EXECUTIVE EDUCATION

High-Performance Marketing Communications: Strategies for Success

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Course Dates
STARTS ON

December 9, 2020

Course Duration

DURATION

8 weeks, online
4–6 hours per week

Course Duration

PROGRAM FEE

US$2,600 or get US$260 off with a referral

Course Information Flexible payment available
Course Information Special group enrollment pricing

Welcome

To claim your US$260 program fee coupon for High-Performance Marketing Communications: Strategies for Success, please complete the information form.

Amid uncertainty, ad spending—and recovery—continue

2.4%+

Even in the pandemic, global digital ad spending will achieve a modest boost for 2020, with robust growth expected to return in 2021.

SOURCE: emarketer

73%

of CMOs say they expect the near-term negative impacts of the pandemic to be short-lived.

SOURCE: Gartner’s 2020 CMO Spend Survey Research

74%

of CMOs in Gartner’s survey say they are increasing digital ad spend and 66% will increase spending on paid search.

SOURCE: Gartner’s 2020 CMO Spend Survey Research
…but what about the strategy behind the spend?
Much of today’s advertising has become focused on tactical decisions versus a well-developed, systematic approach to strategy. Kellogg’s High-Performance Marketing Communications: Strategies for Success program was designed to help you guide your advertising efforts by ensuring they are backed by a solid, effective strategy linked to your business goals.

Key Takeaways

Refine your strategic lens to become more effective at guiding your company’s key messages through marketing and communication efforts. Throughout the 8-week program, you will learn to:

  • Create strategic, persuasive communications across platforms
  • Create the most meaningful strategic advertising objective to drive your business
  • Select and prioritize target audiences to maximize effectiveness and efficiency
  • Identify, evaluate, and select a consumer insight to allow you to build the right message for your target audience
  • Evaluate the effectiveness of media plans and identify the key steps and best practices in ad production
  • Evaluate ads for their strategic merit and develop proper tests

Who Is This Program For?

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:

  • Junior- to mid-level marketers—such as brand managers or marketing managers, or executives taking on a new marketing role—who are responsible for managing advertising efforts.
  • Senior executives whose responsibilities include marketing/advertising who are looking to increase the success rate of their teams in advertising communications by honing their strategic approach.
  • Advertising, communications, and PR consultants/agencies who seek to offer better solutions for their clients and increase client buy-in on their strategic recommendations.

Program Topics

Module 1:

Introduction: The Creative Brief as Strategic Roadmap

Module 2:

Setting Objectives

Module 3:

Targeting for Growth

Module 4:

Consumer Behavior and Paths to Persuasion

Module 5:

Positioning Decisions

Module 6:

Executing the Media Planning

Module 7:

Evaluation and Measurement

Module 1:

Introduction: The Creative Brief as Strategic Roadmap

Module 5:

Positioning Decisions

Module 2:

Setting Objectives

Module 6:

Executing the Media Planning

Module 3:

Targeting for Growth

Module 7:

Evaluation and Measurement

Module 4:

Consumer Behavior and Paths to Persuasion
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Program Faculty

Derek Rucker

Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing, Professor of Marketing, Co-chair of Faculty Research, Kellogg School of Management

Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of social hierarchy, compensatory consumption, persuasion, and consumer behavior. More info

Kevin McTigue

Clinical Associate Professor of Marketing, Kellogg School of Management

Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education. His career spans over 20 years in teaching, consulting, brand management, and advertising. More info

Derek Rucker

Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing, Professor of Marketing, Co-chair of Faculty Research, Kellogg School of Management

Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of social hierarchy, compensatory consumption, persuasion, and consumer behavior. His work asks, and seeks answers to, what makes for effective advertising and what motives underlie consumer consumption. To answer these questions Dr. Rucker draws on his rich training in social psychology. His work has appeared in leading journals that span psychology and marketing such as the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. In addition, his research has been covered in major media outlets such as The New York Times, Time magazine, and ABC News.

Dr. Rucker currently teaches Advertising Strategy at Kellogg. The course focuses on basic psychological principles to better understand how to plan and execute successful advertising. In recognition of his commitment to teaching excellence Dr. Rucker was nominated as a finalist for the L.G. Lavengood Outstanding Professor of the Year Award and a recipient of the Top Elective Professor Award. In addition to his work in the classroom, Dr. Rucker is a co-instructor of the annual Kellogg Advertising Superbowl Review. The review is in the spirit of Kellogg's focus on experiential learning and cultivates basic principles learned in the classroom to critically evaluate advertising in a real world and high stakes environment.

Kevin McTigue

Clinical Associate Professor of Marketing, Kellogg School of Management

Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education. His career spans over 20 years in teaching, consulting, brand management, and advertising.

Before his full-time appointment, Kevin led the Strategy & Consulting practice in the central region of the U.S. for global digital agency SapientRazorfish. His work focused on driving value for clients in a digital age. From marketing strategies to digital transformation roadmaps to creation of entirely new businesses, he advised senior Fortune 500 clients on how to best leverage digital to create value.

Prior to SapientRazorfish, he spent 7 years in brand management with Tyson/Hillshire Brands/Sara Lee leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm. Over this time he developed and launched multiple products, repositioned and developed new campaigns for all three major brands, and led all activities related to planning and running the business: achieving business targets, managing P&L, leading and developing teams, annual and long-range planning, pricing/trade strategy, innovation strategy, and brand building.

The first 10 Years of his career were in digital and traditional advertising at agencies such as marchFIRST, JWT, and BBDO. During this time, he led brand strategy work and campaign development for clients including Nestlé©, Unilever, and Mars/Wrigley. His earliest professional years were spent at Abercrombie & Fitch where he was part of the first official class of merchants and probably the worst one.

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 pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

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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.

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