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Course Description

Brand planning is the process of devising the specific actions needed to enable the brand to attain brand performance goals.The process of developing the brand plan helps to identify opportunities to grow and create value for your brand. In this course, you will refine your ability to create a brand plan by investigating each step of the process and developing a plan for an existing brand of your choice. You will start by completing a situation analysis for your chosen brand. You will then draw conclusions from the analysis and determine objectives and strategies for the brand. Finally, you will develop an executional roadmap to deliver on at least one of your identified strategic directions for your brand.

Faculty Author

Patti Mandel

Benefits to the Learner

  • Complete a situation analysis, which includes obtaining deep brand knowledge with the aid of a brand assessment tool
  • Identify key issues, strategic implications, and opportunities from the situation analysis results
  • Develop a strategic plan for the direction of your brand

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
Sep 16, 2026 to Sep 29, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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 28, 2026 to Nov 10, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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
Nov 11, 2026 to Nov 24, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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 09, 2026 to Dec 22, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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 06, 2027 to Jan 19, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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 20, 2027 to Feb 02, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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
Mar 03, 2027 to Mar 16, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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 14, 2027 to Apr 27, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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 28, 2027 to May 11, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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 26, 2027 to Jun 08, 2027
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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 23, 2027 to Jul 06, 2027
Course Fee(s)
Regular Price $999.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years 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.