Chief Marketing Officer Program

The program’s learning journey includes core modules and electives. The core modules comprise four overarching topics that will equip you with the insights and frameworks to develop a customer-centric marketing strategy, drive growth, and lead enterprise-wide change.

Thinking Strategically

• Consumer Power and the Changing Role of Marketing

• Shaping the Competitive Game

• Playing the Competitive Game

• Developing Competitive Advantage

• Elevating Brand Purpose

Innovation and Growth

• Building Effective CMO and R+D Relationships

• Leading Growth

• Launch Strategies

• The Promise of Strategic Alliances

Customer-Centric Organization

• Managing Value with Customer Centricity and Advanced Analytics

• Advanced Analytics and AI for Customer Centricity

• Building the Modern Marketing Organization

• Leading Organizational Change

Leading in the C-Suite

• Values-Based Leadership

• Essential Business and Financial Metrics

• Resurgence: The Four Stages of Market-Focused Reinvention

• AI Applications for Growth

• Business Analytics: Decision Making with Data

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

• Leading with Behavioral Science: Creating Breakthrough Customer Experiences

• Product Strategy: Develop and Manage Successful Products

• Strategies that Build Winning Brands

*Electives are subject to change.

• Competitive Strategy

• Delivering Business Growth

• Finance for Executives

• Leading and Sustaining a Culture of Innovation

• Leading with Advanced Analytics

• The Leader Within

• Advanced Marketing Management

*Electives are subject to change.

Throughout this program, you will complete a series of activities to consider how you might apply knowledge and skills acquired during this program in your role or business. At the end of each module, you will use your playbook as a program journal to record your progress and reflect on how you might influence strategies within your own organization or implement proposals you have developed in the program activities.

The templates and instructions for all program activities are included in this playbook. It is divided into four parts that are mapped according to the four modules of the program. Each part of the playbook will be released as you begin the pillar:

• Module 1: CMO Playbook - Part 1 Thinking Strategically

• Module 6: CMO Playbook - Part 2 Innovation and Growth

• Module 10: CMO Playbook - Part 3 Customer-Centric Organization

• Module 14: CMO Playbook - Part 4 Leading Marketing

As a key component of this program, you will consider your reflections from your playbook and synthesize them into an action plan at the end of each program module. Each of these action plans should draw on what you have learned, the ideas that you intend to apply, and the critical priorities that you plan to address in the short and long terms.

At the end of the final program module, you will develop a capstone presentation in which you will synthesize your action plans and propose an approach to advancing a specific initiative within your organization.

To complete the capstone presentation, you will need to:

• Prioritize an initiative you would like to advance within your chosen organization

• Analyze potential opportunities and challenges to implementation

• Explain how the goals of this initiative align with overall business goals

• Summarize how you intend to move the organization toward these goals

• Determine the partnerships needed to advance this initiative

• Select appropriate metrics for measuring progress and success

• Establish an approach to communicating progress to key stakeholders

The program culminates with a networking event giving you an opportunity to interact in person with peers, industry experts, and faculty.

As a participant in this program, you will interact with industry experts and learn about current marketing trends, industry insights, and leadership skills. These firsthand insights will guide you in the foreseeable future and through your career progression.The core modules will include guest lectures and peer networking sessions. Additionally, a success coach assigned to your cohort will help you derive the most value from the program.