Cornell University Registrar

Program Description

Today's marketing professionals are challenged to generate growth, engagement, and greater efficiency in an increasingly competitive environment. Master the essential marketing skills, principles, and tactics you need to help your brand stand apart in a rapidly evolving digital landscape. From foundational brand strategy to the paid media and data-driven performance analytics, this comprehensive program allows you to design your own integrated learning path.

Key Takeaways

• Develop a well-defined marketing strategy aligned with your organization's overall business strategy
• Create a comprehensive digital marketing plan for your brand
• Apply the concepts of market analysis, segmentation, targeting, and positioning to a product or service
• Design effective marketing communications that drive customer engagement and communicate brand value to potential consumers
• Analyze opportunities and strategies associated with paid digital advertising and organic channels like content marketing and social media
• Interpret consumer data to measure customer preferences
• Gain expertise in market response and Customer Lifetime Value (CLV) models
• Target consumers at the right time and through the right channels using pricing and distribution strategies

What You'll Earn

• Integrated Marketing 360 Certificate from Cornell SC Johnson College of Business
• 128 Professional Development Hours (12.8 CEUs)

Who Should Enroll

• Marketing and sales professionals
• Project and product management professionals
• Entrepreneurs looking to gain a deeper understanding of marketing
• Business leaders who work with marketing teams to develop marketing strategy

Total Investment

• 8 months to complete all the courses

How to Enroll

For more information on how to enroll, please visit Integrated Marketing 360 Certificate.

As your core learning path, you'll enroll in the 10 marketing courses below from our Digital Marketing and Marketing Analytics certificate programs. Additionally, you can choose between the Marketing Strategy or Strategic Hospitality Marketing elective tracks for a total of 16 courses to complete the program.

Course List

Code	Title	Hours
Core Courses
eCornell LSM515	Understanding the Digital Marketing Landscape and the Customer Funnel	0
eCornell LSM516	Assessing Opportunities in Paid Digital Media	0
eCornell LSM517	Assessing Opportunities in Owned Digital Media	0
eCornell LSM518	Implementing an Integrated Digital Marketing Plan	0
eCornell LSM553	Using Data for Positioning Brands	0
eCornell JCB541	Leveraging Customers for Growth	0
eCornell JCB542	A/B Testing and Analytics	0
eCornell JCB543	Customer Behavior Segmentation Analysis	0
eCornell JCB544	Predicting Customer Response	0
eCornell JCB545	Driving Growth Through Customer Centricity	0
Marketing Strategy Elective Track
Select one of the following:
eCornell JCB591	Key Performance Indicators for Marketing
eCornell JCB592	The Customer Journey and Segmentation
eCornell JCB593	Targeting and Positioning
eCornell JCB594	Product Design and Testing
eCornell JCB595	Setting Up Distribution Channels
eCornell JCB596	Establishing Effective Pricing
Strategic Hospitality Marketing Elective Track
Select one of the following:
eCornell SHA521	Services Marketing Planning and Management
eCornell SHA522	Evaluating Business and Customer Factors Affecting Marketing Decisions for Services
eCornell SHA523	Building a Resilient Services Marketing Information System
eCornell SHA524	Developing a Service Strategy and Managing the Brand
eCornell SHA525	Managing Service Demand through Pricing and Distribution Strategies
eCornell SHA526	Developing an Integrated Marketing Communications Strategy for Services