The proliferation of new technologies such as mobile, cloud computing, and artificial intelligence have transformed customer behavior and disrupted the marketplace. As a result, our marketing practices must also evolve. Marketing in a digital world is much more than marketing through digital channels. It's about harnessing automation to make marketing practices more productive and agile. It's about mining new sources of customer data to create personalized. communications. And it's about leveraging analytics and AI (artificial intelligence) to optimize marketing activities.

Kellogg Executive Education is a thought leader in understanding how new technologies continue to transform marketing practice. Professor Mohanbir Sawhney—a globally-recognized scholar, educator, and author at the intersection of marketing, innovation, and technology—will guide you through a strategic deep dive into modern marketing practices.

In this online program by Kellogg School of Management Executive Education, you'll gain an end-to-end perspective of the modern marketing process that starts with gathering customer insights, moves through content strategies and execution, and culminates in optimization. It may sound familiar, but if AI and automation aren't part of your marketing technology stack, then you're not getting the most out of your marketing investments. Market leaders take a holistic view of marketing, adopting technology platforms that support decision making across the entire organization. That's what this program is all about.

Who is this program for?

Business managers and leaders who are responsible for driving innovation and growth, as well as seasoned marketing practitioners, will gain a practical understanding of what modern marketing practice looks like from an organizational perspective. If your role includes attracting and retaining customers in some way or delivering products and services, there's something useful in this online program for you. If managing a marketing team falls under your responsibility, this program will be especially appropriate, as it takes a high-level strategic view.

Participants come from a wide range of industries that include retail, telecommunications, hospitality, global shipping, technology, automotive, manufacturing, and others.

Cases and examples include:

  • AT&T
  • FedEx
  • Nike
  • P&G
  • Uber
  • Whole Foods, and more.

Your learning journey

Kellogg Executive Education brings cutting-edge marketing practice to business leaders and marketing practitioners in an interactive, collaborative online environment. Going beyond traditional marketing practices, this online program shows you how leading companies are incorporating AI, automation, and customer journey mapping into their organizations to make better decisions and gain efficiencies.

In addition to video lectures, you'll learn from live webinars with Professor Sawhney; real-life case studies from industry giants such as Airbnb, Amazon, Harley Davidson, and Lexus; and customized assignments and quizzes to reinforce the learning. Throughout the journey, you will receive one-on-one guidance and clarification from a dedicated facilitator. The program culminates with a capstone project on Uber, bringing together all of the key concepts from the program.

  1. Discovering Customer Insights
    • Ethnography and Customer Empathy
    • Customer Experience Mapping
    • Social Data Mining
    • AI Applications
  2. Understanding Customers
    • Segmentation Techniques
    • Behavioral Marketing
  3. Engaging Customers
    • Customer Journey Mapping
    • Content Management Process
    • Content Hubs
    • Brand Storytelling
  4. Execution
    • Always-on Marketing
    • Agile Marketing - Scaling Agile Marketing in Large Organizations
  5. Optimization
    • Marketing Attribution
    • Experimentation Process
    • Marketing Automation
    • AI Applications

Critical insights about each and every customer's needs and motivations are out there. Learn how to capture them for better outcomes.

Program taught in:
Last updated April 9, 2019
This course is Online
Start Date
May 30, 2019
2 months
2,250 USD
Flexible payment options available.
May 27, 2019
Application Deadline - 3 days prior to course start date
By locations
By date
Start Date
May 30, 2019
End Date
Application deadline
May 27, 2019
Application Deadline - 3 days prior to course start date

May 30, 2019

Application deadline
May 27, 2019
Application Deadline - 3 days prior to course start date
End Date