Marketing Courses

These courses provide MBA-level content in marketing concepts, strategy, and research methods. Developed by faculty from Cornell’s Johnson Graduate School of Management, the courses are rich with examples and use timely discussions and relevant projects to help you apply the tools and concepts of the course to the real-world challenges and opportunities facing your organization right now. If you are a manager seeking a more market-driven view of the organization, or a marketing professional aiming to better use data in understanding your customers, consider these programs.

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Applied Marketing Strategy and Decision-Making Tools
COURSE ID: LSM522


This course is the second online course in eCornell's Marketing Strategy certificate program. You will examine five of the most widely used marketing strategy frameworks; practice segmentation, targeting and positioning; and examine the role of pricing as a strategic tool.

Understanding the Digital Marketing Landscape and the Customer Funnel
COURSE ID: LSM515


Implementing an Integrated Digital Marketing Plan
COURSE ID: LSM518


Assessing Opportunities in Paid Digital Media
COURSE ID: LSM516


Assessing Opportunities in Owned Digital Media
COURSE ID: LSM517


Optimizing Digital Advertising with Analytics
COURSE ID: LSM556


Digital advertising campaigns are an increasingly important element of most brands’ marketing mix and are designed to achieve specific goals: increase brand awareness, drive traffic to the advertiser’s website, and achieve consumer conversions. And although digital advertising generates a huge amount of data, not knowing how to interpret it could result in inefficient spending and missed opportunities.

This course introduces the use of analytics and data to measure the extent to which the goals of digital campaigns are being achieved, and thereby provides a roadmap for you to make more informed spending decisions. Through the application of various analytical tools, such as effectiveness and efficiency metrics, attribution modeling, and the design of randomized controlled trials, you—as a buyer or seller of digital advertising—will be more successful at monetizing digital assets.

You explore this content through a mix of input from industry experts, a hands-on course project, and the presentation of best practices by Cornell University Professor Sachin Gupta. Your fellow students and your instructor will also help broaden your understanding of digital advertising analytics and its impact on your advertising strategy.

Market Response Modeling
COURSE ID: LSM555


Use statistical market response modeling to develop the right marketing mix: when and where to spend money on advertising and trade promotions, and better forecast demand for your product or service among different customers.

Measuring Customer Preferences
COURSE ID: LSM551


Apply the statistical method of conjoint analysis to uncover the product attributes most influential to your customers.

Creating and Communicating the Value of Your Brand
COURSE ID: LSM524


This is the fourth online course in eCornell's Marketing Strategy certificate program. You will take a strategic view of your brand and the value it brings to your customers and to your organization. In addition, you will relate the tools and techniques of marketing communication to building brand equity.

Distribution Strategy and International Marketing
COURSE ID: LSM526


This is the sixth online course in eCornell's Marketing Strategy certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University's MBA marketing content. You will define marketing channels and learn how to leverage them to deliver messaging to potential consumers. You will further develop these channels and use channel expansion strategies to address international marketing and distribution.

Using Data for Positioning Brands
COURSE ID: LSM553


Determine your customers' beliefs about your products using perceptual mapping to improve positioning and product mix.

Predicting and Managing Customers’ Lifetime Value
COURSE ID: LSM554


Make smarter predictions about customer behavior, and better resulting marketing planning using the Customer Lifetime Value (CLV) model.

Essentials of Marketing Strategy
COURSE ID: LSM521


Essentials of Marketing Strategy is the first online course in eCornell's Marketing Strategy certificate program. You will examine the marketing mentality, the frameworks to aid in developing a marketing strategy, marketing ethics, and gain a high-level overview of branding.

Analyzing Segmentation and Targeting
COURSE ID: LSM552


Meaningfully segment and target your market based on customer needs and preferences using cluster analysis.

Introducing New Products: Successes and Failures
COURSE ID: LSM525


This course is the fifth online course in eCornell's Marketing Strategy certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University's MBA marketing content. The course will address the importance of new products and services to a firm's portfolio and identify the various reasons so many new products fail…and how to avoid them.

Marketing Research and Analysis
COURSE ID: LSM523


This course is the third online course in eCornell's Marketing Strategy certificate program based on the Samuel Curtis Johnson Graduate School of Management at Cornell University's MBA marketing content. Participants will define goals for marketing research and apply various research methods to gather the data you need. You will review, examine and analyze marketing research to learn more about your customers and your products/services. You'll also test your results and determine how to apply them to real-life scenarios.