Kellogg College Of Management Virtual Marketing Analytics Online Certificates Software

Course DateSTARTS ON

August 26, 2021

Course DurationDURATION

2 months, on-line

4-6 hours in step with week

Is your marketing retaining up with digital-centric client behaviors?

The proliferation of latest technologies inclusive of mobile, cloud computing, and artificial intelligence (AI) have transformed client behavior and disrupted marketplaces — both for B2B and B2C markets. As a end result, our advertising practices must also evolve. Digital Marketing Strategies: Data, Automation, AI & Analytics is much more than marketing thru digital channels.

65%

Half of clients will switch manufacturers if a organization doesn’t make the effort to customise communications to them — sixty five% in B2B markets.

SOURCE: SALESFORCE52%

Over 1/2 of B2B advertising companies say that lead era is their #1 undertaking.

SOURCE: SIRIUSDECISIONS73%

Nearly three-quarters of CEOs surveyed via IBM predict that AI will play a key position in their business enterprise’s destiny.

SOURCE: IBM REPORT

In this on line software, enterprise leaders, managers, and advertising professionals will learn how present day advertising is powered via data, scaled by way of automation, and optimized by way of analytics.

Who is this Program for?

Business managers and leaders who are responsible for riding innovation and increase, in addition to pro advertising and marketing practitioners, will advantage a realistic understanding of what cutting-edge advertising practice looks like from an organizational angle. If your function consists of attracting and maintaining clients in some manner or turning in services and products, there is some thing useful in this on line program for you.

If coping with a advertising group falls under your responsibility, this application will be specifically appropriate, because it takes a excessive-stage strategic view.

Participants come from a huge variety of industries that consist of retail, telecommunications, hospitality, worldwide delivery, era, automotive, manufacturing, and others.

    Program Topics

    Go beyond traditional advertising and marketing practices to learn how pinnacle brands are applying cutting-edge AI, automation, and customer adventure mapping to make better selections and gain efficiencies.

    Module 1:

    A Framework for Marketing in a Digital World

    Examine the converting expectations of clients within the digital world and find out about the five approaches modern-day marketing is remodeling consistent with those expectancies.

    Module 2:

    Understand Customers and Generating Insights

    Explore new methodologies to benefit patron insights and discover ways to align data on consumer passions and pain factors with your product, content material, and approach.

    Module three:

    Customer Segmentation and Behavioral Marketing

    Use facts-pushed techniques to recognize your clients and create focused on techniques the usage of response-based totally segmentation and automated behavioral advertising.

    Module four:

    The Customer Journey and Content Strategy

    Learn to fulfill the desires of clients with content this is brought thru the proper channels, monitored to measure response and adapt as wanted, and curated thru content material hubs.

    Module five:

    Brand Storytelling in a Digital World

    Analyze examples of powerful emblem storytelling, observe strategies for developing your emblem’s testimonies, and put in force your storytelling approach throughout media and virtual structures.   

    Module 6:

    Accelerating Marketing Execution via Agile Marketing

    Apply agile improvement strategies to advertising, analyze strategies to speed selection-making, and find out quality practices for scaling agile advertising projects.

    Module 7:

    Marketing Attribution, Testing, and Experimentation

    Explore experimentation and data analysis in advertising thru superior attribution models and strategies, together with advertising mix modeling, pass-channel attribution, and multi-touch attribution.

    Module eight:

    Marketing Automation and Artificial Intelligence in Marketing

    Discover how AI and automation technology have optimized advertising and marketing methods, and discover ways to observe them to help to recognize, reach, entice, convert, and engage customers.

    Module 1:

    A Framework for Marketing in a Digital World

    Examine the changing expectancies of customers inside the virtual world and find out about the 5 methods current advertising is reworking in keeping with these expectations.

    Module 5:

    Brand Storytelling in a Digital World

    Analyze examples of powerful emblem storytelling, apply techniques for developing your logo’s testimonies, and implement your storytelling strategy throughout media and digital structures.   

    Module 2:

    Understand Customers and Generating Insights

    Explore new methodologies to benefit client insights and discover ways to align records on patron passions and pain factors with your product, content material, and method.

    Module 6:

    Accelerating Marketing Execution via Agile Marketing

    Apply agile development approaches to marketing, research strategies to hurry choice-making, and discover pleasant practices for scaling agile advertising tasks.

    Module 3:

    Customer Segmentation and Behavioral Marketing

    Use information-driven strategies to understand your clients and create concentrated on techniques the use of reaction-primarily based segmentation and automatic behavioral advertising.

    Module 7:

    Marketing Attribution, Testing, and Experimentation

    Explore experimentation and records evaluation in advertising through superior attribution fashions and techniques, along with advertising and marketing mix modeling, move-channel attribution, and multi-touch attribution.

    Module 4:

    The Customer Journey and Content Strategy

    Learn to fulfill the needs of customers with content that is introduced thru the right channels, monitored to degree response and adapt as wanted, and curated through content material hubs.

    Module eight:

    Marketing Automation and Artificial Intelligence in Marketing

    Discover how AI and automation technology have optimized advertising and marketing methods, and discover ways to follow them to assist to recognize, attain, entice, convert, and interact clients.

    Applied Learning Opportunity: Let’s positioned those theories to work in practice. Throughout this program, you may work on a Marketing Transformation Challenge. You will become aware of a business project that you would love to resolve with a marketing solution. Ideally it’s a solution that you may practice in a actual-lifestyles scenario, making the exercising inherently practical.

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    Industry ExamplesAT&T

    Using the Customer Journey Map, learn the way AT&T was capable of deal with clients’ uneasy feelings approximately era overload whilst entering stores and turn it right into a high quality, personalized in-shop experience.

    FedEx

    Explore how FedEx uses a Pinterest board to humanize its enterprise by way of showcasing memories of the individuals who deliver applications.

    Google

    Analyze the shape of logo storytelling thru the lens of Google India’s “Reunion” industrial, a niche which has almost 15 million views so far.

    Claussen

    Explore how insights from social information mining helped a pickle brand map out the motivations of their customers, leading to possibilities to capitalize on segments formerly unrealized.

    P&G

    Learn how P&G addressed the three maximum articulated pain factors of dentists via developing a internet site that gives continuing training, the contemporary dental studies, and equipment for practice control — as opposed to sending sales humans to their workplaces.

    Whole Foods

    Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper expertise of product desire.

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    Note: All product and corporation names are emblems or registered logos in their respective holders. Use of them does not mean any association with or endorsement by means of them.

    Participant Testimonials

    “I idea the path videos were super. I’m impressed by means of the availability via office hours of this system leaders. The path gave me a excellent basis for in addition learning and studies, and also gave me very treasured insights concerning the organizing standards vital to execute better marketing at scale.”

    — Brooke Muhlhauser,Director of Digital

    “Content turned into very thrilling but bringing it to existence with examples makes it very impactful. I loved the range of examples within the later sections. Also, the case studies had been very good in tough wondering and making use of studying. I discovered myself drawn in whilst discussing functionality constructing and components required. The strategic content material was maximum compelling and interesting to me. Overall a very good route.”

    — Carlos Dortrait,Vice President, Marketing & Commercial Analytics

    “Professor Sawhney may be very engaging and savvy. He is able to navigate throughout advertising and marketing and era demanding situations throughout exclusive industries and continually gives clean and relevant views to imminent commercial enterprise transformation and raising marketing requirements to the very best level.”

    — Belinés Bartra,Founder / Marketing Director

    “This program has modified and evolved my perspectives approximately digital advertising and marketing. I discovered that it goes beyond growing or coping with content, commercials or campaigns thru virtual and social channels. The best a part of the program is whilst it included the knowledge about modern-day virtual advertising and marketing with the traits in automation and generation. This will without a doubt ignite the curiosity to identify what and the way our current practices may be superior, optimized and emerge as progressive.”

    — Ahmad El Madi,Operations Development Manager

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    Program FacultyMOHANBIR SAWHNEYAssociate Dean for Digital Innovation;

    McCormick Foundation Chair of Technology;

    Clinical Professor of Marketing;

    Director of the Center for Research in Technology and Innovation

    Professor Sawhney is a globally-recognized pupil, trainer, consultant, and speaker in business innovation, contemporary advertising, and agency analytics. He has written seven control books, as well as dozens of influential articles in main academic journals and managerial publications. His maximum current book, The Sentient Enterprise: The Evolution of Business Decision Making, changed into published in October 2017…More data

    MOHANBIR SAWHNEY

    Associate Dean for Digital Innovation;

    McCormick Foundation Chair of Technology;

    Clinical Professor of Marketing;

    Director of the Center for Research in Technology and Innovation

    Professor Sawhney is a globally-diagnosed scholar, trainer, representative, and speaker in enterprise innovation, contemporary advertising, and agency analytics. He has written seven control books, as well as dozens of influential articles in leading instructional journals and managerial guides. His most latest e book, The Sentient Enterprise: The Evolution of Business Decision Making, became published in October 2017 and became on The Wall Street Journal bestseller list. He has also written a book of poetry known as Love, Longing and Loneliness in 2014.

    Professor Sawhney’s research has been posted in main journals which include California Management Review, Harvard Business Review, Journal of Interactive Marketing, Management Science, Marketing Science, MIT Sloan Management Review, and Journal of the Academy of Marketing Science. He is a frequent contributor to publications including Fortune, Forbes, and Financial Times.

    Professor Sawhney’s speaking and consulting clients consist of Accenture, Adobe Systems, AT&T, Boeing, Cisco Systems, Dell, DuPont, Entergy, Ericsson, Fidelity Investments, GE, General Mills, Goldman Sachs, Honeywell, Intuit, Jenner & Block, Jones Lang LaSalle, Johnson & Johnson, Kellogg Company, McDonald’s, Microsoft, Nissan Motor, Raytheon Missile Systems, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.

    Professor Sawhney holds a Ph.D. in Marketing from the Wharton School of the University of Pennsylvania; an MBA from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi.

    CertificateCertificate

    Upon a hit of completion of the program, Kellogg Executive Education presents a established virtual certificates finishing touch to members. This program is graded as a bypass or fail; contributors need to receive 80% to skip and acquire the certificate crowning glory.

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    After a success crowning glory of this system, your tested digital certificates will be emailed to you within the name you used while registering for the program. All certificates pics are for illustrative purposes only and may be subject to trade on the discretion of Kellogg Executive Education.

    Note: This on line certificate application does no longer furnish academic credit score or a diploma from Kellogg School of Management.

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