Professor Douglas Stayman is an associate professor at the Johnson Graduate School of Management. His teaching and research interests are in the areas of advertising and consumer decision making. He came to Johnson from the University of Texas at Austin. His research has focused on the study of emotional responses to advertising and the role of affect in decision making. His work has involved methodological and measurement issues in studying emotions. He is also interested in theoretical accounts of the effects of emotions on people’s preferences. His research has been supported by grants from the Ogilvy Center for Research and Development, the Marketing Science Institute, and the American Academy of Advertising. He is currently involved in research into the future of professional, most specifically management, education.
Overview and Courses
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 six-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.
An organization's brand is one of its most valuable assets. Your organization's brand represents the themes and ideas that your customers associate with the organization. The value of your brand, otherwise known as brand equity, impacts everything from consumer awareness to the salience of your brand in the market. Creating and communicating the value of your brand across channels can improve the value of your organization and the return on your marketing.
In this course, you will look at the value of a brand through brand equity from both the firm's and the customer's perspective. You will make the connection between customer loyalty and building brand equity. You will also discuss marketing communications: how they work, what forms exist, and how you use them to build brand equity.
You begin this course by considering the importance of new products and services to the overall health of a firm, and you look at some of the risks these products entail. Why do so many otherwise good products fail to achieve broad market diffusion? You analyze the significance of product characteristics such as complexity and communicability on customers' decisions to adopt new products. Then you consider innovations in terms of a continuum.
In the second part of the course, you look at new products through the lens of the product diffusion process. This process shows how different customer segments enter the market at different times and why. Finally, you learn how the diffusion process is related to the overall product life cycle.
In this course, you investigate marketing channels and learn how to leverage them to provide value to your company and benefits to your customers. In the second part of the course, you'll explore the world of international marketing and discover the nuances of global markets. You identify the types of global organizations and explore the pros and cons of globalization.
How It Works
Faculty Author
- Identify the components of a well-defined marketing strategy and how it might influence overall business strategy
- Apply the concepts of segmentation, targeting, and positioning to a product or service
- Perform a market analysis and learn to apply the six stages of research to a marketing initiative
- Create and communicate the value of your brand
- Improve new product diffusion and develop strategies to increase product adoption and sales
- Identify new marketing channels and learn how to communicate value to potential consumers
Download a Brochure
Not ready to enroll but want to learn more? Download the certificate brochure to review program details.
- Marketing Strategy Certificate from Cornell SC Johnson College of Business
- 48 Professional Development Hours (4.8 CEUs)
Who Should Enroll
- Marketing managers
- Project and product managers
- Anyone responsible for producing or executing a marketing plan
- Non-marketing professionals and business leaders looking to develop marketing strategy
{Anytime, anywhere.}