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, Who is this program for?
cloud computing, and artificial intelligence have
transformed customer behavior and disrupted
Business managers and leaders who are
marketplaces. As a result, our marketing practices
responsible for driving innovation and growth,
must also evolve. Marketing in a digital world is much
as well as seasoned marketing practitioners,
more than marketing through digital channels. It's
will gain a practical understanding of what
about harnessing automation to make marketing
modern marketing practice looks like from an
practices more productive and agile. It's about mining
organizational perspective. If your role
new sources of customer data to create personalized
includes attracting and retaining customers in
communications. And it's about leveraging analytics
some way, or delivering products and
and AI (artificial intelligence) to optimize marketing
services, there's something useful in this
activities.
online program for you. If managing a
marketing team falls under your responsibility,
Kellogg Executive Education is a thought leader in
this program will be especially appropriate, as
understanding how new technologies continue to
it takes a high-level strategic view.
transform marketing practice. Professor Mohanbir
Sawhney—a globally-recognized scholar, educator,
Participants come from a wide range of
and author at the intersection of marketing,
industries that include retail,
innovation, and technology—will guide you through a
telecommunications, hospitality, global
strategic deep dive into modern marketing practices.
shipping, technology, automotive,
manufacturing, and others.
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, Cases and examples include:
moves through content strategies and execution, and
AT&T
culminates in optimization. It may sound familiar, but if
FedEx
AI and automation aren't part of your marketing
technology stack, then you're not getting the most out Claussen
of your marketing investments. Market leaders take a P&G
holistic view of marketing, adopting technology Whole Foods, and more.
platforms that support decision making across the
entire organization. That's what this program is all
about.

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 Segmentation Techniques
Customer Experience Mapping Behavioral Marketing
Social Data Mining
AI Applications

LEARNING
5. Optimization JOURNEY 3. Engaging Customers
Marketing Attribution Customer Journey Mapping
Experimentation Process Content Management Process
Marketing Automation Content Hubs
AI Applications 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 Understand Customers and

Digital World 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 The Customer Journey and

Behavioral Marketing 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, Marketing Automation and Artificial

and Experimentation 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 Using the Customer
of brand storytelling through Journey Map, learn how AT&T
the lens of Google India's was able to address customers’
"Reunion" commercial, a uneasy feelings about
spot which has over 15 technology overload when
million views to date. entering stores and turn it into a
positive, personalized in-store
experience.

P&G FedEx
Learn how P&G addressed Explore how FedEx
the 3 most articulated pain uses a Pinterest board to
points of dentists by creating humanize its business by
a website that offers showcasing stories of the
continuing education, the people who deliver packages.
latest dental research, and
tools for practice
management–instead of
sending sales people to their
offices.

Claussen Whole Foods

Explore how insights from Learn how Whole
social data mining helped a Foods leverages artificial
pickle brand map out the intelligence (AI) for customer
motivations of their insights and a deeper
customers, leading to understanding of product
opportunities to capitalize on choice.
segments previously
unrealized.

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.

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 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

OTHERS* 58%
10% ADVERTISING Industry

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 9%
11% >26 Yrs

6-10 Yrs 18%

12% 21-25 Yrs

Work Experience

28% 16-20 Yrs 11-15 Yrs 22%

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

“
“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.”

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.

Carlos Dortrait, Vice President, Marketing & Commercial Analytics

“
“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.”

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

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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.

P L E
A M
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
ABOUT
Kellogg. EMERITUS

Emeritus’ 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 100,000 students from over 80
countries have benefitted professionally from
Emeritus’ 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