Business Marketing Strategy

In-Depth Review of B-to-B Best Practices

In this intensive seminar, senior members of Kellogg’s marketing faculty guide you through the fundamentals of business-to-business marketing strategy and share their leading-edge thinking on successful business practice.

You’ll learn how to build customer value models that give you a better understanding of the value of your offerings to target customers and market segments — and that help you deliver market offerings to better meet customers’ requirements and preferences. You’ll spend time on managing segments and customers. And you'll collaborate with an international group of peers, analyzing your marketing strategies, sharing experiences and broadening your perspective.

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Upcoming Sessions

  • Apply Online
    July 17-22, 2016
    Fee includes lodging and most meals
  • Apply Online
    September 25-30, 2016
    Fee includes lodging and most meals
  • Apply Online
    April 9-14, 2017
    Fee includes lodging and most meals
  • Apply Online
    July 9-14, 2017
    Fee includes lodging and most meals
  • Apply Online
    September 24-29, 2017
    Fee includes lodging and most meals
  1. General managers
  2. Marketing, product and sales managers from medium to large business-to-business firms
  3. Presidents and vice presidents of marketing from smaller firms
  4. Other managers who help plan and implement market-oriented business strategies
During this program, you will:
  1. Boost your marketing strategy analysis skills
  2. Segment your business markets
  3. Build customer value models tailored to your marketplace
  4. Deepen your understanding of the dynamics of marketing strategy

Creating a Market-Oriented Company

  1. Developing a competitive marketing strategy
  2. Developing segmentation, targeting and positioning strategies
  3. Managing segments and customers

Managing Customer Value

  1. Building customer value models
  2. Constructing customer value propositions
  3. Managing market offerings
  4. Managing pricing

Creating and Building Business Brands

  1. Understanding brand strategy
  2. Sustaining customer relationships

Driving Organic Growth through Business Innovation

  1. Developing and managing new products
  2. Navigating marketing in a digital world
James Anderson - Academic Director; William L. Ford Professor of Marketing and Wholesale Distribution

Gregory Carpenter - James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

Kent Grayson - Associate Professor of Marketing; Bernice and Leonard Lavin Professorship

Derek D. Rucker - Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing

Mohanbir Sawhney - McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

Bala Janakiraman

"While participating in the Business Marketing Strategy program, I found the case studies extremely valuable with each person bringing their own experience and applying the tools we were learning. I would immediately think what can I do with my product line, what can I do with the services we offer our customers where we could apply some of the principles we were learning.”
- Bala Janakiraman, Director, Product Management, Litle & Company

Read more about how Bala translated his learning from the Business Marketing Strategy program into measurable results back at the office.

What Past Participants Say

  • "This is a great program to put you in the right mind-set to build a customer-driven company."
    - Product Manager, Visa International
  • "The faculty are very engaging and energetic. There are no ivory towers at Kellogg-just sound, insightful business practitioners."
    - Director of Sales and Marketing, Kimberly-Clark Corp.
  • "Practical, pragmatic, and intellectually challenging content taught by professors who really understand B2B markets."
    - Global Head of Marketing Services, Morgan Stanley Investment Management
  • "An exceptional program! They live up to the reputation of being #1 ranked in the business."
    - Marketing Manager, bioMerieux, Inc.
  • "Great fundamental insights and a framework for moving my business forward."
    - Vice President, Harris Corp.
  • "This program provided tools and techniques that I can apply to my product line immediately. It was a very insightful week for me."
    - Product Manager, BP Amoco Polymers
  • "An outstanding program that I'll be using on Monday. In this crazy e-commerce day, Professor Sawhney gets it!"
    - Marketing Product Manager, Veeder-Root
  • "A concentrated "coaching clinic" on marketing. Invaluable for the neophyte marketer and thoughtprovoking for the executive already immersed in this business."
    - Vice President-Agency, State Farm Insurance Company

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