Integrated Marketing 360

Offered byeCornell

Integrated Marketing 360
at
eCornell
Overview

Seamlessly Integrate Marketing Channels for Maximum Impact, Reach, and Engagement Across All Platforms and Touchpoints

Duration	8 months
Start from	19th Feb'25
Total fee	₹6.90 Lakh
Mode of learning	Online
Official Website	Go to Website
Credential	Certificate

Integrated Marketing 360
at
eCornell
Highlights

Earn a certificate after completion of course from Cornell University’s SC Johnson College of Business
Learn from expert faculty
Real world projects
Learn on your schedule without stepping out of your job

Integrated Marketing 360
at
eCornell
Course details

Skills you will learn

Marketing Research Digital marketing Business Strategy Marketing Brand Strategy Marketing Planning

Who should do this course?

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

What are the course deliverables?

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

Interpret consumer data to measure customer preferences

Gain expertise in market response and Customer Lifetime Value (CLV) models

More about this 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

The courses in this certificate program are required to be completed in the order that they appear

Integrated Marketing 360
at
eCornell
Curriculum

Understanding the Digital Marketing Landscape and the Customer Funnel

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

Assessing Opportunities in Paid Digital Media

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

Assessing Opportunities in Owned Digital Media

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

Implementing an Integrated Digital 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

Using Data for Positioning Brands

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

Leveraging Customers for Growth

In this course, you will explore customer lifetime value (CLV) as an objective metric with which customers can be managed more effectively, evaluating the ways in which it can be quantified and improved

A/B Testing and Analytics

In this course, you will explore testing as a means of adapting to that evolution, analyzing and leveraging data to inform business and marketing decisions

Customer Behavior Segmentation Analysis

In this course, you will explore RFM (recency, frequency, and monetary value) analysis as a means to classify customer purchase behavior characteristics indicative of a likely response to marketing efforts

Predicting Customer Response

In this course, you will explore logistic regression as a means to enhance the predictive specificity and granularity of response likelihood, estimating and iterating on logistic models to maximize expected profitability

Driving Growth Through Customer Centricity

In this course, you will explore customer centricity from a holistic perspective, reviewing and aligning various strategies to consolidate your approach to customer management

Marketing Strategy Elective Track

Key Performance Indicators for Marketing

The Customer Journey and Segmentation

Targeting and Positioning

Product Design and Testing

Strategic Hospitality Marketing Elective Track

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

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

Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses

Hospitality Symposium

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

Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses

Integrated Marketing 360
at
eCornell
Faculty details

Clarence Lee

Clarence Lee is a former assistant professor of marketing at Cornell’s Johnson Graduate School of Management, where he was 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 behavior using Bayesian statistics, structural econometrics, and machine learning techniques.

Rob Kwortnik

Rob Kwortnik, Associate Professor of Services Marketing, joined Cornell’s faculty after earning his Ph.D. in Business Administration from Temple University in 2003. He also earned a B.A. in Journalism from Temple and an MBA from California State University, Northridge. Professor Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management.