EXECUTIVE EDUCATION MARKETING & SALES

Strategic Marketing May 14–18, 2018

Communications November 12–16, 2018

in the Digital Age Kellogg School of Management

Evanston, Illinois, USA
Planning, Executing, and
Assessing Marketing Campaigns

EXECUTIVE SUMMARY
To succeed in today’s digital marketplace, leaders need the ability to think
strategically about their marketing communications. This program bridges
the fundamentals of strategic marketing communications, such as insight and
positioning, and new approaches, such as digital and consumer engagement.
How does a marketing campaign turn an underperforming product into a
top performer? How has digital changed the interface between brands and
consumers? How can marketers design experiments to better assess one’s
return on investment? This interactive program provides insight into these
KEY BENEFITS
questions and more.
• Reinforce the relevance of fundamental
You’ll learn to ask the right questions — from strategic planning to the tactical communication tools, such as insight and
execution of your marketing communications plan — and explore frameworks positioning, in today’s digital communications
and examples for building and executing marketing communications • View communications more broadly than
strategically in today’s digital age. You’ll practice developing a creative brief traditional broadcast messages, with discussion
and digital engagement strategy then present your plan incorporating the around the digital era and social media
frameworks and concepts you’ve learned. • Participate in integrative learning, with
an emphasis on developing a perfect mix of
theory and practice with strategy and tactics

“ Very avant-garde thinking in an interconnected WHO SHOULD ATTEND

course. It pushes you to ‘burn the box.’ Strongly • Managers involved in understanding, changing
and expanding the scope of marketing
recommend.” communications within their B2C and B2B
Marketing and Communications Manager, Mercedes-Benz organizations
• Mid-level and senior leaders who have strategic
responsibility for communications or are
preparing for such a role
NEXT STEPS
• Executives from organizations in which
Learn more and apply Consult with an communications play a key role in sales
Executive Development Advisor
kell.gg/kxcomstrat execed@kellogg.northwestern.edu
847.467.6018
EXECUTIVE EDUCATION MARKETING & SALES

Strategic Marketing
Communications in the Digital Age
Planning, Executing, and
Assessing Marketing Campaigns THE FACULTY

Derek D. Rucker
PROGRAM CONTENT HIGHLIGHTS Academic Director;
Sandy and Morton
Marketing Strategy Understanding the Changing Goldman Professor of
and Communications Landscape of Marketing Entrepreneurial Studies
• Create frameworks for developing Communications in Marketing; Professor
strong creative briefs, marketing plans • Learn how marketing is evolving and of Marketing
and digital strategies how your organization can adapt to
• Understand the impact of insight in the changes
Tim Calkins
transforming simple observations into • Engage in critical discussions around Clinical Professor of Marketing
extraordinarily profitable campaigns the use of new media forms and how
digital has changed the game Brett Gordon
Assessing Marketing Communications Associate Professor of Marketing
• Acquire tools to properly evaluate
the success of a marketing campaign Kevin McTigue
against planned objectives Adjunct Lecturer of Marketing

• Enhance critical thinking skills by Loran Nordgren

learning to ask the right questions Associate Professor of Management
& Organizations
Tom O’Toole
Clinical Professor of Marketing, Senior Fellow
Please note: Faculty is subject to change.

ACCOMMODATIONS These teachers and thought

This program is held at the James L. Allen Center and includes onsite lodging, leaders approach marketing
all meals, coffee breaks and snacks. Participants also enjoy access to a fitness communications from both
center and lakeshore walking paths. an academic and practitioner
perspective, combining corporate
best practices with research-
backed methodology.

“ This program provided concise,

clear, and incredibly practical
frameworks for approaching
the entire brand communication
process, from strategy to planning
to execution. The frameworks
provided will help me to not only
focus on the important aspects
NEXT STEPS
of running a brand, but will help
Learn more and apply Consult with an me excel in those areas as well.”
Executive Development Advisor
kell.gg/kxcomstrat Brand Manager, Johnsonville Sausage
execed@kellogg.northwestern.edu
847.467.6018 COMSTRAT2018R-SUM
 EXECUTIVE EDUCATION // MARKETING & SALES

Strategic Marketing Communications In the Digital Age

Derek Rucker, Academic Director Sample Schedule

Day 1 Day 2 Day 3 Day 4 Day 5

Consumer Insight Evaluating the Digital Impact: Case Study
Anderle Execution Evolving Channels & Anderson
Rucker Experience
McTigue
Morning
Session(s) Evaluating Your Digital Impact Launching Strategic
Execution McTigue Marketing
Rucker Communications
Anderson

Program Conclusion
Rucker

lunch
Welcome & Expectations Behavioral Design: Designing Proper Creating Powerful
Rucker Changing Behavior Measurement Marketing Plans
Through Strategic Gordon Case: A-1 Steak
Communication Sauce
Nordgren Calkins

Afternoon
Session(s)
Building Strong Customer Loyalty and Staying Ahead of
Brands Communications Your Napster
Simonds O'Toole Greene

Dinner
Constructing Spark Lecture Series Free Night Content Conversations
Competent Creative (optional) (Optional)
Evening Briefs Gordon, McTigue,
Session Rucker Rucker