Welcome

Marketing Strategy


  • Authored by:
    Dr. Doug Stayman, Associate Dean, Johnson Graduate School of Management
  • 3 ½ month duration, 5-7 hours per course
  • Consists of 7 two-week courses
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  • Authored by:
    Dr. Doug Stayman, Associate Dean, Johnson Graduate School of Management
  • 3 ½ month duration, 5-7 hours per course
  • Consists of 7 two-week courses

Christa

Manager
“This is a great program for developing marketing tools for your career. The coursework was very thorough, and the class discussions always helped see things through a different point of view – this helps in many ways. I recommend this program to anyone in business, or anyone looking to start a business. It will help navigate you around the pitfalls so many people fall into when starting up their own venture.”
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
  • Course List:
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • Apply marketing strategies to extend, protect, and enhance your brand using social media marketing, mobile marketing, and search-engine technologies.

Christa

Manager
“This is a great program for developing marketing tools for your career. The coursework was very thorough, and the class discussions always helped see things through a different point of view – this helps in many ways. I recommend this program to anyone in business, or anyone looking to start a business. It will help navigate you around the pitfalls so many people fall into when starting up their own venture.”