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Kellogg on Consumer Marketing Strategy

Learn to Segment, Reach, and Convert Customers

Professor Alice TyboutThe mass proliferation of media channels divides and diverts consumers’ attention like never before. Successful marketers must define a sound marketing strategy while continually adapting their tactics to the ever-shifting landscape.
In this intense, highly interactive program, senior members of Kellogg’s renowned marketing faculty and leading marketing experts guide you through a learning experience that blends theory with sound marketing practice. Through discussions, case studies and collaborative exercises, you’ll develop a well-defined approach for identifying attractive targets and effectively positioning products and services for them. You’ll go home armed with winning strategies and tactics and inspired to launch them.
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Upcoming Sessions

  • Apply Online
    October 2-7, 2016
    Fee includes lodging and most meals
  • Apply Online
    October 1-6, 2017
    Fee includes lodging and most meals
  1. Product managers and middle- to upper-level marketing managers responsible for consumer products and services
  2. Individuals who have recently assumed marketing responsibilities
  3. Others wishing to develop a marketing mentality for working more effectively with marketing professionals
During this program, you will:
  1. Determine how your firm creates value
  2. Identify the most attractive targets for your firm’s offerings
  3. Gain deep insight into customers’ goals and decision-making
  4. Develop a compelling brand positioning
  5. Employ social networks, social media and traditional media to attract and engage customers
  6. Set price to capture value created
  7. Design and manage distribution channels to optimize value delivered to customers

Developing a Consumer Marketing Strategy

  1. Define the marketer’s goal
  2. Analyze competitive strategies

Designing a Marketing Strategy – Segmentation, Targeting and Positioning

  1. Employ a usage-based segmentation methodology
  2. Target the most attractive segments
  3. Build and sustain brand equity through compelling positioning strategy

Developing and Evaluating Advertising and Promotion Strategies

  1. Use consumer psychology to make deep connections with customers’ needs
  2. Understand how information diffuses via digital/social media
  3. Develop a communications strategy that effectively integrates digital/social media and traditional media

Responding to Retailing/Distribution Trends

  1. Establish a pricing strategy that captures the value created
  2. Choose the optimal combination of channels for going to market
  3. Manage conflict with channel partners
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

Anne Coughlan - Polk Bros. Chair in Retailing; Professor of Marketing

Brian Sternthal - Mondelez International Chair in Marketing; Professor of 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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LEARN ABOUT | Negotiation | Leadership | Brand Management | Data Analytics

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