Available dates

Apr 20—24, 2020
5 days
Cook County, Illinois, United States
USD 10850
USD 2170 per day
Sep 28—Oct 2, 2020
5 days
Cook County, Illinois, United States
USD 10850
USD 2170 per day


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About the course

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

Trust the experts

Gregory Carpenter

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...


Kent Grayson

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...


Derek Rucker

Dr. Rucker joined the Kellogg marketing department in Fall of 2005. Currently, Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of power, compensatory consumption, persuasion, and consumer beh...


Eric Anderson

Eric T. Anderson is the Hartmarx Professor and former Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Director of the Center for Global Marketing Practice.  He holds a Ph.D. in Management Science from MIT Sloan School of Management and previously hel...


Jonathan Copulsky

Jonathan Copulsky has worked at the intersection of brand, marketing, publishing and technology for over thirty years as a senior marketing executive and management consultant. Jonathan is currently a Senior Principal with Deloitte Consulting and serves as Global Insights Leader for Deloitte.  J...


Diane D Brink

Diane Brink is currently a Senior Fellow and Adjunct Professor at the Kellogg School of Management, Northwestern University.  She also consults with startups, private and public businesses to take their companies to the next level of growth and greatness. Ms. Brink served as IBM's Chief Marketin...


Jim Lecinski

I will be teaching Marketing in the Executive MBA program at the Chicago campus. I have over 25 years experience growing revenue for brands through integrated, multi-channel and digital marketing. With over ten years at Google, my current role there is Vice President, Customer Solutions for the A...


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