Loading...

Course Description

Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads. 

This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.  

Faculty Author

Clarence Lee

Benefits to the Learner

  • Understand the opportunities and strategies associated with the primary paid media channels
  • Assess the relevance of paid channels to addressing specific customer needs and marketing objectives
  • Identify resources that can assist with use of specific paid media channels
  • Draft a marketing plan for use of paid media

Target Audience

Any marketing manager, product manager or entrepreneur looking to gain a basic understanding of digital marketing.  Anyone who is looking to move into digital marketing or wants to have general knowledge of the role digital marketing plays in an organization.  This program is also suited for individuals who are looking to improve their ability to converse with marketing team members. 

Applies Towards the Following Certificates

Loading...

Enroll Now - Select a section to enroll in

Type
2 week
Dates
Aug 19, 2026 to Sep 01, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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 16, 2026 to Sep 29, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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 14, 2026 to Oct 27, 2026
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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 03, 2027 to Feb 16, 2027
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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 31, 2027 to Apr 13, 2027
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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
Total Number of Hours
10.0
Course Fee(s)
Standard Price $1,199.00

Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes two years of free access to both the Marketing Symposium and the AI Symposium! Symposium features various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing topics with your peers. 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.