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Kellogg School of Management

Business Marketing Strategy

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Next dates

Apr 28—May 3
6 days
Cook County, Illinois, United States
USD 10800
USD 1800 per day
Oct 21—25
5 days
Cook County, Illinois, United States
USD 10800
USD 2160 per day


A deep dive into B2B best practices

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 fundamentals and best practices of B2B marketing strategy.

Highly interactive and focused on practical application, this program teaches you how to build customer value models that clearly articulate the value of your offerings to your target customers and market segments and focus on better meeting their requirements and preferences. 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.

Key Benefits

  • Boost your marketing strategy analysis skills
  • Segment your business markets
  • Build customer value models tailored to your marketplace
  • Deepen your understanding of the dynamics of marketing strategy

Program Content

Creating a Market-Oriented Company

  • Developing a competitive marketing strategy
  • Developing segmentation, targeting and positioning strategies
  • Managing segments and customers

Managing Customer Value

  • Building customer value models
  • Constructing customer value propositions
  • Managing market offerings
  • Managing pricing

Creating and Building Business Brands

  • Understanding brand strategy
  • Sustaining customer relationships

Driving Organic Growth through Business Innovation

  • Developing and managing new products
  • Navigating marketing in a digital world

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


Gregory Carpenter focuses on understanding how firms create competitive advantage through marketing strategy. Based on award-winning research, his recent book, Resurgence: The Four Stages of Market-Focused Reinvention (Palgrave Macmillan, 2014), examines how firms transform their culture, regaini...
James C. Anderson is the William L. Ford Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management at the Kellogg School of Management, Northwestern University. Professor Anderson joined the faculty of the Kellogg School in 1984 as an assistant professor...
As part of the Kellogg Markets & Customers Initiative (KMCI), Kent is the faculty director and co-founder of The Trust Project at Northwestern, a digital platform designed to provide different perspectives on the concept of trust as well as highlight the connections between these perspectives...


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