Digital Marketing Strategies:

Data, Automation, AI & Analytics

EXECUTIVE EDUCATION ONLINE PROGRAM

Modern marketing is powered by data, scaled by

automation, and optimized by analytics.
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 Nike
of your marketing investments. Market leaders take a P&G
holistic view of marketing, adopting technology Uber
platforms that support decision making across the
Whole Foods, and more.
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. The program culminates with a capstone project on Uber, bringing together all of the key
concepts from the program.

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

Capstone Project:
Uber Case Study

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 nearly 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.

Nike Whole Foods

Explore how insights from Learn how Whole
social data mining helped Foods leverages artificial
Nike map out the motivations intelligence (AI) for customer
of their customers, leading to insights and a deeper
a brand story of understanding of product
“accomplishment” and choice.
“feeling accomplished”.

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
McCormick Foundation Chair of Technology
Clinical Professor of Marketing
Director of the Center for Research in Technology & 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

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.

CERTIFICATE AWARDED TO

Full Name
FOR COMPLETING

Digital Marketing Strategies: Data,

Automation, AI & Analytics
December, 2018

PAUL CHRISTENSEN KATHLEEN HAGERTY

Associate Dean of Executive Education Dean, Kellogg School of Management
Clinical Professor of Finance Professor of Finance

EXECUTIVE EDUCATION

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.

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 ABOUT EMERITUS
Kellogg Executive Education is collaborating with
online education provider EMERITUS Institute of
Management 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
ABOUT EMERITUS
stays true to the quality of Kellogg.

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 13,000 students from over 120
countries have benefitted professionally from
EMERITUS’s courses.

DURATION
2 months, online
4-6 hours/week

PROGRAM FEES
$1,950

KELLOGG EXECUTIVE EDUCATION DIGITAL MARKETING STRATEGIES // 8

CONNECT WITH A PROGRAM ADVISOR

Email: kellogg@emeritus.org
Phone: +1 315-982-5094 / +1 315-277-2746

EXECUTIVE EDUCATION ONLINE PROGRAM

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