Consumer Marketing Strategy at Kellogg School of Management

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Consumer Marketing Strategy

Related Programs
	Managing New Products and Services for Strategic Competitive Advantage
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	All Programs

Upcoming Sessions
	September 21-26, 2008 $ 8,850

Key Benefits
During this course, you will:
	Assess opportunities in the marketplace
	Analyze competitive strategies
	Develop a product/service positioning and marketing strategy that capitalizes on the most attractive opportunities
	Learn to build and leverage brand equity to your advantage
	Translate marketing strategy into sound marketing tactics
	Receive a comprehensive reference manual of program materials which will serve as a valuable resource for you in the future

"Whether you are a marketing pro, new to the field or work closely with marketing experts, you'll walk away with solid concepts and processes and real life practical lessons to implement back at your company." Director, Brand Marketing, Chicago Tribune

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Gain insight into consumers' consumption habits and goals to create a well-defined marketing strategy for competitive advantage. Senior members of the Kellogg School of Management's world-renowned marketing faculty, in conjunction with leading marketing experts, lead this intensive and interactive seminar which blends cutting-edge theory with sound marketing practice to provide winning strategies and tactics. Through discussions, case studies, and exercises you will develop a well-defined marketing strategy for identifying attractive targets and effectively positioning products and services to these targets-and translate your strategy into appropriate tactics for branding, service delivery, communications, pricing, and channels.
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Program Content
	Analyzing competitive strategies
	Gaining consumer insight
	Designing a marketing strategy through effective segmentation, targeting, and positioning
	Developing and sustaining brand equity
	Adapting marketing strategy to the local culture
	Developing an effective approach to pricing
	Developing and evaluating advertising and promotion strategies
	Responding to retailing/distribution trends
	Orchestrating elements of the marketing program

Format
Discussions, case studies, and exercises facilitate involvement. In the evenings, you will meet in faculty-assisted study groups to prepare exercises and projects for class discussion. A comprehensive reference manual of course materials will serve as a valuable resource for you in the future as well.

Who should attend
Find out who should attend Consumer Marketing Strategy, which companies are frequently represented in the class and what past participants have said about the course.

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