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.
Upcoming Sessions (Fee includes lodging and most meals)
Marketing, product and sales managers from medium to large business-to-business firms
Presidents and vice presidents of marketing from smaller firms
Other managers who help plan and implement market-oriented business strategies
Note: This is an Approval Program and limited to individuals with specific business experience. Before enrolling, you must receive approval from the Kellogg School to participate.
During this program, you will:
Boost your marketing strategy analysis skills
Segment your business market
Build customer value models tailored to your marketplace
Deepen your understanding of the dynamics of marketing strategy
Creating a Market-Oriented Company
Developing a competitive marketing strategy
Developing segmentation, targeting and positioning strategies
Managing segments and customers
Managing Customer Value
Building customer value models
Constructing customer value propositions
Managing market offerings
Creating and Building Business Brands
Understanding brand strategy
Sustaining customer relationships
Driving Organic Growth through Business Innovation
Developing and managing new products
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
Mohanbir Sawhney - McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation
"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
"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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