Executive Development Program

A 9-month certificate program geared toward preparing early- to mid-career marketing leaders for increasing levels of responsibility in their organizations.

The goal of The Chief Marketing Officer Institute’s Executive Development Program (EDP) is to prepare early- to mid-career marketing leaders for increasing levels of responsibility in their organizations. Featuring curriculum designed by leading academicians and senior-level executives, this certificate program is intended to serve as a post-graduate enhancement for individuals holding a Master of Business Administration, or other business-related graduate degree.

Program Objectives & Curriculum Design

The primary objectives of the EDP program are to:

Provide participants with insights to improve leadership acumen and accelerate their careers

Expose participants to complex issues related to marketing and leadership

Facilitate critical thinking and debate among participants

Build meaningful professional, mutually supportive relationships between participants

Coursework & Lectures

Developed in collaboration with university researchers, each 2-hour session of the HPL program features an instructor-led discussion of a preassigned reading or case study, followed by a panel discussion or presentation led by a C-suite executive from widely-admired company. The academic year includes nine monthly lectures, with topics including leadership, strategy, managing cross-functional relationships, decision making, branding, and communications, among others.

Peer Networking and the Power of Relationships

One of the core tenets of the Executive Development Program is the importance of mutually supportive professional relationships in the accomplishment of corporate and professional goals. While there are no group projects during the academic year, multiple opportunities to engage with classmates and C-suite lecturers will occur throughout the year. The importance of intra-organizational networking is also emphasized throughout the program. Participants who successfully complete the program also receive invitations to alumni events and may join CMO Institute’s LinkedIn group.

Admission, Tuition & Fees

Because the Executive Development Program is limited to 40 students per year, the standards of admission are high. In general, the program focuses on admitting individuals who have already obtained an MBA or other business-related graduate degree, although exceptions to the rule may occur under certain circumstances. Upon acceptance into the program, a matriculation fee of $175 is due. Tuition for the full year is $585, and may be paid upfront or in 9 monthly installments.

Program Syllabus

The CMO Institute’s Executive Development Program is designed to provide participants with a deeper understanding of leadership principles, greater technical knowledge in the fields of strategy and marketing, and an appreciation for the role of intra-organizational and external relationships in the accomplishment of corporate and professional goals.

Thursday, September 13, 2018 (6:30 PM - 8:30 PM) – Introduction to Marketing Leadership

  • Reading: “The Role & Leadership Challenges of the CMO” (The CMO Journal) by William L. Koleszar
  • Reading: “Leading Marketing from Good to Great” (The CMO Journal) by William L. Koleszar
  • Reading: Level 5 Leadership: The Triumph of Humility and Fierce Resolve by Jim Collins, Ph.D.
  • Lecturer: Dr. Duncan Hulsey – Partner, Blankenship and Seay Consulting

Thursday, October 25, 2018 (6:30 PM - 8:30 PM) – What is Strategy?

  • Reading: “What is Strategy?” (Harvard Business Review) by Michael E. Porter, Ph.D.
  • Harvard Business School Case: Southwest Airlines by Vijay Govindarajan and Julie Lang
  • Lecturer: Hinton Taylor – Senior Vice President of Strategic Planning, Regions Financial Corporation

Saturday, November 10, 2018 – Working with Finance, Legal, & Operations

  • Reading: “CMOs and Influence” (The Chief Marketing Officer Journal) Allan R. Cohen, Ph.D.
  • Lecturer: Todd Noden – Chief Financial Officer and Chief Operating Officer, Books-A-Million Inc.

Thursday, December 13, 2018 (6:30 PM - 8:30 PM) – Leveraging Data & Analytics for Decision Making

  • INSEAD Case: “Jaguar Land Rover: Towards a Customer-centric Organisation” by Joerg Niessing and Brian Henry
  • Lecturer: Josh Jones – Managing Partner, StrategyWise

Thursday, January 17, 2019 (6:30 PM - 8:30 PM) – Executing Integrated Digital Marketing

  • Reading: “6 Ways to Leverage Programmatic in Your Brand’s Marketing Plan” (AdWeek) by James Bourner
  • Lecturer: Chad Stubbs – Chief Executive Officer, Reflex Blu
  • Lecturer: Josh Henderson – Chief Marketing Officer, Express Oil Change & Tire Engineers

Thursday, February 21, 2019 (6:30 PM - 8:30 PM) – Creating & Differentiating Great Brands

  • Reading: “Twenty-One Different Types Of Brand” (Brand Strategy Insider) by Mark Di Somma
  • Reading: “The Rise Of The One Brand Strategy” (Brand Strategy Insider) by Mark Ritson
  • Lecturer: Rebekah Elgin-Council – Chief Marketing Officer, ‎Blue Cross and Blue Shield of Alabama
  • Lecturer: Jake McKenzie – Chief Executive Officer, ‎Intermark Group

Thursday, March 21, 2019 (6:30 PM - 8:30 PM) – Managing Media Relations & Communications

  • Reading: The Colonial Pipeline Explosion – Selected News Reports, October 2016
  • Lecturer: Danny Markstein – Managing Director, Markstein

Thursday, April 18, 2019 (6:30 PM - 8:30 PM) – Enhancing the Sales & Marketing Relationship

  • Reading: “On Sales & Marketing Integration” (The Chief Marketing Officer Journal) by Philip Kotler, Ph.D.
  • Lecturer: Dr. Mike Wittmann, Chair, Department of Marketing, Industrial Distribution, and Economics at UAB

Thursday, May 16, 2019 (6:30 PM - 8:30 PM) – Delivering Service Excellence

  • Reading: The State of Customer Service Leadership (Harvard Business School Working Knowledge) by Jim Aisner
  • Lecturer: William L. Koleszar, Chief Marketing Officer, American Family Care

Apply Today

The application deadline for the 2018-19 EDP program is June 29, 2018. The program focuses on admitting individuals who have already obtained an MBA other business-related graduate degree, although exceptions are granted to those with commensurate professional experience. Upon acceptance into the program, a matriculation fee of $175 is due. Tuition for the full year is $585, and may be paid upfront or in 9 monthly installments.

Application for Executive Development Program

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