Digital Marketing Strategies:

Data, Automation, AI and 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 (AI), 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 to optimize marketing activities.
Kellogg Executive Education is a thought leader in
understanding how new technologies continue to
transform marketing practices. 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 Executive Education,
you'll gain an end-to-end perspective of the modern
marketing process, which 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 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, which include retail,
telecommunications, hospitality, global
shipping, technology, automotive,
manufacturing, and others.
Cases and examples include:
AT&T
FedEx
The Honest Company
P&G
Whole Foods

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YOUR LEARNING JOURNEY
Kellogg Executive Education brings cutting-edge marketing practices 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 and program leaders;
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. Understand customers
and discover related
insights through:
Ethnographic research
Marketing Attribution, Automation and
Customer experience mapping Artificial Intelligence
Testing, and
Social data mining Experimentation in Marketing

2. Segment customers 7 8
through: Designing and Executing A Framework for

6 1
Digital Marketing Marketing in a
Behavioral segmentation Campaigns Digital World

MODULES
3. Engage customers 5 2
through:
Customer journey mapping Brand Storytelling 4 3 Understanding
Brand storytelling in a Digital Customers and
World Generating
Content hubs Insights

The Customer Customer

4. Execute and optimize digital Journey and Segmentation
marketing campaigns through: Content Strategy and Behavioral
Marketing
Marketing attribution
Experimentation
Automation

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
Discover data-driven strategies for more precise attribution and better experimentation
Market smarter through automation and AI technologies

Module 1 Module 2

A Framework for Marketing in a Understanding 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 and how to 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) Motivescape
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 them.

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 Designing and Executing Digital

Marketing Campaigns
Understand how to engage with impactful and
thoughtful stories to connect customers with your Explore the end-to-end process of designing and
brand and values. executing digital campaigns, and learn how
marketing automation software helps to optimize
Structure of Storytelling
the effectiveness of your marketing strategy.
Transmedia Storytelling
Storytelling Campaign Design Campaign Strategy
Steps for Implementation
Measuring, Monitoring, and Adjusting
Module 7 Campaign Execution
Automating the Campaign Process with
Marketing Attribution, Testing,
AI and Machine Learning
and Experimentation
Learn how to leverage testing and Module 8
experimentation to maximize the performance
of your marketing activities. Automation and Artificial Intelligence
in Marketing
Marketing Attribution Models
Learn about software applications that can save
The Marketing Attribution Process
time and increase productivity while still effectively
Experimentation for Continuous Improvement
engaging customers and managing relationships.
The Role of Technology in Testing and
Experimentation
Marketing Automation
AI Applications & Customer Life Cycle
(Understand, Reach, Attract, Convert, Engage)

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-based solution. Ideally, it should be 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 Using the customer journey
brand storytelling through the map, learn how AT&T was able
lens of Google India's to address customers’ uneasy
"Reunion" commercial, an ad feelings about technology
which has over 15 million overload when entering stores
views to date. and turn it into a positive,
personalized in-store
experience.

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

The Honest Company Whole Foods

Explore how the Honest Learn how Whole
Company executed—and Foods leverages AI for
ultimately improved—its A/B customer insights and a
testing and marketing deeper understanding of
experimentation using product choice.
Google Ads drafts and
experiments features.

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 of 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, published
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 Missiles & Defense, Rockwell Automation, SAP, Sony, Teradata, and Textron Inc.

Professor Sawhney holds a PhD 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% HEALTH CARE

7% FAST-MOVING CONSUMER GOODS

8% BANKING & FINANCIAL

SERVICES

OTHERS* 58%
10% ADVERTISING Industry

10% CONSULTING

Others*—includes ecommerce, education, energy, industrial goods, IT services, media, real estate, retail, telecommunications, electronics/hardware
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%

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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:

CEO Head of Digital Marketing

Managing Director International Marketing Manager

Chief Marketing Officer Senior Manager of Social Media

Senior Director Digital and Social Marketing Manager, Marketing & Customer Experience

Director—Digital Strategy and Online Experiences Market & Consumer Understanding Specialist

Director—Marketing & Strategy Innovation and Strategy Advisor

Vice President of Marketing & Communication

KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES // 8

 PARTICIPANT TESTIMONIALS

“
“I thought the program videos were fantastic. I'm impressed by the availability via office
hours of the program leaders. The program 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

The content was very interesting, but bringing it to life with examples made 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 program.

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 percent to pass
and obtain the certificate of completion.

L E
CERTIFICATE AWARDED TO

P
First Last

A M
FOR COMPLETION OF

EX
Digital Marketing Strategies:
Data, Automation, AI and Analytics

Date

FRANCESCA CORNELLI THOMAS O’TOOLE

Dean, Kellogg School of Management Associate Dean of Executive Education
Donald P. Jacobs Professor of Finance Clinical Professor of Marketing

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 KELLOGG EXECUTIVE
EDUCATION
Kellogg Executive Education empowers business
leaders to foster growth in themselves, their teams,
and their organizations. Our renowned faculty,
consisting of the world’s best researchers, educators,
and practitioners, provide practical insight that
participants can apply as soon as they return to work.
Providing a collaborative, immersive environment for
our executive development programs, we serve a
variety of businesses and executives from a myriad
of industries and geographies.

ABOUT EMERITUS
Kellogg Executive Education is collaborating with online
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Emeritus’ approach to learning uses a

cohort-based design to maximize peer-to-peer
sharing and includes live teaching with world-class
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DURATION
2 Months, Online
4–6 Hours/Week

PROGRAM FEE
$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 through:
• Bite-sized learning techniques
• Real-world application
• Peer learning discussions
• Live office hours

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, etc.)
• 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:

• A valid email address
• A 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

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