In this online programme by Kellogg School of Management Executive Education, you will gain an end-to-end perspective of the modern marketing process that starts with gathering customer insights, moves through content strategies and execution, and culminates in optimisation. It may sound familiar, but if AI and automation aren’t part of your marketing technology stack, then you’re not getting the most out of your marketing investments. Market leaders take a holistic view of marketing, adopting technology platforms that support decision making across the entire organisation.
Taught by Professor Mohanbir Sawhney, a globally-recognised scholar, educator, and author at the intersection of marketing, innovation, and technology, this programme will guide you through a strategic deep dive into modern marketing practices.
2 months, online – starting from 27 June 2019
4–6 hours per week
In this programme, you will gain an end-to-end perspective of the modern marketing process.
Module 1: A Framework for Marketing in a Digital World
Module 2: Understand Customers and Generating Insights
Module 3: Customer Segmentation and Behavioral Marketing
Module 4: The Customer Journey and Content Strategy
Module 5: Brand Storytelling in a Digital World
Module 6: Accelerating Marketing Execution through Agile Marketing
Module 7: Marketing Attribution, Testing, and Experimentation
Module 8: Marketing Automation and Artificial Intelligence in Marketing
Capstone Project: Uber Case Study
Who Should Attend
- Business managers and leaders who are responsible for driving innovation and growth
- Seasoned marketing practitioners
If your role includes attracting and retaining customers in some way, or delivering products and services, there’s something useful in this online programme for you. If managing a marketing team falls under your responsibility, this programme will be especially appropriate, as it takes a high-level strategic view.
US$2,250 (flexible payment options are available)
To apply, visit this page.
Kellogg School of Management
James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
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