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 course, 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.
KEY COURSE TAKEAWAYS
- Use systematic processes to define a market strategy
- Analyze the marketing mentality of your firm
- Evaluate the use of frameworks in formulating a market strategy
- Evaluate the ethical implications of marketing decisions
How It Works
Course Length
2 weeks
Effort
3-5 hours per week
Format
100% online, instructor-led
Course Author
Doug Stayman
Associate Professor
Cornell SC Johnson College of Business
Associate Professor, Johnson Graduate School of Management
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
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100% ONLINE
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