2018-19

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 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