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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 Strategy In-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 [email protected] 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.

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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

[email protected]

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

[email protected]

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