Course list

The abundance of data available to marketing professionals has pushed the definition of what it means to have a successful marketing strategy. Success can now be measured by the degree to which customers are not only brought into the funnel, but also engaged and retained without active intervention. In other words, your marketing strategy can now be adjusted so that your product sells itself. This course focuses on how to automate the design and processes of your marketing machine so it can pull customers organically. You will start by identifying which products can and would benefit from a growth marketing strategy, then learn how you can calibrate product, price, promotion, and place to create a self-sustaining chain reaction that enables your product to sell itself. You will then explore the three stages of AI — supervised learning, unsupervised learning, and reinforcement learning — and how you can leverage them in your growth marketing strategy. Ultimately, you will walk away with a clear view of what successful growth marketing implementation can look like in your own organization.

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

How do you create an ideal marketing machine that can drive acquisition and retention of your customers? Performance marketing can empower your organization to make savvy marketing decisions in an optimal way. Layering machine learning and artificial intelligence on top of that will supercharge this process and take your marketing strategy to the next level.

In this course, you will explore key aspects of performance marketing to enable you to plan effective performance marketing campaigns that will lead your organization to success. You will use your new skills to design a performance marketing strategy. You will analyze your customer's journey and determine what parts of the marketing process can be supercharged by integrating machine learning and AI. In addition, you will seek ways to responsibly manage your customer's data and privacy in order to gain and maintain their trust in your organization.

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

  • Digital Transformation in Marketing
  • Assessing Opportunities in Paid Digital Media
  • Assessing Opportunities in Owned Digital Media

Symposium sessions feature two 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: March 11th – 12th, 2025: 

  • Tuesday, March 11, 2025 11AM – 1PM ET
  • Wednesday, March 12, 2025 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.

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