Marketing can be the growth driver, the voice of the customer, the agent of change in organizations. But the sad reality is that today's Chief Marketing Officer has an average tenure of just over 26 months, less than half the time of the average CEO. This brief tenure has motivated many Marketing leaders to take a short-term and tactical orientation, which has led to Marketing having limited scope and influence within many organizations. The inability of Marketing to demonstrate its long-term value has, in turn, led to slashed budgets and head-count. The age of the "individual contributor" director is upon us and Marketing is no longer a fun job at many companies.
Marketing Operations is an evolving discipline that brings operational discipline and a change management approach to the marketing function to literally transform how we are viewed internally and how we see ourselves. By adding a dedicated Marketing Operations focus, organizations can leverage process, technology, guidance and metrics to run the marketing function as a profit center and a fully accountable business. By embracing Marketing Operations, professionals can increase their value and raise their stature within their organizations, while enhancing their job satisfaction and career opportunities.
For Online Sections of this course: Online courses are largely self-study with instructor support through threaded discussion groups, email and sometimes scheduled online chats. Some instructors may allow students to pace themselves following the published syllabus, enabling them to accelerate through the material and finish early. However, all students must complete and submit all assignments by the schedule end date. Grades are issued for the entire class approximately two weeks after the scheduled end date.
