Northwestern Kellogg Strategies That Build Winning Brands Certificate Course.
6 weeks | 6 hours/week | Self-paced Videos + webinars + cohort
| *** 2024 Cohort Enrolment dates: 12 September and 21 November 2024*** |
In this hyper-connected world with so much noise and competition, branding and marketing have grown dramatically in influence and importance. In fact, the world’s five most valuable brands are all drivers of this hyper connectivity: Apple, Google, Microsoft, Amazon, and Facebook.
And the stakes keep getting higher. Since 2005, global marketing spending has increased 45% to approximately $585.5 billion. Still, too many brands are struggling to grow, as new founder-led brands capture the momentum.
As a leader, where do you find growth and long-term profitability? You build a brand that offers a distinct customer advantage. That means customers value the benefits you provide, they are willing to pay more for them, and they see you as the best at providing them. You design touchpoints along the customer journey that convert them into loyal customers. This is how you do it. And the brand experts at Kellogg will show you how.
In this highly interactive six-week online experience, you will learn by doing. “Try-it” activities are part of every module, allowing you to put the concepts into practice right away. You’ll also join the faculty for live webinars with time for Q&A to address your questions. You’ll benefit from their real-world experience with global brands and their proprietary frameworks and case studies that you won’t find elsewhere.
Who should attend:
This program is for managers who are responsible for traditional branding initiatives. But it’s also geared towards any manager or executive who contributes to the organization’s growth initiatives. If you have a role in driving growth, whether through customer experience touchpoints, supply chain, distribution channels, or general management, you can benefit from learning about the critical role that brands play in driving profitable, long-term growth. Representative roles include:
- Brand managers and directors
- Marketing, communication, and creative
- leaders
- Brand ambassadors such as Customer
- Experience managers
- Growth and strategy leaders, including
- consultants
- Branding agency executives and team
- General managers
- Founders/Entrepreneurs
Topics covered:
- The Power and Challenge of Branding
- Defining Your Brand: Targeting, Positioning, Character, and Purpose
- Bringing Your Brand to Life: Brand Design and Touch Points
- Building a Strong Brand Portfolio
- Managing Your Brands
- Brand Strategy: Growth and Defense
Learning Outcomes:
Program Experience:
- 4 Live Webinars with Faculty and program Leaders
- Self-paced learning
- Kellogg’s OriginalCase Study on Blue Apron
- Real-world application through Try-it Activities
- Weekly Live Office hours
- Mobile Learning App
Certification - Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as pass or fail; participants must receive 80% to pass and obtain the certificate of completion.
Duration: 6 weeks, 6 hours/week
Delivery: Online: Self-paced Videos + webinars, cohort
Pricing:
Non-Members US$2600
AMI Members US$2210 (15% discount)
CPD points: 100
Cohort Dates:
This course runs 3 - 4 times a year. The next cohorts are starting:
12 September 2024
21 November 2024
Trainers details
Julie Hennessy
Clinical Professor of Marketing and Associate Chair of the Marketing Department
Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works frequently with research and technology-driven firms that desire to become more customer-centric, in both new product/services and mature product/services categories.
Recent executive teaching assignments have included work with Facebook, Hyatt, SC Johnson, Abbvie, Novartis, Nestle, McDonalds, Microsoft, ABInBev, John Deere, Kraft/Heinz, and Textron.
Professor Hennessy has been a regular recipient of teaching awards at the Kellogg School. In both 2017 and 2007, she received the Lawrence G. Lavengood Outstanding Professor of the Year Award, Kellogg's top award for teaching quality and impact, as voted by the Kellogg graduating class making her one of just five people in the award’s more than forty-year history to have won it twice. She had been a finalist (top 5 faculty members) in consideration for the Lavengood Award in 2004, 2005, 2006, 2007, 2013, 2014, 2015, and 2016. Professor Hennessy has also been recognized by her academic department, winning the Marketing Department's Core Course Teaching award. She has also received seven special student impact awards.
Professor Hennessy's writing concentrates on cases for classroom use. Recent cases written include studies of Stella Artois in South Africa, Teach for India, Northwestern Memorial Hospital Hispanic Organ Transplant Program, Synthroid, TiVo, Apple iPod, Invisalign Orthodontics, and Biaxin and Zithromax in the antibiotics market.
Emeritus is an AMI Partner. We are happy to offer the course to our members with an exclusive discount.
