Business Marketing Strategy

In-Depth Review of B-to-B Best Practices

Learn the techniques for analyzing and building effective business-to-business marketing strategies and take away the tools you’ll need to implement them in your company. Senior faculty members from the Kellogg School of Management’s marketing department lead this intensive five-day seminar that explores the fundamentals and the latest developments in the world of business marketing.

The program provides exceptional opportunities for broadening your perspective, collaborating with an international group of peers, and analyzing the marketing strategies of your own firm.

Upcoming Sessions (Fee includes lodging and most meals)
Session Date	Cost
July 21-26, 2013	$9,900
September 15-20, 2013	$9,900
April 13-18, 2014	$9,900
July 20-25, 2014	$9,900
September 28 - October 3, 2014	$9,900

Program Materials

Brochure

Download a brochure to learn more about the program.
Application

Download an application and apply today.

Who Should Attend
Key Benefits
Program Content
Faculty

This program is designed for general managers; marketing, product, and sales managers from medium to large firms; presidents and vice presidents of marketing from smaller firms; and managers who help to plan and implement market-oriented business strategies in their companies.

In addition to submitting the application form, a current resume or additional information may be requested in order to complete your application. This program is intended for participants with several years work experience who are currently serving business markets: firms, institutions or governments that acquire goods and services either for their own use, to incorporate into products or services that they produce, or for resale along with other products and services to other firms, institutions or governments.

Applicants will be notified about their admission status approximately two weeks after the completed application is received.

During this program, you will learn to:

Boost your marketing strategy analysis skills
Segment business markets
Build customer value models
Develop an understanding of the dynamics of marketing strategy

Creating a Market-Oriented Company

Developing a competitive marketing strategy
Developing segmentation and positioning strategies
Building and sustaining working relationships

Customer Value Management

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

Creating and Building Business Brands

Understanding brand strategy
Sustaining customer relationships
Strengthening reseller performance through channel positioning

Driving Organic Growth Through Business Innovation

Developing and managing new products
Marketing in a digital world

James Anderson - Academic Director; William L. Ford Professor of Marketing and Wholesale Distribution

Gregory Carpenter - James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

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

Mohanbir Sawhney - Robert R. McCormick Tribune Foundation Clinical Professor of Technology; Director of the Center for Research in Technology & Innovation

"While participating in the Business Marketing Strategy program, I found the case studies extremely valuable with each person bringing their own experience and applying the tools we were learning. I would immediately think what can I do with my product line, what can I do with the services we offer our customers where we could apply some of the principles we were learning.”
- Bala Janakiraman, Director, Product Management, Litle & Company

Read more about how Bala translated his learning from the Business Marketing Strategy program into measurable results back at the office.

What Past Participants Say

"This is a great program to put you in the right mind-set to build a customer-driven company."
- Product Manager, Visa International
"The faculty are very engaging and energetic. There are no ivory towers at Kellogg-just sound, insightful business practitioners."
- Director of Sales and Marketing, Kimberly-Clark Corp.
"Practical, pragmatic, and intellectually challenging content taught by professors who really understand B2B markets."
- Global Head of Marketing Services, Morgan Stanley Investment Management
"An exceptional program! They live up to the reputation of being #1 ranked in the business."
- Marketing Manager, bioMerieux, Inc.
"Great fundamental insights and a framework for moving my business forward."
- Vice President, Harris Corp.
"This program provided tools and techniques that I can apply to my product line immediately. It was a very insightful week for me."
- Product Manager, BP Amoco Polymers
"An outstanding program that I'll be using on Monday. In this crazy e-commerce day, Professor Sawhney gets it!"
- Marketing Product Manager, Veeder-Root
"A concentrated "coaching clinic" on marketing. Invaluable for the neophyte marketer and thoughtprovoking for the executive already immersed in this business."
- Vice President-Agency, State Farm Insurance Company

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Business Marketing Strategy

In-Depth Review of B-to-B Best Practices

Program Materials

What Past Participants Say

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