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Kellogg Executive Education

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Namestring
Kellogg Executive Education
Legal namestring
Kellogg School of Management
Company typeenum
Private
Founded yearint
1851
Descriptiontext

Kellogg Executive Education is the non-degree executive education division of the Kellogg School of Management at Northwestern University, a private research institution founded in 1908 (with the Kellogg heritage as School of Commerce) and headquartered in Evanston, Illinois. It serves C-suite executives, senior managers, family enterprise leaders, nonprofit leaders, and corporate organizations seeking leadership development, with five named buyer segments and horizontal segmentation across personas and business units. The division operates global network and partner campuses in Miami, Chicago, Toronto (Kellogg-Schulich, since 2002), Vallendar, Germany (Kellogg-WHU, since 1997), Beijing, and Hong Kong, alongside the Evanston Global Hub.

The portfolio spans individual open-enrollment programs, online programs, corporate group programs, custom solutions, and the Executive Scholar Certificate system — a credential built on Scholar Points (40+ points in four years, with specializations at 20+ points and a 30% discount on future programs for certificate holders). Core technology is a blended learning platform combining asynchronous content, live virtual sessions, and in-person immersive modules; flagship recent additions are a five-program AI curriculum cluster covering generative AI, AI-driven product and marketing strategy, autonomous agents, and human-AI partnership. Programmatic differentiators cited in marketing are the Kellogg brand, a faculty roster anchored by 20+ research institutes, and a 70,000+ alumni network spanning more than 120 countries.

The business model is tuition-driven: programs are individually priced with no standard public pricing, quotes are delivered via personalized consultation, and corporate group registrations and custom solutions are sold through an enterprise field-sales motion. Distribution runs through direct enrollment on kellogg.northwestern.edu, alumni referrals, professional development advisors, and partner campuses. Strategic partnerships with WHU, Schulich, and IIM Kozhikode extend reach into Europe, Canada, and India. Revenue figures are not separately disclosed because the division is embedded within Northwestern's academic structure; donor contributions exceeding USD 400 million over the last eight years indicate sustained institutional backing but are not operating revenue.

Short descriptiontext

Kellogg Executive Education is the non-degree executive education division of Northwestern University's Kellogg School of Management, serving C-suite executives, senior managers, family enterprise leaders, nonprofits, and corporations worldwide through blended in-person, live virtual, and online programs in leadership, strategy, and AI.

Operating statusenum
Operating
Ownership categoryenum
akta.pro rankint
HeadquartersEvanston, United States
HQ citystring
Evanston
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Offices7 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
executive education programs, leadership development, professional development courses, AI executive training, business school programs
Industry2 codes
1Executive Education & Corporate Programs (Non-degree)
CodeEDAHAHANPrimaryYes
2Professional & Executive Short Courses (Non-Degree, International)
CodeEDAIAIAHPrimaryNo
NAICS code2 codes
  • Business Schools and Computer and Management Training6114
  • Professional and Management Development Training611430
SIC code1 code
  • Services-Educational Services8200
Product category
Executive Education
GTM motion2 records

Each record includes

Type, Description, Source

Revenue model1 record
1Executive Education Tuition
TypeOne Time License
Description

Revenue generated from tuition fees for individual executive education programs, C-suite programs, online programs, and specialized certificates. Programs are priced individually with no standard public pricing disclosed.

kellogg.northwestern.edu
Marketing channels8 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels4 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components6 values
Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Pricing details1 tier
1Executive Scholar Certificate - flexible combination of eligible programs
ModelOtherBilling cadenceMulti-year contract
Notes

No additional fee to become an Executive Scholar. Participants complete programs totaling 40+ Scholar Points within 4 years. Specializations available with 20+ points in same portfolio. 30% discount on future programs for certificate holders.

kellogg.northwestern.edu
GTM typeB2B and B2C
B2B and B2C
Offering typeServices
Services
Brand1 of 3 records shown
1Kellogg-WHU Executive MBA
Description

Executive MBA partnership with WHU Otto Beisheim School of Management in Vallendar, Germany, and Düsseldorf.

www6.kellogg.northwestern.edu
+2 more records
Core offering1 text field

Kellogg Executive Education delivers non-degree executive education programs for senior executives, C-suite leaders, and organizations through in-person, live virtual, and asynchronous online formats. Offerings include leadership, strategy, AI/digital transformation, family enterprise, and nonprofit programs, delivered via direct individual enrollment and corporate group/custom solutions. Programs are priced individually through quote-based consultations with no standard public pricing disclosed.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 value
  • Leadership development market projected to grow from USD 82.18 billion (2024) to USD 225.1 billion by 2034
Product and service3 records
1Executive Education Programs for Individuals
CategoryExecutive Education
Description

Catalog of non-degree executive education programs for individual senior executives and managers, delivered in in-person, live virtual, and online asynchronous formats, covering leadership, strategy, AI, marketing, finance, and operations.

2Programs for Groups and Custom Solutions
CategoryCorporate Training
Description

Customized executive education and corporate group registrations sold to organizations for developing cohorts of their executives, with tailored curricula and blended delivery.

3Executive Scholar Certificate
Scale indicator5 records

Each record includes

Type, Value, Description, Source

Partnership3 partners
Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2002-01-01
Description

Kellogg-Schulich Executive MBA partnership formed in 2002, the first cross-border Executive MBA Program in Canada. Located at York University's Schulich School in Toronto, the program brings a global perspective with faculty scholars drawing from business, government, and nonprofit sector experience. Schulich is recognized for innovative programming in financial services, IT, and international strategy.

Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on1997-01-01
Description

Kellogg-WHU Executive MBA partnership began in 1997, integrating managerial disciplines from American and European business education. The program is delivered at WHU's main campus in Vallendar, Germany. WHU has graduated 500+ start-ups including 15 unicorns, demonstrating its entrepreneurial focus. The partnership combines Kellogg's leadership education with WHU's European business expertise.

Strategic tierCoreTypeStrategic or Co-development Partner
Description

IIM Kozhikode and Kellogg Executive Education partner to offer leadership development programs for senior leaders, focusing on digital transformation, AI skills, and new skill sets needed for modern business leadership. Programs help CEOs and senior executives stay relevant in changing business environments.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight7 records

Each record includes

Type, Description

Peers10 records
TypeEmerging player
Description

Online education partner that delivers executive-style programs (often in partnership with top business schools) at lower price points and greater flexibility. Represents the digitally native, lower-cost competitive threat to traditional executive education.

TypeDirect peer
Description

Executive education arm of HBS at Harvard University. Closest direct competitor — same target audience (C-suite and senior managers), same business school prestige tier, and overlapping catalog of leadership and strategy programs.

TypeDirect peer
Description

Executive education programs at Stanford GSB. Competes for the same senior executive and innovation-minded buyer, with particular overlap in technology, AI, and entrepreneurship-themed programs.

TypeDirect peer
Description

Executive education division of the Wharton School. Direct competitor offering similar individual and custom executive programs, drawing on the same global business school brand premium and targeting the same Fortune 500 / senior executive audience.

TypeDirect peer
Description

Executive education at INSEAD, a globally distributed business school with campuses in Europe, Asia, and the Middle East. Competes directly for globally mobile senior executives and offers comparable cross-border executive programs.

TypeDirect peer
Description

Executive education division of the University of Chicago Booth School of Business. Direct U.S. peer competing for the same senior executive audience with similar finance, strategy, and leadership programs.

TypeBroad incumbent
Description

Switzerland-based business school with a strong executive education focus. Comparable in audience (senior leaders) and program types (open enrollment and custom), particularly relevant as a European peer competing for the same global executive cohort.

TypeDirect peer
Description

Executive education at MIT Sloan School of Management. Directly comparable in audience (senior leaders, custom corporate programs) and increasingly in AI/digital transformation themes, given MIT's technology positioning.

TypeDirect peer
Description

Executive education at London Business School. Competes for European-headquartered executives and globally mobile senior leaders, with similar open-enrollment and custom program structures.

TypeDirect peer
Description

Executive education division of Columbia Business School. Competes in the same New York / U.S. Northeast corridor for C-suite and senior executives, with overlapping topics in leadership, finance, and strategy.

Market position
Strengths5 records

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat5 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights7 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment5 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile4 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI capability4 records

Each record includes

Type, Description, Source

AI maturity
App detail

Has app

Feature3 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles2 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Kellogg Executive Education

Executive Educationkellogg.northwestern.edu

Kellogg Executive Education is the non-degree executive education division of Northwestern University's Kellogg School of Management, serving C-suite executives, senior managers, family enterprise leaders, nonprofits, and corporations worldwide through blended in-person, live virtual, and online programs in leadership, strategy, and AI.

What Kellogg Executive Education does

Kellogg Executive Education is the non-degree executive education division of the Kellogg School of Management at Northwestern University, a private research institution founded in 1908 (with the Kellogg heritage as School of Commerce) and headquartered in Evanston, Illinois. It serves C-suite executives, senior managers, family enterprise leaders, nonprofit leaders, and corporate organizations seeking leadership development, with five named buyer segments and horizontal segmentation across personas and business units. The division operates global network and partner campuses in Miami, Chicago, Toronto (Kellogg-Schulich, since 2002), Vallendar, Germany (Kellogg-WHU, since 1997), Beijing, and Hong Kong, alongside the Evanston Global Hub.

The portfolio spans individual open-enrollment programs, online programs, corporate group programs, custom solutions, and the Executive Scholar Certificate system — a credential built on Scholar Points (40+ points in four years, with specializations at 20+ points and a 30% discount on future programs for certificate holders). Core technology is a blended learning platform combining asynchronous content, live virtual sessions, and in-person immersive modules; flagship recent additions are a five-program AI curriculum cluster covering generative AI, AI-driven product and marketing strategy, autonomous agents, and human-AI partnership. Programmatic differentiators cited in marketing are the Kellogg brand, a faculty roster anchored by 20+ research institutes, and a 70,000+ alumni network spanning more than 120 countries.

The business model is tuition-driven: programs are individually priced with no standard public pricing, quotes are delivered via personalized consultation, and corporate group registrations and custom solutions are sold through an enterprise field-sales motion. Distribution runs through direct enrollment on kellogg.northwestern.edu, alumni referrals, professional development advisors, and partner campuses. Strategic partnerships with WHU, Schulich, and IIM Kozhikode extend reach into Europe, Canada, and India. Revenue figures are not separately disclosed because the division is embedded within Northwestern's academic structure; donor contributions exceeding USD 400 million over the last eight years indicate sustained institutional backing but are not operating revenue.

Kellogg Executive Education firmographics

Firmographics
Name
Kellogg Executive Education
Legal name
Kellogg School of Management
Website
https://kellogg.northwestern.edu
Company type
Private
Founded year
1851
Operating status
Operating
Short description
Kellogg Executive Education is the non-degree executive education division of Northwestern University's Kellogg School of Management, serving C-suite executives, senior managers, family enterprise leaders, nonprofits, and corporations worldwide through blended in-person, live virtual, and online programs in leadership, strategy, and AI.
Ownership category
akta.pro rank

Kellogg Executive Education industry classification

Industry
Product category
Executive Education
NAICS
Business Schools and Computer and Management Training (6114), Professional and Management Development Training (611430)
SIC
Services-Educational Services (8200)
akta.pro primary industry
Executive Education & Corporate Programs (Non-degree) (EDAHAHAN)
akta.pro secondary industry
Professional & Executive Short Courses (Non-Degree, International) (EDAIAIAH)

Keywords

  • Executive education programs
  • Leadership development
  • Professional development courses
  • AI executive training
  • Business school programs

Where Kellogg Executive Education is headquartered

Location

Headquarters

HQ city
Evanston
HQ country
United States
HQ region
North America

Offices7 records

Markets served

Kellogg Executive Education business model

Business model
GTM type
B2B and B2C
Offering type
Services
Cost components
Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

  1. Executive Education Tuition: Revenue generated from tuition fees for individual executive education programs, C-suite programs, online programs, and specialized certificates. Programs are priced individually with no standard public pricing disclosed.

Pricing tiers

ModelBillingPrice
OtherMulti-year contractExecutive Scholar Certificate - flexible combination of eligible programs

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Kellogg Executive Education product offering

Product offering

Core offering

Kellogg Executive Education delivers non-degree executive education programs for senior executives, C-suite leaders, and organizations through in-person, live virtual, and asynchronous online formats. Offerings include leadership, strategy, AI/digital transformation, family enterprise, and nonprofit programs, delivered via direct individual enrollment and corporate group/custom solutions. Programs are priced individually through quote-based consultations with no standard public pricing disclosed.

Differentiator

Problem solved

Functional benefit

Brands

  • Kellogg-WHU Executive MBA: Executive MBA partnership with WHU Otto Beisheim School of Management in Vallendar, Germany, and Düsseldorf.
  • Kellogg-Schulich Executive MBA
  • Kellogg Global Hub

Products and services

  • Executive Education Programs for Individuals Catalog of non-degree executive education programs for individual senior executives and managers, delivered in in-person, live virtual, and online asynchronous formats, covering leadership, strategy, AI, marketing, finance, and operations.
  • Programs for Groups and Custom Solutions Customized executive education and corporate group registrations sold to organizations for developing cohorts of their executives, with tailored curricula and blended delivery.
  • Executive Scholar Certificate

Quantifiable outcome

  • Leadership development market projected to grow from USD 82.18 billion (2024) to USD 225.1 billion by 2034

Companies that use Kellogg Executive Education

Customer profile

Segments5 records

Ideal customer profiles4 records

Kellogg Executive Education technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Kellogg Executive Education partnerships and signals

Strategic signal

Partnerships

Three partnerships are on record, tiered flagship and core.

  • Schulich School of Business (York University)flagshipStrategic or Co-development Partner · 1 January 2002Kellogg-Schulich Executive MBA partnership formed in 2002, the first cross-border Executive MBA Program in Canada. Located at York University's Schulich School in Toronto, the program brings a global perspective with faculty scholars drawing from business, government, and nonprofit sector experience. Schulich is recognized for innovative programming in financial services, IT, and international strategy.
  • WHU Otto Beisheim School of ManagementflagshipStrategic or Co-development Partner · 1 January 1997Kellogg-WHU Executive MBA partnership began in 1997, integrating managerial disciplines from American and European business education. The program is delivered at WHU's main campus in Vallendar, Germany. WHU has graduated 500+ start-ups including 15 unicorns, demonstrating its entrepreneurial focus. The partnership combines Kellogg's leadership education with WHU's European business expertise.
  • IIM KozhikodecoreStrategic or Co-development PartnerIIM Kozhikode and Kellogg Executive Education partner to offer leadership development programs for senior leaders, focusing on digital transformation, AI skills, and new skill sets needed for modern business leadership. Programs help CEOs and senior executives stay relevant in changing business environments.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Kellogg Executive Education competitors and assessment

Company assessment

Emerging players

  • Emeritus: Online education partner that delivers executive-style programs (often in partnership with top business schools) at lower price points and greater flexibility. Represents the digitally native, lower-cost competitive threat to traditional executive education.

Direct peers

  • Harvard Business School Executive Education: Executive education arm of HBS at Harvard University. Closest direct competitor — same target audience (C-suite and senior managers), same business school prestige tier, and overlapping catalog of leadership and strategy programs.
  • Stanford Graduate School of Business Executive Education: Executive education programs at Stanford GSB. Competes for the same senior executive and innovation-minded buyer, with particular overlap in technology, AI, and entrepreneurship-themed programs.
  • Wharton Executive Education (University of Pennsylvania): Executive education division of the Wharton School. Direct competitor offering similar individual and custom executive programs, drawing on the same global business school brand premium and targeting the same Fortune 500 / senior executive audience.
  • INSEAD Executive Education: Executive education at INSEAD, a globally distributed business school with campuses in Europe, Asia, and the Middle East. Competes directly for globally mobile senior executives and offers comparable cross-border executive programs.
  • Chicago Booth Executive Education: Executive education division of the University of Chicago Booth School of Business. Direct U.S. peer competing for the same senior executive audience with similar finance, strategy, and leadership programs.
  • MIT Sloan Executive Education: Executive education at MIT Sloan School of Management. Directly comparable in audience (senior leaders, custom corporate programs) and increasingly in AI/digital transformation themes, given MIT's technology positioning.
  • London Business School Executive Education: Executive education at London Business School. Competes for European-headquartered executives and globally mobile senior leaders, with similar open-enrollment and custom program structures.
  • Columbia Business School Executive Education: Executive education division of Columbia Business School. Competes in the same New York / U.S. Northeast corridor for C-suite and senior executives, with overlapping topics in leadership, finance, and strategy.

Broad incumbents

  • IMD Business School Executive Education: Switzerland-based business school with a strong executive education focus. Comparable in audience (senior leaders) and program types (open enrollment and custom), particularly relevant as a European peer competing for the same global executive cohort.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Kellogg Executive Education social profiles

Digital presence

Kellogg Executive Education financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Kellogg Executive Education leadership team

Management profile

Number of profiles

Profiles2 records

Kellogg Executive Education funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Kellogg Executive Education M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kellogg Executive Education

What does Kellogg Executive Education do?

Kellogg Executive Education delivers non-degree executive education programs for senior executives, C-suite leaders, and organizations through in-person, live virtual, and asynchronous online formats. Offerings include leadership, strategy, AI/digital transformation, family enterprise, and nonprofit programs, delivered via direct individual enrollment and corporate group/custom solutions. Programs are priced individually through quote-based consultations with no standard public pricing disclosed.

Is Kellogg Executive Education a public or private company?

Kellogg Executive Education is a private company. It is classified as nonprofit foundation owned and is currently operating.

When was Kellogg Executive Education founded?

Kellogg Executive Education was founded in 1851.

Where is Kellogg Executive Education based?

Kellogg Executive Education is headquartered in Evanston, United States, in the North America region.

How does Kellogg Executive Education make money?

One revenue line is on record: executive Education Tuition.

Who are Kellogg Executive Education's main competitors?

Emeritus is listed as an emerging player. Direct peers are Harvard Business School Executive Education, Stanford Graduate School of Business Executive Education, Wharton Executive Education (University of Pennsylvania), INSEAD Executive Education, Chicago Booth Executive Education, MIT Sloan Executive Education, London Business School Executive Education and Columbia Business School Executive Education. IMD Business School Executive Education is listed as a broad incumbent.

Does Kellogg Executive Education have an API?

No public API is recorded for Kellogg Executive Education.

What industry is Kellogg Executive Education in?

Kellogg Executive Education's product category is Executive Education. Its primary akta.pro industry code is EDAHAHAN, Executive Education & Corporate Programs (Non-degree), with a secondary code of EDAIAIAH, Professional & Executive Short Courses (Non-Degree, International). Its NAICS code is 6114 and its SIC code is 8200.

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Live signals
Northwestern's McCormick School of EngineeringHow modern marketers harness AI to drive strategy and competitive advantageKellogg's AI for Marketers course teaches students to apply AI tools like Gemini, ChatGPT, and Claude in marketing tasks. It emphasizes hands-on experimentation, with students using frontier AI platforms for personalization and business innovation. The course aims to build judgment and confidence for future marketing leaders.The Times of IndiaBuild skills that today's CEOs need to stay relevant in a changing business worldThe article discusses how digital transformation, AI, and new skill sets are reshaping the role of CEOs. It highlights programs offered by IIM Kozhikode and Kellogg Executive Education for senior leaders to develop relevant skills.Forbes IndiaFor girls, early exposure to entrepreneurship can be a game-changerA study by researchers from Kellogg, the ROCKWOOL Foundation Research Unit, and Queen Mary University of London analyzed Danish population registries to determine if early exposure to entrepreneurs influences teenage career choices. The research investigates whether such exposure increases the likelihood that individuals will start companies as adults, addressing gaps in understanding how to encourage female entrepreneurship.Forbes IndiaA better way to measure customers' willingness to payMarketing professors Derek Rucker and Eric Anderson of Kellogg, together with Kellogg alumna Sharlene He at Concordia University, found that the prevailing consensus on measuring customers' willingness to pay is vague and omits key components. They argue existing methods ignore context and competition, risking business decisions based on inaccurate estimates.Northwestern's McCormick School of EngineeringGlobal Initiatives in ManagementKellogg's Global Initiatives in Management program offers a winter elective with an in-country immersive experience over spring break. Over 250 students per year participate, working in groups to design business plans or research projects. Past projects have focused on women entrepreneurship, social impact education, and energy poverty in East Africa.Forbes IndiaTake 5: How fear influences our decisionsA Kellogg faculty roundup highlights how fear shapes decision-making, citing research from assistant professor of marketing Chethana Achar on health screening. Her study finds that fear of a serious illness reduces willingness to get mammograms or other diagnostic tests. The article suggests framing detection as prevention may increase uptake.Northwestern's McCormick School of EngineeringWhat Happens to Innovation During an Economic Crisis?A study by Kellogg associate professor Filippo Mezzanotti, Tania Babina of Columbia University and Asaf Bernstein of the University of Colorado examined patents during the Great Depression, finding a sharp decline in independent inventors' filings driven by lost local funding. Large firms in distressed areas weathered the crisis better, and many independent inventors moved to companies, accelerating a shift toward firm-based innovation.Forbes IndiaWe hear a lot about new drugs. But what spurs innovation in medical procedures?Kellogg strategy professor David Dranove, who teaches health economics, says academic research on medical innovation focuses almost entirely on drugs and biologics, with little attention to medical procedures. He argues that major innovations such as open-heart surgery, joint-replacement surgery, kidney dialysis and mental-health treatments were overlooked, and he is launching a new project to catalog how medical-procedure innovation and uptake occur.Forbes India3 skills new managers need to succeedAn article discusses the difficulties new managers face when transitioning from individual contributor to manager, citing Steve King, a Kellogg adjunct professor and former Hewitt HR executive. King argues executives often overlook managers' need for clear guidance on change efforts, assuming they are already trained and that change benefits are self-evident.Northwestern's McCormick School of Engineering3 Mistakes Brands Make When Targeting CustomersMarketing professors Kevin McTigue and Derek Rucker, of Kellogg, outline three common targeting errors in a forthcoming book excerpt: the "everyone target," the "popular kid target," and the "egocentric target." They cite examples including SpotHero's shift to business parkers and Old Spice's pivot to young men seeking confidence.