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.