Business Marketing Strategy

Driving profitable growth in the new B2B environment

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 new fundamentals of B2B marketing strategy in today’s hypercompetitive environment.

Highly interactive and focused on practical application, this program teaches you how to target the right customers, understand the motivations and behaviors of your business customers, price and position your offerings, and rethink your marketing organization and processes. 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.

“It was very clear how much time and effort the staff put into shifting to an online format. The livestream format was very effective! Though it's hard to compare it to a [face-to-face] meeting, my goal of coming away with new, valuable and actionable information and concepts was met. I would certainly take another online course.”

Participant, Live Virtual Program

This program is offered in a live virtual format. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. You will have the opportunity to engage with our faculty and your peers in live discussions and lecture sessions. You will come away with the tools to navigate and succeed in the new business landscape.


VIDEO: Learn more from Academic Director Jonathan Copulsky

Personal Consultation

Please contact us to schedule an advising session

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

Download Past Participant Profile

Key Benefits

  • Deepen your understanding of the dynamics of business markets
  • Segment and target the right business customers with the right offers
  • Rethink your go-to-market and pricing strategies
  • Make your marketing organization more agile

Program Content

Creating a Market-Oriented Company

  • Develop a competitive marketing strategy
  • Establish segmentation, targeting and positioning strategies
  • Manage segments and customers

Managing Customer Value

  • Construct customer value propositions
  • Manage market offerings
  • Manage pricing

Creating and Building Business Brands

  • Understand B2B branding
  • Develop creative activation strategies
  • Navigate marketing communications in a digital world

Driving Organic Growth through Business Innovation

  • Develop and managing new products

Transforming Your Organization

  • Understand marketing's role in enterprise transformation
  • Make marketing agile


Eric T Anderson - Academic Director; Polk Bros. Chair in Retailing; Professor of Marketing; Director Kellogg-McCormick MBAi

Jonathan Copulsky - Academic Director; Lecturer of Marketing, Kellogg Executive Education and Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University

Diane Brink - Senior Fellow and Adjunct Professor with the Kellogg Markets & Customers Initiative

Gregory Carpenter - James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets & Customers Initiative

Kent Grayson - Associate Professor of Marketing; Bernice and Leonard Lavin Professorship

Jim Lecinski - Clinical Associate Professor of Marketing (Courtesy); Associate Professor, Medill School of Journalism, Media, Integrated Marketing Communications

Derek D. Rucker - Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing; Co-chair of Faculty Research

What Participants Say

“Thanks for a great course.”

Participant, Live Virtual Program

"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

2022 Sessions

April 11-29, 2022

Start: April 11 at 8:30 AM

End: April 29 at 10:45 AM

Format: Live Virtual Program

Download the Topic Overview


October 30 - November 4, 2022

Start: October 30 at 3:15 PM

End: November 4 at 1:15 PM

Format: In-Person on Evanston campus

Click here for Executive Education's COVID-19 health and safety protocols


Kellogg School of Management

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