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Course Description

In this course you will apply the core marketing concepts of segmentation, targeting and positioning to a product or service. You will then explore the strategic role of pricing and methods for influencing buying decisions. You will also address common pricing errors and identify instances of pricing mistakes in the market. At the end of this course you will have developed a strategic approach to making pricing decisions.

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

  • Essentials of Marketing Strategy

Faculty Author

Doug Stayman, Associate Dean for MBA Programs

Benefits to the Learner

  • Apply the concepts of segmentation, targeting, and positioning to a product or service
  • Identify and avoid common strategic pricing mistakes
  • Employ a strategic, proactive approach in pricing decisions

Target Audience

  • Marketing managers
  • Project and product managers
  • Anyone responsible for producing or executing a marketing plan
  • Non-marketing professionals and business leaders looking to develop marketing strategy

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
start-now (A)
Dates
Jan 01, 2020 to Jan 01, 2031
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
start-now (A)
Dates
Jan 01, 2020 to Jan 01, 2031
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
start-now (B)
Dates
Dec 31, 2021 to Dec 31, 2030
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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