Consumer Marketing Strategy

The Kellogg approach to building effective marketing plans

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.

Alice Tybout / Academic Director

Who Should Attend

  • Managers in marketing-related roles seeking new concepts and tools to increase the effectiveness of their B2C marketing strategy
  • Individuals who have recently assumed new marketing responsibilities and are seeking best practices for connecting with consumers
  • Managers throughout an organization who want to develop a marketing mindset in order to more effectively partner with or manage other marketing professionals

Key Benefits

  • Determine how your firm creates value
  • Identify the most attractive targets for your firm’s offerings
  • Gain deep insight into customers’ goals and decision-making
  • Develop a compelling brand positioning
  • Employ social networks, social media and traditional media to attract and engage customers
  • Set price to capture value created
  • Design and manage distribution channels to optimize value delivered to customers

Program Content

Developing a Consumer Marketing Strategy

  • Define the marketer’s goal
  • Analyze competitive strategies

Designing a Marketing Strategy – Segmentation, Targeting and Positioning

  • Employ a usage-based segmentation methodology
  • Target the most attractive segments
  • Build and sustain brand equity through compelling positioning strategy

Developing and Evaluating Advertising and Promotion Strategies

  • Use consumer psychology to make deep connections with customers’ needs
  • Understand how information diffuses via digital/social media
  • Develop a communications strategy that effectively integrates digital/social media and traditional media

Responding to Retailing/Distribution Trends

  • Establish a pricing strategy that captures the value created
  • Choose the optimal combination of channels for going to market
  • Manage conflict with channel partners


Kevin McTigue - Academic Director; Clinical Associate Professor of Marketing

Alice Tybout - Academic Director; Professor Emeritus of Marketing

Anne Coughlan - Emeritus 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)

CPE Credits

Continuing Education Credit
This program is registered with the National Association of State Boards of Accountancy and is recommended for 30.5 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:

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.

What Participants Say

“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

Personal Consultation

Please contact us to schedule an advising session

2021 Session

September 19-24, 2021

Start: September 19 at 5:00 PM

End: September 24 at 11:45 AM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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