Business Marketing Strategy

Guided by senior members of Kellogg’s marketing faculty — experts in the unique challenges of business-to-business marketing — learners gain exposure to their leading-edge thinking on successful business practices and explore in depth the new fundamentals of B2B marketing strategy in today’s hypercompetitive environment. Program Content: Creating a Market-Oriented Company Develop a competitive marketing strategy Establish segmentation, targeting and positioning strategies Manage segments and customers Managing Customer Value Construct customer value propositions Manage market offerings Manage pricing Creating and Building Business Brands Understand B2B branding Develop creative activation strategies Navigate marketing communications in a digital world Driving Organic Growth through Business Innovation Develop and managing new products Transforming Your Organization Understand marketing's role in enterprise transformation Make marketing agile