Kellogg Accelerated Marketing Leadership Program
Kellogg School of Management
The Kellogg School of Management at Northwestern University, founded in 1908 as the Northwestern University School of Commerce, is a private, university-affiliated business school located in Evanston, Illinois, with a presence in downtown Chicago. From its inception, Kellogg has fostered a culture of collaboration and analytical rigor, aiming to develop leaders who can navigate complex global challenges. The school's academic philosophy centers on a general management approach, emphasizing cross-functional understanding, practical application, and a strong focus on leadership development and innovation.Accreditations and RankingsAccreditations:AACSB International (The Association to Advance Collegiate Schools of Business) - accredited since 1916EQUIS (EFMD Quality Improvement System) - accredited since 2004AMBA (Association of MBAs) - accredited since 2004Rankings:Financial Times Global MBA Ranking 2024: #9Bloomberg Businessweek Best B-Schools (US) 2023-24: #1QS Global MBA Rankings 2024: #10U.S. News & World Report Best Business Schools 2024: #2 (tied)Executive Education at a GlanceKellogg School of Management's executive education programs are particularly known for their strengths in leadership, marketing, strategy, and innovation, reflecting the school's core academic expertise. The portfolio includes both open enrollment programs for individuals and custom programs tailored for organizations. Programs are delivered in various formats, including intensive in-person sessions at the Evanston and Chicago campuses, fully online courses, and blended learning experiences. Durations range from short, focused two-day workshops to multi-week certificate programs. Flagship offerings include the Advanced Management Program (AMP) and various Executive Scholar Certificate programs in areas such as Leadership, Marketing, and Finance. Open enrollment program costs typically range from approximately $5,000 for shorter online courses to over $70,000 for comprehensive multi-week programs like the AMP. Limited scholarships are available for select programs, often targeting non-profit leaders or specific underrepresented groups.Campus and FacilitiesKellogg's primary campus is the Global Hub in Evanston, Illinois, a modern, lakeside facility on the shores of Lake Michigan within Northwestern University's campus. This architectural landmark features flexible classrooms, collaborative learning spaces, and advanced technology designed to foster interaction and innovation among participants. The Global Hub's design encourages spontaneous collaboration and provides an immersive learning environment. Additionally, Kellogg maintains a presence in downtown Chicago at Wieboldt Hall, offering convenient access for professionals in the city's business district. The Evanston location provides a focused, collegiate atmosphere, while its proximity to Chicago offers participants access to a major global business hub, allowing for real-world application and networking opportunities within a diverse urban economy.Faculty and ResearchKellogg School of Management boasts a large and internationally diverse faculty, comprising scholars and practitioners recognized for their groundbreaking research and practical insights. The faculty's research strengths are particularly prominent in areas such as marketing, organizational behavior, finance, strategy, and entrepreneurship. Kellogg faculty are adept at bridging academic theory with real-world business challenges, ensuring that executive education participants gain actionable knowledge. The school is home to several notable research centers and institutes, including the Kellogg Center for Executive Women, the Zell Lurie Institute for Entrepreneurial Studies, and the Center for Research in Technology & Innovation, all of which contribute to the curriculum and thought leadership in executive programs.Student Body, Alumni, and Career OutcomesKellogg's executive education cohorts are characterized by their international diversity, drawing participants from a wide range of industries, functions, and geographic regions. This rich mix fosters a dynamic peer-learning environment, where executives share varied perspectives and experiences. The Kellogg alumni network is extensive and influential, comprising over 65,000 individuals across more than 120 countries. Alumni hold leadership positions in major corporations, startups, and non-profit organizations globally, particularly concentrated in consulting, technology, finance, and consumer goods. While executive education programs do not typically offer formal career placement services, participants benefit from enhanced leadership capabilities, expanded professional networks, and the prestige of a Kellogg credential, which often supports career advancement and transitions into more senior roles.
Available Cohorts
Select a program cohort
All-inclusive program fee
Duration
N/A
Format
online
Topic
Marketing
Language
English
About This Program
Why Kellogg School of Management?
Kellogg School of Management stands out for its distinctive emphasis on collaborative leadership, a deep integration of marketing and strategy, and a commitment to developing leaders who drive innovation. Its programs are designed for executives seeking to enhance their general management capabilities through a highly interactive and team-oriented learning environment.
Your Profile
- Functional marketing leaders looking to get exposure to the broader marketing organization and looking to enhance their leadership, influence, team-building skills and mastery of marketing techniques beyond their area of specialization.
- Mid-career marketers with expertise and experience in a specific area of marketing. This program is also ideal for an individual contributor or someone who leads a small functional team. This marketer aims to get exposure to broader functional areas within marketing and master the current marketing techniques and platforms.
Benefits
- Explore critical leadership skills to more effectively develop your team, build your influence, and shape your career
- Learn how to harness the power of your brands to offer a distinct customer advantage
- Implement agile marketing process and tools for your organization
- Use tools of automation and AI to market more efficiently
- Establish product leadership in your market segment
- Improve your strategic decision-making and problem-solving skills
- Develop winning customer experiences across your product portfolio
- Identify and target the right customers for the greatest value through differentiation
What You'll Learn
- 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 accomplish with customers.
- Module 12: Marketing Technology - Tough Challenges, Rich Choices: In this module, you will learn strategies and skills that will help you understand how technology can be utilized to improve various business processes and enhance your team's performance. Through a strong understanding of the marketing technology landscape, you will equip yourself with the knowledge and framework to be able to select marketing technologies, implement marketing technologies, 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.
- Module 16: Content Marketing: This week, you will map the customer experience and align content strategy and innovations with customer intent along with evaluating a content hub.
- 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 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.
- Module 21: Brand Orchestration and 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, one that aligns with these key elements.
- 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 and Action Planning
Frequently Asked Questions
How to Apply
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