Digital Marketing Strategies: Data, Automation, AI & Analytics
Live Session — Generative AI for Marketers: From Insights to Execution
In this live session with Professor Mohanbir Sawhney, we will explore how Generative AI (GenAI) is transforming modern marketing strategies using the Jobs to be Done (JTBD) framework. This structured approach will guide participants through the core marketing processes—insight generation, customer segmentation, persona development, offer design, and campaign execution. By leveraging GenAI, marketers can enhance both efficiency and effectiveness, create personalized customer experiences, and optimize campaign performance. Participants will gain actionable insights into how AI can streamline workflows, improve decision-making, and drive measurable business outcomes. The session will also address future trends and ethical considerations in AI-driven marketing, equipping professionals with the tools to lead in an AI-powered landscape.
Key Takeaways
To master modern marketing, you will 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 will be able to:
Go beyond traditional marketing practices and understand the digital world your customers inhabit.
Align your marketing efforts with today’s digital-savvy customer through a clearer comprehension of digital-centric customer behaviors.
Discover how to evolve your marketing by incorporating data, analytics, and optimization techniques for improved decision-making.
Learn from other companies using new marketing technologies to inform their marketing and gain organizational efficiencies.
Who 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.
Program Topics
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.
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.
Pathway to Becoming an Executive Scholar
Participants who successfully complete the Digital Marketing Strategies: Data, Automation, AI & Analytics program will accrue points towards becoming an esteemed Kellogg Executive Scholar; a unique credential that provides you the opportunity to customize your pathway to achieve your professional development goals.
Kellogg’s expansive program offerings allow you to build a variety of competencies that focus on practical application. More than about learning to lead, the path to becoming an Executive Scholar is about leading through learning.
Industry Examples
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.
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.
Explore how The Honest Company executed - and ultimately improved - its A/B testing and marketing experimentation using Google Ads drafts and experiments features.
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.
Participant Testimonials
Program Faculty
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 m...
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.
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.
FAQs
Financing Options
Climb Credit*
We offer financing options with our partner, Climb Credit*. Click here to learn more.
*Applicable for US Residents
Flexible Payment Options For All
Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.
Save US$260 With Our Referral Program
Refer your friends and colleagues to the Digital Marketing Strategies: Data, Automation, AI & Analytics program, and amplify the impact of continuous and collaborative learning.
How to refer:
Visit our referral page and share your referral code with your friends and colleagues
Your friend can sign up for the program using your referral code
Learn together and save US$260 on program fees each
Refer now!
Not a student? Learn more about how the referral program can benefit you.
Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 315 502 3308 (US) / +44 128 291 1923 (UK) / +65 3129 4131 (SG)
Please note that our team is away from December 23, 2024 to January 2, 2025 for the year-end holidays. We look forward to addressing your queries when we resume operations in the new year.
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options available.
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