The relentless proliferation of media channels divides and diverts consumers’ attention and challenges marketers like never before. To break through and make an impact, you must define a sound marketing strategy while continually adapting your tactics to shifts in consumer goals, beliefs and behaviors.
In this highly interactive program, senior members of Kellogg’s renowned marketing faculty and consumer 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 segmenting, reaching and converting them. You’ll go home equipped and inspired with winning strategies and the tactics to execute them.
Alice Tybout / Academic Director
Developing a Consumer Marketing Strategy
Designing a Marketing Strategy – Segmentation, Targeting and Positioning
Developing and Evaluating Advertising and Promotion Strategies
Responding to Retailing/Distribution Trends
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
“I learned as much from the interactions with other professionals across industries and other countries as I did from [the] terrific presentations and discussions by the professors.”
Director of It Strategy and Planning, Beam, Inc.
“Taking the step outside of my daily routine and my environment to attend an intense course at Kellogg was an experience that I will continue to look back at. It was refreshing to see that the challenges we face in our own region and within our organization are also ones that other organizations in different industries and on an international level face as well.”
Assistant Vice President - Marketing & Corporate Communications, United Real Estate Company
“An instant leg-up on the competition. My entire thinking about the marketplace and what is possible has changed.”
Head, E-Bank, Lagos Island, Fidelity Bank Plc
Please email or call us if you would like a personal consultation
October 1-6, 2017
Start: October 1 at 5:00 PM
End: October 6 at 11:45 AM
LOCATION: Evanston campus
Fee includes lodging and most meals