Course Catalog and Schedule

At the Forefront (series) (MKTG-958-B)
0.50 Credit
TCE BidStats

The Social Media and Engagement course provides a strategic and marketing leadership perspective on how companies are harnessing new demand generation opportunities in a world of hyper-connected consumers. The course moves through a series of discussions that address how effective marketing leaders are using new social strategies, tools, platforms and analytical packages through each of the three key phases of achieving consumer engagement and consumption: acquisition, amplification and adoption. The emphasis of the course is on understanding consumers’ social interactions, the various social media channels platforms available to marketers, how to build marketing strategies that leverage social dynamics, and how to track and manage the effectiveness of social campaigns and initiatives.

This course provides a combination of lecture, senior marketing practitioner interaction, and hands-on experiential exercises to expose students to a range of contemporary developments in social media and consumer engagement. Senior marketing leaders from companies such as Kraft, Coca-Cola, Quaker, SC Johnson and Wilton will share leading-edge social insights from the CMO’s lens. The MKTG-958_B five-week course focuses tightly on consumer engagement strategy, and as such serves as a useful complement to other existing Kellogg courses that build a deeper foundational understanding of related aspects of social and consumer marketing, including MKTG-454 (Advertising Strategy), MKTG-458 (Consumer Insight for Brand Strategy), MKTG-955 (Digital Marketing Analytics), and MORS-945 (Social Dynamics and Networks Analytics).


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