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.
COURSE OVERVIEW
In this first online course of eCornell's Marketing Strategy 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."
WHAT YOU'LL LEARN
- The role marketing strategy plays in overall business strategy
- The ethical questions surrounding marketing practices
- The components of a well-defined marketing strategy
- The importance of branding
How It Works
Course Length
2 weeks
Effort
3-5 hours per week
Format
100% online, instructor-led
Course Author
Doug Stayman
Associate Dean
Cornell Johnson School
Associate Dean, Johnson Graduate School of Management
Who Should Enroll
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.GET IT DONE
100% ONLINE
100% ONLINE
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