These programs provide MBA-level content in concepts, strategy, and research methods. The courses are rich with examples and use timely discussions and relevant projects to help you apply the tools and concepts of the course to the real-world challenges and opportunities facing your organization right now. If you are a manager seeking a more market-driven view of the organization, or a marketing professional aiming to better use data in understanding your customers, consider one of these professional certificates. Start advancing your career today!

Available Courses

LSM522Applied Marketing Strategy and Decision-Making Tools

Strategic marketing decisions are informed by data, and that data is best reviewed through a framework. But because different frameworks provide value to the marketing decision maker, you will review and learn how to use best practices for varying data sets. Through these strategic tools, 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.

Full Description

Strategic marketing decisions are informed by data, and that data is best reviewed through a framework. But because different frameworks provide value to the marketing decision maker, you will review and learn how to use best practices for varying data sets. Through these strategic tools, 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.

Who Should Enroll in This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

After completing this course participants will understand:

  • The important role of data and five frameworks for using it to make decisions.
  • The core marketing concepts of segmentation, targeting and positioning.
  • The role of pricing as a strategic marketing tool.
  • Common pricing mistakes and how to avoid them

Authoring Faculty

Doug Stayman, Associate Dean for MBA Programs

Sponsoring School

Cornell University’s Johnson Graduate School of Business

Total Learning Time

Approximately 6 hours over a period of 2 weeks

Course Schedule

Course Start Date Registration Deadline

LSM524Creating and Communicating the Value of Your Brand

This course is the fourth online course in eCornell’s Marketing Strategy for Business Leaders certificate program, and is based on the Cornell-Queens Executive MBA marketing content. Participants will examine the concept of branding through a strategic lens to understand why brands are so valuable, and explore the many factors that contribute to that value. You’ll learn that creating a memorable brand takes much more than just developing a strong image. Through the concept of brand equity, you will explore the various aspects of a brand’s success that are created internally, and influenced externally by consumers.

Full Description

Exploring the reasons why brands are so valuable and the factors that contribute to that value is a key part of developing a comprehensive marketing strategy. This course is the fourth online course in eCornell’s Marketing Strategy for Business Leaders certificate program, and is based on the Cornell-Queens Executive MBA marketing content. Participants will examine the concept of branding through a strategic lens to understand why brands are so valuable, and explore the many factors that contribute to that value. You’ll learn that creating a memorable brand takes much more than just developing a strong image. Through the concept of brand equity, you will explore the various aspects of a brand’s success that are created internally, and influenced externally by consumers. You will evaluate the value brands provide to both the firm and the consumer, and identify the qualities that create an effective brand image. Real-world examples will illustrate how marketing communication tools and techniques that can be used to build brand equity.

Who Should Enroll in This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

After completing this course participants will:

  • Understand the concept of branding through a strategic lens.
  • Learn the factors that contribute to a brand’s value.
  • Gain insight into the marketing communication tools and techniques that can be used to build brand equity.

Authoring Faculty

Doug Stayman, Associate Dean for MBA Programs

Sponsoring School

Cornell University’s Johnson Graduate School of Business

Total Learning Time

Approximately 6 hours over a period of 2 weeks

Course Schedule

Course Start Date Registration Deadline

LSM526Distribution Strategy and International Marketing

This is the sixth and final course in eCornell’s Marketing Strategy for Business Leaders certificate program, and is based on the Cornell-Queens Executive MBA marketing content. You will define marketing channels and learn how to leverage them to deliver messaging to potential consumers. You will further develop these channels and use channel expansion strategies to address international marketing and distribution.
We are currently experiencing a high volume of enrollments. Please call 1-866-326-7635 to speak with an Enrollment Counselor.

Full Description

In the first course (LSM521) you reviewed “The Four P’s of Marketing.” In this sixth and final course in eCornell’s Marketing Strategy for Business Leaders certificate program, you dive deeper into the “Forgotten P”—Place.

In marketing, this “place” is the marketing channel. Channel function, design and strategy will all be explored and applied to real-life cases. You will define marketing channels and learn how to leverage them to deliver messaging to potential consumers.

Finally, you will dive into the world of international marketing and distribution through the use of channel expansion strategies. Discover the nuances of global markets, recognizing and identifying the types of global organizations and exploring the pros and cons of globalization.

Who Should Enroll in This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

After completing this course participants will understand:

  • Marketing channel function, design and strategy.
  • How to leverage marketing channels to deliver messaging to potential consumers.
  • The pros and cons of globalization.

Authoring Faculty

Doug Stayman, Associate Dean for MBA Programs

Sponsoring School

Cornell University’s Johnson Graduate School of Business

Total Learning Time

Approximately 6 hours over a period of 2 weeks

Course Schedule

Course Start Date Registration Deadline

LSM521Essentials of Marketing Strategy

In this first online course of eCornell’s Marketing Strategy for Business Leaders certificate program, you will learn about the role marketing plays within an organization, some ethical questions that surround marketing practices, the impact that a strategic approach can have on marketing within your organization, and the components of a well-defined marketing strategy and overall business strategy. In defining how the organization will successfully engage customers, prospects and competitors in the market arena, you will discover how to think strategically about the market you’re in, why you’re in that market, and what you’re trying to accomplish in that market. You’ll also gain a strategic view of your organization’s “brand.”

Full Description

In this first online course of eCornell’s Marketing Strategy for Business Leaders certificate program, you will learn about the role marketing plays within an organization, some ethical questions that surround marketing practices, the impact that a strategic approach can have on marketing within your organization, and the components of a well-defined marketing strategy and overall business strategy. In defining how the organization will successfully engage customers, prospects and competitors in the market arena, you will discover how to think strategically about the market you’re in, why you’re in that market, and what you’re trying to accomplish in that market. You’ll also gain a strategic view of your organization’s “brand.”

Who Should Enroll in This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; those operating in a brand-driven environment, or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

After completing this course participants will understand:

  • The role marketing strategy plays in overall business strategy.
  • The ethical questions surrounding marketing practices.
  • The components of a well-defined marketing strategy.
  • The importance of branding.

Authoring Faculty

Doug Stayman, Associate Dean for MBA Programs

Sponsoring School

Cornell University’s Johnson Graduate School of Business

Total Learning Time

Approximately 6 hours over a period of 2 weeks

Course Schedule

Course Start Date Registration Deadline

LSM525Introducing New Products: Successes and Failures

This course is the fifth online course in eCornell’s Marketing Strategy for Business Leaders certificate program, and is based on the Cornell-Queens Executive MBA marketing content. The course will address the importance of new products and services to a firm’s portfolio and identify the various reasons so many new products fail…and how to avoid them.

Full Description

Adding new products to a company’s portfolio keeps revenues up and promotes innovation in the market. And offering products that follow a logical cycle matched to consumers’ needs will help promote “lifetime customers,” a concept closely tied to “lifetime value.” However, innovation alone will not determine the success or failure of a product.

This fifth online course in eCornell’s Marketing Strategy for Business Leaders certificate program examines the psychological and sociological systems in which customers choose whether to adopt new products and services, and how the product lifecycle is connected to new-product diffusion. You will apply the concept of a marketing continuum to develop an effective marketing program, leverage an understanding of social systems to improve new product diffusion, and develop strategies to increase product adoption and sales.

Who Should Enroll in This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

After completing this course participants will understand:

  • The important of new products and services to an organization.
  • The various reasons so many new products fail…and how to avoid them.
  • How to apply the concept of a marketing continuum to develop an effective marketing program.
  • How to develop strategies to increase product adoption and sales.

Authoring Faculty

Doug Stayman, Associate Dean for MBA Pro

Sponsoring School

Cornell University’s Johnson Graduate School of Business

Total Learning Time

Approximately 6 hours over a period of 2 weeks

Course Schedule

Course Start Date Registration Deadline

LSM555Market Response Modeling

Segmentation and targeting is the tip of the iceberg for implementing a successful marketing strategy. Markets can be sliced and diced in infinite ways; the goal is to focus your marketing activities on customers you identify as most likely to respond and buy. In this course, you’ll use statistical market response modeling to develop the right marketing mix: Determine when — and where — to spend money on advertising and trade promotions, and how to better forecast demand for your product or service among different customers.

Full Description

Today’s organizations are drowning in data. Websites, customer service systems, and mobile apps are tracking and logging quadrillions of bytes of data every second. But Big Data is also revolutionizing business: By applying marketing research principles to mine huge data sets, companies are gaining heretofore unknown competitive advantages. Business development is now a function of your organization’s direct marketplace experience and its data — data that drives strategic decisions about product design, marketing, and customer acquisition.

Segmentation and targeting is the tip of the iceberg for implementing a successful marketing strategy. Markets can be sliced and diced in infinite ways; the goal is to focus your marketing activities on customers you identify as most likely to respond and buy. In this course, you’ll use statistical market response modeling to develop the right marketing mix: Determine when — and where — to spend money on advertising and trade promotions, and how to better forecast demand for your product or service among different customers.

Benefits to the Learner

After completing this course, you will be able to:

  • Explain the uses of segmentation and targeting in marketing strategy.
  • Use statistical market response modeling to develop the right marketing mix.

Course Schedule

Course Start Date Registration Deadline

LSM523Marketing Research & Analysis

This course is the third online course in eCornell’s Marketing Strategy for Business Leaders certificate program based on the Cornell-Queens Executive MBA marketing content. Participants will define goals for marketing research and apply various research methods to gather the data you need. You will review, examine and analyze marketing research to learn more about your customers and your products/services. You’ll also test your results and determine how to apply them to real-life scenarios

Full Description

Marketing professionals rely on clearly defined goals to determine the course of action when placing a product in the market. Leveraging research to learn more about your target audience is the main subject of this third online course in the Marketing Strategy for Business Leaders certificate program. In this course you will learn how to be an intelligent consumer of information when it comes to marketing research and analysis, so you can become a more effective decision maker. You will first look at marketing research, including the purpose and goals of research, how to balance the ideal with reality in doing research, and how to apply the six stages of research to a marketing situation.

Next you will examine different ways to analyze the data acquired through marketing research. Using formulas to determine how cannibalization affects the profitability of new products and the value of a long-term customer, you will perform a basic sensitivity analysis to assess the robustness of your results.

Who Should Enroll in This Course?

This course is designed for professionals in any business or functional area that require a top-level understanding of marketing in order to make informed strategic business decisions for their companies. This includes people involved in making decisions about products and services, pricing, promotion and placement; those who need to interact with the marketing function and its managers; or those working in small organizations or business units without a formal marketing team. Entrepreneurs and executives who need strategic marketing knowledge to inform product planning and positioning will also benefit from this course.

Benefits to the Learner

After completing this course participants will learn how to:

  • Define goals for marketing research and apply various research methods.
  • Analyze marketing research to learn more about your customers and your products/services.
  • Test results and determine how to apply them to real-life scenarios.

Authoring Faculty

Doug Stayman, Associate Dean for MBA Programs

Sponsoring School

Cornell University’s Johnson Graduate School of Business

Total Learning Time

Approximately 6 hours over a period of 2 weeks

Course Schedule

Course Start Date Registration Deadline

LSM551Measuring Customer Preferences with Conjoint Analysis

In this course, you’ll use the statistical method of conjoint analysis to uncover the product attributes most influential to your customers. By simulating the market, you’ll run relevant scenarios to answer questions such as: What would happen if we lowered our price, or offered quality improvements? Which customers should we go after? And, if we give our customers more of one attribute, can we give them less of another?

Full Description

Today’s organizations are drowning in data. Websites, customer service systems, and mobile apps are tracking and logging quadrillions of bytes of data every second. But Big Data is also revolutionizing business: By applying marketing research principles to mine huge data sets, companies are gaining heretofore unknown competitive advantages. Business development is now a function of your organization’s direct marketplace experience and its data — data that drives strategic decisions about product design, marketing, and customer acquisition.

To create a more customer-centric organization — and improve sales, market share, and margins — you need to know what your customers want. In this course, you’ll use the statistical method of conjoint analysis to uncover the product attributes most influential to your customers. By simulating the market, you’ll run relevant scenarios to answer questions such as: What would happen if we lowered our price, or offered quality improvements? Which customers should we go after? And, if we give our customers more of one attribute, can we give them less of another?

Benefits to the Learner

After completing this course, you will be able to:

  • Use the statistical method of conjoint analysis to uncover details about what customers want.
  • Run relevant scenarios to answer questions about product attributes and customer preferences that will give you an advantage in the markets you serve.

Course Schedule

Course Start Date Registration Deadline

LSM553Positioning with Perceptual Mapping

To improve sales and market share, knowing what consumers want isn’t enough. You also need to know what they believe your product or service, and your competitors’, provides. In this course, you’ll create and use perceptual maps to identify which dimensions consumers use to differentiate among products, and how they perceive your products relative to competitors’. These maps are valuable for identifying opportunities to introduce and position new products, repositioning existing products, and identifying your true competitors.

Full Description

Today’s organizations are drowning in data. Websites, customer service systems, and mobile apps are tracking and logging quadrillions of bytes of data every second. But Big Data is also revolutionizing business: By applying marketing research principles to mine huge data sets, companies are gaining heretofore unknown competitive advantages. Business development is now a function of your organization’s direct marketplace experience and its data — data that drives strategic decisions about product design, marketing, and customer acquisition.

To improve sales and market share, knowing what consumers want isn’t enough. You also need to know what they believe your product or service, and your competitors’, provides. In this course, you’ll create and use perceptual maps to identify which dimensions consumers use to differentiate among products, and how they perceive your products relative to competitors’. These maps are valuable for identifying opportunities to introduce and position new products, repositioning existing products, and identifying your true competitors.

Benefits to the Learner

After completing this course, you will be able to:

  • Explain the value of perceptual maps to overall product positioning.
  • Create and use perceptual maps to identify which dimensions consumers use to differentiate among products.
  • Identify opportunities to introduce and position new products, reposition existing products, and identify competitors.

Course Schedule

Course Start Date Registration Deadline

LSM554Predicting and Managing Customers’ Lifetime Value

Successful customer relationship management encompasses thousands of transactions and impressions, over many years. But which customers are most worth your time and resources? How do firms determine how long they need to keep customers before they become profitable? Analyzing data (such as Big Data) allows marketers to make smarter predictions using the Customer Lifetime Value (CLV) model, which scores current and potential customers based on characteristics such as churn rate, discount rate, retention cost and forecasts of remaining customer lifetime. In this course, you’ll use the CLV model to segment and target customers based on their potential long-term value, and build corresponding retention and divestment strategies.

Full Description

Today’s organizations are drowning in data. Websites, customer service systems, and mobile apps are tracking and logging quadrillions of bytes of data every second. But Big Data is also revolutionizing business: By applying marketing research principles to mine huge data sets, companies are gaining heretofore unknown competitive advantages. Business development is now a function of your organization’s direct marketplace experience and its data — data that drives strategic decisions about product design, marketing, and customer acquisition.

Successful customer relationship management encompasses thousands of transactions and impressions, over many years. But which customers are most worth your time and resources? How do firms determine how long they need to keep customers before they become profitable? Analyzing data (such as Big Data) allows marketers to make smarter predictions using the Customer Lifetime Value (CLV) model, which scores current and potential customers based on characteristics such as churn rate, discount rate, retention cost and forecasts of remaining customer lifetime. In this course, you’ll use the CLV model to segment and target customers based on their potential long-term value, and build corresponding retention and divestment strategies.

Benefits to the Learner

After completing this course, you will be able to:

  • Explain the Customer Lifetime Value (CLV) model and demonstrate it’s uses in customer relationship management.
  • Apply the CLV model to data in order to segment and target customers based on their potential long-term value, and build corresponding retention and divestment strategies.
  • Identify characteristics such as churn rate, discount rate, retention cost and customer lifetime.

Course Schedule

Course Start Date Registration Deadline

LSM552Segmentation and Targeting with Cluster Analysis

In this course, you’ll use the statistical method of cluster analysis to meaningfully segment and target your market based on customer needs and preferences. Through interactive, applied activities, you’ll analyze how customers naturally segment themselves within your market — and how to predict and target the most profitable segments for your business. Customer data analyzed are similar to what is typically commissioned from market research firms.

Full Description

Today’s organizations are drowning in data. Websites, customer service systems, and mobile apps are tracking and logging quadrillions of bytes of data every second. But Big Data is also revolutionizing business: By applying marketing research principles to mine huge data sets, companies are gaining heretofore unknown competitive advantages. Business development is now a function of your organization’s direct marketplace experience and its data — data that drives strategic decisions about product design, marketing, and customer acquisition.

In this course, you’ll use the statistical method of cluster analysis to meaningfully segment and target your market based on customer needs and preferences. Through interactive, applied activities, you’ll analyze how customers naturally segment themselves within your market — and how to predict and target the most profitable segments for your business. Customer data analyzed are similar to what is typically commissioned from market research firms.

Benefits to the Learner

After completing this course, you will be able to:

  • Use the statistical method of cluster analysis to meaningfully segment and target your market based on customer needs and preferences.
  • Apply cluster analysis to predict and target the most profitable segments for your business.
  • Analyze how customers naturally segment themselves within your market

Course Schedule

Course Start Date Registration Deadline

Available Certificates

MS300CAdvanced Certificate in Advertising and Promotion Management

The learning objective of this Advanced Certificate focuses on the challenges and business practices associated with strategic advertising, brand management and managing integrated advertising campaigns. The programme will place emphasis on advertising planning, development and media selection by studying best practices and failure cases of companies working in the field. The emphasis on planning, development and media selection will be delivered in line with relevant research to enable learners to develop the appropriate mastery of research skills for their future applications.

MS600CAdvanced Certificate in Consumer Behaviour and Research

The learning objective of this Advanced Certificate is to equip learners with the knowledge, skills, and competencies to research, understand and interpret consumer behavior and to use these insights to develop and improve marketing strategies. Through this process, the learner will develop an understanding of the impact of consumer psychology on the marketing approach.

MS120CAdvanced Certificate in Customer Relationship Management

The learning objective of this Advanced Certificate is to integrate the customer relationship management framework into actionable parts that would allow for the development of best practices in the CRM deployment of organizations. The context of the programme hinges on development of the field of CRM and its theories and methodologies within the broader context of enterprise competitive theory.

MS140CAdvanced Certificate in Digital Marketing Communications

The learning objective of this Advanced Certificate is to equip learners to use and optimize search Engine marketing including AdWords, Overture and MSN PPC, giving them a full and complete understanding of Web advertising tools. The programme will equip our learners with all the relevant and up-to-date techniques and information to ensure maximum return from search engine activities. Learners will understand Internet and Digital Marketing Communication Strategies, and elements of law that particularly apply to the digital media.

MS200CAdvanced Certificate in Global Marketing Management

The learning objective of this Advanced Certificate is to develop an understanding of international marketing environments, global strategies and the components of global marketing plans. Globalisation is influencing many aspects of the business world. Top management has a responsibility to respond and to develop approaches that prepare organisations for the effects of globalisation. One such approach is to understand the global marketing context.

MS240CAdvanced Certificate in Internet Marketing Management

The learning objective of this Advanced Certificate is to bridge the gap between practice and research learners where the use of research tools is fussed together with new age marketing tools to create and develop knowledge around internet marketing management. The programme links marketing theory with practical case studies built around digital and internet marketing and the management skills required.

MS280CAdvanced Certificate in Luxury Brand Management

The learning objective of this Advanced Certificate is to define the relevant tools that are used in managing luxury brands, ranging from the 7Ps for an effective luxury brand, to aspects of luxury customer relationship management and sophisticated business models that luxury brands have to operate within. This programme is designed to provide learners with the theoretical knowledge and practical skills required to succeed in the management of complex, luxury brands. It develops an appreciation of how luxury brands have evolved over time and place, and introduces the material, symbolic and experiential dimensions of luxury.

MS300CAdvanced Certificate in Marketing and Business Environment

The learning objective of this Advanced Certificate is to equip learners with the knowledge, skills, and competencies to interpret and develop marketing strategies in the current and future business environment create and capture value. The programme provides learners with a foundation of how to internationalise business.

MS310CAdvanced Certificate in Marketing Communications

The learning objective of this Advanced Certificate is to enable learners to develop a critical appreciation of the importance of marketing communications strategies for businesses, non-profit-making and governmental organisations provide them with the right skills sets to design communication themes and deliver such in subsequent studies

MS350CAdvanced Certificate in PR Management

The learning objective of this Advanced Certificate is to provide learners with an awareness of the role of public relations in relation to the many different publics with which an organisation is concerned and provide an understanding of all means of communication by which those publics can be reached, using academic research to gather knowledge and develop best practices.

MS380CAdvanced Certificate in Social Media Communications

The learning objective of this Advanced Certificate is to use research rigour to by studying in detail, organisations' social media strategies and critiquing with the view to improving such strategies. The current utilization of social media tools in marketing is only the tip of the ice barge with new tools and faster means of acquiring customers being developed on a regular basis.

MS410CAdvanced Certificate in Strategic Marketing Management

MS420CAdvanced Certificate in Strategic Sales Management

MS700CConsumer Behaviour

The learning objective of this Certificate is to enable learners to gain the knowledge and skills of understanding how consumers make buying decisions and how this affects the performance of businesses. It is essentially designed to build an understanding of the customer and recognises that in doing so, considers who the customer is and how they behave, their buying patterns and application to marketing research. It highlights the differences in buying behaviour between individual consumers for personal products and buyers of industrial products.

LSMC10Data-Driven Marketing

Today’s organizations have oceans of data available to them. Websites, customer service systems, and mobile apps are tracking and logging quadrillions of bytes of data every second. And Big Data is revolutionizing business: By applying marketing research principles to mine huge data sets, companies are reaping results and gaining competitive advantages in ways not seen before.

CORE COURSES
LSM551 Measuring Customer Preferences with Conjoint Analysis
LSM552 Segmentation and Targeting with Cluster Analysis
LSM553 Positioning with Perceptual Mapping
LSM554 Predicting and Managing Customers’ Lifetime Value
LSM555 Market Response Modeling

MS125CDigital Marketing and New Media

MS480CExecutive Certificate in Digital Marketing and Social Media

The learning objective of this Executive Certificate is to build an understanding of the Internet and Digital Marketing Communication Strategies, and elements of law that particularly apply to the digital media. It will also bridge the gap between practice and academics for our learners where the use of research tools is fussed together with new age marketing tools to create and develop knowledge around internet marketing management. The Social media marketing content seeks to use research to develop this further by studying in detail, organisations social media strategies and critiquing with the view to improving such strategies.

MS530CExecutive Certificate in Global Marketing Strategy

The learning objective of this Executive Certificate is to develop an understanding of international marketing environments, global strategies and the components of global marketing plans. Additionally, learners will develop the skills to perform an analysis of the depth and extent of adaptations of organisational strategy and behaviour which are necessary to achieve successful outcomes in a global environment. Learners within project-orientated organisations will be able to combine knowledge and an in depth understanding of organisational management and its relationship to successful project management which is critical in the modern International business world.

MS570CExecutive Certificate in Integrated Marketing Communications

The learning objective of this Executive Certificate is to build an understanding of Internet and Digital Marketing Communication Strategies, and elements of law that particularly apply to the digital media. Included in the certificate is knowledge of the challenges and business practices associated with strategic advertising, brand management and managing integrated advertising campaigns. Learners will also gain an awareness of the role of public relations in relation to the many different publics with which an organisation is concerned and provide an understanding of all means of communication by which those publics can be reached.

MS620CExecutive Certificate in Luxury Brand Management

The learning objective of this Executive Certificate is to define the relevant tools that are used in managing luxury brands, ranging from the 7Ps for an effective luxury brand to aspects of luxury customer relationship management and sophisticated business models that luxury brands have to operate within. This is designed to provide participants with the theoretical knowledge and practical skills required to succeed in the management of complex, luxury brands. It develops an appreciation of how luxury brands have evolved over time and place, and introduces the material, symbolic and experiential dimensions of luxury.

MS650CExecutive Certificate in Marketing and Sales Management

The learning objective of this Executive Certificate is to examine the development of the sales function e.g. as influenced by growing competition, market-saturation and up-scaling. It will place an emphasis on advertising planning, development and media selection by studying best practices and failure cases of companies working in the field. The emphasis on planning, development and media selection will be delivered in line with academic research. In addition learners will examine the development of the field of CRM and its theories and methodologies within the broader context of enterprise competitive theory.

MS660CExecutive Certificate in Marketing Management

The learning objective of this Executive Certificate is to develop the knowledge, skills, and competencies to develop coherent marketing strategies and to evaluate marketing strategies from a strategic management perspective. It will also help learners understand and interpret consumer behavior and to use these insights in pursuit of development of improved marketing strategies. Learners will also develop critical appreciation of the importance of marketing communications strategies for businesses, non-profit-making and governmental organisations providing them with the right skills sets to design communication themes.

MS129CInternational Marketing

MS131CIntroduction to Marketing

The learning objective of this Certificate is to provide learners with an understanding of fundamental marketing practices which drive marketing tactics, plans and strategies. The module is designed to enable learners to engage in marketing activities and marketing planning around core marketing concepts such as the 7 P's of marketing, segmentation, targeting and positioning and uses a highly interactive and engaging approach to delivery.

MS114CMarket Research

The learning objective of this Certificate is to examine the role of research in the design of marketing solutions to marketing challenges organisations face. It enables learners to develop skills in conducting and analysing marketing research and emphasis formulation and design of research and data collection methods. Learners should have prior knowledge of Quantitative Methods (see Certificate in Quantitative Methods) as the programme will be delivered in an active and engaging process, focusing on modern market research techniques. It will also cover the essential elements of qualitative research methods and tools.

MS115CMarketing and Entrepreneurship

The learning objective of this Certificate is to enable learners to gain knowledge and understanding of marketing research and entrepreneurial opportunities that may arise. The programme motivates learners to identify such opportunities to start their own businesses or to develop businesses in their careers. The programme anchors the link between entrepreneurship and other management, marketing and finance disciplines and will be delivered in stimulating and engaging environment. These aims will be achieved via the research undertaken by the learners around the topic of entrepreneurship and marketing.

MS116CMarketing Communications

The learning objective of this Certificate is to enable learners gain an understanding and skills of the concepts of marketing communications using an interactive and engaging approach. The programme is designed and delivered in four main phases of Introduction, analysis, planning and implementation and control of marketing communications.

MKCO2Marketing Strategy for Business Leaders

High-achieving business leaders understand there is a complex relationship between marketing strategy and overall business strategy. It is therefore critical to consider marketing as a core input into larger business decisions and formulating or executing business plans. Effective business decisions rely on a clear and evolving understanding of your company, your customers, the competition and the many challenges that require you to be well versed in marketing strategy.

CORE COURSES
LSM521 Essentials of Marketing Strategy
LSM522 Applied Marketing Strategy and Decision-Making Tools
LSM523 Marketing Research & Analysis
LSM524 Creating and Communicating the Value of Your Brand
LSM525 Introducing New Products: Successes and Failures
LSM526 Distribution Strategy and International Marketing
SHA548 Social and New Media Marketing