In 1909, North Western University taught the world's first ever courses in advertising, sales, and marketing. The head start has ensured that Kellogg School of Management now hosts the best MBA course for marketing. It offers world-renowned faculty, unique curriculum, fresh teaching methodologies, two Marketing majors and a host of facilities to make it the world's ultimate marketing degree. While most schools focus on leadership skills, the Kellogg MBA program nurtures team playing skills and provides an environment that requires collaborating with people from diverse social, cultural and economic backgrounds.
The learning environment for marketing is built around world-class faculty. The Marketing Department is the leading contributor of textbooks on the three pillars of marketing — Management, Distribution and Promotions. In 2012, Kellogg has already published 40+ books, cases, articles and chapters in books. Marketing's most respected names Philip Kotler and Louis Stern are among the well-known faculty. Kotler's Marketing Management: Analysis, Planning, Implementation and Control, is a recommended textbook for marketing in most management schools in the world.
The Teaching Methodology
The teaching methodology at Kellogg is a unique mix of lectures, case study, and group work, there is a distinct focus on experiential learning with the corporate sector's support. Students are provided with many means of obtaining a global perspective. Part of their course can be completed in 36 partner institutions across the world that include schools like Australian School of Business, Chinese University of Hong Kong, Indian School of Business, INSEAD and SDA Bocconi. Kellogg's Global Initiatives in Management program give students a two-week international project. Previous GIM projects include Brazil's Olympic bid and infrastructure strategies in India.
The Course Content
The curriculum equips students with a two-pronged approach to effective marketing. Gaps in the market are first identified using consumer insights, and the right marketing strategy is then designed to take advantage of it. The subjects cover a variety of fields ranging from behavioral concepts to quantitative methods for marketing. The experiential learning modules allow students to apply this knowledge across a wide range of sectors, in both commercial and nonprofit situations. The Marketing department offers two majors: Marketing and Marketing Management.
Marketing: This major is designed for students seeking a comprehensive grasp of the fundamentals, tools, and applications of modern marketing without actually taking up a career dedicated to marketing. Rather, this major prepares students for a career in general management, technology companies, investment banking and management consulting. Four courses need to be completed: Marketing Management, Market Research and two electives.
Marketing Management: Students who want a career dedicated to marketing, irrespective of the industry they end up working prefer taking up this major. This course requires covers a wider range of marketing fundamentals and tools, going much deeper into their applications. Career options include advertising, consumer goods, services, technology, and non-profit. To complete this major, students are required to finish seven courses: Beyond Marketing Management; Marketing Research; Advanced Marketing Practicum; Marketing Strategy in the C Suite and the Boardroom; and three electives. The electives develop expertise in particular fields of interest, like consumer, business, technology, media, entertainment, cultural, or services marketing.
Research Centers, Clubs and Competitions
The Center for Market Leadership, helps students better understand how companies become market leaders, and what they must do to maintain that position. It also studies companies that have redefined the markets that they sell. The Center for Global Marketing Practice fosters collaboration between academics and marketing professionals to tackle real-life problems. The center also works to educate students on the lessons learnt, to promote marketing thought leadership at a global level.
Kellogg is home to more than 80 student clubs. Among them are a range of marketing clubs like the Kellogg Marketing Club (KMC), which gives students support in academics, placement, networking for successful marketing careers. The club joins hands with leading companies and Kellogg's Career Management Center to prepare students for the recruitment process. At the annual Kellogg Marketing Competition, student teams take a real product and market it to the student body.
The summer internships can last up to 5 weeks. In 2012, 24% students chose the marketing function. The salaries ranged from $1,500–$15,000, with Merchandising/Retail having both the lowest and highest salaries, as well as being the most popular with 15% of the students preferring it. Brand/Product Management had the highest median salary of $6,800. Prominent recruiters include PepsiCo, Target Corporation, Apple, Google, Bank of America, BlackBerry/Research in Motion, Johnson & Johnson, Microsoft Corporation, Kraft Foods Global, Amazon Mars, North America, Mattel, Colgate-Palmolive Company, Pfizer, Sony, Starbucks, and Unilever.
For the final placement, 2011’s graduating class had 19% choosing marketing, receiving a base salary ranging from $40,000-145,000. While Brand/Product Management had the maximum salary of $145,000, Merchandising had the highest median salary of $110,000. The noted recruiters for marketing functions were Ogilvy & Mather, DIRECTV, CBS, Google, PepsiCo, Apple, Cisco, Gap, American Airlines, Nestle, Adobe, Time and Wal-Mart.
|%||Salary range ||Salary Median||Sign on Bonus Range||Sign on Median |
|Final Placement 2011|| |
|Brand/Product Management||11||$40,000-$145,000||$98,000|| |
|Other Marketing||5||$70,000-$125,000||$1,05,000|| |
|Internship 2012|| |
|Brand/Product Management||1||$6,800|| |
|Other Marketing||1||$6,500|| |
|% Entering Marketing||2011||2010||2009||2008||2007 |
|Final Placement 2011||19%||25%||20%||21%||22% |
|Internship 2012||24%||29%||30%||25%||28% |