Essentials of Marketing Strategy

COURSE ID: LSM521

Course Overview

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 designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; those operating in a brand-driven environment, or those working in small organizations or business units without a formal marketing team.

Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.