EXCELLENCE IN MARKETING
with Kellogg School of Management at Northwestern University
Think Like Your Customer: A Strategic Approach to Journey Mapping, Brand, and Performance
VIRTUAL LEARNING PROGRAM
July 28-30, 2025
FREE for SNAC Members | $1,100 for Nonmembers as space is available
Registration Deadline: Monday, July 7, 2025
As part of SNAC’s ongoing efforts to provide professional development opportunities to our members, we are pleased to once again partner with Kellogg School of Management at Northwestern University to bring you a fully immersive, virtual program showcasing the next generation of marketing knowledge, skills and capabilities that will have an impact on your organization’s success. This year’s focus includes winning with the customer, deepening your understanding of journey mapping, and maximizing results through a full-funnel approach.
Who Should Attend?
This program is designed exclusively for 45 SNAC Member company marketing and sales managers and directors who are inspired to elevate their skills to come out ahead in times of market disruption and change. This program will address three key areas:
- The New Rules for Winning with the Customer
Practical Customer Journey Mapping
Performance vs. Brand Marketing – Maximizing Impact in a Full Funnel Approach
Program Will Include
- Pre-work: Complete participant profile—tell us about yourself, your experience, and what you hope to learn
- Pre-reads: Professors will provide a limited amount of reading material to review prior to start of program
- Certificate of completion
Registration Information
The program has a very limited capacity of 45 participants.
SNAC Business Members may register up to (2) participants, and SNAC Associate Members may register (1) participant—all others will be placed on a waiting list.
Since there is limited availability, to register, you must commit to participating in the entire program, all three afternoons, with your camera on to fully participate. Certificates will not be granted to anyone not able to participate 100%. We are cognizant that this program will run during the workday and request you block your calendar and turn your out of office on during that time.
Please note that registration requests are not guaranteed until an approved confirmation of event registration is sent. When requesting registration for this program, you acknowledge that you have read, understand, and agree to the policies outlined above.
Registration Deadline: Monday, July 7, 2025
Request Registration
Please email Lauren Sokoll to indicate your interest in participating and include your name, company, title, address, and phone number.
Schedule
MONDAY, JULY 28
12:30 – 1:00 PM: Program Orientation
1:00 – 4:30 PM
SESSION 1: The New Rules for Winning with the Customer
presented by Professor Julie Hennessy
As the world changes and evolves around us, one thing stays the same: the need to position yourself as a customer’s best choice. In this session, we will talk about how the rules for winning with the customer have changed. The strategies that built the mass market leaders of the past often fall short today and are being replaced by new practices. In our time together, we’ll examine an updated way of driving customer enthusiasm and advocacy. We’ll examine the trade–off between being a generalist, doing many things competently to serve the needs of most customers, versus truly being the best at something for someone. We’ll discuss the benefits of defining market segments and need states that you want to “super-serve” and the tactical implications of making these choices.
TUESDAY, JULY 29
12:45 – 1:00 PM: Reflection/application discussion of previous day’s session
1:00 – 4:30 PM
SESSION 2: Practical Customer Journey Mapping
presented by Professor Kevin McTigue
Journey mapping is a process used to better understand how, where, and when to best connect with our customers. Too frequently this valuable tool goes unused because of unnecessary complexity. We introduce a practical mapping framework that can be construed quickly and then show how the idea can be taken further in automated marketing journeys. Featuring examples from Walt Disney in creating great customer experiences and how those translate to the business world.
WEDNESDAY, JULY 30
12:45 – 1:00 PM: Reflection/application discussion of previous day’s session
1:00 – 4:30 PM ET
SESSION 3: Performance vs. Brand Marketing – Maximizing Impact in a Full Funnel Approach presented by Professor Kevin McTigue
This session explores the uses of attitude driving, upper-funnel brand marketing, and action driving, lower-funnel performance marketing (Search/Social). The case asks participants to evaluate prior results from campaigns across target segments to prioritize the next quarter’s spend for Airbnb.
Meet Our Presenters
Professor Hennessy’s MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works frequently with research and technology-driven firms that desire to become more customer-centric, in both new product/services and mature product/services categories.
At Kellogg, she teaches three courses: Introduction to Marketing, Advanced Marketing Strategy for Growth and Defense, and Marketing Consulting Lab. In addition to MBA courses, she teaches extensively at the Executive level. Recent Executive teaching assignments have included work with Starbucks, Facebook, Hyatt, SC Johnson, Abbvie, Medtronic, Nestle, McDonalds, Microsoft, ABInBev, John Deere, Kraft/Heinz and Textron.
Professor Hennessy has been a regular recipient of teaching awards at the Kellogg School. In both 2017 and 2007, she received the Lawrence G. Lavengood Outstanding Professor of the Year Award, Kellogg’s top award for teaching quality and impact, as voted by the Kellogg graduating class. She had been a finalist (top 5 faculty members) in consideration for the Lavengood Award in 2004, 2005, 2006, 2007, 2013, 2014, 2015, and 2016. Professor Hennessy has also been recognized by her academic department, winning the Marketing Department’s Core Course Teaching award three times, most recently in 2022. She has also received special student impact awards in 2009, 2010, 2011, 2013, 2016, 2017, and 2018.
Professor Hennessy is also a leader on the Executive Education side of Kellogg. She serves as Academic Director of Kellogg’s Executive Development Program, an intensive, three-week program for Senior Executives. She is also the Academic Director for three Kellogg Custom programs: one for Textron Corporation, one for the National Association of Convenience Stores., and one for the YPO (Young Presidents’ Organization). Professor Hennessy serves as a coach for executives newly joining the Kellogg faculty in Executive teaching roles.
Professor McTigue teaches multiple classes for the MBA, Global EMBA, and executive education programs at Kellogg School of Management. His career spans more than twenty-five years in teaching, consulting, brand management, and advertising.
Kevin is currently the academic director for Kellogg’s Chief Digital Officer program and co-director of Kellogg’s Advertising and Marketing Communication Strategy program. He co-authored The Creative Brief Blueprint, contributed to Kellogg on Branding and Kellogg on Marketing. He conducts executive training and consulting for a variety of firms on the topics of marketing and advertising strategy.
Before his full-time appointment at Kellogg, Kevin led a strategy consulting practice for global digital agency SapientRazorfish. Prior to consulting, he spent seven years in brand management with Tyson Foods leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm. Early in his career, Kevin spent significant time working in digital and traditional advertising.
