Executive Education: Strategic Marketing Communications in a 'Nanosecond' Media World

New Kellogg School Executive Education Program on marketing communications in a media-driven online marketing culture

EVANSTON, Ill., Feb. 4 /PRNewswire-USNewswire/ -- Marketing communications challenges driven by the intensive use of media in a "nanosecond culture" are the core of a new executive education program at the Kellogg School of Management at Northwestern University.  The program, featuring online marketing strategies, will be offered May 16-20 and again on October 17-21.

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"Research shows that young people are spending an average of more than seven hours each day using media technology, and through multitasking they are cramming in almost 11 hours of content.  This presents enormous challenges and opportunities for those in the field of marketing communications, particularly online marketing" said Rich Honack, academic director of "Strategic Marketing Communications in Today's Media World."

Honack describes the current media environment as a "nanosecond culture," driven largely by social networks and other online media.  Yet social networks build on a substructure of marketing and communications channels developed over time by earlier generations.  "There are principles of integrated marketing communications that hold up regardless of the platforms upon which they are used," said Honack.  "Our executive education program explores marketing communications principles that include, yet go well beyond, online marketing strategies."  

The Kellogg School program will provide managers with a thorough understanding of today's media world, what is anticipated in the future, users of media, and practical tools needed to put the information to work.

A special feature of the program is titled "Marketing and Communications Across Generational Lines:  Boomers, Gen X, Gen Y, and now Gen Z."

Other topics in the program include:

• Determining the ROI of new marketing strategies
• Creating powerful integrated marketing plans
• Internet and social media--online marketing
• Matching message content and product offerings to consumer motivations and needs
• Increasing the efficacy of communications

The program is taught by senior faculty from the Kellogg School of Management, the department of Integrated Marketing Communications of Northwestern's Medill School of Journalism, and leading industry professionals. It will be taught at the Allen Center, the Kellogg School's executive education facility.  Visit:  http://marcomm.kellogg.northwestern.edu.

For more information about the Kellogg School of Management at Northwestern University, visit: www.kellogg.northwestern.edu.

CONTACT: Adam Rowings, 1-847-492-3932

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Richard Honack  

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SOURCE Kellogg School of Management at Northwestern University