Business Marketing Strategy

A deep dive into B2B best practices

Guided by senior members of Kellogg’s marketing faculty — experts in the unique challenges of business-to-business marketing — you’ll gain exposure to their leading-edge thinking on successful business practices and explore in depth the fundamentals and best practices of B2B marketing strategy.

Highly interactive and focused on practical application, this program teaches you how to build customer value models that clearly articulate the value of your offerings to your target customers and market segments and focus on better meeting their requirements and preferences. In a collaborative environment with a group of peers from around the world, you’ll analyze your marketing strategies, share experiences and broaden your perspective.

Build your strategic marketing analysis skills and better serve your customers.

Who Should Attend

  • General managers
  • 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

Key Benefits

  • Boost your marketing strategy analysis skills
  • Segment your business markets
  • Build customer value models tailored to your marketplace
  • Deepen your understanding of the dynamics of marketing strategy

Program Content

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
  • Managing pricing

Creating and Building Business Brands

  • Understanding brand strategy
  • Sustaining customer relationships

Driving Organic Growth through Business Innovation

  • Developing and managing new products
  • Navigating marketing in a digital world


James Anderson - Academic Director; William L. Ford Professor of Marketing and Wholesale Distribution

Eric T Anderson - Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practice

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; Co-chair of Faculty Research

What Participants Say

“This was an outstanding program! It was time well-spent, with a deep-dive into the principles of marketing. I gained insight into redefining our marketing strategy and integrating marketing as a key partner in the company's strategic direction.”
CEO China, TMF Group

“The Kellogg experience has been very refreshing. The concepts are constantly compared with real-life events. The faculty takes extra pains to involve each participant - overall, a great bang for the buck.”
General Manager & Regional Head, State Bank of India

"This course will challenge the way you do business, regardless of your industry, profession, or marketing background.”
VP Strategic Marketing, GE Capital Americas, Greater Chicago Area

Personal Consultation

Please email or call us if you would like a personal consultation

2018 Sessions

October 14-19, 2018

Start: October 14 at 2:45 PM

End: October 19 at 12:15 PM

Evanston campus

This Approval Program is limited to individuals with specific business experience. All applications will be subject to review and approval from the program’s Academic Director.


Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208