STARTS ON

June 27, 2019

DURATION

2 months, online
4–6 hours per week

PROGRAM FEES

$2,250

info Flexible payment available

Is your marketing keeping up with digital-centric consumer behaviors?

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.

65%

Half of customers will switch brands if a company doesn't make an effort to personalize communications to them — 65% in B2B markets.

SOURCE: SALESFORCE

52%

Over half of B2B marketing organizations say that lead generation is their #1 challenge.

SOURCE: SIRIUSDECISIONS

73%

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.

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Who is this Program for?

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.

Your Learning Journey

Learning Journeyr

1. Discovering Customer Insights

  • Ethnography and Customer Empathy
  • Customer Experience Mapping
  • Social Data Mining
  • AI Applications

2. Understanding Customers

  • Segmentation Techniques
  • Behavioral Marketing

3. Engaging Customers

  • Customer Journey Mapping
  • Content Management Process
  • Content Hubs
  • Brand Storytelling

4. Execution

  • Always-on Marketing
  • Agile Marketing - Scaling Agile Marketing in Large Organizations

5. Optimization

  • Marketing Attribution
  • Experimentation Process
  • Marketing Automation
  • AI Applications

Program Topics

In this online program by Kellogg Executive Education, you'll gain an end-to-end perspective of the modern marketing process.

  • Module 1: A Framework for Marketing in a Digital World
  • Module 2: Understand Customers and Generating Insights
  • Module 3: Customer Segmentation and Behavioral Marketing
  • Module 4: The Customer Journey and Content Strategy
  • Module 5: Brand Storytelling in a Digital World
  • Module 6: Accelerating Marketing Execution through Agile Marketing
  • Module 7: Marketing Attribution, Testing, and Experimentation
  • Module 8: Marketing Automation and Artificial Intelligence in Marketing

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.

DOWNLOAD SYLLABUS

Industry Examples

AT&T
FedEx
Google
Claussen
P&G
Whole Foods
Load more

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.

Program Faculty

Mohanbir Sawhney
MOHANBIR SAWHNEY
McCormick Foundation Chair of Technology
Clinical Professor of Marketing
Director of the Center for Research in Technology & Innovation

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

Certificate

Digital Marketing Strategies: Data, Automation, AI & Analytics

Certificate

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.

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Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Click here to know more.