Digital Marketing Strategies: Data, Automation, AI & Analytics Modern marketing is powered by data, scaled by automation, and optimized by analytics. EXECUTIVE EDUCATION OVERVIEW The proliferation of new technologies such as mobile, cloud computing, and artificial intelligence have transformed customer behavior and disrupted marketplaces. 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. 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. 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. 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 Claussen P&G Whole Foods, and more. Marketers' use of AI is expected to grow more than 50%, according to a Salesforce survey. Why? To better understand customer behavior to determine the optimal message for the optimal channel. 1 // KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES 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. 1. Discovering Customer Insights 2. Understanding Customers Ethnography and Customer Empathy Customer Experience Mapping Social Data Mining AI Applications 5. Optimization Segmentation Techniques Behavioral Marketing LEARNING JOURNEY Marketing Attribution Experimentation Process Marketing Automation AI Applications 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 Critical insights about each and every customer's needs and motivations are out there. Learn how to capture them for better outcomes. KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES // 2 PROGRAM MODULES Learn how to build a marketing-driven organization using strategies that support better decision making. Understand when, where, and why customers choose your product or service Learn how to tell great brand stories across media channels that convert customers Move towards being an agile marketing organization Market smarter through automation and AI technologies Module 1 Module 2 A Framework for Marketing in a Digital World Understand Customers and Generating Insights Understand customer expectations and learn Learn about the nature of customer insights about the five marketing transformation lanes. through social data, as well as map the customer experience. Customer Expectations in a Digital World Marketing Transformation as a Journey Customer Insights: Deductive and Inductive Laying out the Framework: 5 Marketing Ethnography Transformation Lanes (Engagement & Customer Experience Mapping Content, Data & Analytics, Process & Human Factors Research Execution, Organization & People, Social Data Mining Platforms & Automation) MotiveScapes AI in Customer Insights Module 3 Module 4 Customer Segmentation and Behavioral Marketing The Customer Journey and Content Strategy Study the fundamentals of customer Find out where your customers are in their segmentation and how to select target markets relationship with your brand and learn how to based on behavior and responses. create new ways to engage and inform. A Priori vs. Response-based Customer Journey Mapping Segmentation Improving Customer Experience with Segmentation Process Overview ERRC Grid (Eliminate, Raise, Reduce, (Hypothesize, Quantify, Create) Validate/Describe) Content Management Process Behavioral Marketing and Automated Creating Content Hubs Behavioral Marketing 3 // KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES Module 5 Module 6 Brand Storytelling in a Digital World Accelerating Marketing Execution through Agile Marketing Understand how to engage with impactful and thoughtful stories to connect customers with your Learn how to market better, faster, and stronger for brand and values. organizations big and small. Structure of Storytelling Always-On Marketing Transmedia Storytelling Moving from Conventional to Agile Marketing Storytelling Campaign Design Implementing and Scaling Agile Marketing Module 7 Module 8 Marketing Attribution, Testing, and Experimentation Marketing Automation and Artificial Intelligence in Marketing Identify your customer touchpoints to understand Learn about software applications that can save what, where, and why customers purchase. time and increase productivity while still effectively engaging customers and managing relationships. Marketing Mix Modeling Cross Channel Attribution Marketing Automation Multi-Touch Attribution AI Applications & Customer Lifecycle A/B Testing and Optimization (Understand, Reach, Attract, Convert, Engage) Marketing Experimentation Process Applied Learning Opportunity Let's put these theories to work in practice. Throughout this program, you will work on a Marketing Transformation Challenge. You will identify a business challenge that you would like to solve with a marketing solution. Ideally it's a solution that you could apply in a real-life situation, making the exercise inherently practical. KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES // 4 INDUSTRY EXAMPLES Through real-world case studies and examples from multiple industries, you'll see how the theories are put into practice. Google AT&T Analyze the structure of brand storytelling through the lens of Google India's "Reunion" commercial, a spot which has over 15 million views to date. Using the Customer Journey Map, learn how AT&T was able to address customers’ uneasy feelings about technology overload when entering stores and turn it into a positive, personalized in-store experience. P&G FedEx Learn how P&G addressed the 3 most articulated pain points of dentists by creating a website that offers continuing education, the latest dental research, and tools for practice management–instead of sending sales people to their offices. Explore how FedEx uses a Pinterest board to humanize its business by showcasing stories of the people who deliver packages. Claussen Whole Foods Explore how insights from social data mining helped a pickle brand map out the motivations of their customers, leading to opportunities to capitalize on segments previously unrealized. Learn how Whole Foods leverages artificial intelligence (AI) for customer insights and a deeper understanding of product choice. Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them. 5 // KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES PROGRAM FACULTY 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-recognized scholar, teacher, consultant, and speaker in business innovation, modern marketing, and enterprise analytics. He has written seven management books, as well as dozens of influential articles in leading academic journals and managerial publications. His most recent book, The Sentient Enterprise: The Evolution of Business Decision Making, was published in October 2017 and was on The Wall Street Journal bestseller list. He has also written a book of poetry called Love, Longing and Loneliness in 2014. Professor Sawhney’s research has been published in leading journals such as 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 such as Fortune, Forbes, and Financial Times. Professor Sawhney’s speaking and consulting clients include 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; a Master’s degree in Management from the Indian Institute of Management, Calcutta; and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology, New Delhi. KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES // 6 PARTICIPANT PROFILE On your journey to learning digital marketing strategies, you’ll be in good company. Past participants come from a wide range of industries, job functions, and management levels. Participants by Industry 7% HEALTHCARE 7% FAST MOVING CONSUMER GOODS 8% BANKING & FINANCIAL SERVICES 10% ADVERTISING Industry OTHERS* 58% 10% CONSULTING Others* - includes Ecommerce, Education, Electronics / Hardware, Energy, Industrial Goods, IT Services, Media, Real Estate, Retail, Telecommunications and more. Participants by Work Experience 1-5 Yrs 11% 9% >26 Yrs 12% 21-25 Yrs 6-10 Yrs 18% 11-15 Yrs 22% Work Experience 28% 16-20 Yrs 7 // KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES Representative Companies Participants include representatives from companies such as: 3M Ford Motor Company Accenture Google American Express HSBC Bosch IKEA Canon JPMorgan Chase & Co. eBay Marriott International Ernst & Young PepsiCo ExxonMobil Unilever Participant Titles Include: CEOs & Managing Directors Head of Digital Marketing Chief Marketing Officer International Marketing Manager Senior Director Digital and Social Marketing Senior Manager of Social Media Director - Digital Strategy and Online Experiences Manager, Marketing & Customer Experience Director - Marketing & Strategy Market & Consumer Understanding Specialist Vice President of Marketing & Communication Innovation and Strategy Advisor KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES // 8 PARTICIPANT TESTIMONIALS Brooke Muhlhauser, Director of Digital Content was very interesting but bringing it to life with examples makes it very impactful. I enjoyed the range of examples in the later sections. Also, the case studies were very good in challenging thinking and applying learning. I found myself drawn in when discussing capability building and components required. The strategic content was most compelling and interesting to me. Overall a very good course. “ “ “I thought the course videos were fantastic. I'm impressed by the availability via office hours of the program leaders. The course gave me a great foundation for further learning and research, and also gave me very valuable insights regarding the organizing principles necessary to execute better marketing at scale.” Carlos Dortrait, Vice President, Marketing & Commercial Analytics Belinés Bartra, Founder / Marketing Director “This program has changed and evolved my perspectives about digital marketing. I learned that it goes beyond creating or managing content, ads or campaigns through digital and social channels. The best part of the program is when it integrated the knowledge about modern digital marketing with the trends in automation and technology. This will definitely ignite the curiosity to identify what and how our current practices can be enhanced, optimized and become innovative.” Ahmad El Madi, Operations Development Manager 9 // KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES “ “ “Professor Sawhney is very engaging and savvy. He is able to navigate across marketing and technology challenges across different industries and always offers fresh and relevant perspectives to approaching business transformation and elevating marketing standards to the highest level.” CERTIFICATE Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion. E L P M A EX After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education. Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management. KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES // 10 ABOUT EMERITUS Kellogg Executive Education is collaborating with online education provider EMERITUS to offer a portfolio of high-impact online programs. By working with EMERITUS, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of Kellogg. EMERITUS ABOUT EMERITUS’s approach to learning is based on a cohort-based design to maximize peer-to-peer sharing and includes live teaching with world-class faculty and hands-on project-based learning. In the last year, more than 30,000 students from over 150 countries have benefitted professionally from EMERITUS’s courses. DURATION 2 months, online 4-6 hours/week PROGRAM FEES $2,600 11 // KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES THE LEARNING EXPERIENCE Our programs are designed to meet the needs of individual learning styles, while also leveraging the power of peer learning. This is achieved through a user-friendly learning platform that enables participants to easily navigate the program content to achieve learning objectives. KEEPING IT REAL + Modules Our pedagogical approach is designed to bring concepts to life, including: • • • Byte-sized learning techniques Real-world application Peer learning discussions • Live, interactive teaching KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES // 12 KEEPING IT CONVENIENT Access to program content is flexible and available through multiple devices, allowing working professionals to easily manage schedules and learn remotely—anytime, anywhere. Participants enrolled in the program obtain access to learning materials in a modular approach, with new content released weekly. Program modules include a variety of teaching instruments, such as: • • • • • • Video lectures Discussions Class materials: articles, cases Quizzes Surveys Assignments To further personalize the program modules, live teaching sessions are scheduled during the program, often with Q&A. For participants who are unable to attend these sessions live, a recording is made available so nothing is missed. Our industry-leading learning platform allows participants to create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. Assignments are often linked to participants' real-world situations, making concepts inherently practical. KEEPING IT INTERESTING Our globally connected classrooms enable participants to seamlessly interact with their peers to complete group assignments and stay on track toward program completion—having culturally enriching encounters along the way. Program Requirements To access our programs, participants will need the following: Valid email address Computing device connected to the internet: PC/laptop, tablet, or smartphone • The latest version of their preferred browser to access our learning platform • • • Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts Other Requirements Programs may necessitate the usage of various software, tools, and applications. Participants will be informed about these additional requirements at the registration stage or when the program begins. Our program advisors are also available to respond to any queries about these requirements. 13 // KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES Easily schedule a call with a program advisor to learn more SCHEDULE A CALL You can apply for the program here APPLY CONNECT WITH A PROGRAM ADVISOR Email: kellogg@emeritus.org Phone: +1 847-469-1711