Spring 2026

GSU Campus | Executive Development Program

A 3-month certificate program geared toward preparing 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 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 typically serves as a post-graduate enhancement for individuals holding an MBA, or other business-related graduate degree.

Program Objectives & Curriculum Design

The primary objectives of the Executive Development Program are to:

  • Provide participants with tools and 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 relationships between participants, in order to serve as a mutual support network

To achieve these objectives, a rigorous curriculum featuring leading-edge research, case studies, and direct exposure to C-suite executives has been developed.

Coursework & Guest Speakers

Developed in collaboration with university researchers, each session of the Executive Development 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 a widely-admired company. Topics covered during the academic year include leadership, strategy, managing cross-functional relationships, and marketing finance, among others. 

Peer Networking and the Power of Relationships

One of the core tenets of the program is the importance of mutually supportive 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 speakers will occur throughout the program. The importance of intra-organizational networking is also emphasized. Participants who successfully complete the program also receive invitations to alumni events and may join The CMO Institute’s LinkedIn group.

About The Chief Marketing Institute

Founded in 2005, The CMO Institute is dedicated to serving as the premier resource for researchers and practitioners interested in the role and leadership challenges facing CMOs and other marketing executives. Through its executive education programs, The CMO Institute enables marketers to reach their full potential as leaders and members of society. In collaboration with the American Marketing Association, The CMO Institute publishes The CMO Journal – a peer-reviewed publication created to accelerate the pace of theory development and critical discussion concerning executive leadership within the marketing discipline. 

About The Program Facilitators

William L. Koleszar is a three-time Chief Marketing Officer who has served in positions of leadership in Fortune 500 companies, private equity-backed firms, and startups, including American Family Care, Bank of America, RealEstate.com and The Royal Bank of Scotland, among others. His ground-breaking research in the field of marketing has been featured in various publications, including the Developments in Marketing Science, published by the Academy of Marketing Science, Enhancing Knowledge Development in Marketing, published by the American Marketing Association and The Chief Marketing Officer Journal, published by The CMO Institute and the American Marketing Association. 

Kristi J. Lowe currently serves as Director of Operations for The CMO Institute. For the majority of her 30-year career, Ms. Lowe served as Senior Vice President of Corporate Events and Protocol for BBVA USA. Working directly with the bank’s CEO and other C-suite executives, Ms. Lowe and her team facilitated hundreds of events – including Board of Directors retreats, annual shareholder meetings, and other large-scale corporate events in collaboration with outside partners – including the National Basketball League, Super Bowl VI, the United States Golf Association, among others.

Program Syllabus

The curriculum for Executive Development Program is designed to provide participants with a deeper understanding of leadership principles, expanded knowledge in the fields of strategy, finance, and marketing, as well as an appreciation for the role of intra-organizational and external relationships in the accomplishment of corporate and professional goals. 

SESSION 1 – Wednesday, March 25, 2026 (12:30 to 5:00 pm)

 (Topic 1 – The Leadership Challenge 

  • Reading: Level 5 Leadership: The Triumph of Humility and Fierce Resolve (Harvard Business Review) by Jim Collins
  • 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
  • Speaker: Brigadier General Nikki Olive, United States Army (Ret.)

 

Topic 2 – The Role of Marketing in Strategy Development and Execution

  • Reading: “What is Strategy?” (Harvard Business Review) by Michael E. Porter, Ph.D.
  • Optional Reading: “Transient Advantage” (Harvard Business Review) by Rita Gunther McGrath, Ph.D.
  • Speaker: Hinton Taylor – Senior Vice President of Corporate Strategy, Regions Bank (NYSE: RF)

SESSION 2 – Wednesday, April 15, 2026 (12:30 to 5:00 pm)

Topic 1 – Developing Strong Cross-Functional Relationships

  • Reading: “CMOs and Influence” (The Chief Marketing Officer Journal) Allan R. Cohen, Ph.D.
  • Reading: “Why effective leaders must manage up, down, and sideways” (McKinsey Quarterly) T. Barta and P. Barwise
  • Panelist: David Caro, Chief Operating Officer at Package Solutions, Inc.
  • Panelist: Kelly Fladger, Chief Human Resource Officer, Havertys Furniture (NYSE: HVT)
  • Panelist: Roger Hardgrove, Chief Information Officer at Vehlo

Topic 2 – Leveraging Data & Analytics for Decision Making

  • Reading: “Marketing Analytics: What it is and Why Marketers Should Care” (MarTech Today) by Jacqueline Dooley
  • Speaker: Michael Taylor, Managing Director & Chief Data Officer, Latin America, Citibank

 

Topic 3 – Leveraging Artificial Intelligence to Drive Marketing Performance

  • Reading: “How AI Is Changing the Future of Marketing” (HBR) Davenport, Guha, Grewal, & Bressgott
  • Speaker: Aby Varma – Chief Marketing Officer, Shapiro Negotiations Institute

SESSION 3 – Wednesday, May 6, 2026 (12:30 to 5:00 pm)

Topic 1 – Marketing Finance: ROI Measurement & Beyond

  • Reading: “5 Ways To Improve The Alliance Between Finance And Marketing” Forbes, April 2015
  • Speaker: David Goldberg, Chief Financial Officer, Beezer Homes (NYSE: BZH)

 

Topic 2 – Recruiting, Developing, and Retaining a World-Class Marketing Team

  • Reading: “The CMO’s blueprint for building a world-class marketing team” (Think with Google) by Jim Lecinski
  • Speakers: Peter Jung, Chief Marketing Officer, NASCAR

 

Topic 3 – Branding By Behavior: The Confluence of Marketing & Organizational Culture

  • Reading: “Putting the Service-Profit Chain to Work” (HBR) by Heskett, Jones, Loveman, Sasser, and Schlesinger
  • Speaker:  Mark Conklin, Director of Leadership Development, Chick-fil-A (retired)

Note : Listed guest speakers are expected, but not guaranteed; substitutions may occur.