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2017 Marketing Courses



Fundraising & Marketing: Building Nonprofit Capacity 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Foundations of Target Marketing For Fundraising •Explore how to effectively market to stakeholders by building a vibrant value proposition and mission •Gain an understanding of what drives stakeholder behavior and the tactics organizational leaders can use to build their stakeholder base •Understand key concepts including targeting and segmenting based on your organization’s value propositio......

Class Format: Public Course / Instructor-Led

Strategic Marketing Communications in the Digital Age 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Marketing Strategy and Communications •Create frameworks for developing strong marketing plans and identifying key marketing decisions prior to executing a communications plan •Understand the impact of insight in transforming simple observations into extraordinarily profitable campaigns Assessing Marketing Communications •Acquire tools to properly evaluate the success of a marketing cam......

Class Format: Public Course / Instructor-Led




Strategic Data-Driven Marketing 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Defining the Data-Driven Marketing Strategy •Gain access to invaluable Kellogg research, including a data-driven marketing survey on best practices that encompasses 252 firms and $53 billion in annual marketing spending •Discuss data-driven marketing strategy framework and best practice case examples •Overcome the five obstacles to data-driven marketing Return on Marketing Investment......

Class Format: Public Course / Instructor-Led

Marketing Analytics for Decision-Makers 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Many organizations struggle with how to use data analytics to improve decision-making throughout the customer life cycle. In this program, you will gain an end-to-end perspective of how analytics applies across the customer journey, from awareness through retention. You will gain a foundation of data analytics with specific application to making important decisions about your marketing strategy......

Class Format: Public Course / Instructor-Led

Kellogg on Consumer Marketing Strategy 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Developing a Consumer Marketing Strategy •Define the marketer’s goal •Analyze competitive strategies Designing a Marketing Strategy ?Segmentation, Targeting and Positioning •Employ a usage-based segmentation methodology •Target the most attractive segments •Build and sustain brand equity through compelling positioning strategy Developing and Evaluating Advertising and Promotion St......

Class Format: Public Course / Instructor-Led

Distribution Channel Management 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Assessing Channel Benefit Demands •Learn how your customers buy, not just what they buy •Identify which channel benefits matter in your market •Target the highest potential channel segments in your market Optimizing Your Channel Structure to Meet End-Users?Demands •Choose the right channel intermediaries •Set your distribution intensity •Allocate channel functions to specific channe......

Class Format: Public Course / Instructor-Led

Delivering Business Growth Workshop 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Context and Discovery •Growth opportunities and challenges •Innovating across the business •Finding growth opportunities through customer and market insights Strategy •Focusing where you can win •Choosing strategy lenses (workshop) •Rallying cry: communicating strategy across the company People •Unleash the potential of people by giving blank checks •Creating a business pro......

Class Format: Public Course / Instructor-Led

Customer Insight Tools 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Creating a Customer-Insight-Driven Organization •Start with customer empathy •Learn how to remove the filters that block customer insight •Create a culture that critically listens to customers •Understand the rational and emotional needs of customers •Learn how to use contextual tools to drive innovation •Learn how to avoid the common marketing research mistakes that lead to weak marketin......

Class Format: Public Course / Instructor-Led

Business Marketing Strategy 2017NEW


Evanston, Illinois, United States

Kellogg School of Management Executive Education

Creating a Market-Oriented Company •Developing a competitive marketing strategy •Developing segmentation, targeting and positioning strategies •Managing segments and customers Managing Customer Value •Building customer value models •Constructing customer value propositions •Managing market offerings •Managing pricing Creating and Building Business Brands •Understanding brand s......

Class Format: Public Course / Instructor-Led


Please be aware that some of the training program information is generated from historical archives. Program/training course content subject to change. Programs/training courses and their availability may vary depending on campus, term, and delivery method. Please consult the school directly for latest update. Please email the webmaster directly for any editorial issues.

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