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Course Description

In this course, you will assess the market to identify opportunities for a brand, determine a strategy to best position the brand, and draft a strategy to achieve the brand’s goals. You will then apply this information to a brand of your choice. You will start analyzing the competitive space by identifying the brand attributes most important to your end users. You will use this customer focused analysis to create a positioning map that includes competitive brands. You will then create an opportunity space strategy and a brand positioning strategy to penetrate the market. By the end of this course, you will optimize a brand’s position in its brandscape by completing a brand positioning mapping.

Faculty Author

Chekitan Dev

Benefits to the Learner

  • Identify the brand attributes most important to the target market through consumer analysis
  • Create a brand positioning map by aggregating the most important brand attributes
  • Assess the brandscape results to identify and evaluate opportunity spaces
  • Develop a brand positioning strategy to capitalize on opportunity space

Target Audience

  • Marketers
  • Brand managers
  • PR professionals
  • Communications professionals
  • Business leaders and executives
  • Entrepreneurs

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in

Type
2 week
Dates
Apr 29, 2026 to May 12, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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.
Type
2 week
Dates
Jun 10, 2026 to Jun 23, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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.
Type
2 week
Dates
Jul 22, 2026 to Aug 04, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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.
Type
2 week
Dates
Sep 02, 2026 to Sep 15, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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.
Type
2 week
Dates
Oct 14, 2026 to Oct 27, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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.
Type
2 week
Dates
Nov 25, 2026 to Dec 08, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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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