Success in today’s marketplace requires a fundamental shift in thinking about marketing communications. This program integrates the fundamental “roots” of strategic marketing communications with the latest thinking, for example about new media and consumer engagement. You will discover and embrace change in how you design and execute a more powerful marketing communications strategy.
Loaded with content that is both topical and practical and led by the senior Kellogg faculty, the program blends theory with practice and strategy with tactics. By addressing a wide variety of platforms including broadcast, social media engagement strategies, event sponsorship and more, the program provides frameworks and examples applicable to both B2C and B2B marketing communications.