Fundamentals of Modern Marketing - Courses & Programs

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 Apple products, the messaging strategies used by Cottonelle and Pedigree dog food, and how Google and Facebook design their advertising platforms.

Working with other students, you'll define and analyze marketing tactics and strategies as you examine topics including consumer behavior; segmentation and targeting; market research; branding; retailing and wholesaling; integrated marketing communications; advertising, PR, and personal selling; digital marketing; international marketing; competitive strategies; and social responsibility 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

Sherif Nasser

Visiting assistant professor, Charles H. Dyson School of Applied Economics and Management and the Samuel Curtis Johnson Graduate School of Management, Cornell University

Student experiences

"Dr. Nasser was very knowledgeable, organized, and approachable and really helped me understand modern marketing."

"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."