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Course Description

Marketing within your own digital properties—such as your organization’s website, blog or social media pages—is an effective way to build deeper relationships with existing customers and attract the attention of new ones. 

This course covers the unique opportunities of “owned media” and how those differ from “paid media”. You will learn more about content marketing, search engine optimization, social media “fan pages”, mobile apps, and virtual reality apps and assess the relevancy of owned media initiatives for your own marketing objectives. By the end of this course, you will have a plan outlining a strategy for your own potential use of these channels.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Understanding the Digital Marketing Landscape and the Customer Funnel
  • Assessing Opportunities in Paid Digital Media

Faculty Author

Clarence Lee

Benefits to the Learner

  • Understand the opportunities and strategies for the primary owned media channels
  • Assess the relevance of owned media channels to addressing specific customer needs and marketing objectives
  • Identify resources that can assist with use of specific owned media channels
  • Draft a marketing plan for use of owned media

Target Audience

Any marketing manager, product manager or entrepreneur looking to gain a basic understanding of digital marketing.  Anyone who is looking to move into digital marketing or wants to have general knowledge of the role digital marketing plays in an organization.  This program is also suited for individuals who are looking to improve their ability to converse with marketing team members.  

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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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 $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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 $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
10.0
Course Fee(s)
Contract Fee $0.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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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