Program Overview

Program Overview

The Growth Marketing program at Kellogg Executive Education is designed to equip leaders with the essential skills to drive profitable growth in today's dynamic business landscape. The program focuses on providing a deep understanding of the market, strategic insights into customer behavior, and a powerful command of strategies and techniques to identify opportunities and inspire cross-functional teams to act quickly.

Program Details

The program is led by renowned professors Derek Rucker and Kevin McTigue and features a rigorous and engaging curriculum. Participants will learn the critical 4-W's of business growth in an immersive faculty-led experience, including:

• Where Do You Grow?: Learn how to match high-potential market segments with optimal products and services, explore the disciplines of innovation, advertising, and brand purpose, create clear and practical short-term objectives that align with organizational goals, and understand how to balance brand versus performance marketing.
• Who Are My Customers?: Determine which customers provide the strongest opportunities for growth, manage the complexity of audience targeting, and balance strategic targeting with AI-driven channel planning.
• Why Are They Not Buying?: Understand customer perceptions and barriers to purchasing, and learn how to develop a compelling messaging strategy that activates consumer motivations.
• When and How Do We Engage?: Outline a tactical approach to meet customers' needs through journey mapping, and optimize creative strategies and tactical execution.

Target Audience

The program is designed for:

• Marketing Leaders and Executives: Senior marketing professionals responsible for driving growth in their organizations.
• General Managers and Revenue Leaders: Executives focused on expanding market reach and driving growth.
• Product Managers and Entrepreneurs: Professionals involved in developing and marketing products and services who seek to scale their brand.
• Sales and Business Professionals: Individuals looking to enhance their strategic marketing capabilities and contribute to their company's growth engine.
• Emerging Leaders: High-potential staff who wish to become a growth catalyst in their organization.

Key Benefits

Participants will engage in experiential learning, adopt a growth-oriented mindset, master strategic frameworks, discover contemporary practices that leverage foundational marketing strategies, change how they approach growth conversations, and identify key growth opportunities.

Faculty

The program is led by:

• Derek D. Rucker: Academic Director, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing, and Professor of Marketing.
• Kevin McTigue: Academic Director and Clinical Associate Professor of Marketing.

Upcoming Sessions

The program will be offered on the following dates: | Start Date | End Date | Format | Fee | | --- | --- | --- | --- | | December 8, 2025 | December 11, 2025 | In-Person at Miami Campus | $8,750 | | June 16, 2026 | June 19, 2026 | In-Person at Wieboldt Hall on Chicago Campus | $8,950 | | December 7, 2026 | December 10, 2026 | In-Person at Miami Campus | $8,950 |

Related Programs

Related programs include:

• Kellogg on Branding
• B2B Sales Force Strategy & Effectiveness in the Digital Age

Program Format

The program will be offered in-person at various campuses, including Miami and Chicago. The fee includes accommodations for certain sessions.