B2B markets.
Over half of B2B marketing organizations say that lead generation is their #1 challenge.
Nearly three-quarters of CEOs surveyed by IBM predict that AI will play a key role in their company's future.
To master modern marketing, you’ll create strategies to support better business decisions and gain the skills to identify when, where and why customers choose your product or service. By the end of the program, you’ll be able to:
Business managers and leaders who are responsible for driving innovation and growth, as well as seasoned marketing practitioners, will gain a practical understanding of what modern marketing practice looks like from an organizational perspective. If your role includes attracting and retaining customers in some way or delivering products and services, there's something useful in this online program for you.
If managing a marketing team falls under your responsibility, this program will be especially appropriate, as it takes a high-level strategic view.
Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.
Go beyond traditional marketing practices to learn how top brands are applying cutting-edge AI, automation, and customer journey mapping to make better decisions and gain efficiencies.
Understand customer expectations and learn about the five marketing transformation lanes
Learn about the nature of customer insight through social data, as well as map the customer experience.
Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.
Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.
Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.
Learn how to market better, faster, and stronger for organizations big and small.
Identify your customer touchpoints to understand what, where, and why customers purchase.
Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.
Understand customer expectations and learn about the five marketing transformation lanes
Understand how to engage with impactful and thoughtful stories to connect customers with your brand and values.
Learn about the nature of customer insight through social data, as well as map the customer experience.
Learn how to market better, faster, and stronger for organizations big and small.
Study the fundamentals of customer segmentation and how to select target markets based on behavior and responses.
Identify your customer touchpoints to understand what, where, and why customers purchase.
Find out where your customers are in their relationship with your brand and learn how to create new ways to engage and inform.
Learn about software applications that can save time and increase productivity while still effectively engaging customers and managing relationships.
Using the Customer Journey Map, learn how AT&T was able to address customers' uneasy feelings about technology overload when entering stores and turn it into a positive, personalized in-store experience.
Explore how FedEx uses a Pinterest board to humanize its business by showcasing stories of the people who deliver packages.
Analyze the structure of brand storytelling through the lens of Google India's "Reunion" commercial, a spot which has nearly 15 million views to date.
Explore how insights from social data mining helped a pickle brand map out the motivations of their customers, leading to opportunities to capitalize on segments previously unrealized.
Learn how P&G addressed the 3 most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management — instead of sending sales people to their offices.
Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice.
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.
MOHANBIR SAWHNEY
Associate Dean for Digital Innovation; McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology and Innovation
Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications. His most recent book, The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on The Wall Street Journal bestseller list. He has also written a book of poetry called Love, Longing and Loneliness in 2014.
Professor Sawhney’s research has been published in leading journals such as California Management Review, Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to publications such as Fortune, Forbes, and Financial Times.
Professor Sawhney’s speaking and consulting clients include Accenture, Adobe Systems, AT&T, Boeing, Cisco Systems, Dell, DuPont, Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell, Intuit, Jenner & Block, Jones Lang LaSalle, Johnson & Johnson, Kellogg Company, McDonald’s, Microsoft, Nissan Motor, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.
Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an MBA from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi.
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a 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.
Flexible payment options available.