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Kellogg School of Management

Consumer Marketing Strategy

Next dates

Sep 29—Oct 4
6 days
Cook County, Illinois, United States
USD 10200
USD 1700 per day


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..

Key Benefits

  • 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

Program Content

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


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...
Professor of Marketing Bobby Calder joined the Kellogg faculty in 1975 and he was named the Charles H. Kellstadt Professor of Marketing in 1993. He has held an endowed chair at Kellogg since 1986 when he was named the A. Montgomery Ward Professor of Marketing. Previously, he taught marketing, org...


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