eCornell Online Professional Development Programs

Certificate Program in

Marketing Strategy for Business Leaders

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Certificate Program in

Marketing Strategy for Business Leaders

Certificate Information
This certificate program is comprised of 6 online courses: LSM521: Essentials of Marketing Strategy LSM522: Applied Marketing Strategy and Decision-Making Tools LSM523: Marketing Research & Analysis LSM524: Creating and Communicating the Value of Your Brand LSM525: Introducing New Products: Successes and Failures LSM526: Distribution Strategy and International Marketing

Top-level decision makers in every functional area of business need to make important choices about marketing their products and services; the overall strategy as well as the specific product/service, pricing, place and promotion: the very pillars of marketing that ultimately inform business strategy. This 6-course online program will equip business leaders and managers with the MBA-level marketing concepts and tools required to make informed decisions and set direction for their company, business unit, department or product line.

Certificate Overview

Marketing Strategy for DeciSion MakerS

High-achieving business leaders understand there is a complex relationship between marketing strategy and overall business strategy. It is therefore critical to consider marketing as a core input into larger business decisions and formulating or executing business plans. Effective business decisions rely on a clear and evolving understanding of your company, your customers, the competition and the many challenges that require you to be well versed in marketing strategy. The material in this Ivy League graduate-level certificate program is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University MBA marketing content. The material will equip business leaders in all functional areas with the marketing concepts needed to make strong business decisions. You will learn to align marketing execution with business strategy. And in gaining a complete understanding of the role of marketing in organizational strategy, you will explore concepts such as the effect of a marketing mentality and orientation on larger business decisions; segmentation, targeting and positioning; the strategic nature of pricing, marketing research and analysis, and marketing math; and how to build and exploit brand equity.

About the Author

This program is authored by Associate Dean for MBA Programs Doug Stayman of the Samuel Curtis Johnson Graduate School of Management.

Accreditation

Learners who successfully complete the 6 courses receive a Marketing Strategy for Business Leaders Certificate from Cornell University.

overall PrograM objectiveS

Equip leaders and decision makers with the marketing concepts required to make informed business decisions and set strategic direction for their company, business unit, department or product line. Connect key concepts of marketing strategy with other areas of the business.

Who ShoulD enroll in thiS certificate?

This program will benefit business leaders and managers in all functional areas who are responsible for developing and executing business plans and making business decisions, including those who: Must interact with the marketing function and its managers (including sales leaders, IT and product development professionals). Are experienced professionals with new or expanded marketing-related responsibilities. Operate in a brand-driven environment. Work in small organizations or business units without a formal marketing team. Are entrepreneurs or executives and need strategic marketing knowledge to inform product planning/ positioning. Are professionals in any business who require a top-level understanding of marketing to make strategic business decisions for their companies.

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Essentials of Marketing Strategy

LSM521 Description

Authoring Faculty
Doug Stayman, Associate Dean for MBA Programs

Sponsoring School
Samuel Curtis Johnson Graduate School of Management at Cornell University

In this first online course of eCornells Marketing Strategy for Business Leaders certificate program, you will learn about the role marketing plays within an organization, some ethical questions that surround marketing practices, the impact that a strategic approach can have on marketing within your organization, and the components of a well-defined marketing strategy and overall business strategy. In defining how the organization will successfully engage customers, prospects and competitors in the market arena, you will discover how to think strategically about the market youre in, why youre in that market, and what youre trying to accomplish in that market. Youll also gain a strategic view of your organizations brand.

Who Should Take This Course?

Total Learning Time

Approximately 6 hours over a period of 2 weeks for each course.

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; those operating in a brand-driven environment, or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

Learners who complete this course will be able to: Understand the role marketing strategy plays in overall business strategy. Grasps the ethical questions surrounding marketing practices.

Create the components of a well-defined marketing strategy. Understand the importance of branding.

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Applied Marketing Strategy and Decision-Making Tools

LSM522 Description

Authoring Faculty
Doug Stayman, Associate Dean for MBA Programs

This course is the second online course in eCornells Marketing Strategy for Business Leaders certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell Universitys MBA marketing content. You will examine five of the most widely used marketing strategy frameworks; practice segmentation, targeting and positioning; and examine the role of pricing as a strategic tool. Strategic marketing decisions are informed by data, and that data is best reviewed through a framework. But because different frameworks provide value to the marketing decision maker, you will review and learn how to use best practices for varying data sets. Through these strategic tools, you will apply the core marketing concepts of segmentation, targeting and positioning to a product or service. You will then explore the strategic role of pricing and methods for influencing buying decisions. You will also address common pricing errors and identify instances of pricing mistakes in the market.

Sponsoring School
Samuel Curtis Johnson Graduate School of Management at Cornell University

Total Learning Time

Approximately 6 hours over a period of 2 weeks for each course.

Who Should Take This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

After completing this course participants will understand: : The important role of data and five frameworks for using it to make decisions. The core marketing concepts of segmentation, targeting and positioning. The role of pricing as a strategic marketing tool. Common pricing mistakes and how to avoid them.

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Marketing Research & Analysis

LSM523

Authoring Faculty
Doug Stayman, Associate Dean for MBA Programs

Sponsoring School
Samuel Curtis Johnson Graduate School of Management at Cornell University

Marketing professionals rely on clearly defined goals to determine the course of action when placing a product in the market. Leveraging research to learn more about your target audience is the main subject of this third online course in the Marketing Strategy for Business Leaders certificate program. In this course you will learn how to be an intelligent consumer of information when it comes to marketing research and analysis, so you can become a more effective decision maker. You will first look at marketing research, including the purpose and goals of research, how to balance the ideal with reality in doing research, and how to apply the six stages of research to a marketing situation. Next you will examine different ways to analyze the data acquired through marketing research. Using formulas to determine how cannibalization affects the profitability of new products and the value of a long-term customer, you will perform a basic sensitivity analysis to assess the robustness of your results.

Description

Total Learning Time

Approximately 6 hours over a period of 2 weeks for each course.

Who Should Take This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

Learners who complete this course will be able to: Define goals for marketing research and apply various research methods. Analyze marketing research to learn more about your customers and your products/services. Test results and determine how to apply them to real-life scenarios.

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Creating and Communicating the Value of Your Brand

LSM524 Description

Authoring Faculty
Doug Stayman, Associate Dean for MBA Programs

Exploring the reasons why brands are so valuable and the factors that contribute to that value is a key part of developing a comprehensive marketing strategy. This course is the fourth online course in eCornells Marketing Strategy for Business Leaders certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University MBA marketing content. Participants will examine the concept of branding through a strategic lens to understand why brands are so valuable, and explore the many factors that contribute to that value. Youll learn that creating a memorable brand takes much more than just developing a strong image. Through the concept of brand equity, you will explore the various aspects of a brands success that are created internally, and influenced externally by consumers. You will evaluate the value brands provide to both the firm and the consumer, and identify the qualities that create an effective brand image. Real-world examples will illustrate how marketing communication tools and techniques that can be used to build brand equity.

Sponsoring School
Samuel Curtis Johnson Graduate School of Management at Cornell University

Total Learning Time

Approximately 6 hours over a period of 2 weeks for each course.

Who Should Take This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

Learners who complete this course will be able to: Understand the concept of branding through a strategic lens. Learn the factors that contribute to a brands value. Gain insight into the marketing communication tools and techniques that can be used to build brand equity.

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Introducing New Products: Successes and Failures

LSM525 Description

Authoring Faculty
Doug Stayman, Associate Dean for MBA Programs

Adding new products to a companys portfolio keeps revenues up and promotes innovation in the market. And offering products that follow a logical cycle matched to consumers needs will help promote lifetime customers, a concept closely tied to lifetime value. However, innovation alone will not determine the success or failure of a product. This fifth online course in eCornells Marketing Strategy for Business Leaders certificate program examines the psychological and sociological systems in which customers choose whether to adopt new products and services, and how the product lifecycle is connected to new-product diffusion. You will apply the concept of a marketing continuum to develop an effective marketing program, leverage an understanding of social systems to improve new product diffusion, and develop strategies to increase product adoption and sales.

Sponsoring School
Samuel Curtis Johnson Graduate School of Management at Cornell University

Total Learning Time

Approximately 6 hours over a period of 2 weeks for each course.

Who Should Take This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

Learners who complete this course will be able to: Understand the importance of new products and services to an organization. Identify the various reasons so many new products failand how to avoid them. Apply the concept of a marketing continuum to develop an effective marketing program. Develop strategies to increase product adoption and sales.

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Distribution Strategy and International Marketing

LSM526 Description

Authoring Faculty
Doug Stayman, Associate Dean for MBA Programs

In the first course (LSM521) you reviewed The Four Ps of Marketing. In this sixth and final course in eCornells Marketing Strategy for Business Leaders certificate program, you dive deeper into the Forgotten PPlace. In marketing, this place is the marketing channel. Channel function, design and strategy will all be explored and applied to real-life cases. You will define marketing channels and learn how to leverage them to deliver messaging to potential consumers. Finally, you will dive into the world of international marketing and distribution through the use of channel expansion strategies. Discover the nuances of global markets, recognizing and identifying the types of global organizations and exploring the pros and cons of globalization.

Sponsoring School
Samuel Curtis Johnson Graduate School of Management at Cornell University

Total Learning Time

Approximately 6 hours over a period of 2 weeks for each course.

Who Should Take This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

Learners who complete this course will be able to: Market channel function, design and strategy. Leverage marketing channels to deliver messaging to potential consumers. Understand the pros and cons of globalization.

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