The consumer marketplace is drowning in noise. To break through and have an impact, business to consumer (B2C) marketers must build a focused marketing strategy to guide how they shape the customer journey, and even more importantly, the customer experience.
In this program, you will learn from Kellogg’s renowned marketing faculty and connect with peers facing the same challenges you are. These experts on consumer marketing strategy will provide you the frameworks and tools that will equip you to build effective marketing plans. You’ll return with an understanding of how to leverage available data, utilize the breadth of media opportunities and navigate the growing complexity of the digital shopping world.
This program will be offered in a live virtual format for fall 2020. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. In this highly interactive format, 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.
Alice Tybout / Academic Director
Developing a Consumer Marketing Strategy
Designing a Marketing Strategy – Segmentation, Targeting and Positioning
Developing and Evaluating Advertising and Promotion Strategies
Responding to Retailing/Distribution Trends
Kevin McTigue - Academic Director; Clinical Associate Professor of Marketing
Alice Tybout - Academic Director; Professor Emeritus of Marketing
Anne Coughlan - Polk Bros. Chair in Retailing; Professor of Marketing
Gina Fong - Adjunct Lecturer of Marketing; Principal of Fong Insight
Angela Lee - Mechthild Esser Nemmers Professor of Marketing
Brian Uzzi - Richard L. Thomas Professor of Leadership and Organizational Change Co-Director, Northwestern Institute on Complex Systems (NICO)
“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
Please contact us to schedule an advising session
September 19-24, 2021
Start: September 19 at 5:00 PM
End: September 24 at 11:45 AM
Fee includes lodging and most meals