business marketing strategy april 28 – may 3, 2019 ...€¦ · key benefits • boost your...
TRANSCRIPT
KEY BENEFITS• Boost your marketing strategy analysis skills
• Segment your business markets and customers
• Build customer value models tailored to your marketplace
• Deepen your understanding of the dynamics of marketing strategy
WHO SHOULD ATTEND• General managers of business-to-business firms
• Marketing, product and sales managers from medium to large business-to-business firms
• Presidents and vice presidents of marketing at smaller business-to-business firms
• Other managers who help plan and implement market-oriented business strategies
Please note: This approval program is limited to individuals with specific business experience. Before enrolling, you must receive approval from the Kellogg School of Management to participate. Please visit the program website for more information.
EXECUTIVE SUMMARY
If your business sells to businesses, institutions or governments, this is a rare opportunity to explore how to craft a marketing strategy for your business and acquire the tools to implement it.
In this intensive seminar, senior members of Kellogg’s marketing faculty guide you through the fundamentals of business-to-business marketing strategy and share their leading-edge thinking on successful business practices.
You’ll learn how to build customer value models that help reveal the value of your offerings to target customers and market segments — and that help you deliver market offerings to better meet customers’ requirements and preferences. You’ll spend time on managing segments and customers. And you’ll collaborate with an international group of peers, analyzing your marketing strategies, sharing experiences and broadening your perspective.
Business Marketing StrategyIn-Depth Review of B2B Best Practices
October 14–19, 2018 // $10,800
April 28 – May 3, 2019 // $10,800
October 20–25, 2019 // $10,800
Your program fee includes accommodations, meals, course materials and access to a fitness center. Program fee is subject to change.
EXECUTIVE EDUCATION MARKETING & SALES
Consult with an Executive Development Advisor
847.467.6018
Learn more and apply
kell.gg/kxbtob
NEXT STEPS
“ As a B2B business unit head, I found nearly every single topic to be useful. I can easily see the practical application of the concepts and generated many high potential ideas for our team throughout the program. I am leaving the course feeling energized by the content, the enthusiasm and depth of knowledge of the professors, and the rich and varied experiences of my colleagues.”Vice President, Kaplan, Inc.
THE FACULTY
BTOB2019R-SUM
Eric AndersonAcademic Director; Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practice
Gregory CarpenterJames Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director, Center for Market Leadership; Faculty Director, Kellogg Markets & Customers Initiative (KMCI)
Jonathan CopulskyProgram Director; Adjunct Lecturer of Marketing; Lecturer, Medill School of Journalism, Media and Integrated Marketing Communications
Brett GordonAssociate Professor of Marketing
Kent GraysonAssociate Professor of Marketing; Bernice and Leonard Lavin Professorship
Derek RuckerSandy and Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing
Please note: Faculty is subject to change.
Business Marketing StrategyIn-Depth Review of B2B Best Practices
PROGRAM CONTENT HIGHLIGHTS
Thought-provoking, insightful and focused on practical application, the faculty members for this program — teachers, authors, researchers and highly-regarded consultants — epitomize Kellogg’s acknowledged leadership in marketing theory, practice and innovation.
Consult with an Executive Development Advisor
847.467.6018
Learn more and apply
kell.gg/kxbtob
NEXT STEPS
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
• Crafting and implementing a go-to-market strategy
• Navigating marketing in a digital world
YOUR LEARNING ENVIRONMENT
The program is held on the beautiful lakefront campus of Northwestern University at the James L. Allen Center, minutes from downtown Chicago.
EXECUTIVE EDUCATION
Program Introduction:
Customer Value Management J. Anderson
Building Customer Value Models J. Anderson
Customer Value Management J. Anderson
Segmentation, Targeting,
Positioning-Marketopia
Grayson
lunch
Dinner
Business Marketing StrategyJames Anderson, Academic Director
Day 1 Day 6Day 2
Competitive Marketing
Strategy: Changing Customer
Environment Carpenter
AfternoonSession(s)
EveningSession
MorningSession(s)
EXECUTIVE EDUCATION // MARKETING & SALES
Individual Study and Relaxation
Day 3
Segmentation, Targeting, Positioning
Grayson
Value-Based Pricing in Business Markets
J. Anderson
Customer Value Propositions J. Anderson
Case Preparation,
Individual Study and Relaxation
Day 4
Building Powerful Brands
Rucker
Case Discussion: B2B Digital Media
Rucker
Individual Study and Relaxation
Case Preparation E. Anderson
Managing Segments and Customers
Simulation (cont'd) E. Anderson
Case Discussion J. Anderson
Independent Study and Recreation
Case Study: A Supply Chain PartnershipJ. Anderson
Customer and Supplier
Relationships J. Anderson
Sample Schedule
Individual Study and Relaxation
Free Evening
Study GroupsJ.Anderson
Day 5
Going To Market E. Anderson
Managing Market Offerings
J. Anderson
Independent Study and Recreation
Managing Segments and Customers
SimulationJ. Anderson