Strategy and Digital Marketing Cornell Certificate Program
Duration
2 months
Commitment
4-6 hours/week
Format
100% online
Sessions
self-paced + live
Overview
Create the integrated digital marketing plan your organization needs to thrive and broaden your marketing expertise.
Marketing leaders—discuss the digital marketing landscape, and the opportunities and strategies associated with leading channels and platforms including digital, mobile and emerging technologies under the guidance of Sherif Zaki Nasser, Senior Lecturer, SC Johnson College of Business, Cornell University.
Over the course of 2 months, 4 courses, and 2 live-taught sessions, you will be guided, step by step, in assessing your organization’s marketing needs and objectives, and in creating your own digital marketing plans for both paid and owned media. By the end of this program, you’ll pull your digital marketing ideas together into a single, integrated plan based on your organization’s priorities and resources. Students will explore:
- Understanding the Digital Marketing Landscape and the Customer Funnel
- Assessing Opportunities in Paid Digital Media
- Assessing Opportunities in Owned Digital Media
- Implementing an Integrated Digital Marketing Plan
- Essentials of Marketing Strategy
- Creating and Communicating the Value of Your Brand
Why Attend?
- This program was developed specifically for the nonprofit industry in partnership with Cornell University, and is only available through TalentED.
- This is a unique opportunity for professionals to access exceptional executive education from Cornell University, without travel.
- Learn directly from Cornell faculty member Sherif Zaki Nasser as he teaches the live, online sessions designed to supplement and connect all the courses in this series—highlighting the applications to the credit union system and your role.
- You’ll find all content and activities are customized specifically for the unique challenges and opportunities of nonprofits.
- Activities, discussion boards, and live-taught online sessions are designed to make you an active participant in the learning process, allowing you to become a stronger leader at your own pace.
- You’ll earn 3.2 CEUs upon completion of the program.
- Expand your network of like-minded professionals as you connect and share your own experiences.
- Students who complete all coursework will earn an executive certificate from TalentED and Cornell University, demonstrating their knowledge and ability to apply what they’ve learned to their careers and organization.
Curriculum
This program consists of four, two-week eCornell courses, plus two live-taught 90-minute facilitated sessions with esteemed Cornell faculty.
Course 1: Understanding the Digital Marketing Landscape and the Customer Funnel
Date TBD
Given all the players, platforms and opportunities associated with digital marketing, it can seem overwhelming. Don't let that stop you.
This course provides a clear overview of the digital marketing world. Discover how players such as ad networks, demand-side platforms and data management platforms interact with advertisers, agencies and publishers. Then learn how to use time-proven frameworks to assess your needs and identify your primary marketing objectives. Once you've put that all together, you'll learn how to evaluate the performance of digital marketing campaigns.
Key Takeaways
- Analyze the roles played by key players in digital marketing
- Use several frameworks to assess needs and develop objectives
- Identify market segments that can be targeted in marketing efforts
- Prepare for the use of key performance indicators to evaluate success
During the 2 weeks of this self-directed course please plan on spending 4-6 hours per week for assignments, discussion board participation and a project.
Course 2: Assessing Opportunities in Paid Digital Media
Date TBD
Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads.
This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.
Key Takeaways
- Understand the opportunities and strategies associated with the primary paid media channels
- Assess the relevance of paid channels to addressing specific needs and marketing objectives
- Identify resources that can assist with use of specific paid media channels
- Draft a marketing plan for use of paid media
During the 2 weeks of this self-directed course please plan on spending 4-6 hours per week for assignments, discussion board participation and a project.
Course 3: Assessing Opportunities in Owned Digital Media
Date TBD
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 your target market.
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.
Key Takeaways
- Understand the opportunities and strategies for the primary owned media channels
- Assess the relevance of owned media channels to addressing specific 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
During the 2 weeks of this self-directed course please plan on spending 4-6 hours per week for assignments, discussion board participation and a project.
Course 4: Implementing an Integrated Digital Marketing Plan
Date TBD
Properly utilizing digital marketing allows you to promote your products and services while building 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.
Key Takeaways
- 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
During the 2 weeks of this self-directed course please plan on spending 4-6 hours per week for assignments, discussion board participation and a project.
Course curriculum is subject to change.
About eCornell
Ivy League Curricula and Top-Ranked Faculty
eCornell is Cornell University’s online learning platform, which provides online professional and executive development to students around the world. eCornell courses are all developed by Cornell University faculty, and often include practical insights from other industry experts. All eCornell course content comes from top-rated programs with proven curricula.
Expert Led, with Structured Flexibility
eCornell courses are online and expert led with structured flexibility. Courses are facilitated by subject-matter experts, who will guide you, challenge you, and help you apply the course concepts to your real-world, on-the-job circumstances. Each course has a defined start and end date, but is designed to accommodate the schedules of busy professionals by allowing students to complete their work at the times that work best for them—daytime, evening, or weekends.
Start and End Dates Drive Completion
A critical part of successful self-directed learning is to have a finish line, so eCornell courses have defined start dates and end dates. Most eCornell courses take about six to eight hours to complete, over a two-week period.
Interaction & Collaboration
As an eCornell student, you are never alone in your course. You are part of a cohort of other learners from across North America. Required discussions play an important part in your course, giving you and your classmates the opportunity to share and exchange your own experiences, best practices, perspectives, and examples. All this shared learning is facilitated by an instructor who brings both subject-matter expertise and real-world experience. Your interaction with peers from different organizations, and backgrounds fosters collaboration, networking, and a lot of practical, shared learning.
Emphasis on Practice and Application
The ability for you to interact with expert instructors, to ask questions and receive answers, and to learn with—and from—other participants keeps the learning interesting, practical, and above all, relevant to your work.
And there’s one more key component: practice opportunities.
Most eCornell courses include a project, which challenges you to apply the course concepts to your own organization. Others include interactive scenarios, simulations, and other engaging practice activities. All courses include tools, techniques, or job aids that you can put to immediate use in your work.
Every certificate program and course is developed with very tangible outcomes in mind. To eCornell, it’s not enough if a course helps you to know something, or even to understand it. Programs are designed to go much further, to equip you to do something—better or for the first time—at your job.
We ask, “after completing this course, what will participants be able to analyze, identify, assess, implement, calculate, or influence that they couldn’t before?” eCornell courses draw on a variety of components to provide this practical learning:
- Discussions
- Projects
- Practice activities
- Short videos
- Interviews with industry experts
- Online tools and downloadable resources
- Case studies and examples
- The guidance of an instructor
The eCornell approach positions you as an active participant in the learning process, allowing you to build the necessary problem-solving skills at your own pace and in your own style to confront the real challenges you face on the job and in life.
Faculty
Sherif Zaki Nasser
SENIOR LECTURER
Johnson Cornell, SC Johnson College of Business
Sherif Nasser’s research focuses on applying game theory to marketing problems, particularly those related to distribution channels and pricing. He joined Cornell University in 2015 and teaches at both the Johnson and the Dyson Schools. At Johnson, he taught Marketing Management, Marketing Research to MBA students. Currently he teaches Product and Brand Strategies to EMBA students. At Dyson, he teaches Marketing Management, and Innovation and New Product Management. Prior to joining Cornell, Nasser taught at Washington University in St Louis.
Faculty subject to change.
FAQs
How much time do I need to plan in my schedule?
Dates are being determined, but there will be a 45-minute orientation followed by coursework spanning a two-month period. During that time, you’ll take four eCornell courses at your own pace; each is open for a two-week interval. Plan on spending 4-6 hours per week for assignments, discussion board participation and a project to complete these courses. They are interspersed with two 90-minute Cornell faculty-led live online sessions.
What differentiates this program from others available?
This unique program has been developed specifically for the nonprofit sector in partnership with Cornell University, and is only available through TalentED.
Who should attend this certificate program?
TalentED has partnered with Cornell University to meet the development needs of executives and high potential leaders at your organization.
Will I earn a certificate?
Yes. Students who attend all sessions and complete required courses will earn an executive certificate from TalentED and Cornell University, demonstrating their knowledge and ability to apply what they’ve learned to their careers and organizations.
Is college credit available for my attendance?
There are not college credits associated with this course.
Will I earn credits for attending?
You’ll earn 3.2 CEUs upon completion of the program.
What if I miss a live session?
Live sessions will be recorded and available for playback if you miss a session.
I have accessibility needs; can you accommodate me?
The comfort and well-being of our attendees is of utmost importance to us; we will make every effort to make sure you are comfortable at our events!
Please email BeTalented@talented.org as soon as you know you’re attending a TalentED event. Be sure to include your name, organization name, the TalentED event you are registered for, and everything we need to know to accommodate your request.
We’ll be in touch with any questions we have, and let you know how we can help.
