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Course Description

It’s hard to overstate: A marketing strategy lives or dies in communication with the customer. And there’s a methodology to it—it is the culmination of all of the marketing research and analysis you've done. 

What you say, how you say it, how often you say it, the media channels you use to distribute your message, how you respond to complaints—all of this affects customers’ experiences with your brand. 

In this course, you'll take a deep dive into integrated marketing communications, or IMC. You'll explore a process-based approach to designing creative communications using a variety of methods and media. Finally, you'll examine ways to assess the performance of an IMC campaign.

Faculty Author

Rob Kwortnik

Benefits to the Learner

  • Identify communications objectives
  • Use a process-based approach for planning and designing creative marketing communications
  • Select the right integrated marketing communications methods and media
  • Determine the success of marketing communications campaigns

Target Audience

  • Services marketing and operations professionals 
  • Industry professionals interested in learning to gather and analyze services marketing data and develop a services marketing communications campaign
  • Services marketing managers and professionals who interact with customers and market data
  • Product marketing professionals transitioning into a marketing role in service-centric firms

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Nov 13, 2024 to Nov 26, 2024
Total Number of Hours
14.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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 05, 2025 to Feb 18, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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 30, 2025 to May 13, 2025
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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 23, 2025 to Aug 05, 2025
Total Number of Hours
14.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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 15, 2025 to Oct 28, 2025
Total Number of Hours
14.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality 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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