Strategic Marketing Communications
offered by Northwestern University

Private University
240 acre campus
Estd. 1851

Strategic Marketing Communications
at
Northwestern University
Overview

Learn to evaluate communications strategy and execution to immediately improve marketing outcomes

Duration	12 days
Total fee	₹4.24 Lakh
Mode of learning	Online
Course Level	UG Certificate

Strategic Marketing Communications
at
Northwestern University
Highlights

Earn a certificate of completion from the Northwestern Kellogg

Strategic Marketing Communications
at
Northwestern University
Course details

Skills you will learn

Strategic Planning Marketing Marketing Communication Communication skills Marketing Planning

Who should do this course?

For Senior marketing leaders who want to create a more strategic approach in their organizations and increase the success rate of their communications
For Marketers with direct strategic responsibility for communications in a B2C or B2B environment
For Emerging or mid-level managers that are preparing for a role that requires guiding strategic communications development

What are the course deliverables?

Support the relevance of fundamental communication tools, such as insight and positioning, in today's digital communications
View communications beyond traditional broadcast messages with discussion around the digital era and social media

More about this course

Creating messages that move customers and consumers to take action is one of many challenges facing marketers in today's ever-evolving landscape
This program will help reframe how to evaluate creative strategy and output by bridging the fundamentals of strategic marketing communications -insight, positioning and creative brief work -with new tactical approaches across the communication spectrum
You'll learn to ask the right questions -from strategic planning to tactical execution of your marketing communications plan -and explore frameworks and examples for building and executing marketing communications strategically in today's digital age
You'll also develop a communications strategy, or creative brief, for a professional or personal marketing communications challenge of your choosing and receive feedback on your brief from faculty and peers

Strategic Marketing Communications
at
Northwestern University
Curriculum

Marketing Strategy and Communications

Learn frameworks for developing strong creative briefs, marketing plans, and making an impact in practice

Understand the use of strategy to create messages that move the needle and produce profitable campaigns

Assessing Marketing Communications

Acquire tools to properly evaluate the success of a marketing campaign against planned objectives including both the strategic approach and early stage creative output

Enhance critical thinking skills by learning to ask the right questions for yourself and your team

Understanding the Changing Landscape of Marketing Communications

Learn how marketing is evolving and how your organization can adapt to the changes

Engage in critical discussions around the use of new media channels

Strategic Marketing Communications
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.

Aparna Labroo

Dr. Labroo is a Consumer Psychologist and Professor of Marketing. Her expertise is in judgment and decision-making, including the role emotions play in consumer choices, health-regulation, self-control, pro-social action, and creativity.

Brett Gordon

Brett R. Gordon is a Professor of Marketing at Kellogg School of Management. His research interests are in pricing, advertising, experimentation, promotion, retailing, and competitive strategy. Professor Gordon studies these topics by drawing on methods from empirical industrial organization, econometrics, and machine learning.

Timothy Calkins

Tim Calkins helps people and organizations build strong brands; he is an award-winning marketing professor, author, speaker, and consultant. He is Associate Chair of the Marketing Department and Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management.