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Course Description

If you build it, they actually might not come — you need to promote your product in effective ways. In this course, you will explore various promotional tools that can be used to guide customers along their multi-stage decision journeys. You will also consider methods you can use to measure and analyze the effectiveness of your promotional activities. To gain practical insights into this process, you will craft a promotion plan for your product and add it to your example Go-To-Market Plan, setting your product up for success in the market.

The following courses are required to be completed before taking this course:

  • Key Performance Indicators for Marketing
  • The Customer Journey and Segmentation
  • Targeting and Positioning
  • Product Design and Testing
  • Setting Up Distribution Channels
  • Establishing Effective Pricing

Faculty Author

Stijn van Osselaer

Benefits to the Learner

  • Guide customers through the decision journey using promotional tools
  • Measure the effectiveness of promotional efforts through marketing attribution, A/B testing, and other techniques

Target Audience

  • Marketing managers
  • Product managers
  • Entrepreneurs and small business owners
  • Anyone responsible for bringing a product to market
  • Non-marketing professionals and business leaders looking to develop customer strategy

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Oct 30, 2024 to Nov 12, 2024
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 13, 2024 to Nov 26, 2024
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 27, 2024 to Dec 10, 2024
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 11, 2024 to Dec 24, 2024
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 25, 2024 to Jan 07, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jan 22, 2025 to Feb 04, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Feb 19, 2025 to Mar 04, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Mar 19, 2025 to Apr 01, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Apr 16, 2025 to Apr 29, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
May 14, 2025 to May 27, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jun 11, 2025 to Jun 24, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jul 09, 2025 to Jul 22, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Aug 06, 2025 to Aug 19, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 03, 2025 to Sep 16, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 01, 2025 to Oct 14, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 29, 2025 to Nov 11, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 26, 2025 to Dec 09, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 24, 2025 to Jan 06, 2026
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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