Essentials of Marketing Strategy

Building a Foundation for Marketplace Success

Kellogg knows that successful marketers need a solid marketing strategy as the foundation for achieving a sustainable advantage in today’s competitive business environment. Effectively identifying the elements and creating a fundamentally sound marketing strategy is key to achieving your long-term business goals. We created this 8-week online program in a flexible format, and most participants can expect to dedicate 5-7 hours per week to their learning experience.

Throughout this program, you will learn from Kellogg’s renowned marketing faculty on how to utilize customer insights, identify your target audience and position your brand to build a strategic foundation. Through exercises, discussion boards and 24/7 technical support, you will become skilled in utilizing customer and market information, and strategic thinking, to develop a powerful marketing strategy.

Essentials of Marketing Webinar:  This video features Professor Kent Grayson and covers additional information and perspective on both of the Essentials of Marketing programs.

Online Programs


Who Should Attend

  • Managers in marketing-related roles with 2-8 years of experience who are looking to enhance their marketing strategy skills
  • Individuals who are in a marketing role as part of an organizational rotation assignment
  • Ideal for teams within an organization who want to communicate in a common marketing language

Key Benefits

  • Understand and gain the ability to develop the foundational elements that comprise a strong marketing strategy
  • Recognize the importance of segmentation, targeting and positioning and their relevance to an effective strategy
  • Learn to identify and utilize customer insight
  • Develop a compelling brand positioning statement

Program Content

Module 1: Understanding the Role of Marketing

  • Discover what is critical to marketing success
  • Learn why beginning with tactics often fails
  • Explore the 3 C’s and understand their importance in achieving your marketing goals
  • Understand why the customer is the foundation for all marketing decisions

Module 2: Identifying Customer Insights

  • Pinpoint what a customer insight is, how to access it, and why it’s important
  • Understand how to develop customer empathy and identify mindsets
  • Use a consumer index to determine which customers are more or less likely to purchase

Module 3: Developing Marketing Goals

  • Define the elements of a comprehensive marketing goal
  • Learn to utilize consumer behavioral goals to grow revenue
  • Perform a breakeven analysis

Module 4: Segmenting Markets

  • Discover how segmentation helps align organizational strengths with customers’ needs
  • Identify characteristics that may be used to classify consumers
  • Determine consumers’ needs within each segment
  • Understand how matching offerings to a segment differs between and among competitors
  • Explore the elements of an effective segmentation study

Module 5: Selecting Target Customers

  • Understand why targeting is important
  • Learn how the concepts of measurability, actionability, and substantiability apply to target selection
  • Explore how big data can improve Customer Lifetime Value

Module 6: Positioning Your Brand

  • Understand what constitutes brand positioning and the fundamentals of a strong brand positioning statement
  • Identify a frame of reference and point of difference in the marketplace
  • Analyze a brand position by applying the value equation
  • Discover why and how a brand position may be refined over time


Alexander Chernev - Professor of Marketing

Kent Grayson - Associate Professor of Marketing; Bernice and Leonard Lavin Professorship

Julie Hennessy - Clinical Professor of Marketing; Associate Chair of the Marketing Department

Aparna Labroo - Professor of Marketing

Eric Leininger - Clinical Professor of Executive Education

Alice Tybout - Harold T. Martin Professor of Marketing

Florian Zettelmeyer - Nancy L. Ertle Professor of Marketing; Faculty Director, Program on Data Analytics at Kellogg; Chair of Marketing Department

Sue Ellen Bohac - Co-President, SMI-Alcott


Is this program applicable to both B2C and B2B marketers?

The cases and exercises featured in the program are B2C focused. However, most of the program's topics are also applicable to B2B marketing such as segmentation, targeting, positioning, pricing and communication strategies.

What is the learning experience?

Your learning experience will consist of frameworks delivered via video lectures, real world examples and case studies, application of frameworks through weekly activities, assignments, discussion boards, and facilitator engagement.

What is the program format?

Essentials of Marketing Strategy consists of 6 modules delivered over 8 weeks online. There will be 3-5 assignments to complete per module. Learners can expect to dedicate 5-7 hours per week to watch videos, complete assignments and participate in discussions. Each module will have a final quiz.

Could a learner choose to opt out of some topics?

No. This is an online program in which a topic module is introduced each week and the learner will be expected to watch the video lectures, complete the exercises/activities and take the final quiz at the end of each module to progress to the subsequent week’s topic.

What methods will be used for grading and evaluations?

A Kellogg facilitator will review assignments, discussions and exercises to determine participants’ understanding of the material.

Does the program offer community engagement for learners?

Yes, there is a discussion board where learners in the cohort can post questions to their peers or the facilitator.

Does the program offer a certificate?

Yes. A digital certificate of participation will be issued following a successful conclusion to the program. This digital certificate can be shared with colleagues and posted on LinkedIn.

Personal Consultation

Please contact us to schedule an advising session

Upcoming Sessions

August 12 – October 5, 2019

Start: August 12 at 12:00 AM

End: October 5 at 11:59 PM


Kellogg School of Management

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