Formerly Kellogg on Consumer Marketing Strategy
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
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
Alice Tybout - Academic Director; Harold T. Martin Professor of Marketing
Bobby Calder - Charles H. Kellstadt Professor Emeritus of Marketing; Director of the Center for Cultural Marketing
Anne Coughlan - Polk Bros. Chair in Retailing; Professor of Marketing
Brian Sternthal - Professor Emeritus of Marketing
“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 email or call us if you would like a personal consultation
September 29-October 4, 2019
Start: September 29 at 5:00 PM
End: October 4 at 12:00 PM
Fee includes lodging and most meals