Course list

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.

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.  

You are required to have completed the following course or have equivalent experience before taking this course:

  • Understanding the Digital Marketing Landscape and the Customer Funnel

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.

You are required to have completed the following courses or have equivalent experience before taking this course:

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

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.

You are required to have completed the following courses or have equivalent experience before taking this course:

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

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?

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.

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.

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.

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.

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.

Symposium sessions feature three days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. 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.

Join us for the next Symposium, in which we’ll share experiences from across the industry, inspiring real-time conversations about best practices, innovation, and the future of marketing work. You will support your coursework by applying your knowledge and experiences to some of the most pressing topics and trends in the marketing field. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.

Upcoming Symposium: April 9th – 11th, 2024

  • Tuesday, April 9, 2024 11AM – 1PM ET
  • Wednesday, April 10, 2024 11AM – 1PM ET
  • Thursday, April 11, 2024 11AM – 1PM ET

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.

Symposium sessions feature three days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. 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.

Join us for the next Symposium, in which we’ll discuss how both day-to-day operations and strategic goal setting in the hospitality sector have rapidly evolved over the past two years, opening up new space for real-time conversations about the future of the industry. You will support your coursework by applying your knowledge and experiences to various areas of the industry, examining the innovations and accommodations you have all had to make throughout the COVID-19 pandemic and strategizing on future directions. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.

Upcoming Symposium: December 12 – 14th, 2023 from 11-1pm ET

  • Tuesday, December 12, 2023 11:00AM ET – 1:00PM ET
    • AI and the Future of Work in Hospitality
  • Wednesday, December 13, 2023 11:00AM ET – 1:00PM ET
    • Exploring Restaurant Promotions to Drive Revenue
  • Thursday, December 14, 2023 11:00AM ET – 1:00PM ET
    • Creating a Shared Vision of Excellent Service

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.

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. You will also be introduced to a marketing framework that provides an approach to product design and marketing to apply in the workplace. Finally, you will apply your knowledge to develop a Go-To-Market Plan, building the skills needed to implement essential marketing concepts.

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. You will also begin to narrow your marketing focus by identifying potential customer segments that represent the best fit for your product. Along the way, you'll calculate what it costs to acquire a customer. You will then apply these skills to further develop a Go-To-Market Plan that describes potential customer segments and their customer journeys.

The following course is required to be completed before taking this course:

  • Key Performance Indicators for Marketing

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. You will discover how to craft a product positioning statement for a Go-To-Market Plan, applying your knowledge for success.

The following courses are required to be completed before taking this course:

  • Key Performance Indicators for Marketing
  • The Customer Journey and Segmentation

Even the best segmentation, targeting, and positioning will be of no use if your team's product isn't well designed and properly tested. 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. You will also be introduced to volumetric forecasting and the process of deciding when a product is ready for launch. Finally, you will craft a concept description of your product, summarize any concept testing, and describe the specific features that you've decided to include in your product, further building on a practical Go-To-Market Plan.

The following courses are required to be completed before taking this course:

  • Key Performance Indicators for Marketing
  • The Customer Journey and Segmentation
  • Targeting and Positioning

Your product has been designed and you've decided it's ready for the marketplace. How will you get it into the hands of customers? This course addresses key issues associated with distribution channels, including the role of intermediaries and the type of arrangement you will have with them. You will also explore the pros and cons of online vs. offline distribution, the needs of customers as related to how you market and sell your product, and several ways in which profit margins are affected by channel decisions. To apply these skills, you will help to identify appropriate distribution channels and create a distribution plan for your product as you continue progressing your example Go-To-Market Plan.

The following courses are required to be completed before taking this course:

  • Key Performance Indicators for Marketing
  • The Customer Journey and Segmentation
  • Targeting and Positioning
  • Product Design and Testing

Your financial reward from hard work on designing a product and setting up distribution channels comes when customers make a purchase and hand over money. Setting prices that are right for your customers as well as your company is therefore a critical element of your strategy. 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. Working with your team, you will help to determine an appropriate pricing structure for your product and add a description of it to your group's Go-To-Market Plan.

The following courses are required to be completed before taking this course:

  • Key Performance Indicators for Marketing
  • The Customer Journey and Segmentation
  • Targeting and Positioning
  • Product Design and Testing
  • Setting Up Distribution Channels

Services marketing is often viewed in terms of outcomes, but services marketing is also an ongoing analytic process. In this course, you will learn how to properly analyze frameworks, tools, channels, data sets, customer behavioral data, decision-making factors, and strategies that support broader marketing decisions.

Authored by Robert Kwortnik from Cornell University's School of Hotel Administration, this course will teach you how to review the way marketing works in your organization and how to create and apply a services marketing process.

To make services marketing work, you need to have a clear picture of the business environment and understand how your target customers behave. Knowing your market and assessing consumer demand can help inform and guide your marketing strategies. In this course, you will explore the role that micro and macro forces  play when conducting a situation analysis. You'll also take a deep dive into what drives consumer behavior.

Your services marketing efforts depend on information. Without relevant and accurate information, every decision you make will suffer from bad input. 

A well-run marketing information system captures, organizes, analyzes, and interprets data from a wide variety of sources to create a robust portrait of the ideal customers and their specific wants or needs. With the ideal buyer in mind, you can better target them with high-impact messaging that communicates a compelling brand promise and a clear reason to buy. 

In this course, you will learn when to use internal or external market data and when to conduct your own primary research. You'll also discover how segmentation, targeting, and positioning (the STP process) translates your analysis and research findings into a positioning strategy that appeals to the right target market at the right time and at the right price. 

You have marketing goals and you're feeling ready to execute. Maybe you want to increase market share, retain more customers or generally broaden consumer awareness. 

But how do you turn your goals into action? And how will you measure success? In this course, you will explore how to turn marketing goals into action by developing a marketing strategy and creating an enduring brand promise.

You want your marketing efforts to generate demand. While increased demand naturally drives business and success, it does come with specific sets of challenges. 

Mitigating these challenges requires a keen understanding of demand management. In essence, demand management requires us to ask “How should we set our prices?” “How will we guarantee that our distribution partners ensure timely delivery?”

In this course, you'll answer those questions and explore how pricing and distribution strategies can directly affect demand for your service.

It's hard to overstate: A marketing strategy lives or dies in communication with the customer. And there's a methodology to it—it is the culmination of all of the marketing research and analysis you've done. 

What you say, how you say it, how often you say it, the media channels you use to distribute your message, how you respond to complaints—all of this affects customers' experiences with your brand. 

In this course, you'll take a deep dive into integrated marketing communications, or IMC. You'll explore a process-based approach to designing creative communications using a variety of methods and media. Finally, you'll examine ways to assess the performance of an IMC campaign.

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