• General managers and organizational leaders who are responsible for the cultural development and transformation of a customer-focused organization
• Senior leaders in marketing, sales, strategic planning and operations
• Customer experience, engagement, and perception management leaders

• Understanding the growing influence of customer focus on organizational success
• Learning to overcome obstacles to creating a truly customer-focused organizational culture
• Gaining a deeper and shared understanding of customers
• Creating innovative value, compelling differentiation and focus in global markets
• Managing ecosystems to deliver customer value
• Creating superior customer experiences
• Leading organizational change to achieve the rewards of customer focus

Customer-Focused Culture and Leadership

• The beliefs and cultural values of truly customer-focused organizations
• The power of customers to create organizational purpose
• Leading organizational renewal, fostering innovation and change
• The role of leadership in inspiring people and unleashing potential

Growth through Customer-Focus

• Understanding overlooked value in consumer and business markets
• The challenge of achieving focus in global markets
• Identifying opportunities for growth and differentiation
• Developing compelling value propositions that deliver value and differentiation

Building Brands with Meaning

• Understanding how the customer experience affects the competitive value of a brand
• Assessing specific strengths and weaknesses of the customer experience
• Identifying opportunities for improvement and innovation
• Creating brands that are differentiated by authentic meaning

Delivering Value to Customers

• Creating powerful customer experiences
• Managing the ecosystem to create value for buyers
• Aligning the organizational structure and incentives

Gregory Carpenter - Academic Director; James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets & Customers Initiative

Gina Fong - Adjunct Lecturer of Marketing; Principal of Fong Insight

Julie Hennessy - Clinical Professor of Marketing

Sanjay Khosla - Senior Fellow and Adjunct Professor of Marketing

Thomas O'Toole - Associate Dean of Executive Education; Clinical Professor of Marketing

Joel K. Shapiro - Clinical Professor of Managerial Economics & Decision Sciences

Jim Stengel - Senior Fellow and Adjunct Professor with the Kellogg Markets & Customers Initiative

“Information, inspiration, the latest management trends, and the tried and tested--that's why I come to the Kellogg Executive Program, and that's what I get every time.”
Marcom Manager, Radiometer

“Very practical and relevant, and a necessary tool for the 21st century marketing manager seeking an exceptional customer-focused experience.”
Regional Manager, Business Banking (North Region), Fidelity Bank PLC