Fundamentals of Modern Marketing - Programs & Courses

This program will be offered online!

This program has been converted to an online course: Marketing (AEM 2400).

Featuring the same faculty and rigorous Cornell education as the on-campus version, this three-credit course will run July 13–July 31.

To enroll, review the course description, read about online courses and follow the registration steps.

Please contact us if you have questions.

Read about Summer College and the Novel Coronavirus (COVID-19)

Delve into the art of marketing

In this rigorous program, you'll gain an understanding of the forces at work in the buying and selling of goods, services, and ideas.

You'll learn about the principles and fundamentals of modern marketing by exploring real-world examples, such as the evolution of Tesla’s products and distribution, how Halo Top and other niche marketers compete with Unilever, and the communication approaches of Google’s Unskippable Labs (digital advertising) and Cheetos/USA Curling (sales promotion).

Working with other students, you'll identify and analyze marketing strategies and tactics as you examine topics including strategic planning; consumer behavior; segmentation and targeting; market research and analytics; branding; retailing and wholesaling; integrated marketing communications (advertising, publicity, sales promotion, personal selling, and digital marketing); and ethics.

Rounding out the program will be visits from industry guest lecturers.

You'll be expected to participate actively in class discussions, working with your classmates to synthesize different perspectives. In the process, you'll build your marketing knowledge, sharpen your decision-making capabilities, and develop your teamwork and communication skills.

Requirements & schedule

What is Summer College?

Program highlights

Become familiar with the principles and fundamentals of modern marketing.
Develop the ability to analyze complex business situations.
Learn how organizations plan, price, promote, and distribute their goods and services in today's global economy.
Explore the issues faced by marketing managers and delve into the techniques they use in choosing and evaluating marketing strategies.
Improve your teamwork skills.

This program is offered in conjunction with the Dyson School, part of Cornell's SC Johnson College of Business. The Dyson School's undergraduate business program, among the largest and most selective majors at Cornell, is currently ranked in the top 10 nationwide by both Bloomberg Businessweek and U.S. News and World Report.

Faculty

Our programs offer you the rare opportunity to work closely with some of Cornell's most distinguished professors. Under their guidance, you'll develop the critical thinking and writing skills essential for success in college. You'll also have the chance to talk with them about your academic goals and career aspirations.

See faculty

G. Scott Erickson

Professor, SC Johnson College of Business, Cornell University

Student experiences

"Over the summer at Cornell, I experienced the environment that I want to live and learn in. I made so many incredible friendships with curious and inventive people from all over the world, went on fun and educational adventures, and worked with brilliant professors, TAs, and students in a rigorous and supportive atmosphere."

"I learned a lot about modern marketing and applied it to concrete practice by doing case studies... I found plenty of inspiring ideas that can be applied to my future entrepreneurship."