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.

Incentives available for groups and teams of four or more attending open enrollment programs. Learn more


VIDEO: Learn more from Academic Director Jonathan Copulsky

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

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

Nick Caffentzis - Senior Fellow and Adjunct Professor of Marketing

Kelly Cutler - - Lecturer and Director of IMC Professional Program, Medill School of Journalism, Media, Integrated Marketing Communications

Brett Gordon - Professor of Marketing

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

“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

Personal Consultation

Please contact us to schedule an advising session

2024 Sessions

October 28 - November 1, 2024

Start: October 28 at 1:00 PM

End: November 1 at 12:00 PM

Format: In-Person at Allen Center on Evanston Campus

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


Fee includes lodging and most meals

Kellogg School of Management

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