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.

This program will be offered in a live virtual format through spring 2021. 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.

Information Session

Learn more about Business Marketing Strategy with this half-hour long information 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

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 Brothers Chair in Retailing; Director of the Center for Global Marketing Practice

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

CPE Credits

Continuing Education Credit
This program is registered with the National Association of State Boards of Accountancy and is recommended for 32.0 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:

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 847-467-6018.

Please Note: CPE credits are not available for this program in the live virtual format.

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 contact us to schedule an advising session

2021 Sessions

April 19 - May 7, 2021

Start: April 19 at 8:30 AM

End: May 7 at 10:45 AM

Live Virtual Program

Download the Topic Overview


Sept. 27 - Oct. 1, 2021

Start: September 27 at 1:00 PM

End: October 1 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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