Comprehensive course analysis
Who should attend
- 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
About the course
Marketing strategy isn’t confined to your marketing team. By understanding how to align marketing strategies with business strategy, high-performing business leaders make better decisions about their products, services, customers, brand, and competition.
This six-course online marketing certificate provides you with the MBA-level strategic marketing training you need to make strong business decisions and set strategic direction for your company, unit, department, or product line.
Essentials of Marketing Strategy
In this first online course of eCornell's Marketing Strategy certificate program, 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."
Applied Marketing Strategy and Decision-Making Tools
Strategic marketing decisions are informed by data, and that data is best reviewed through a framework. But because different frameworks provide value to the marketing decision maker, you will review and learn how to use best practices for varying data sets. Through these strategic tools, you will apply the core marketing concepts of segmentation, targeting and positioning to a product or service. You will then explore the strategic role of pricing and methods for influencing buying decisions. You will also address common pricing errors and identify instances of pricing mistakes in the market.
Marketing Research and Analysis
Marketing professionals rely on clearly defined goals to determine the course of action when placing a product in the market. Leveraging research to learn more about your target audience is the main subject of this third online course in the Marketing Strategy certificate program. In this course you will learn how to be an intelligent consumer of information when it comes to marketing research and analysis, so you can become a more effective decision maker. You will first look at marketing research, including the purpose and goals of research, how to balance the ideal with reality in doing research, and how to apply the six stages of research to a marketing situation.
Next you will examine different ways to analyze the data acquired through marketing research. Using formulas to determine how cannibalization affects the profitability of new products and the value of a long-term customer, you will perform a basic sensitivity analysis to assess the robustness of your results.
Creating and Communicating the Value of Your Brand
Exploring the reasons why brands are so valuable and the factors that contribute to that value is a key part of developing a comprehensive marketing strategy.
This course is the fourth online course in eCornell's Marketing Strategy certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University MBA marketing content.
Participants will examine the concept of branding through a strategic lens to understand why brands are so valuable, and explore the many factors that contribute to that value. You'll learn that creating a memorable brand takes much more than just developing a strong image. Through the concept of brand equity, you will explore the various aspects of a brand's success that are created internally, and influenced externally by consumers.
You will evaluate the value brands provide to both the firm and the consumer, and identify the qualities that create an effective brand image. Real-world examples will illustrate how marketing communication tools and techniques that can be used to build brand equity.
Introducing New Products: Successes and Failures
Adding new products to a company's portfolio keeps revenues up and promotes innovation in the market. And offering products that follow a logical cycle matched to consumers' needs will help promote "lifetime customers," a concept closely tied to "lifetime value." However, innovation alone will not determine the success or failure of a product.
This fifth online course in eCornell's Marketing Strategy certificate program examines the psychological and sociological systems in which customers choose whether to adopt new products and services, and how the product lifecycle is connected to new-product diffusion. You will apply the concept of a marketing continuum to develop an effective marketing program, leverage an understanding of social systems to improve new product diffusion, and develop strategies to increase product adoption and sales.
Distribution Strategy and International Marketing
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.
Key course takeaways
- Identify the components of a well-defined marketing strategy and how it might influence overall business strategy
- Apply the concepts of segmentation, targeting, and positioning to a product or service
- Perform a market analysis and learn to apply the six stages of research to a marketing initiative
- Create and communicate the value of your brand
- Improve new product diffusion and develop strategies to increase product adoption and sales
- Identify new marketing channels and learn how to communicate value to potential consumers
What you'll earn
- Marketing Strategy Certificate from Cornell SC Johnson College of Business
- 48 Professional Development Hours (PDHs)
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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