Deirdre Breakenridge – CMO Foundations: Creating a Marketing Culture

CMO Foundations: Creating a Marketing Culture

By: Deirdre Breakenridge

Level: Advanced

Duration: 1h

Released: June 20, 2018

Description:

Effective chief marketing officers (CMOs) help to cultivate a marketing culture where team members are inspired, engaged, and motivated to participate in company programs. In this course, Deirdre Breakenridge lays out how CMOs can create a vibrant culture of marketing at their organizations. Deirdre explains how to audit your existing culture and create goals, a vision, and a mission to align all groups. She also shares how to identify leaders that can champion your new marketing culture, as well as how to measure the progress of your marketing culture shift.

Topics include:

• Defining the marketing culture
• Understanding culture change management
• Understanding purpose, vision, and goals
• Training a people-first marketing culture
• Using recognition and rewards
• Measuring marketing culture values
• Paying attention to the feedback loop
• Involving HR in your marketing culture

Contents:

• Introduction
• 1. Marketing Culture framework
• 2. Building your Marketing Culture Foundation
• 3. Igniting your Marketing Culture
• 4. Evaluating your Marketing Culture “Roots”
• Conclusion

Author:

Deirdre Breakenridge is chief executive officer at Pure Performance Communications.

A veteran in PR and marketing, Breakenridge has counseled senior-level executives at organizations including the Academy of Nutrition and Dietetics, Blue Star Veterans Network, JVC, Marketwired, the Public Relations Society of America (PRSA), and Sysomos.
Breakenridge is the author of five Financial Times books. Her most recent book, Social Media and Public Relations: Eight New Practices for the PR Professional, was published in May 2012 and available in print and all digital formats. Her other books include Putting the Public Back in Public Relations, PR 2.0: New Media, New Tools, New Audiences, The New PR Toolkit, and Cyberbranding: Brand Building in the Digital Economy.
Breakenridge is an adjunct professor at New York University (NYU) and an online instructor for the UMass at Amherst journalism department, and she speaks nationally and internationally on the topics of PR, marketing, and social media communications.
Breakenridge is a member of PRSA, and has served on the board of the New Jersey Advertising Club. She also serves on the board of the Social Network Association, and is working with the founders on the #50Shows Empowering Women movement, giving women a voice and a platform through media. TopRank Online Marketing named Breakenridge among the twenty-five women that rock social media, and Traackr recognized Breakenridge among the top engagers in 2014.

Breakenridge blogs about the changing media landscape and collaborative technology at PR Expanded, and is the cofounder of #PRStudChat, a dynamic Twitter discussion scheduled monthly for PR students, educators, and PR pros.

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