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
Key Course Takeaways
Understand the opportunities and strategies associated with the primary paid media channels
Assess the relevance of paid channels to addressing specific customer needs and marketing objectives
Identify resources that can assist with use of specific paid media channels
Clarence Lee was an assistant professor of marketing at the 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. Digital products and platforms, such as the ones produced by many Silicon Valley and NYC tech startups, are increasingly present in almost all consumer interactions. In such settings, understanding consumer choice and the dynamics of engagement and usage become critically important in order to acquire, serve, and retain consumers. Professor Lee taught Digital Marketing and Data Analytics & Modeling at both the Ithaca and Cornell Tech campuses.
Professor Lee received his doctorate from Harvard Business School and holds undergraduate and graduate degrees in Electrical Engineering and Computer Science from MIT. Prior to pursuing graduate studies, he conducted nanotechnology research at IBM and space system design at MIT Lincoln Laboratory.
Any marketing manager, product manager or entrepreneur looking to gain a basic understanding of digital marketing. Anyone who is looking to move into digital marketing or wants to have general knowledge of the role digital marketing plays in an organization. This program is also suited for individuals who are looking to improve their ability to converse with marketing team members.
Get It Done 100% Online
Our programs are expressly designed to fit the lives of busy professionals like you.
Learn From cornell's Top Minds
Courses are personally developed by faculty experts to help you gain today's most in-demand skills.
Power Your career
Cornell's internationally recognized standard of excellence can set you apart.