Integrated Marketing 360 Certificate

Core Courses

• eCornell LSM515 - Understanding the Digital Marketing Landscape and the Customer Funnel
• eCornell LSM516 - Assessing Opportunities in Paid Digital Media
• eCornell LSM517 - Assessing Opportunities in Owned Digital Media
• eCornell LSM518 - Implementing an Integrated Digital Marketing Plan
• eCornell LSM551 - Measuring Customer Preferences
• eCornell LSM552 - Analyzing Segmentation and Targeting
• eCornell LSM553 - Using Data for Positioning Brands
• eCornell LSM554 - Predicting and Managing Customers’ Lifetime Value
• eCornell LSM555 - Market Response Modeling
• eCornell LSM556 - Optimizing Digital Advertising with Analytics

Marketing Strategy Elective Track

Choose one elective track

• eCornell LSM521 - Essentials of Marketing Strategy
• eCornell LSM522 - Applied Marketing Strategy and Decision-Making Tools
• eCornell LSM523 - Market Research and Analysis
• eCornell LSM524 - Creating and Communicating the Value of Your Brand
• eCornell LSM525 - Introducing New Products: Successes and Failures
• eCornell LSM526 - Distribution Strategy and International Marketing

Strategic Hospitality Marketing Elective Track

Choose one elective track

• 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

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