Kellogg School of Management

Business Marketing Strategy

Kellogg School of Management

Marketing & Sales

About Programme

Guided by Kellogg faculty and industry experts in the unique challenges of business-to-business marketing, you’ll explore the strategies and tools today’s B2B marketing leaders need to drive growth and build stronger customer relationships.

Highly interactive and focused on practical application, this program will help you sharpen your approach to segmentation, targeting and positioning; create and communicate compelling customer value; and develop B2B content that reaches and engages the right audiences. You’ll also examine evolving approaches on go-to-market strategies, account-based marketing, customer success and loyalty. Throughout the program, you’ll apply new frameworks and ideas to real-world business challenges while exchanging perspectives with a diverse group of peers.

Programme Content

Developing Your B2B Marketing Strategy

Explore the evolving role and archetypes of the B2B marketing leader
Strengthen your approach to segmentation, targeting and positioning
Develop effective go-to-market strategies

Creating and Communicating Customer Value

Understand the principles of customer value management
Apply customer value concepts to real-world business challenges
Strengthen customer relationships through customer success and loyalty strategies

Developing and Activating B2B Content

Develop compelling marketing content for B2B audiences
Learn how to get digital content in front of the right audiences
Connect content and marketing strategy to the customer journey

Aligning Marketing and Sales

Explore strategies for effective account-based marketing
Strengthen the connection between sales and marketing
Apply customer-focused approaches to drive business growth

Programme Audience

General managers
Marketing, product and sales managers from medium to large business-to-business firms
Presidents and vice presidents of marketing from smaller firms
Other managers who help plan and implement market-oriented business strategies

Programme Benefits

Strengthen your ability to segment, target and position effectively in B2B markets
Create compelling customer value propositions and translate them into stronger go-to-market strategies
Develop B2B content and strategies for getting it in front of the right audiences
Connect marketing and sales through effective account-based marketing approaches
Build stronger customer relationships through customer success and loyalty strategies

Testimonials

"Thanks for a great course."

Anonymous

"This was an outstanding program! It was time well-spent, with a deep-dive into the principles of marketing. I gained insight into redefining our marketing strategy and integrating marketing as a key partner in the company's strategic direction."

Anonymous

"The Kellogg experience has been very refreshing. The concepts are constantly compared with real-life events. The faculty takes extra pains to involve each participant - overall, a great bang for the buck."

Anonymous

"This course will challenge the way you do business, regardless of your industry, profession, or marketing background."

Anonymous

Testimonial Source

Other programs in this subject area you might find useful

Same topic, Similar duration - Broader exploration across all institutes

Contact us for the further details

Speak with an Advisor

  1. Pedagogy (case method, experiential learning, coaching, simulations)
  2. Programme Objective

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

Kellogg School of Management

Executive Education Office

NA
847.467.6018
mailto:execedkellogg.northwestern.edu
https://www.kellogg.northwestern.edu
Evanston, USA

Tell us about your program enquiry

Fill out the form below and our team will get back to you within 24 hours.

Business Marketing Strategy | Kellogg School of Management