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.
Is your marketing keeping up with digital-centric consumer behaviors?
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.
65%
Half of customers will switch brands if a company doesn't make an effort to personalize communications to them — 65% in B2B markets.
SOURCE: SALESFORCE
52%
Over half of B2B marketing organizations say that lead generation is their #1 challenge.
SOURCE: SIRIUSDECISIONS
73%
Nearly three-quarters of CEOs surveyed by IBM predict that AI will play a key role in their company's future.
SOURCE: IBM REPORT
In this online program, business leaders, managers, and marketing professionals will learn how modern marketing is powered by data, scaled by automation, and optimized by analytics.
LEARN MORE Register Now Download Brochure Preview Course For For FreeWho is This Program For?
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.
Your Learning Journey
1. Discovering Customer Insights
- Ethnography and Customer Empathy
- Customer Experience Mapping
- Social Data Mining
- AI Applications
2. Understanding Customers
- Segmentation Techniques
- Behavioral Marketing
3. Engaging Customers
- Custom Journey Mapping
- Content Management Process
- Content Hubs
- Brand Storytelling
4. Execution
- Always-on Marketing
- Agile Marketing - Scaling Agile Marketing in Large Organizations
5. Optimization
- Marketing Attribution
- Experimentation Process
- Marketing Automation
- AI Applications
Program Topics
In this online program by Kellogg Executive Education, you'll gain an end-to-end perspective of the modern marketing process.
Module 1:
A Framework for Marketing in a Digital WorldModule 2:
Understand Customers and Generating InsightsModule 3:
Customer Segmentation and Behavioral MarketingModule 4:
The Customer Journey and Content StrategyModule 5:
Brand Storytelling in a Digital WorldModule 6:
Accelerating Marketing Execution through Agile MarketingModule 7:
Marketing Attribution, Testing, and ExperimentationModule 8:
Marketing Automation and Artificial Intelligence in Marketing
Applied Learning Opportunity:
Let's put these theories to work in practice. Throughout this program, you will work on a Marketing Transformation Challenge. You will identify a business challenge that you would like to solve with a marketing solution. Ideally it's a solution that you could apply in a real-life situation, making the exercise inherently practical.Industry Examples
FedEx:
Explore how FedEx uses a Pinterest board to humanize its business by showcasing stories of the people who deliver packages.
Google:
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.
Claussen:
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.
P&G:
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.
Whole Foods:
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.
Program Faculty
MOHANBIR SAWHNEY
McCormick Foundation Chair of Technology
Clinical Professor of Marketing
Director of the Center for Research in Technology & 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... More info
Certificate
Certificate
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.
EARN CERTIFICATE EARN CERTIFICATE Preview Course For FreeAfter 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.
MOHANBIR SAWHNEY
McCormick Foundation Chair of Technology
Clinical Professor of Marketing
Director of the Center for Research in Technology & 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; a Master’s degree in Management from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi.