September 04, 2019
2 months, online
4–6 hours per week
The proliferation of new technologies such as mobile, cloud computing, and artificial intelligence (AI) have transformed customer behavior and disrupted marketplaces — both for B2B and B2C markets. As a result, our marketing practices must also evolve. Digital Marketing Strategies: Data, Automation, AI & Analytics is much more than marketing through digital channels.
Half of customers will switch brands if a company doesn't make an effort to personalize communications to them — 65% in B2B markets.
Over half of B2B marketing organizations say that lead generation is their #1 challenge.
Nearly three-quarters of CEOs surveyed by IBM predict that AI will play a key role in their company's future.
SOURCE: IBM REPORT
In this online program, business leaders, managers, and marketing professionals will learn how modern marketing is powered by data, scaled by automation, and optimized by analytics.
Business managers and leaders who are responsible for driving innovation and growth, as well as seasoned marketing practitioners, will gain a practical understanding of what modern marketing practice looks like from an organizational perspective. If your role includes attracting and retaining customers in some way or delivering products and services, there's something useful in this online program for you.
If managing a marketing team falls under your responsibility, this program will be especially appropriate, as it takes a high-level strategic view.
Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.
In this online program by Kellogg Executive Education, you'll gain an end-to-end perspective of the modern marketing process.
Applied Learning Opportunity: Let's put these theories to work in practice. Throughout this program, you will work on a Marketing Transformation Challenge. You will identify a business challenge that you would like to solve with a marketing solution. Ideally it's a solution that you could apply in a real-life situation, making the exercise inherently practical.
AT&T: Using the Customer Journey Map, learn how AT&T was able to address customers' uneasy feelings about technology overload when entering stores and turn it into a positive, personalized in-store experience.
FedEx: Explore how FedEx uses a Pinterest board to humanize its business by showcasing stories of the people who deliver packages.
Google: Analyze the structure of brand storytelling through the lens of Google India's "Reunion" commercial, a spot which has nearly 15 million views to date.
Claussen: Explore how insights from social data mining helped a pickle brand map out the motivations of their customers, leading to opportunities to capitalize on segments previously unrealized.
P&G: Learn how P&G addressed the 3 most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management — instead of sending sales people to their offices.
Whole Foods: Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice.
Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.
Professor Sawhney is a globally-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications. His most recent book, The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017... More info
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.EARN CERTIFICATE
After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.
Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.