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Kellogg on Consumer Marketing Strategy

Learn to Segment, Reach, and Convert Customers

Professor Alice TyboutThe mass proliferation of media channels is dividing consumers’ attention like never before. In this hyper-competitive, constantly evolving landscape, successful marketers must define a sound marketing strategy while continually adapting their tactics. To compete, marketers need to understand how to gain insight into consumers’ goals, beliefs, and consumption habits and translate that insight into an effective marketing strategy.

Senior members of the Kellogg School of Management’s marketing faculty, in conjunction with leading marketing experts, instruct this intensive and interactive program which blends theory with sound marketing practice to provide winning strategies and tactics.

Through discussions, case studies and exercises presented in a collaborative learning environment, participants develop a well-defined marketing strategy for identifying attractive targets and effectively positioning products and services to these targets.
Upcoming Sessions (Fee includes lodging and most meals)
Session Date Cost
September 22-27, 2013 $9,900 Apply
April 27 - May 2, 2014 $9,900 Apply
September 21-26, 2014 $9,900 Apply

Program Materials

This program is beneficial for product managers, middle- to upper-level marketing managers responsible for consumer products and services, individuals who have recently assumed marketing responsibilities, and those who wish to develop a marketing mentality so that they can work more effectively with marketing people.
During this program, you will learn to:
  1. Identify the most attractive targets for your firm's offerings
  2. Use deep customer insight to build a strong brand positioning
  3. Employ social networks and social media along with traditional media to attract and engage customers
  4. Design and manage distribution channels to optimize the value delivered to customers
  5. Set price to capture the value created
  6. Create powerful and enduring brands
Developing a Consumer Marketing Strategy
  1. Defining the marketer’s goal
  2. Analyzing competitive strategies

Designing a Marketing Strategy Through Effective Segmentation, Targeting, and Positioning
  1. Usage based segmentation methodology
  2. Targeting the most attractive segments
  3. Building and sustaining brand equity through compelling positioning

Developing and Evaluating Advertising and Promotion Strategies
  1. Using consumer psychology to meet customers’ needs
  2. Understanding the latest new media and traditional media trends
  3. Evaluating opportunities in consumers’ media experience

Responding to Retailing / Distribution Trends
  1. Recognizing channel strategy as a competitive tool
  2. Establishing an insightful approach to pricing
Alice Tybout - Academic Director; Harold T. Martin Professor of Marketing

Bobby Calder - Charles H. Kellstadt Professor of Marketing; Director of the Center for Cultural Marketing; Co-Director of MMM Program

Anne Coughlan - John L. and Helen Kellogg Professor of Marketing

Brian Sternthal - Mondelez International Chair in Marketing

What Past Participants Say

  • "The Consumer Marketing Strategy seminar bombarded me with marketing terminology, strategy and theory, and then applied it to real-life experiences. I left with a well-rounded, sound and rational belief in marketing."
    Advertising and Promotions Manager, Philip Morris Latin America Exports/Kraft Foods
  • "Kellogg knows how to educate AND captivate an audience and provoke thought- outstanding for anyone from professionals just entering the marketing arena to the seasoned marketing executive."
    Vice President, Marketing, Disney Online
  • "This program was an excellent combination of traditional consumer marketing skills, new age information, and worldly updates on the newest technological approaches to consumers."
    Vice President and General Manager, Coca-Cola Venezuela

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