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

Faculty

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

CPE Credits

Continuing Education Credit
This program is registered with the National Association of State Boards of Accountancy and is recommended for 34.5 CPE credits.

Continuing Professional Education Information
The Kellogg School of Management, Northwestern University is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.nasbaregistry.org.

All Kellogg programs that qualify for CPE credits do not have pre-requisites. Advanced readings and case preparation is required. A packet of course materials is emailed to all participants before the program begins.

All Kellogg programs are group-live or internet-based. Program level: Advanced. For more information regarding administrative policies such as complaints and refunds, please contact our office at 847-467-7000.

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

2019 Sessions

April 28 - May 3, 2019

Start: April 28 at 2:45 PM

End: May 3 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.

$10,800

Fee includes lodging and most meals

October 20-25, 2019

Start: October 20 at 2:45 PM

End: October 25 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.

$10,800

Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
Directions
847.467.6018