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
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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
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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:
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•
•
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:
•
•
•
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•
•
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