Marketing

Marketing is not just advertising but a form of customer-centric management that generates value for the consumer. To do this successfully in the 21st century, you need to be well versed in the systematic analysis of data and statistics used for creating, communicating, delivering, and exchanging offerings for customers, clients, partners, and society at large. The leadership, strategic planning, and adaptability developed through military service are invaluable for understanding market dynamics, building trust with customers, and executing effective marketing strategies that deliver results. In this certificate program, you will build the skills needed to take a product to market, leveraging analytics at each stage to make informed decisions. You will discover how to craft a marketing strategy for both going to market and managing existing customers, as well as the basic quantitative methods that support it, including market segmentation, targeting, positioning, product development and testing, pricing, channels, and promotion. You will have the opportunity to complete a go-to-market strategy project in order to formulate and communicate rigorous and practical solutions to marketing problems commonly faced across industries. Military veterans and current service members bring to the table extraordinary problem-solving skills, adaptability, and mission-focused discipline — qualities that are highly valuable in marketing. This program will help you harness those strengths to identify opportunities, articulate customer insights, and craft impactful campaigns that drive growth and innovation in the business world. Beyond marketing expertise, this program fosters collaboration by bringing together veterans and professionals from diverse industries, allowing you to expand your network, share perspectives, and build relationships with others who share your career aspirations. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program. The courses in this certificate program are required to be completed in the order that they appear.

Marketing is not just advertising; marketing is a form of customer-centric management that generates value for the consumer. To do this successfully in the 21st century, you need to be well-versed in the systematic analysis of data and statistics used for creating, communicating, delivering, and exchanging offerings for customers, clients, partners, and society at large. In this certificate program, you will build the skills needed to take a product to market, leveraging analytics at each stage to make informed decisions. You will discover how to craft a marketing strategy for both going to market and managing existing customers, as well as the basic quantitative methods that support it, including market segmentation, targeting, positioning, product development and testing, pricing, channels, and promotion. You’ll have the opportunity to complete a go-to-market strategy project in order to formulate and communicate rigorous and practical solutions to marketing problems commonly faced across industries. As a result, you will improve your problem-solving and decision-making abilities as well as your ability to communicate your recommendations and solutions from start to finish. The courses in this certificate program are required to be completed in the order that they appear.

Brand management has become one of the most important aspects of business strategy. Brands are often a central organizing principle of successful organizations — guiding decisions and actions. Whether you’re a brand marketer, business leader, or entrepreneur, this certificate program provides an essential framework to build and manage a great brand. Through the coursework, you will define the foundational building blocks for your brand purpose by understanding the target audience and crafting integrated marketing communications. You’ll identify opportunities and threats that affect your brand’s market position and determine potential strategies to capitalize on opportunities to strengthen your brand’s position. You’ll then create a brand positioning strategy for your market, and identify various vehicles for marketing communications that would effectively reach the brand’s target market. Finally, you will explore brand assessment and management strategies for the allocation of resources to ensure brand performance is optimized and brand objectives are met. For the best experience in this program it is recommended to take these courses in the order that they appear. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Creating and maintaining a clear, impactful, and authentic social media presence is key to discovering and connecting with potential customers. This begins with understanding when, where, how, and to whom social marketing content should be targeted and continues with brand-driven content that builds customer connection, community, and advocacy. This certificate program will help you develop a strategic approach to executing today’s most relevant digital marketing tactics using social media platforms. Throughout the program, you will examine social media platform best practices to design a robust social marketing strategy and create brand-centered social content that aligns with your marketing objectives. You will also identify user-generated content opportunities and structure an influencer campaign to motivate and build the brand community. Additionally, you will create a proactive cross-platform social listening and community management system that is consistent with the brand and devise metrics to measure the success of your marketing efforts. By the time you complete this program, you will have developed a fully integrated social campaign that is ready to launch in the market. For the best experience in this program it is recommended to take these courses in the order that they appear. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

In a world where more and more activities are centered online, digital marketing is one of the most effective ways to build customer relationships and promote your organization's products or services. But it can also be a struggle to make sense of the sea of acronyms, technologies and platforms.  This digital marketing certificate program begins with an overview of the digital marketing landscape, preparing you to implement a series of proven frameworks within your organization. The program then takes a detailed look at opportunities and strategies associated with leading channels and platforms including digital, mobile and emerging technologies. You will be guided, step by step, in assessing customer needs and marketing 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 organizational priorities and resources. The courses in this certificate program are required to be completed in the order that they appear. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

As the digital marketing landscape continues to grow and evolve, it can be challenging to prepare to pivot your strategies to adapt to a rapidly changing environment. From AI, to data privacy, to influencer marketing, the Digital Marketing 360 certificate program is designed to help you understand — and rise to — the challenges facing modern marketers. Throughout the courses, you’ll create, enhance, and implement today’s most effective digital marketing practices. You’ll learn how to look across marketing channels and platforms to identify opportunities for growth; create a social media strategy that will allow you to achieve your marketing objectives and goals; and, importantly, measure the success of your marketing efforts through analytics. Whether you’re looking to enter the field of digital marketing or simply gain more formal training, this certificate program will provide you with the leading-edge tools you need to stay ahead and drive top performance. For the best experience in this program it is recommended to take these courses in the order that they appear. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program. Note: While familiarity with R/RStudio is not a prerequisite for this program, you will be asked to use R/RStudio for a variety of analytical activities in certain courses. Solution code provided for practice opportunities can be copied, pasted, and adjusted for graded assessments, but some manipulation of that code will still be required.

How your organization represents itself to the outside world can make or break your brand, creating a unique demand for skilled public relations professionals with the ability to develop strategic communications. Whether you are preparing a speech, speaking to the media, or navigating a crisis, this certificate program will prepare you to deliver effective messages both internally and externally. Through the coursework, you will study a rigorous eight-step process for building a communications plan that you can measure and evaluate against critical business objectives. You’ll also have the opportunity to discover best practices to use when collaborating with PR agencies to maximize communications impact. By the end of the program, you will have mastered the ability to create and implement an effective PR strategy that aligns your efforts with the goals of your organization. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program. For the best experience in this program it is recommended to take these courses in the order that they appear.

Whether you’re an aspiring fiction writer, screenwriter, or editor, this certificate program provides you with the opportunity to craft engaging narratives that captivate readers and spark imagination. Throughout the courses, you’ll develop compelling stories as you refine your voice and master essential craft techniques in a variety of genres. You will begin by building foundational skills in character development, world-building, story structure and narrative perspective. As you progress, you’ll explore advanced techniques for crafting dialogue, imagery and action, honing your ability to create immersive and impactful scenes. Throughout the program, you’ll practice shaping stories that resonate emotionally and leave lasting impressions — all while developing your unique style. Through practical application and meaningful critiques from peers and expert writers, this certificate will enable both emerging and experienced writers to strengthen their creative writing practice. Each course combines theoretical understanding with hands-on exercises, allowing you to immediately apply new concepts to your own projects. By the end of the program, you’ll have both the technical skills and confidence to produce writing that resonates. The courses in this certificate program are required to be completed in the order that they appear.

Whether you aspire to work as a commercial photographer, create art, or simply enhance your practice, this certificate program explores how to visualize the world as a photographer. You will use the fundamentals of photography to improve your ability to take and share pictures. In addition, you will learn how to control the camera, the process, and the lighting in order to get the results you desire. Throughout this program, you will learn how to create photographs that affect people, make them think, gain their interest, and touch their emotions. You will also create a photographic project that demonstrates your skills and can stand on its own as a portfolio, exhibition, job, or assignment. Lastly, you will learn how to effectively manage the commercial business elements of the photography profession. In order to be successful in this program, you will need a digital camera. We recommend you have a Digital SLR camera (or mirrorless camera with a standard zoom lens) or a digital camera that allows for manual focus, aperture, and shutter adjustments. The courses in this certificate program are required to be completed in the order that they appear.

Often reporting to a company’s chief executives, corporate communications professionals play a critical role in how organizations are perceived among both internal and external audiences. Their function encompasses media and public relations, internal employee communications, and crisis communications, which have become more essential than ever. Whether you need to communicate a significant change initiative within your organization, work through a media crisis, or develop key messages to deliver to stakeholders, this customizable certificate program will prepare you to build a career in the increasingly important function of corporate communications while leveraging leading-edge developments in AI-assisted communications. In this certificate, you’ll complete three core courses focusing on managing change, strategizing for crisis scenarios, and utilizing generative AI to enhance your writing process. You’ll then select one elective course to tailor your learning journey. Through practical assignments and expert-led discussions, you’ll discover how to craft messages that align with organizational objectives and encourage positive engagement across diverse audiences. By the conclusion of the program, you’ll be equipped to communicate clear, purposeful messages that drive your organization forward. This program includes two years free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Crafting effective content and copy is an essential skill for anyone looking to spread a message. Whether creating content for a social media brand strategy, writing an executive brief, or developing an email campaign, writing effective copy to deliver the right content, to the right audience, at the right time, is the key to success. This certificate program provides an opportunity to strengthen your copywriting and content writing skills. You will examine how to write content that attracts attention and engages the reader in a manner that increases the likelihood that your message is received. You will review writing commonalities that transcend content type and delivery methods. You will then explore diverse applications and practice specific writing assignments, whether writing a post for a website or social media, creating a press release or media story, or composing an email summarizing a policy change or new business opportunity. Through each course, you have the opportunity to put each concept into practice for writing types and audiences of your choice. By the end of this program, you will have developed a set of best practices to make you a better writer. For the best experience in this program it is recommended to take these courses in the order that they appear. This program includes a year of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

How can we best guess whether a new product or service will be a hit with customers? Now more than ever, marketing managers need data-driven strategies to predict exactly how consumers will make their buying decisions, and human behavior is at the heart of this puzzle. In this certificate program, you will assess why many common approaches to gauge purchase decisions are not effective and discover how to implement better strategies. Using many popular products as examples, you will examine how psychology plays a role in how customers behave, applying concepts such as heuristics and biases. You will be introduced to the three key drivers of consumer behavior – attention, emotion, and coherence – and determine how they impact customer behavior. Finally, you will gain applicable consumer behavior insights to help shape your branding and pricing strategies. By understanding why customers act the way they do, you and your teams can inform practices to more accurately and successfully bring your new product or service to market. The courses in this certificate program are required to be completed in the order that they appear.

Offering a compelling omnichannel experience is essential in today’s hypercompetitive, rapidly evolving retail and consumer goods market. The key to unlocking the future of retail requires offline-online innovation that enables consumers to buy anywhere they choose to shop. Cornell University has joined forces with industry executives and visionaries from across the globe to create a new Omnichannel Leadership Program designed to help you build a high-performing customer journey and level up your organization. In this immersive four-day program at Cornell Tech, industry thought leaders and renowned faculty will come together to share best practices for optimizing the customer experience, addressing topics such as leveraging AI, prioritizing the customer, operations and execution, technology, data analytics, ESG, stakeholder management, and change management. Coming out of the Omnichannel Leadership Program, you will have a fresh perspective on customer needs as well as how you can accelerate the transformation of your organization for the future of omnichannel. Schedule subject to change.

Product marketing, or the process of bringing a product to market, is an increasingly critical role that sits at the intersection of the marketing and product management functions. For any product, navigating the nuances of effectively positioning within a given market and determining optimal pricing can be a daunting task — one that can make or break a launch. This certificate program gives you the necessary tools and tactics to make strategic decisions that will impact the growth and viability of your product, organization, or venture. You will begin by examining different strategies for evaluating the market and determining the value drivers of your target customers. You will have the opportunity to develop a plan for delivering added value to different customer segments as well as mitigating potential threats within the market. Next, you will practice assessing the opportunities presented by change and disruption, using tools to assess the challenges of a dynamic market as well as address potential internal obstacles to successful implementation. You will then take an in-depth look at market research. Practicing the evaluation of research methods and reviewing different applications of research within actual business scenarios are the focus of this course. The last course in this series will give you a foundation in pricing strategies that will allow you to maximize profit for your products. By the completion of the program, you’ll be better prepared to position your products for market success. For the best experience in this program it is recommended to take these courses in the order that they appear. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events.  Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

In today’s digital age, customer data is everywhere and growing at a rate faster than ever before. Organizations try to collect as much data as they can about their current and prospective customers, such as purchase history and online and mobile activity, among many other data points. This certificate program offers a unique approach to marketing analytics, with a primary focus on customer lifetime value, which is one of the most important pillars of customer analytics and management. Throughout the courses, you will examine how CLV can be used to guide marketing decisions and manage customer acquisition, retention, and development – all of which are critical for the management and allocation of resources in any organization. You will also explore two additional pillars of analytics and management: testing analytics and predictive modeling, both of which can improve the effectiveness of marketing programs and productivity. Finally, you will evaluate the ways organizations can create value for their customers, manage customer-centric change, and drive profitable growth. Throughout the journey, you will gain the analytical competency required to act on customer information and discover how to leverage that information strategically. More importantly, you will develop confidence working with analytics and managing multiple frameworks, which will put you in a great position to dive deeper into the world of analytics on your own. Note: While familiarity with R/RStudio is not a pre-requisite for this program, you will be asked to use R/RStudio for a variety of analytical activities. Solution code provided for practice opportunities can be copied, pasted, and adjusted for graded assessments, but some manipulation of that code will still be required.

Master the art of market research with this online certificate program designed to empower you with the insights and knowledge needed to create winning marketing strategies. By understanding your target audience, identifying opportunities, evaluating the competition, and making data-driven decisions, you will gain the essential skills to drive your organization's success in today's competitive marketplace. This comprehensive certificate program will equip you with the tools, techniques, and methodologies to excel in the field of market research and analysis. Throughout the courses, you will discover how to conduct effective research, segment and target customers, position brands, and communicate brand value. You’ll come away from the program armed with the knowledge and skills to create a lasting impact on your organization's growth and success. For the best experience in this program it is recommended to take these courses in the order that they appear.

Being a great storyteller allows you to engage with your audience in a meaningful way, building their trust as you communicate your message. In this certificate program, you will apply transmedia practices, or techniques that leverage various forms of media, to communicate your message to various stakeholder groups. By using any variety of media formats — videos, ad buttons, posters, social media, presentations, websites, or even comic books and graphic novels — you will discover how to choose the appropriate media form to engage specific stakeholders and create a campaign that targets and engages them. Using real-world examples, you’ll break down different campaigns and explain how the elements work together to address your stakeholders. This certificate program will provide you with the opportunity to practice strategic storytelling through rapid prototyping using an innovative UX design frame, creation of information-based comics, and the design of TEDx-style and PechaKucha-based presentations using your own content. You will also analyze real-world advertising and information campaigns to assess which storytelling elements could be leveraged to make the communications more effective. By the end of the certificate program, you will be able to apply strategic frameworks to improve your storytelling ability and reach new audiences wherever your work takes you. The courses in this certificate program are required to be completed in the order that they appear.

With applications in journalism, research, communications, and creative writing, narrative writing blends factual accuracy with engaging storytelling, making complex or personal topics accessible and compelling to a broad audience. This certificate program explores the various forms and potential uses of the narrative writing style, building skills to present real-life experiences and insights in a way that is both informative and resonant. You will begin by examining the core content and categories of the genre then turn to editing principles to enhance your writing by improving structure, language clarity, and consistency. Creative techniques will be introduced to amplify your message and maximize its impact as you are guided through the process of crafting compelling op-eds and persuasive essays. You'll also practice transforming personal experiences into engaging, publishable work by identifying the essence of your experiences and choosing the appropriate narrative arc. By mastering these skills, you will be able to not only captivate your audience but also effectively influence opinions, turning personal experiences into impactful content. For the best experience in this program, it is recommended to take these courses in the order that they appear.

The stronger your brand narrative – the story you tell about your brand via characters, settings, and themes – the more effective you can make all of your brand communications. In this program, you will hone your storytelling strategies and gain the skills needed to build an engaging brand narrative for your personal or professional brand. You will explore the different elements that make up a brand narrative and the ways a story can evoke emotion to make it memorable. Just as important as the content of your story is the mode used to tell it. Accordingly, you will examine the benefits of different platforms, such as podcasts and video. You’ll complete several hands-on projects to create storytelling media, including producing compelling interviews, while developing your audio and visual production skills. With your final products in hand, you will discover best practices to promote your work. The courses in this certificate program are required to be completed in the order that they appear.

Today’s marketing professionals are challenged to generate growth, engagement, and greater efficiency in an increasingly competitive environment. Master the essential marketing skills, principles, and tactics you need to help your brand stand apart in a rapidly evolving digital landscape. From foundational brand strategy to the paid media and data-driven performance analytics, this comprehensive program allows you to design your own integrated learning path. As your core learning path, you’ll enroll in the 10 marketing courses below from our Digital Marketing and Marketing Analytics certificate programs. Additionally, you can choose between the Marketing Strategy or Strategic Hospitality Marketing elective tracks for a total of 16 courses to complete the program. The courses in this certificate program are required to be completed in the order that they appear. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program. Note: While familiarity with R/RStudio is not a prerequisite for this program, you will be asked to use R/RStudio for a variety of analytical activities in certain courses. Solution code provided for practice opportunities can be copied, pasted, and adjusted for graded assessments, but some manipulation of that code will still be required.

Every customer interaction generates valuable data, offering organizations unprecedented insight into purchasing behaviors, brand loyalty, and response to marketing efforts. Today’s marketing leaders must transform this wealth of information into actionable strategies that drive growth and sharpen competitive advantage. In this certificate program, you will build foundational skills in statistical programming using R, setting the stage for advanced, data-driven marketing analysis. As you progress, you’ll explore core marketing applications, from measuring customer preferences and optimizing product positioning to leveraging attribution models and refining marketing mix strategies. Through hands-on experience with industry-relevant tools and methodologies, you’ll discover how to translate complex data into clear, profitable business decisions that maximize marketing impact. By completing this certificate, you will be prepared to harness data to improve marketing ROI, guide strategic choices, and lead your organization confidently in a data-centric marketplace. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. You’ll have six months to complete the required elements for this certificate program, but this flexible approach allows you to finish sooner based on your schedule.

In today’s rapidly evolving media landscape, even the most impactful initiatives can fail without strategic media communication that moves audiences to action. This certificate program is designed for professionals in or looking to transition to public-facing roles, providing essential skills for anyone who needs to amplify their message, build public support, and drive meaningful change through effective media engagement. In the program, you will gain practical tools and strategies to enhance your media presence while advancing your organization's mission. Through hands-on learning experiences, you'll discover the art of building relationships with key media influencers and create powerful narratives that drive action and support for public initiatives. As the program progresses, you will have the opportunity to explore ways to craft and deliver memorable spoken content that captures media attention through strategic storytelling and impactful delivery. By examining persuasive writing techniques for press releases, op-eds, and other media formats, you’ll discover how to transform complex issues into compelling narratives. Finally, you’ll strengthen your message in the media by building strategic validator networks that give your stories credible support and authenticity. The courses are particularly valuable for those who work in the public sector as well as experts and professionals who want to translate their technical work into narratives that resonate with broader audiences and influence public policy. By the conclusion of the program, you will have developed the ability to build a lasting media presence, overcome opposition, and drive meaningful change through strategic media relations and communication. The courses in this certificate program are required to be completed in the order that they appear.

With the expansion of regulation and consumer protection mandates, data privacy has emerged as one of today’s most urgent and complex marketing and technology issues. It’s now something for which every organization must develop an effective strategy. Many countries have passed restrictions on how marketers can use data in order to protect customers. While this can limit the business value of data, there are solutions that can enable you to provide data protection while also maximizing the data’s business value. In this certificate program, you will explore your organization’s data privacy journey. This starts with examining the types of data you collect and the privacy risks associated with this data. In particular, you will focus on privacy challenges that arise in customer relationship management and digital marketing data, along with possible solutions. Next, you will examine privacy policies of today’s leading companies and audit your own company’s privacy policy. You’ll have the opportunity to calculate various accuracy metrics to measure loss of business value due to privacy approaches such as aggregating or anonymizing customer data. Finally, you will explore emerging issues with newer forms of data such as text, geolocation, images, and IoT data. Throughout this program, you will calculate accuracy, uniqueness, privacy violations, and other metrics that will enable you to implement appropriate data policies and strategies that will enhance privacy while minimizing negative impacts to your business. To be successful in this program prior experience in Excel and, statistics or marketing analytics is necessary. The courses in this program are required to be taken in the order that they appear as the content builds throughout the series. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

As digital transformation continues to reshape how organizations operate, marketers are under increasing pressure to adopt performance-driven strategies powered by modern technology. Artificial intelligence is already transforming sales and marketing, raising important questions about the future of traditional marketing approaches. Is your organization keeping pace with these changes or is it missing opportunities to improve results through smarter, data-driven practices? In this certificate program, you will explore practical ways to apply artificial intelligence and machine learning to marketing. You’ll learn how these tools can improve decision making, optimize the customer journey, and strengthen the overall impact of marketing initiatives. You will begin with an assessment of your current marketing activities and discover how to build a digital strategy informed by AI and performance marketing principles. You’ll then develop digital marketing plans for both paid and owned media. In the final course, you’ll create a performance marketing plan and identify opportunities to enhance it using AI and machine learning. By the end of the program, you will have the skills, frameworks, and strategies needed to stay competitive in a rapidly evolving digital marketing landscape. The courses in this certificate program are required to be completed in the order that they appear. This course includes two years of free access to both Marketing Symposium and AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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.

With digital products on the rise, user experience design is fast becoming one of today’s most coveted careers. This certificate program approaches UX and other forms of product design through human-centered design, the practice of placing users and their needs as the focus of the work. This includes everything from creating effective and enjoyable user experiences to ethical and safe interactions between the user research team and the product. The courses begin with the foundational concepts of good design: human-computer interaction, usability, user experience, and user research. Beginning with understanding the user, you will plan and conduct user research to gain insights into real users; their backgrounds, goals, and behaviors. In the second stage of the design process, you’ll use your customer insights to develop scenarios and storyboards to formulate early visuals of the design concept. After gaining a firmer understanding of the design space, the physical visualizations begin to take shape as you lay out prototypes in the implementation stage. You’ll have the opportunity to use leading software tools to bring the design concept to fruition, gaining applied design skills in real-world UX, UI, and product design. In the last course and the final stage of the human-centered design process, you will evaluate your design. This will involve planning and running a usability testing session with someone from the user group and reporting on the results. At the end of the certificate program, you’ll have a high-fidelity prototype which can be incorporated into your design portfolio to demonstrate an advanced representation of your UX design skills. The courses in this certificate program are required to be completed in the order that they appear.

This front-end web development certificate is all about designing and building websites that are focused on the needs of users, striking a balance between form and function. From the very beginning, you will explore the ideas of mental models and target audience personas. By taking a design-first, code-second approach, you will learn to structure content and make informed design decisions based on the needs of potential website visitors before writing a single line of code. Foundational concepts of writing valid HTML and CSS are paired with accessibility best practices to ensure you can implement your designs effectively and accurately. Through an introduction to JavaScript, jQuery, and data collection, you will explore adding simple interactivity and forms to your websites. Throughout these courses, you will practice meeting the needs of your target audiences while designing web experiences that are attractive, functional, and accessible. The courses in this certificate program are required to be completed in the order that they appear.

When you’re marketing your services, success depends on knowing what target customers want and aligning it with the value your company delivers. This requires an integrated strategy that includes market analysis and demand management, marketing strategy, brand management, and marketing communications. By adopting this customer-centric approach to marketing, you’ll be better prepared to deliver memorable experiences, exceed customer expectations, gain competitive advantage, and ultimately position your company for success. This program includes two years of free access to Symposium! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore the marketing and hospitality industry’s most pressing topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming events. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program. For the best experience in this program it is recommended to take these courses in the order that they appear.