Strategic Marketing Management - Alexander Chernev

Unlock the power of strategic thinking with Alexander Chernev, Professor of Marketing at the Kellogg School of Management at Northwestern University. Based on his textbooks Strategic Marketing Management and Marketing Management: Theory and Practice, this foundational course offers a structured, results-driven approach to marketing, positioning it as a value-creation process at the heart of every successful business.
The course begins with a comprehensive framework for marketing management, introducing essential concepts such as marketing strategy, tactics, and actionable marketing planning. You’ll then explore the core pillars of strategy — defining target customers, creating compelling customer value propositions, and developing sustainable company value models.
The course progresses into tactical execution, covering product and service development, brand building, pricing strategies, promotional campaigns, and distribution channel management. Finally, it focuses on long-term growth, including market expansion strategies, customer experience management, and building lasting customer equity backed by data-driven insights.
Designed for entrepreneurs, marketing professionals, product managers, brand strategists, and senior executives, this course combines theoretical rigor with practical tools to help you tackle real-world business challenges and capitalize on emerging market opportunities. Whether you’re launching a startup or enhancing an established brand, it provides the strategic mindset and resources needed to drive measurable marketing success.