Excellence in Marketing
July 24-26, 2024

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July 24-26, 2024 | Virtual Learning Program

Excellence in Marketing
July 24-26, 2024

July 24 - July 26

SNAC Kellogg Excellence in Marketing Event Brochure

New Frontiers in Marketing: Integrating AI for Growth
with Kellogg School of Management at Northwestern University


Free for SNAC Members
$1,100 for Nonmembers as space is available


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 Elevating Marketing Excellence in Changing Times—a fully immersive, virtual program showcasing the next generation of marketing knowledge, skills and capabilities that will have the most impact on your organization’s success. Based on attendee feedback, this year’s program will focus on knowing your customer, visual communication, and the power of negotiations and win-win collaborations.

Who Should Attend?

This program is designed exclusively for 50 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:

  • AI for Business Leaders
  • GenAI and the Future of Marketing
  • Fewer, Bigger, Bolder

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: Friday, July 5, 2024

Request Registration:

Please email both Christina Briones and Nick Kulis to indicate your interest in participating and include your name, company, title, address, and phone number.


Wednesday, July 24
12:00 – 3:00 PM CST

SESSION 1: AI for Business Leaders 
presented by Birju Shah

As business leaders look to machine learning and artificial intelligence (AI) to solve problems and unlock opportunities, the question on their minds should not be how the technology works. Rather, they should be asking how to put AI to work to create business value. As core AI tools become more democratized and commoditized, value creation will shift to AI applications to solve business problems. The value of abstraction has important implications for business leaders as well as for talent development. While software developers and programmers will still be in demand, far greater value will be created by data scientists who can combine business expertise with applied AI expertise to solve business problems.

Thursday, July 25
12:00 – 3:00 PM CST

SESSION 2: GenAI and the Future of Marketing
presented by Kevin McTique

Marketers traditionally face two major hurdles in innovation: one is coming up with new thinking, the second is refining and building on those concepts to create something real. In this session, we’ll use GenAI (chat and visualization tools) to brainstorm new ideas, to start the evaluation process of the various ideas, and then bring the concepts to life. A case study on the Disney+ streaming service launch will be used as a platform to discuss three categories of use cases of machine learning in marketing and will be supported with a discussion of data sources, bias watchouts, and emerging use cases in GenAI.

Organizationally, they’ll learn the conditions for successful collaboration in joint ventures, mergers, and alliances, as well as interdepartmental and cross-departmental initiatives. The goal is to improve conflict management skills in complex collaborations and increase confidence.

Friday, July 26 
:00 – 3:00 PM CST

SESSION 3: Fewer, Bigger, Bolder
presented by Sanjay Khosla

Many companies spread themselves thin by going for MORE – MORE products, MORE categories, MORE markets. We call this the SEDUCTION of MORE. How do you go from the SEDUCTION of MORE to the WISDOM of LESS? This module provides practical lessons in achieving sustainable, profitable growth by doing FEWER things BIGGER and BOLDER. By working first-hand on industry cases, participants will gain an insight on how to focus, unleash the potential of people, and make things happen. If everything is going well, something is wrong. Failure happens. We will also discuss how to fail fast, learn, and move on. This session closes with how businesses with purpose endure. Do good while doing well.

About Our Presenters


July 24
July 26