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.
Distribution Strategy and International Marketing
International Marketing
Distribution Strategy and International Marketing ()
Cornell Course
GET STARTED NOWCOURSE OVERVIEW
In the first course (LSM521) you reviewed "The Four P's of Marketing." In this sixth course in eCornell's Marketing Strategy certificate program, you dive deeper into the "Forgotten P" Place.
In marketing, this "place" is the marketing channel. Channel function, design and strategy will all be explored and applied to real-life cases. You will define marketing channels and learn how to leverage them to deliver messaging to potential consumers.
Finally, you will dive into the world of international marketing and distribution through the use of channel expansion strategies. Discover the nuances of global markets, recognizing and identifying the types of global organizations and exploring the pros and cons of globalization.
WHAT YOU'LL LEARN
- Marketing channel function, design and strategy
- How to leverage marketing channels to deliver messaging to potential consumers
- The pros and cons of globalization
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; 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.
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100% ONLINE
100% ONLINE
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