Kellogg Accelerated Marketing Leadership Program

In the Kellogg School of Management's Accelerated Marketing Leadership Program, participants gain an end-to-end perspective on the modern marketing operating model, from crafting strategic content to leveraging data analytics to connecting with customers, while also mastering leadership skills that will ignite their career.

Successful completion of the full program is required to earn this Certificate of Completion. Program content includes:

Module 1: Customer Centricity & Customer Value

As the program begins, you will analyze a business from a customer-centric viewpoint and examine the steps to developing a customer strategy. Also, you will learn to determine two key business metrics.

Module 2: Competitive Marketing Strategy
In little more than the last 10 years, Apple, Amazon, Starbucks, and many others have demonstrated the power of a new approach to marketing: innovate and deliver products and services to consumers that they simply could not imagine possible. You will examine this new marketing technique and explore how firms use innovation as well as marketing strategy to shape consumer learning and, in the process, produce remarkable success that is difficult to imitate.

Module 3: Marketing in a Digital World

The widespread availability of data, digital technologies, and optimization strategies have necessitated a holistic change in the way marketers understand, reach, attract, convert, and engage their customers. You will learn how marketing is being transformed in five disciplines.

Module 4: Agile Marketing

Here, you will focus on the process and execution-based aspects of modern marketing.

Module 5: Career Success Factors & Derailers

In this module, you will learn about the key career derailers that stall the progress of talented managers and leaders and explore the individual and organizational remedies to help mitigate the likelihood of derailment in your own career. You will also examine the traits and behaviors of high potential, high performers to understand why they don’t derail as frequently.

Module 6: Motivational Consumer Insight

In this module, you will learn to better understand your customers to stay three steps ahead of them – and the competition.

Module 7: Behavioral Marketing

Explore data-driven techniques used by modern marketers in understanding their customers. You will investigate the applications of automated behavioral marketing and platforms for mapping strategies to customer intent and marketing in real-time to "a segment of one."

Module 8: Leading with Analytics

Analytics is every leader’s problem. It requires investments in people, integrated data, analytics tools and organizational structure. From this module, you will understand the importance of planning for analytics, explain why analytics requires managerial judgment, and realize that analytics is at its core a thinking skill.

Module 9: Data Visualization

Using visualization to understand data requires you to understand the power of the human visual system to process data in a visualized form. Visualization allows analysts to see more complex patterns in their data and understand the perceptual building blocks of visualizations through precision. In this module, we will discuss the visualization skills needed to help you identify and communicate data more clearly.

Module 10: How to Tell Good from Bad Analytics

In this module, you will learn how to identify which kinds of analytics can (and cannot) be used to conclude that a business initiative is effective. This module offers a practical and accessible checklist and gives participants ample opportunity to apply these tools to real-life business examples.

Module 11: Marketing Automation & Artificial Intelligence in Marketing

This week you will focus on the automated and AI-delivered applications driving modern marketing. Also, you will learn to employ marketing automation and AI applications to understand, reach, engage, attract, and convert customers.

Module 12: Marketing Technology – Tough Challenges, Rich Choices

This session will help you understand the marketing technology landscape and equip you with the knowledge and frameworks to select, implement, and leverage marketing technologies.

Module 13: Strategy of Influence

How can you exert leadership when you lack formal authority? This module provides research-based, practical insights into how to influence individuals and groups without relying on forced compliance. You will examine psychological and behavioral factors that motivate people to respond favorably to your ideas while exploring practical strategies for structuring social interactions to gain influence and persuade others to change.

Module 14: Defining Your Brand

After establishing what defines a brand, you will explore how a brand adds value and how a brand can help or hurt a product proposition. Additionally, you will evaluate touchpoints for your brand and determine how to strengthen them.

Module 15: Brand Design & Touchpoints

To help a company build its business with users, you will identify key elements of the following: personas, brand design, and touchpoints.

Module 16: Content Marketing

This week, you will map the customer experience and align content strategy and innovations with customer intent. Also, you will evaluate a content hub based upon the ease of finding relevant content, call to action, and availability of interesting pieces.

Module 17: Media Planning

Marketers scramble to keep up with shifts in advertising and their attention drifts toward tactical decisions – away from strategy. Brands clutter the touchpoints, channels, and social feeds of customers with more and more ads, but with diminishing returns. In this module, you will learn to refocus on strategy with a marketer’s power tool: The Creative Brief.

Module 18: Evaluating Communications

This week you will focus on the evaluation of multiple aspects of communications and advertising.

Module 19: Managing Brand Associations

Here you will apply the Awareness/Liking/Market-Share Model of brand tracking to diagnose key brand challenges and potential strategic solutions.

Module 20: Loyalty Drivers

You will examine customer loyalty drivers and develop a customer loyalty strategy applying two key methods: personalization and trigger marketing.

Module 21: Brand Orchestration & Implementation

Creating a winning brand strategy is a tremendous challenge, but the real challenge lies in implementing the strategy, the part of the process where breakdown usually occurs. This module ensures you can apply a practical model to guide brand strategy orchestration across your enterprise.

Module 22: Great Marketing Plans

Almost every company creates an annual marketing plan and many spend hundreds of employee hours researching, preparing, and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated, and too dense. In this module, you will understand how to create great marketing plans to persuasively sell recommendations.

Module 23: Developing Your People

As we move up in organizations, developing and mentoring one’s direct reports becomes a critical skill, and yet many leaders struggle to do it well. You will learn how deliberate development can powerfully impact individual and organizational success, with insights.

Module 24: Wrap-Up & Action Planning