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Course Description

Properly utilizing digital marketing allows you to promote your products and services while building customer relationships through “paid media” and “owned media” initiatives. So how do you put them together to create a comprehensive, effective marketing plan?  

This course will help you evaluate and combine your ideas to create a single, encompassing marketing plan.  This plan will include the priorities, resourcing and performance metrics appropriate for your organization. Once complete, you will be able to immediately put this plan in place to drive results. 

Faculty Author

Clarence Lee

Benefits to the Learner

  • Decide whether utilizing paid or owned media is the best approach to various marketing objectives
  • Determine appropriate resourcing across selected channels
  • Identify metrics you will use to measure performance of marketing campaigns
  • Develop and implement  a comprehensive marketing plan
  • Establish plans for updating your approach as policies, technologies and needs change

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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Cornell University's Johnson School 
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