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About the course
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..
- 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
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
Who should attend
- Product managers and middle- to upper-level marketing managers responsible for consumer products and services
- Individuals who have recently assumed marketing responsibilities
- Others wishing to develop a marketing mentality for working more effectively with marketing professionals
Trust the experts
Anne Coughlan holds the Polk Brothers Chair in Retailing, and is a Professor of Marketing, at the Kellogg School of Management. She joined the faculty in 1985. Dr. Coughlan's main research interests are in the areas of distribution channels, sales force management and compensation, and pricing. C...
Alice M. Tybout is the Harold T. Martin Professor of Marketing. She served as chairperson of the Marketing Department 2004-2006. Professor Tybout teaches in the MBA and Executive Masters Programs. In addition, she is the academic director and faculty for the Kellogg on Consumer Marketing Strategy...
Brian Sternthal holds the Kraft Professorship in Marketing Professor Sternthal has published widely in marketing journals. His work focuses on understanding how people process the information presented in persuasive messages, and the consequences of this processing for brand judgments. He applie...
Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education. His career spans over 20 years in teaching, consulting, brand management, and advertising. Before his full...