Integrated Marketing 360

eCornell

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  • online
  • on demand

eCornell

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Who should attend

  • Marketing and sales professionals
  • Project and product management professionals
  • Entrepreneurs looking to gain a deeper understanding of marketing
  • Business leaders who work with marketing teams to develop marketing strategy

About the course

Today’s marketing professionals are challenged to generate growth, engagement, and greater efficiency in an increasingly competitive environment. Master the essential marketing skills, principles, and tactics you need to help your brand stand apart in a rapidly evolving digital landscape. From foundational brand strategy to the paid media and data-driven performance analytics, this comprehensive program allows you to design your own integrated learning path.

As your core learning path, you’ll enroll in the 10 marketing courses below from our Digital Marketing and Data-Driven Marketing certificate programs. Additionally, you can choose between the Marketing Strategy or Customer-Driven Marketing elective tracks for a total of 16 courses to complete the program.

COURSES

  • Understanding the Digital Marketing Landscape and the Customer Funnel

Given all the players, platforms and opportunities associated with digital marketing, it can seem overwhelming. Don’t let that stop you.

This course provides a clear overview of the digital marketing world. Discover how players such as ad networks, demand-side platforms and data management platforms interact with advertisers, agencies and publishers. Then learn how to use time-proven frameworks to assess your customers’ needs and identify your primary marketing objectives. Once you’ve put that all together, you’ll learn how to evaluate the performance of digital marketing campaigns.

  • Assessing Opportunities in Paid Digital Media

Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads.

This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.

Note: This course assumes that you have completed LSM515, or alternatively, are familiar with “customer funnel” and “customer journey” marketing models.

The course Understanding the Digital Marketing Landscape and the Customer Funnel is required to be completed prior to starting this course.

  • Assessing Opportunities in Owned Digital Media

Marketing within your own digital properties—such as your organization’s website, blog or social media pages—is an effective way to build deeper relationships with existing customers and attract the attention of new ones.

This course covers the unique opportunities of “owned media” and how those differ from “paid media”. You will learn more about content marketing, search engine optimization, social media “fan pages”, mobile apps, and virtual reality apps and assess the relevancy of owned media initiatives for your own marketing objectives. By the end of this course, you will have a plan outlining a strategy for your own potential use of these channels.

Note: This course assumes that you have completed LSM515, or alternatively, are familiar with “customer funnel” and “customer journey” marketing models.

The course Understanding the Digital Marketing Landscape and the Customer Funnel is required to be completed prior to starting this course.

  • Implementing an Integrated Digital Marketing Plan Properly utilizing digital marketing allows you to promote your products and services while building customer relationships through “paid media” and “owned media” initiatives. So how do you put them together to create a comprehensive, effective marketing plan?

This course will help you evaluate and combine your ideas to create a single, encompassing marketing plan. This plan will include the priorities, resourcing and performance metrics appropriate for your organization. Once complete, you will be able to immediately put this plan in place to drive results.

Note: This course assumes that you have completed the previous courses in this series, or alternatively, are familiar with the primary paid and owned digital media channels and are acquainted with “customer funnel” and “customer journey” marketing models.

These courses are required to be completed prior to starting this course:

  • Understanding the Digital Marketing Landscape and the Customer Funnel
  • Assessing Opportunities in Paid Digital Media
  • Assessing Opportunities in Owned Digital Media

  • Measuring Customer Preferences

To create a more customer-centric organization -- and improve sales, market share, and margins -- you need to know what your customers want. In this course, you'll use the statistical method of conjoint analysis to uncover the product attributes most influential to your customers. By simulating the market, you'll run relevant scenarios to answer questions such as: What would happen if we lowered our price, or offered quality improvements? Which customers should we go after? And, if we give our customers more of one attribute, can we give them less of another?

  • Analyzing Segmentation and Targeting

In this course, you'll use the statistical method of cluster analysis to meaningfully segment and target your market based on customer needs and preferences. Through interactive, applied activities, you'll analyze how customers naturally segment themselves within your market -- and how to predict and target the most profitable segments for your business. Customer data analyzed are similar to what is typically commissioned from market research firms.

  • Using Data for Positioning Brands

To improve sales and market share, knowing what consumers want isn't enough. You also need to know what they believe your product or service, and your competitors', provides. In this course, you'll create and use perceptual maps to identify which dimensions consumers use to differentiate among products, and how they perceive your products relative to competitors'. These maps are valuable for identifying opportunities to introduce and position new products, repositioning existing products, and identifying your true competitors.

  • Predicting and Managing Customers' Lifetime Value

Successful customer relationship management encompasses thousands of transactions and impressions, over many years. But which customers are most worth your time and resources? How do firms determine how long they need to keep customers before they become profitable? Analyzing data (such as Big Data) allows marketers to make smarter predictions using the Customer Lifetime Value (CLV) model, which scores current and potential customers based on characteristics such as churn rate, discount rate, retention cost and forecasts of remaining customer lifetime. In this course, you'll use the CLV model to segment and target customers based on their potential long-term value, and build corresponding retention and divestment strategies.

  • Market Response Modeling

Segmentation and targeting is the tip of the iceberg for implementing a successful marketing strategy. Markets can be sliced and diced in infinite ways; the goal is to focus your marketing activities on customers you identify as most likely to respond and buy. In this course, you'll use statistical market response modeling to develop the right marketing mix: Determine when -- and where -- to spend money on advertising and trade promotions, and how to better forecast demand for your product or service among different customers.

  • Optimizing Digital Advertising with Analytics

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.

  • Marketing Strategy

    • Essentials of Marketing Strategy
    • Applied Marketing Strategy and Decision-Making Tools
    • Marketing Research and Analysis
    • Creating and Communicating the Value of Your Brand
    • Introducing New Products: Successes and Failures
    • Distribution Strategy and International Marketing
  • Strategic Hospitality Marketing

    • Services Marketing Planning and Management
    • Evaluating Business and Customer Factors Affecting Marketing Decisions for Services
    • Building a Resilient Services Marketing Information System
    • Developing a Service Strategy and Managing the Brand
    • Managing Service Demand through Pricing and Distribution Strategies
    • Developing an Integrated Marketing Communications Strategy for Services

KEY COURSE TAKEAWAYS

  • Develop a well-defined marketing strategy aligned with your organization’s overall business strategy
  • Create a comprehensive digital marketing plan for your brand
  • Apply the concepts of market analysis, segmentation, targeting, and positioning to a product or service
  • Design effective marketing communications that drive customer engagement and communicate brand value to potential consumers
  • Analyze opportunities and strategies associated with paid digital advertising and organic channels like content marketing and social media
  • Interpret consumer data to measure customer preferences
  • Gain expertise in market response and Customer Lifetime Value (CLV) models
  • Target consumers at the right time and through the right channels using pricing and distribution strategies

WHAT YOU'LL EARN

  • Integrated Marketing 360 Certificate from Cornell SC Johnson College of Business
  • 128 Professional Development Hours (12.8 CEUs)

Experts

Sachin Gupta

Sachin Gupta is Henrietta Johnson Louis Professor of Marketing at the SC Johnson Graduate School of Management. Professor Gupta''s research focuses on analytical models of marketing phenomena, including discrete choice models of consumer behavior, marketing mix models, measurement of returns on m...

Clarence Lee

Professor Clarence Lee is an assistant professor at the Johnson Graduate School of Management, where he is a Breazzano Family Sesquicentennial Fellow. Professor Lee''s research examines the drivers behind consumer adoption, usage, and purchase dynamics of digital goods, where he models consumer b...

Rob Kwortnik

Rob Kwortnik, associate professor of services marketing, joined Cornell's faculty after earning his PhD in business administration from Temple University in 2003. He also earned a BA in journalism from Temple and an MBA from California State University, Northridge. Kwortnik's research focuses on ...

Doug Stayman

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 e...

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Integrated Marketing 360 at eCornell

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

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