I completed a certification course of integrated marketing at the Kellogg School of Management. I attend the course with some 50 Microsoft marketers that spanned a wide variety of topics and strategies. The course is taught by the schools PhD marketing professors: Sawhney, Hennessy, Chernev, Walker. The course is a week long deep dive in excessive of 40 hours of classroom and workshops with 4 exams required for certification. Each day we formed work groups to take on case studies design marketing strategies around diverse criteria and market challenges. The case studies were from a diverse set of verticals and study real companies track records in approaches and results. Foundational topics where studied with an emphasis of how current trends have evolved traditional approaches and how all aspects of marketing and analytics are being integrated into holistic campaigns.
Curriculum included:
- Fundamentals of Customer Centricity
- Gaining Customer Insights
- Customer Segmentation
- Value Proposition Development
- Identifying Market Opportunities
- Creating New Markets
- Understanding Brand Meaning
- Brand Strategy
- Customer Focus, Innovation and Profitability
- Building Brands
- Integrated Marketing Communication
- Marketing Communications Mix Optimization
- Data Driven Marketing Decision Making
- Leveraging Marketing Analytics
The class formats encouraged interaction with the professors and group discussion across the broad diversity of experiences and challenges in the Microsoft Marketing organizations. It was also a great opportunity to build one’s network with marketing professionals at Microsoft. Evenings where touring Chicago and enjoying good dinner conversation at restaurants in the down town area near the Kellogg campus. Looking forward to the next round of professional training.
tomorrowfromtoday
0 Responses to “Kellogg School of Management – Integrated Marketing”