Kellogg Advertising and Marketing Communication Strategy
8 weeks | 4-6 hours/week | Self-paced Videos + webinars + cohort
| *** 2024 Cohort Enrolment dates: 29th August and 14th November *** |
Why focus on advertising and marketing communication strategy?
The digital age has reshaped advertising—how it’s viewed by consumers as well as how it’s approached by those charged with developing it. These days, advertising is frequently a tactical endeavour. Should we be on the new social platform? Should we purchase this data or leverage that influencer?... all at the expense of strategy.
Tactical decisions aren’t typically to blame for the failure of most advertising efforts. More often, failure is the result of not taking a rigorous, systematic approach to defining suitable goals, effective targeting, and creating an insight-driven message to compel the behaviour change needed to get results.
While platform selections and creative decisions may dominate the conversation, your best efforts won’t succeed without a solid strategy behind them. Kellogg’s Advertising and Marketing Communication Strategy program was designed to help you guide your advertising development by ensuring it’s backed by a solid, effective strategy linked to business goals.
Who should attend:
This program is designed for client-side managers and senior leaders in any industry who are responsible for developing an integrated marketing communications strategy that optimizes business outcomes.
- Mid-to-senior level marketing professionals who wish to learn a more impactful approach to advertising and marketing communications to increase brand equity, improve decision making, rebrand a product, or master a holistic understanding of marketing strategy
- C-suite executives who are looking to spearhead a change in their organization's marketing communications strategy and make more informed decisions that have the power to affect their organization's branding initiatives
- Brand managers who wish to take their career to the next level by learning the strategy behind marketing communications plans as well as best practices from industry leaders through a curriculum developed by the #1 marketing program according to U.S. News & World Report
- Consultants and agency-side advertising, communications, and PR executives who are interested in refining and adding value to their client solutions by learning a strategic approach to marketing communications from a school renowned for its marketing expertise
Topics covered:
- Introduction: The Creative Brief as Strategic Roadmap
- Setting Objectives
- Targeting for Growth
- Consumer Behaviour and Paths to Persuasion
- Positioning Decisions
- Executing the Media Planning
- Evaluation and Measurement
Learning outcomes:
Refine your strategic lens to become more effective at guiding your company’s key messages through marketing and communication efforts. Throughout the 8-week program, you will learn to:
- Create strategic, persuasive communications across platforms
- Create the most meaningful strategic advertising objective to drive your business
- Select and prioritize target audiences to maximize effectiveness and efficiency
- Identify, evaluate, and select a consumer insight to allow you to build the right message for your target audience
- Evaluate the effectiveness of media plans and identify the key steps and best practices in ad production
- Evaluate ads for their strategic merit and develop proper tests
Program Experience:
- Live online learning sessions
- Try-it activities
- Strategic toolkit to guide your advertising efforts
- Case studies
Certification - Upon successful completion of the program, you will earn a digital certificate of completion from Kellogg Executive Education. Participants will be assessed across 9 content areas to obtain the certificate of completion.
Duration: 8 weeks, 4-6 hours/week
Delivery: Online: Self-paced Videos + webinars, cohort
Pricing:
Non-Members US$1950
AMI Members US$1657 (15% discount)
CPD points: 100
Cohort Dates:
This course runs 3 - 4 times a year. The next cohorts are starting:
29th August 2024
14th November 2024
Trainers details
Dr Derek Rucker - Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing Professor of Marketing Co-chair of Faculty Research Kellogg School of Management
Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of social hierarchy, compensatory consumption, persuasion, and consumer behaviour. His work asks, and seeks answers to, what makes for effective advertising and what motives underlie consumer consumption. To answer these questions Dr. Rucker draws on his rich training in social psychology. His work has appeared in leading journals that span psychology and marketing such as the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. In addition, his research has been covered in major media outlets such as The New York Times, Time magazine, and ABC News.
Dr. Rucker currently teaches Advertising Strategy at Kellogg. The course focuses on basic psychological principles to better understand how to plan and execute successful advertising. In recognition of his commitment to teaching excellence Dr. Rucker was nominated as a finalist for the L.G. Lavengood Outstanding Professor of the Year Award and a recipient of the Top Elective Professor Award. In addition to his work in the classroom, Dr. Rucker is a co-instructor of the annual Kellogg Advertising Superbowl Review. The review is in the spirit of Kellogg's focus on experiential learning and cultivates basic principles learned in the classroom to critically evaluate advertising in a real world and high stakes environment.
Emeritus is an AMI Partner. We are happy to offer the course to our members with an exclusive discount.
