Advanced Marketing Management
offered by Northwestern University

Private University
240 acre campus
Estd. 1851

Advanced Marketing Management
at
Northwestern University
Overview

Opportunity to engage with our faculty and your peers in live discussions and lecture sessions

Duration	10 days
Start from	Start Now
Total fee	₹9.25 Lakh
Mode of learning	Online
Official Website	Go to Website
Course Level	UG Certificate

Advanced Marketing Management
at
Northwestern University
Highlights

Earn a certificate of completion from the Northwestern Kellogg
Learn from expert faculty

Advanced Marketing Management
at
Northwestern University
Course details

Skills you will learn

Marketing C Digital marketing

Who should do this course?

For Rising marketing executives and marketing directors of large organizations
For Senior-level executives of smaller organizations
For Executives from marketing management, marketing strategy, brand management, marketing communications, digital marketing and sales areas
For Managers with responsibility for demand generation and revenue management

What are the course deliverables?

Lead marketing innovation, evolution and transformation across multiple levels of the organization
Enhance understanding of evolving marketing capabilities, challenges and opportunities, such as the rise of digital and AI for consumer and B2B firms
Develop operational priorities together with C-level leaders
Create and lead team-level initiatives that deliver results

More about this course

Marketing executives must continually evaluate new opportunities, identify priorities and communicate their vision and results across the organization
In forward-looking marketing-driven companies, rising mid-career executives face the greatest challenge: leading a younger generation of digital natives while reporting to a well-informed C-suite with high expectations for marketing management
Designed by senior members of Kellogg's renowned marketing faculty and former CMOs of leading corporations, the program builds participants-understanding of the fast-evolving marketing environment and digital capabilities

Advanced Marketing Management
at
Northwestern University
Curriculum

Changing Business Models and Tools

Apply AI concepts to marketing challenges

Assemble data-driven marketing systems to improve decision making

Implement new revenue models and management to drive growth

New Approaches to Customer Insight

Apply Customer Experience and Design Thinking processes to find new ways to create value

Move from segmentation to personalization to optimize individual relationships

Understand opportunities that digital capabilities offer to disrupt and change consumer behavior, and for customer retention and relationship building

Identify how a brand selects among digital technologies and embed them in its processes to drive customer centricity

Develop customer personas and the customer journey to understand key marketing moments

Establish customer experience (CX) synergies and balance between employees, customers and shareholders

The Digital Transformation

Build on the mobile revolution to include location and frequency of customer interactions in marketing initiatives

Apply digital marketing analytics to optimize efforts across channels and platforms

Leading the Integration of Digital and Traditional Marketing

Maintain brand positioning in an omni-channel world

Design, form and manage alliances to establish growth plans

Advanced Marketing Management
at
Northwestern University
Faculty details

Derek D. Rucker

Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His research focuses broadly on social rank, compensatory consumption, persuasion, and consumer behavior. His work asks, and seeks answers to, what makes for effective advertising and what motives underlie consumer consumption.

Nick Caffentzis

Nick is a senior fellow and adjunct professor with the Markets and Customers Initiative. In December 2017, Nick retired from General Electric with 33 years of service. In his most recent role, he was the chief marketing officer of GE Healthcare Digital, a $1.8B global software and services business.