MarketingStrategyForBusinessLeaders-MKTC01

8/3/2019 MarketingStrategyForBusinessLeaders-MKTC01

1/8

866-326-7635

+1-607-330-3200www.ecornell.com

powered

Certifcate Program

Marketing Strategy oBusiness Leade

eCornell Online ProessionDevelopment Program


2/8

Certifcate Inormationhis certicate program is comprised o 6nline courses:

SM521: Essentials o Marketing Strategy

SM522: Applied Marketing Strategy andecision-Making Tools

SM523: Marketing Research & Analysis

SM524: Creating and Communicating thealue o Your Brand

SM525: Introducing New Products: Successesnd Failures

SM526: Distribution Strategy and InternationalMarketing

About the Authorhis program is authored by Associate Deanor MBA Programs Doug Stayman o theamuel Curtis Johnson Graduate School Management.

Accreditationearners who successully complete thecourses receive a Marketing Strategy or

usiness Leaders Certicate romornell University.

powered by

Certifcate Program

Marketing Strategy or Business Leader

Certifcate OverviewTop-level decision makers in every unctional area o business need to make importantchoices about marketing their products and services; the overall strategy as well as thespecic product/service, pricing, place and promotion: the very pillars o marketing thaultimately inorm business strategy. This 6-course online program will equip businessleaders and managers with the MBA-level marketing concepts and tools required to minormed decisions and set direction or their company, business unit, department orproduct line.

Marketing Strategyfor DeciSion MakerS

High-achieving business leaders understand there is a complex relationship betweenmarketing strategy and overall business strategy. It is thereore critical to considermarketing as a core input into larger business decisions and ormulating or executbusiness plans. Eective business decisions rely on a clear and evolving understando your company, your customers, the competition and the many challenges thatrequire you to be well versed in marketing strategy.

The material in this Ivy League graduate-level certicate program is basedon the Samuel Curtis Johnson Graduate School o Management at CornellUniversity MBA marketing content. The material will equip business leadersin all unctional areas with the marketing concepts needed to make strongbusiness decisions. You will learn to align marketing execution with businestrategy. And in gaining a complete understanding o the role o marketin organizational strategy, you will explore concepts such as the eecto a marketing mentality and orientation on larger business decisions;segmentation, targeting and positioning; the strategic nature o pricimarketing research and analysis, and marketing math; and how to buand exploit brand equity.

overall PrograM objectiveS

Equip leaders and decision makers with the marketingconcepts required to make inormed business decisionsand set strategic direction or their company, business unitdepartment or product line.

Connect key concepts o marketing strategy with otheareas o the business.

Who ShoulD enrollin thiS certificate?

This program will benet business leaders and managers iall unctional areas who are responsible or developing aexecuting business plans and making business decisions,including those who:

Must interact with the marketing unction and itsmanagers (including sales leaders, IT and productdevelopment proessionals).

Are experienced proessionals with new or expandemarketing-related responsibilities.

Operate in a brand-driven environment.

Work in small organizations or business units withoormal marketing team.

Are entrepreneurs or executives and need strategicmarketing knowledge to inorm product planning/positioning.

Are proessionals in any business who require a top-leunderstanding o marketing to make strategic businedecisions or their companies.


3/8

Authoring Faculty

Doug Stayman, Associate Deanor MBA Programs

Sponsoring School

amuel Curtis Johnson Graduatechool o Management at

Cornell University

Total Learning Time

Approximately 6 hours over a periodo 2 weeks or each course.

950DanbyRoadSuite150Ithaca,NY1

[email protected].

powered by

Essentials o Marketing StrateLSM5

DescriptionIn this rst online course o eCornells Marketing Strategy or Business Leaders certicatprogram, you will learn about the role marketing plays within an organization, someethical questions that surround marketing practices, the impact that a strategic approaccan have on marketing within your organization, and the components o a well-denemarketing strategy and overall business strategy. In dening how the organization wilsuccessully engage customers, prospects and competitors in the market arena, you widiscover how to think strategically about the market youre in, why youre in that marand what youre trying to accomplish in that market. Youll also gain a strategic viewyour organizations brand.

Who Should Take This Course?This course is designed or proessionals in any business or unctional area that reqa top-level understanding o marketing in order to make inormed strategic busindecisions or their companies. This includes people involved in making decisions

about products and services, pricing, promotion and placement; those who needto interact with the marketing unction and its managers; those operating in abrand-driven environment, or those working in small organizations or businesunits without a ormal marketing team. Entrepreneurs and executives who nstrategic marketing knowledge to inorm product planning and positioningalso benet rom this course.

Benefts to the LearnerLearners who complete this course will be able to:

Understand the role marketing strategy plays in overall businessstrategy.

Grasps the ethical questions surrounding marketing practices.

Create the components o a well-dened marketing strategy

Understand the importance o branding.


4/8

Authoring Faculty


Sponsoring School


Cornell University

Total Learning Time


powered by

Applied Marketing Strategy aDecision-Making Too

LSM5

DescriptionThis course is the second online course in eCornells Marketing Strategy or BusinessLeaders certicate program, and is based on the Samuel Curtis Johnson Graduate SchooManagement at Cornell Universitys MBA marketing content. You will examine ve o tmost widely used marketing strategy rameworks; practice segmentation, targeting anpositioning; and examine the role o pricing as a strategic tool.

Strategic marketing decisions are inormed by data, and that data is best reviewed throua ramework. But because dierent rameworks provide value to the marketing decisiomaker, you will review and learn how to use best practices or varying data sets. Throuthese strategic tools, you will apply the core marketing concepts o segmentation,targeting and positioning to a product or service. You will then explore the strategic o pricing and methods or infuencing buying decisions. You will also address commpricing errors and identiy instances o pricing mistakes in the market.

Who Should Take This Course?This course is designed or proessionals in any business or unctional area thatrequire a top-level understanding o marketing in order to make inormedstrategic business decisions or their companies. This includes people involvedin making decisions about products and services, pricing, promotion andplacement; those who need to interact with the marketing unction and itmanagers; or those working in small organizations or business units withoa ormal marketing team. Entrepreneurs and executives who need stratemarketing knowledge to inorm product planning and positioning willbenet rom this course.

Benefts to the LearnerAter completing this course participants will understand: :

The important role o data and ive rameworks or using it

make decisions.

The core marketing concepts o segmentation, targeting positioning.

The role o pricing as a strategic marketing tool.

Common pricing mistakes and how to avoid them.


5/8

Authoring Faculty


Sponsoring School


Cornell University

Total Learning Time



[email protected].

powered by

Marketing Research & AnalyLSM5

DescriptionMarketing proessionals rely on clearly dened goals to determine the course o actionwhen placing a product in the market. Leveraging research to learn more about yourtarget audience is the main subject o this third online course in the Marketing StrategyBusiness Leaders certicate program. In this course you will learn how to be an intelligeconsumer o inormation when it comes to marketing research and analysis, so youcan become a more eective decision maker. You will rst look at marketing research,including the purpose and goals o research, how to balance the ideal with reality indoing research, and how to apply the six stages o research to a marketing situation.

Next you will examine dierent ways to analyze the data acquired through marketinresearch. Using ormulas to determine how cannibalization aects the protabilityo new products and the value o a long-term customer, you will perorm a basicsensitivity analysis to assess the robustness o your results.

Who Should Take This Course?This course is designed or proessionals in any business or unctional area thatrequire a top-level understanding o marketing in order to make inormedstrategic business decisions or their companies. This includes people involvedin making decisions about products and services, pricing, promotion andplacement; those who need to interact with the marketing unction and itmanagers; or those working in small organizations or business units withoa ormal marketing team. Entrepreneurs and executives who need stratemarketing knowledge to inorm product planning and positioning willbenet rom this course.


Deine goals or marketing research and apply various researc

methods.

Analyze marketing research to learn more about yourcustomers and your products/services.

Test results and determine how to apply them to real-liscenarios.


6/8

Authoring Faculty


Sponsoring School


Cornell University

Total Learning Time


powered by

Creating and Communicating tValue o Your Bra

LSM5

DescriptionExploring the reasons why brands are so valuable and the actors that contribute to thatvalue is a key part o developing a comprehensive marketing strategy.

This course is the ourth online course in eCornells Marketing Strategy or Business Leadcerticate program, and is based on the Samuel Curtis Johnson Graduate School oManagement at Cornell University MBA marketing content. Participants will examine thconcept o branding through a strategic lens to understand why brands are so valuableand explore the many actors that contribute to that value. Youll learn that creating amemorable brand takes much more than just developing a strong image. Through theconcept o brand equity, you will explore the various aspects o a brands success thatcreated internally, and infuenced externally by consumers.

You will evaluate the value brands provide to both the rm and the consumer, andidentiy the qualities that create an eective brand image. Real-world examples wiillustrate how marketing communication tools and techniques that can be used to

build brand equity.

Who Should Take This Course?This course is designed or proessionals in any business or unctional area tharequire a top-level understanding o marketing in order to make inormedstrategic business decisions or their companies. This includes people involvin making decisions about products and services, pricing, promotion andplacement; those who need to interact with the marketing unction andits managers; or those working in small organizations or business unitswithout a ormal marketing team. Entrepreneurs and executives whoneed strategic marketing knowledge to inorm product planning andpositioning will also benet rom this course.


Understand the concept o branding through a strategic l

Learn the actors that contribute to a brands value.

Gain insight into the marketing communication toolstechniques that can be used to build brand equity.


7/8

Authoring FacultyDoug Stayman, Associate Deanor MBA Programs

Sponsoring School

Samuel Curtis Johnson GraduateSchool o Management atCornell University

Total Learning Time



[email protected].

powered by

Introducing New ProducSuccesses and Failur

LSM5

Description

Adding new products to a companys portolio keeps revenues up and promotes innovain the market. And oering products that ollow a logical cycle matched to consumersneeds will help promote lietime customers, a concept closely tied to lietime value.However, innovation alone will not determine the success or ailure o a product.

This th online course in eCornells Marketing Strategy or Business Leaders certicatprogram examines the psychological and sociological systems in which customers choowhether to adopt new products and services, and how the product liecycle is connecto new-product diusion. You will apply the concept o a marketing continuum todevelop an eective marketing program, leverage an understanding o social systemto improve new product diusion, and develop strategies to increase product adopand sales.

Who Should Take This Course?This course is designed or proessionals in any business or unctional area thatrequire a top-level understanding o marketing in order to make inormed strabusiness decisions or their companies. This includes people involved in makingdecisions about products and services, pricing, promotion and placement; thowho need to interact with the marketing unction and its managers; or thosworking in small organizations or business units without a ormal marketinteam. Entrepreneurs and executives who need strategic marketing knowleto inorm product planning and positioning will also benet rom thiscourse.


Understand the importance o new products and services to aorganization.

Identiy the various reasons so many new products ailanhow to avoid them.

Apply the concept o a marketing continuum to developeective marketing program.

Develop strategies to increase product adoption andsales.


8/8

Authoring Faculty


Sponsoring School


Cornell University

Total Learning Time


powered by

Distribution Strategy aInternational Marketi

LSM5

DescriptionIn the rst course (LSM521) you reviewed The Four Ps o Marketing. In this sixth and course in eCornells Marketing Strategy or Business Leaders certicate program, you dideeper into the Forgotten PPlace.

In marketing, this place is the marketing channel. Channel unction, design and stratwill all be explored and applied to real-lie cases. You will dene marketing channels alearn how to leverage them to deliver messaging to potential consumers.

Finally, you will dive into the world o international marketing and distribution throuthe use o channel expansion strategies. Discover the nuances o global markets,recognizing and identiying the types o global organizations and exploring the proand cons o globalization.

Who Should Take This Course?This course is designed or proessionals in any business or unctional area that

require a top-level understanding o marketing in order to make inormed stratbusiness decisions or their companies. This includes people involved in makingdecisions about products and services, pricing, promotion and placement; thowho need to interact with the marketing unction and its managers; or thosworking in small organizations or business units without a ormal marketinteam. Entrepreneurs and executives who need strategic marketing knowleto inorm product planning and positioning will also benet rom thiscourse.


Market channel unction, design and strategy.

Leverage marketing channels to deliver messaging to pote

consumers.

Understand the pros and cons o globalization.

MarketingStrategyForBusinessLeaders-MKTC01

Documents

Transcript of MarketingStrategyForBusinessLeaders-MKTC01