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Course Description

In this course you will apply the core marketing concepts of segmentation, targeting and positioning to a product or service. You will then explore the strategic role of pricing and methods for influencing buying decisions. You will also address common pricing errors and identify instances of pricing mistakes in the market. At the end of this course you will have developed a strategic approach to making pricing decisions.

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

  • Essentials of Marketing Strategy

Faculty Author

Doug Stayman, Associate Dean for MBA Programs

Benefits to the Learner

  • Apply the concepts of segmentation, targeting, and positioning to a product or service
  • Identify and avoid common strategic pricing mistakes
  • Employ a strategic, proactive approach in pricing decisions

Target Audience

  • Marketing managers
  • Project and product managers
  • Anyone responsible for producing or executing a marketing plan
  • Non-marketing professionals and business leaders looking to develop marketing strategy
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Enroll Now - Select a section to enroll in
Language of Delivery
English
Type
2 week
Dates
Jan 11, 2023 to Jan 24, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Jan 25, 2023 to Feb 07, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Feb 08, 2023 to Feb 21, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Feb 22, 2023 to Mar 07, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Mar 08, 2023 to Mar 21, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Mar 22, 2023 to Apr 04, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Apr 05, 2023 to Apr 18, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Apr 19, 2023 to May 02, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
May 03, 2023 to May 16, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
May 17, 2023 to May 30, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
May 31, 2023 to Jun 13, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Jun 14, 2023 to Jun 27, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Jun 28, 2023 to Jul 11, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Jul 12, 2023 to Jul 25, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Jul 26, 2023 to Aug 08, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Aug 09, 2023 to Aug 22, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Aug 23, 2023 to Sep 05, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Sep 06, 2023 to Sep 19, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Sep 20, 2023 to Oct 03, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Oct 04, 2023 to Oct 17, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Oct 18, 2023 to Oct 31, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Nov 01, 2023 to Nov 14, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Nov 15, 2023 to Nov 28, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Nov 29, 2023 to Dec 12, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Dec 13, 2023 to Dec 26, 2023
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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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.
Language of Delivery
English
Type
2 week
Dates
Dec 27, 2023 to Jan 09, 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 the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing 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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