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Course Description

In this course, you will see that brand activation is much more than clever communications or perfectly placed messages. You will begin developing your skills in brand activation by identifying and analyzing a brand target market and determining consumer insights that will prepare you to create an activation plan. You will then define the brand values, personality, and purpose, and craft a brand positioning statement for your selected brand. These elements help ensure the activation plan aligns with the brand. You will also write key elements of a communication brief to ensure that all messaging and communication pieces align with the brand and with each other. Finally, you will outline a marketing communications approach specific to your brand and your target market that will lend itself to successful brand activation.

Faculty Author

Patti Mandel

Benefits to the Learner

  • Define a target market profile and consumer insights
  • Develop your brand's values, personality, purpose, and positioning statement
  • Create communication brief elements that inspire breakthrough thinking
  • Establish criteria to ensure creative content delivers on brand strategy
  • Identify different types of marketing tools that can efficiently and effectively reach your target market

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
Nov 27, 2024 to Dec 10, 2024
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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
Jan 08, 2025 to Jan 21, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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
Feb 19, 2025 to Mar 04, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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
Apr 02, 2025 to Apr 15, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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 14, 2025 to May 27, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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 25, 2025 to Jul 08, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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 06, 2025 to Aug 19, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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 17, 2025 to Sep 30, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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 29, 2025 to Nov 11, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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 10, 2025 to Dec 23, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year 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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