Consumer Marketing Strategy at Kellogg School of Management

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Kellogg on Consumer Marketing Strategy

Related Programs
	Managing New Products and Services for Strategic Competitive Advantage
	Pricing Strategies & Tactics
	Business Marketing Strategy
	All Programs

Upcoming Sessions
September 27-October 2, 2009 $ 9,150
April 25-30, 2010 $ 9,500
September 19-24, 2010 $ 9,500

Key Benefits
During this program, you will learn to:
	Assess opportunities in the marketplace
	Analyze competitive strategies
	Develop a product/service positioning and marketing strategy that capitalizes on the most attractive opportunities
	Build and leverage brand equity to your advantage
	Translate marketing strategy into sound marketing tactics

"Whether you are a marketing pro, new to the field or work closely with marketing experts, you'll walk away with solid concepts and processes and real life practical lessons to implement back at your company." Director, Brand Marketing, Chicago Tribune

Get Started Now

Gain insight into consumers' consumption habits and goals to create a well-defined marketing strategy for competitive advantage. Senior members of the Kellogg School of Management's marketing faculty, in conjunction with leading marketing experts, lead 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, you will develop a well-defined marketing strategy for identifying attractive targets and effectively positioning products and services to these targets. You will be inspired to put into action your strategy for branding, service delivery, communications, pricing, and channel distribution.
View the Faculty

Program Content
Developing a Consumer Marketing Strategy
	What is the marker's goal?
	Analyzing competitive strategies
Designing a Marketing Strategy Through Effective Segmentation, Targeting, and Positioning
	Gaining consumer insight
	Building and sustaining brand equity
Developing and Evaluating Advertising and Promotion Strategies
	Consumer psychology
	Media trends
	Consumers' media experience
Responding to Retailing / Distribution Trends
	Channel strategy
	Developing an effective approach to pricing

Format
Discussions, case studies, and exercises facilitate involvement. In the evenings, you will meet in faculty-assisted study groups to prepare exercises and projects for class discussion. A comprehensive reference manual of course materials will serve as a valuable resource for you in the future as well.

Who should attend
Find out who should attend Consumer Marketing Strategy, which companies are frequently represented in the class and what past participants have said about the course.

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