Demand
MarketingCornell

Certificate Program

When you think about what data analysts and data scientists do on a day-to-day basis, you might have a general understanding of types of conclusions they make, but how do they arrive at those conclusions? The statistical programming language R is widely used in data science; understanding the basics of how it works can help you manipulate and visualize data in a quick, flexible manner, and it may improve your communication with data scientists on your team.

In this course, you will explore the basics of statistical programming and develop R skills. As you hone your ability to use commands in R, you will combine those basic skills to complete more complex tasks, such as data manipulation and visualization. Finally, you will examine how to repeat tasks in R, which makes it easier to manipulate large data sets. This course involves many hands-on coding exercises to help you gain confidence in your newfound programming skills.

System requirements: This course contains a virtual programming environment that does not support the use of Safari, Edge, tablets, or mobile devices. Please use Chrome, Firefox, or Internet Explorer on a computer for this course.

Designing and introducing new products or services to the market is a risky business; it is important to understand that most new products will fail. At the same time, this process is the lifeblood of many businesses. So how can that risk be mitigated to gain competitive advantage? In this course, you will discover how to design a conjoint study and quantify the value that consumers place on product attributes and their levels. This customer preference data can give you an edge when it comes to designing, positioning, and pricing new products or services.

You are required to have completed the following course or have equivalent experience before taking this course:

• Exploring Data Sets With R

In this course, you will examine how to use statistics, economics, and econometrics to structure and build marketing mix models using aggregate marketing data. Taking into consideration both controllable and uncontrollable factors as predictor variables, you will explore how to explain marketing outputs such as sales volumes. Using this data, you will determine optimal (i.e., profit-maximizing) pricing and then take a step back to analyze the reasonableness of your prices. Finally, you will discover how to account for the persistent effects of marketing within your marketing mix models, which will provide you with a full, accurate picture of how effective your marketing activities truly are.

You are required to have completed the following course or have equivalent experience before taking this course:

• Exploring Data Sets With R

In this course, you will explore the growth and impact of increasing international and domestic (U.S.) investment in digital advertising. In detailing the two main approaches — display and sponsored search advertising — you'll understand how most "free" media markets are actually “two-sided” markets, requiring platforms to satisfy two user groups in order to make a profit. You will become familiar with the critical metrics used to evaluate ad performance as you go hands-on to compute the ROI of various activities based on data provided within a scenario. From here, you will examine the need for multi-touch attribution and become aware of the intricacies of rules-based and data-based attribution. Finally, you will learn about randomized field experiments as a method for evaluating ad performance, as well as the pros and cons inherent in this approach.

You are required to have completed the following course or have equivalent experience before taking this course:

• Exploring Data Sets With R

Symposium sessions feature two days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. The Marketing Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.

Join us for the next Symposium, in which we’ll share experiences from across the industry, inspiring real-time conversations about best practices, innovation, and the future of marketing work. You will support your coursework by applying your knowledge and experiences to some of the most pressing topics and trends in the marketing field. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.

Upcoming Symposium: August 13 – 14, 2024 11AM – 1PM ET

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.