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.  

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. 

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.

The increasing availability and granularity of customer data in the modern age has forced a shift in focus toward customers as the most critical unit of analysis in business strategy. While this makes sense, as customers are the true source of revenue for any business, it requires that a number of additional factors are quantified, managed, and leveraged effectively for that strategic shift to be successful.

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. You will go from learning what a customer is and performing the calculations necessary to quantify their value from an organization's perspective to determining how the various levers contributing to that value can be managed for a real-world business in the course project. Along the way, you will review some of the challenges and limitations of this approach, finding ways to facilitate the management and allocation of resources such that business success can be achieved.

Evolution of the consumer market is an ongoing and inevitable process, driven to new heights in recent decades by the strategic shift in focus toward customers as the most critical unit of analysis. To spur innovation and growth in this increasingly tumultuous environment, a test-and-learn culture must be fostered to understand customers and harness the power of new ideas.

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. You will go from learning what testing is and how it can be applied at a basic level to designing and conducting tests in RStudio to understand how to target customers. Along the way, you will evaluate the efficacy of a variety of approaches, finding ways to enhance your analytics and communicate results to better inform business decisions.

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

  • Leveraging Customers for Growth

Improvements in marketing practices in recent decades have had a significant impact on productivity, driven by the increasing efficiency and relevance of customer data collection. Leveraging that data effectively, however, requires that marketing efforts are directed only toward those who are likely to respond, rather than casting as wide a net as possible. Yet to target the right customers, you have to know who they are, which requires that customer data is leveraged such that relevant behaviors can be identified, differentiated, and understood at a granular level. Only then can the value they provide be classified and segmented, allowing for productive management of customers based on those characteristics.

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. You will go from identifying the implicit purpose and value of RFM metrics and workflow to developing and assessing the performance of response models with respect to profitability. Along the way, you will evaluate the pros and cons of RFM analysis in the real world.

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

  • Leveraging Customers for Growth
  • A/B Testing and Analytics

The success of any targeting strategy is dependent on the validity of the models used to select customers, which requires that value distinctions are optimized within the constraints of a marketing budget. While there are a variety of methods available to identify and assess likely drivers of customer response, their ability to differentiate and approximate relative influence on purchase behavior can be limited in scope.

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. You will go from identifying and leveraging categorical response data common to real-world business interactions to evaluating the probabilistic relevance of associated predictor variables to optimize customer selection for targeting. Along the way, you will compare the relative efficacy of a variety of approaches in their ability to improve return on investment, recognizing the potential implications of those differences with regard to marketing success.

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

  • Leveraging Customers for Growth
  • A/B Testing and Analytics
  • Customer Behavior Segmentation Analysis

While the centricity of business strategy may ebb and flow with time, the rapid escalation of data availability in recent decades has driven a shift in focus toward customers that is likely permanent. Success in the current environment is increasingly dependent on the strategic and contextual relevance of customer management strategies, both of which depend on a highly granular characterization and utilization of customer value.

In this course, you will explore customer centricity from a holistic perspective, reviewing and aligning various strategies to consolidate your approach to customer management. You will go from identifying and contextualizing value derivation as it pertains to customer portfolios to developing and applying a comprehensive framework to efficiently diagnose, predict, and resolve potential obstacles to customer lifetime value for a real-world business in the course project. Along the way, you will review tactics for the acquisition, retention, and development of customers, aligning their deployment with value considerations and predictions to achieve overarching business goals and drive profitable growth.

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

  • Leveraging Customers for Growth
  • A/B Testing and Analytics
  • Customer Behavior Segmentation Analysis
  • Predicting Customer Response

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: March 12 – 14, 2024 from 11-1pm ET

  • Tuesday, March 12, 2024 11:00AM ET – 1:00PM ET
    • Discover the Gift of a Guest Complaint
  • Wednesday, March 13, 2024 11:00AM ET – 1:00PM ET
    • Prisoners’ Dilemma in Hotel Revenue
  • Thursday, March 14, 2024 11:00AM ET – 1:00PM ET
    • Innovation Strategy for the Hospitality Industry

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.

How It Works

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