Marketing Strategy

Offered byeCornell

Marketing Strategy
at
eCornell
Overview

Mastering Marketing: Elevate Your Strategy with a Certificate in Marketing Excellence for Modern Business Success

Duration	4 months
Start from	19th Feb'25
Total fee	₹3.23 Lakh
Mode of learning	Online
Official Website	Go to Website
Credential	Certificate

Marketing Strategy
at
eCornell
Highlights

Earn a certificate after completion of course from Cornell’s SC Johnson College of Business
Learn on your schedule without stepping out of your job
Real world projects
Apply learnings and insights to your work to make an impact right away

Marketing Strategy
at
eCornell
Course details

Skills you will learn

Marketing Research Marketing Advertising Statistics Testing

Who should do this course?

Marketing managers

Product managers

Entrepreneurs and small business owners

Anyone responsible for bringing a product to market

Non-marketing professionals and business leaders looking to develop customer strategy

What are the course deliverables?

Gain a broad vision for marketing, customer lifetime value, and the steps required to take a product to market

Identify the stages of a customer journey and segment potential customers

Select the most promising customer segments to target, and position a product to meet those needs of those customers

Use marketing and customer response tools to determine product features and conduct product testing

Assess potential distribution channels and select optimal ones

More about this course

Marketing is not just advertising; marketing is a form of customer-centric management that generates value for the consumer

In this certificate program, you will build the skills needed to take a product to market, leveraging analytics at each stage to make informed decisions

You will discover how to craft a marketing strategy for both going to market and managing existing customers, as well as the basic quantitative methods that support it, including market segmentation, targeting, positioning, product development and testing, pricing, channels, and promotion

Marketing Strategy
at
eCornell
Curriculum

Key Performance Indicators for Marketing

In this course, you will explore what marketing entails, the mindset needed for success, and the importance of customer relationships

You will examine the concept of customer lifetime value (CLV) and gain practice calculating CLV and related metrics

The Customer Journey and Segmentation

In this course, you will identify the stages of the customer journey and consider the importance of tailoring your promotional and customer support efforts to the needs of customers at each stage

Targeting and Positioning

In this course, you will select the most promising customer segments to target and position a product in a way that makes it attractive to potential customers

You'll also use the Importance-Performance Model along with other analytical tools to help you choose a target segment

Product Design and Testing

In this course, you will consider why products fail and what steps you can take to increase your chances of success

You will explore concept testing and conjoint analysis and apply their results to decisions about product features

Setting Up Distribution Channels

This course addresses key issues associated with distribution channels, including the role of intermediaries and the type of arrangement you will have with them

Establishing Effective Pricing

In this course, you will explore several pricing models and discover what it takes to establish pricing levels that result in sales and enable your company to succeed

Promotion and Attribution Strategy

In this course, you will explore various promotional tools that can be used to guide customers along their multi-stage decision journeys

Marketing Symposium

The Marketing Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond

Marketing Strategy
at
eCornell
Faculty details

Stijn van Osselaer

Professor Stijn van Osselaer is S.C. Johnson Professor of Marketing at the Johnson Graduate School of Management. His research focuses on branding, customer loyalty, connecting customers with service providers, and the influences of learning, memory, and cognition in consumers’ decisions. His work has appeared in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and many other scientific journals.