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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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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)
Standard Price $1,199.00

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
May 27, 2026 to Jun 09, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

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 24, 2026 to Jul 07, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

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)
Standard Price $1,199.00

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
Aug 19, 2026 to Sep 01, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

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 16, 2026 to Sep 29, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

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)
Standard Price $1,199.00

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 11, 2026 to Nov 24, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

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
Dec 09, 2026 to Dec 22, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

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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