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.
Applied Marketing Strategy and Decision-Making ToolsCOURSE 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 FunnelCOURSE ID: LSM515
Implementing an Integrated Digital Marketing PlanCOURSE ID: LSM518
Assessing Opportunities in Paid Digital MediaCOURSE ID: LSM516
Assessing Opportunities in Owned Digital MediaCOURSE ID: LSM517
Optimizing Digital Advertising with AnalyticsCOURSE 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 ModelingCOURSE 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 PreferencesCOURSE 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 BrandCOURSE 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 MarketingCOURSE 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 BrandsCOURSE ID: LSM553
Determine your customers' beliefs about your products using perceptual mapping to improve positioning and product mix.
Predicting and Managing Customers’ Lifetime ValueCOURSE ID: LSM554
Make smarter predictions about customer behavior, and better resulting marketing planning using the Customer Lifetime Value (CLV) model.
Essentials of Marketing StrategyCOURSE 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 TargetingCOURSE ID: LSM552
Meaningfully segment and target your market based on customer needs and preferences using cluster analysis.
Introducing New Products: Successes and FailuresCOURSE 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 AnalysisCOURSE 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.