Marketing Strategy

CERTIFICATE ID: MKTC02

Certificate Overview

  • 3 ½ month duration
  • 7 two-week courses
  • 5-7 hours per course

Marketing strategy isn’t confined to your marketing team. By understanding how to align marketing strategies with business strategy, high-performing business leaders make better decisions about their products, services, customers, brand, and competition.

This seven-course online marketing certificate provides you with the MBA-level strategic marketing training you need to make strong business decisions and set strategic direction for your company, unit, department, or product line.

  • Evaluate the use of frameworks in formulating a solid market strategy and identify appropriate business applications of each
  • Apply the concepts of segmentation, targeting, and positioning to a product or service
  • Employ a strategic, proactive approach in pricing decisions
  • Recognize opportunities for using marketing research to reach better managerial decisions, applying the six-stage Marketing Research Process to ensure the usefulness of the research data
  • Examine the value that brands provide to both the firm and the consumer and evaluate how consumers’ knowledge of that brand affects their response to marketing activities
  • Investigate marketing channels and learn how to leverage them to provide value to your company and benefits to your customers
  • Enhance your organization’s engagement with customers and draw group business and increase your organization’s overall market share through  social media marketing

This certificate program is ideal for marketing managers looking to update their skills, project and product managers, and anyone responsible for producing or executing a marketing plan.

It is also a perfect opportunity for non-marketing professionals and business leaders in all functional areas to develop their marketing strategy around their customers, their products and services, their market, or their brand.

Faculty Author

Dr. Doug Stayman

Certificate Courses

Essentials of Marketing Strategy is the first online course in eCornell's Marketing Strategy for Business Leaders certificate program. You will examine the marketing mentality, the frameworks to aid in developing a marketing strategy, marketing ethics, and gain a high-level overview of branding.

Course Description

In this first online course of eCornell's Marketing Strategy for Business Leaders certificate program, you will learn about the role marketing plays within an organization, some ethical questions that surround marketing practices, the impact that a strategic approach can have on marketing within your organization, and the components of a well-defined marketing strategy and overall business strategy. In defining how the organization will successfully engage customers, prospects and competitors in the market arena, you will discover how to think strategically about the market you're in, why you're in that market, and what you're trying to accomplish in that market. You'll also gain a strategic view of your organization's "brand."

This course is the second online course in eCornell's Marketing Strategy for Business Leaders certificate program. You will examine five of the most widely used marketing strategy frameworks; practice segmentation, targeting and positioning; and examine the role of pricing as a strategic tool.

Course Description

Strategic marketing decisions are informed by data, and that data is best reviewed through a framework. But because different frameworks provide value to the marketing decision maker, you will review and learn how to use best practices for varying data sets. Through these strategic tools, you will apply the core marketing concepts of segmentation, targeting and positioning to a product or service. You will then explore the strategic role of pricing and methods for influencing buying decisions. You will also address common pricing errors and identify instances of pricing mistakes in the market.

This course is the third online course in eCornell's Marketing Strategy for Business Leaders certificate program based on the Samuel Curtis Johnson Graduate School of Management at Cornell University's MBA marketing content. Participants will define goals for marketing research and apply various research methods to gather the data you need. You will review, examine and analyze marketing research to learn more about your customers and your products/services. You'll also test your results and determine how to apply them to real-life scenarios.

Course Description

Marketing professionals rely on clearly defined goals to determine the course of action when placing a product in the market. Leveraging research to learn more about your target audience is the main subject of this third online course in the Marketing Strategy for Business Leaders certificate program. In this course you will learn how to be an intelligent consumer of information when it comes to marketing research and analysis, so you can become a more effective decision maker. You will first look at marketing research, including the purpose and goals of research, how to balance the ideal with reality in doing research, and how to apply the six stages of research to a marketing situation.

Next you will examine different ways to analyze the data acquired through marketing research. Using formulas to determine how cannibalization affects the profitability of new products and the value of a long-term customer, you will perform a basic sensitivity analysis to assess the robustness of your results.

This is the fourth online course in eCornell's Marketing Strategy certificate program. You will take a strategic view of your brand and the value it brings to your customers and to your organization. In addition, you will relate the tools and techniques of marketing communication to building brand equity.

Course Description

Exploring the reasons why brands are so valuable and the factors that contribute to that value is a key part of developing a comprehensive marketing strategy.

This course is the fourth online course in eCornell's Marketing Strategy for Business Leaders certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University MBA marketing content.

Participants will examine the concept of branding through a strategic lens to understand why brands are so valuable, and explore the many factors that contribute to that value. You'll learn that creating a memorable brand takes much more than just developing a strong image. Through the concept of brand equity, you will explore the various aspects of a brand's success that are created internally, and influenced externally by consumers.

You will evaluate the value brands provide to both the firm and the consumer, and identify the qualities that create an effective brand image. Real-world examples will illustrate how marketing communication tools and techniques that can be used to build brand equity.

This course is the fifth online course in eCornell's Marketing Strategy for Business Leaders certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University's MBA marketing content. The course will address the importance of new products and services to a firm's portfolio and identify the various reasons so many new products fail…and how to avoid them.

Course Description

Adding new products to a company's portfolio keeps revenues up and promotes innovation in the market. And offering products that follow a logical cycle matched to consumers' needs will help promote "lifetime customers," a concept closely tied to "lifetime value." However, innovation alone will not determine the success or failure of a product.

This fifth online course in eCornell's Marketing Strategy for Business Leaders certificate program examines the psychological and sociological systems in which customers choose whether to adopt new products and services, and how the product lifecycle is connected to new-product diffusion. You will apply the concept of a marketing continuum to develop an effective marketing program, leverage an understanding of social systems to improve new product diffusion, and develop strategies to increase product adoption and sales.

This is the sixth online course in eCornell's Marketing Strategy for Business Leaders certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University's MBA marketing content. You will define marketing channels and learn how to leverage them to deliver messaging to potential consumers. You will further develop these channels and use channel expansion strategies to address international marketing and distribution.

Course Description

In the first course (LSM521) you reviewed "The Four P's of Marketing." In this sixth course in eCornell's Marketing Strategy for Business Leaders certificate program, you dive deeper into the "Forgotten P" Place.

In marketing, this "place" is the marketing channel. Channel function, design and strategy will all be explored and applied to real-life cases. You will define marketing channels and learn how to leverage them to deliver messaging to potential consumers.

Finally, you will dive into the world of international marketing and distribution through the use of channel expansion strategies. Discover the nuances of global markets, recognizing and identifying the types of global organizations and exploring the pros and cons of globalization.

Apply marketing strategies to extend, protect, and enhance your brand using social media marketing, mobile marketing, and search-engine technologies.

Course Description

Using new media such as social media, mobile marketing, and search marketing (SEM), you can reach customers in previously impossible ways. Customer interactions with your brand are paramount in your overall marketing plan. This online marketing course provides a grounding in marketing brand management, focusing on the importance of identifying and establishing your "brand promise," the experience your guests take away from engaging with your brand, as the basis of new-media marketing management. By answering a few smart questions such as, "Who are our customers," "What are their needs and wants," and "How can we satisfy those needs and wants more effectively and efficiently than the competition," you gather the information required to craft a brand promise that engages the client fully, and effectively cuts off the competition.

In this course, you experience the challenges of maintaining your brand's promise across a growing array of new-media channels. We present you with sound marketing concepts and advice from industry experts, and you receive actual experience with new media in exercises and simulations. You'll then apply what you have learned with a hands-on project based on your existing marketing efforts. Your finished project is an action plan for managing your brand in the social-media space.

See first-hand how implementing new media can help you deliver on your firm's "brand promise," enabling you to deal with market uncertainties and guide your organization toward sustained profitability.