Kellogg on Consumer Marketing Strategy

Learn to segment, reach and convert customers

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

Who Should Attend

  • Product managers and middle- to upper-level marketing managers responsible for consumer products and services
  • Individuals who have recently assumed marketing responsibilities
  • Others wishing to develop a marketing mentality for working more effectively with marketing professionals

Key Benefits

  • Determine how your firm creates value
  • Identify the most attractive targets for your firm’s offerings
  • Gain deep insight into customers’ goals and decision-making
  • Develop a compelling brand positioning
  • Employ social networks, social media and traditional media to attract and engage customers
  • Set price to capture value created
  • Design and manage distribution channels to optimize value delivered to customers

Program Content

Developing a Consumer Marketing Strategy

  • Define the marketer’s goal
  • Analyze competitive strategies

Designing a Marketing Strategy – Segmentation, Targeting and Positioning

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

Developing and Evaluating Advertising and Promotion Strategies

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

Responding to Retailing/Distribution Trends

  • Establish a pricing strategy that captures the value created
  • Choose the optimal combination of channels for going to market
  • 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 Participants Say

“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

Personal Consultation

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

2017 Sessions

October 1-6, 2017

Start: October 1 at 5:00 PM

End: October 6 at 11:45 AM

Evanston campus


Fee includes lodging and most meals

2018 Sessions

October 21-26, 2018

Start: October 21 at 5:00 PM

End: October 26 at 11:45 AM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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