Essentials of Marketing

  • USD 2,750

  • online
  • United States (Evanston) |
  • Jan, 23rd 2023 - May, 14th 2023
    • Certificate

    Kellogg knows that successful marketing professionals must be competent in sound marketing strategy, robust tactical practices and solid quantitative analysis. Our Essentials of Marketing online program has been designed to align with the competencies needed for success. This program introduces participants to critical marketing concepts, elevates their strategic thinking, allows learners to master problem-solving techniques, and become skilled in the use of customer and market information in developing superior marketing recommendations. First, you will focus on creating a solid marketing strategy (Modules 1 - 6) which is fundamental for achieving a sustainable advantage in today's highly competitive business environment. You will learn to build a foundation for marketplace success utilizing customer insights, identify your target audience and effectively position your brand to create a strategic foundation for achieving your business goals. Now that your marketing strategy is in place, you're then ready to explore the frameworks and tools that will bring that strategy to life (Modules 7 - 12). Kellogg's renowned faculty will teach you how to make key tactical decisions in support of your marketing strategy and help you become better skilled in product development, brand management, marketing communications and digital marketing.

    Program Benefits

    • Understand and gain the ability to develop the foundational elements that comprise a strong marketing strategy
    • Recognize the importance of segmentation, targeting and positioning and their relevance to an effective strategy
    • Learn to identify and utilize customer insight
    • Develop a compelling brand positioning statement

    Who Should Attend

    • Managers in marketing-related roles with 2-8 years of experience who are looking to enhance their marketing strategy skills 
    • Individuals who are in a marketing role as part of an organizational rotation assignment
    • Ideal for teams within an organization who want to communicate in a common marketing language


    Aparna Labroo
    Professor of Marketing
    Florian Zettelmeyer
    Academic Director; Nancy L. Ertle Professor of Marketing; Faculty Director, Program on Data Analytics at Kellogg; Chair of Marketing Department
    Alice Tybout
    Academic Director; Harold T. Martin Professor of Marketing
    Julie Hennessy
    Clinical Professor of Marketing; Associate Chair of the Marketing Department

    *Program faculty is subject to change


    Module 1: Understanding the Role of Marketing

    • Discover what is critical to marketing success
    • Learn why beginning with tactics often fails
    • Explore the 3 C’s and understand their importance in achieving your marketing goals
    • Understand why the customer is the foundation for all marketing decisions

    Module 2: Identifying Customer Insights

    • Pinpoint what a customer insight is, how to access it and why it’s important
    • Understand how to develop customer empathy and identify mindsets
    • Use a consumer index to determine which customers are more or less likely to purchase

    Module 3: Developing Marketing Goals

    • Define the elements of a comprehensive marketing goal
    • Learn to utilize consumer behavioral goals to grow revenue
    • Perform a breakeven analysis

    Module 4: Segmenting Markets

    • Discover how segmentation helps align organizational strengths with customers’ needs
    • Identify characteristics that may be used to classify consumers
    • Determine consumers’ needs within each segment
    • Understand how matching offerings to a segment differs between and among competitors
    • Explore the elements of an effective segmentation study

    Module 5: Selecting Target Customers

    • Understand why targeting is important
    • Learn how the concepts of measurability, actionability and substantiability apply to target selection
    • Explore how big data can improve Customer Lifetime Value

    Module 6: Positioning Your Brand

    • Understand what constitutes brand positioning and the fundamentals of a strong brand positioning statement
    • Identify a frame of reference and point of difference in the marketplace
    • Analyze a brand position by applying the value equation
    • Discover why and how a brand position may be refined over time

    Module 7: Making Product Development Decisions

    • Identify the best path that leads to business growth for your organization through volume growth, new product expansion in existing markets, expansion into new markets, or new-to-the-world product and services development
    • Learn the basic methods and pitfalls of forecasting market penetration for existing and new products

    Module 8: Making Brand Management Decisions

    • Understand the role of brands and the benefits they bring to an organization
    • Explore the concept of brand design and its relationship to the customer journey
    • Learn the advantages and risks associated with extending a brand
    • Define and calculate the impact of cannibalization

    Module 9: Making Pricing Decisions

    • Understand the concept of Willingness to Pay (WTP) and its importance in determining pricing strategy
    • Explore the WTP demand curve and its representation of customers
    • Learn how positioning affects WTP and pricing strategy
    • Analyze opportunities for segmented pricing

    Module 10: Making Distribution Decisions

    • Utilize market segmentation analysis for distribution channel design
    • Learn how to use channel benefits and channel segmentation analysis to evaluate a major market decision
    • Determine the value and functions of intermediaries and the role of incentives in channel design

    Module 11: Making Marketing Communications Decisions

    • Utilize the creative brief as the foundation of your creative strategy
    • Understand the concept, value and issues associated with sustaining your position through laddering
    • Learn to apply the ADPLAN framework to evaluate advertising
    • Discover how to choose appropriate media forms for promoting your product or service
    • Gain insight into creating and managing successful client-agency relationships

    Module 12: Making Digital Marketing Decisions

    • Explore the modern digital marketing eco-system
    • Gain insight into how marketing platforms mature and how each stage of maturation presents benefits and risks to marketers
    • Learn to leverage customer journey mapping as a tool for customer touchpoint identification and prioritization
    • Discuss the term “experience,” describe why it matters, and use it to create differentiating value for your customers


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