CUES is pleased to partner with Cornell University to bring you a new series of digital institutes!
Digital marketing is one of the most effective ways to build member relationships and promote your credit union’s products or services—but it can also be a struggle to make sense of the sea of acronyms, technologies and platforms.
We’ll start with an overview of the digital marketing landscape, to prepare you to implement a series of proven frameworks within your organization. Then, we’ll take a look at opportunities and strategies associated with leading channels and platforms including digital, mobile and emerging technologies.
You will be guided, step by step, in assessing member needs and marketing objectives, and in creating your own digital marketing plans for both paid and owned media. By the end of this program, you’ll pull your digital marketing ideas together into a single, integrated plan based on your credit union’s priorities and resources.
The Strategy and Digital Marketing program consists of four, two-week eCornell courses, plus two 90-minute live online sessions led by Cornell faculty.
You’ll also find discussion boards and activities are customized specifically for the unique challenges and opportunities of credit unions.
Students who complete course work will earn an executive certificate from CUES and Cornell University, demonstrating their knowledge and ability to apply what they’ve learned to their careers and credit unions.
Why Attend?
- The coursework has been developed specifically for the credit union industry and is only available through CUES.
- This is a unique opportunity to access exceptional executive education from Cornell University, without travel.
- The eCornell approach positions you as an active participant in the learning process, allowing you to build the necessary problem-solving skills at your own pace and in your own style to confront the real challenges you face on the job and in life.
- You’ll learn directly from esteemed Cornell University faculty.
- Each course has a defined start and end date, offering structured flexibility for you to fit into your busy schedule.
- Activities, discussion boards, and live-taught online sessions are designed and created for the credit union industry.
- You’ll be part of a cohort of other learners, so you can connect with colleagues as you share and exchange your own experiences.
- You’ll earn an executive certificate, demonstrating your commitment to the importance of strategic and digital marketing
Two live-taught, 90-minute facilitated sessions with esteemed Cornell faculty
Dates for the live sessions are yet to be determined.
April 21- May 4, 2021
Given all the players, platforms and opportunities associated with digital marketing, it can seem overwhelming. Don't let that stop you.
This course provides a clear overview of the digital marketing world. Discover how players such as ad networks, demand-side platforms and data management platforms interact with advertisers, agencies and publishers. Then learn how to use time-proven frameworks to assess your members’ needs and identify your primary marketing objectives. Once you've put that all together, you'll learn how to evaluate the performance of digital marketing campaigns.
Key Takeaways
- Analyze the roles played by key players in digital marketing
- Use several frameworks to assess member needs and develop objectives
- Identify member segments that can be targeted in marketing efforts
- Prepare for the use of key performance indicators to evaluate success
*Dates are subject to change.
May 5-May 18, 2021
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.
Key Takeaways
- Understand the opportunities and strategies associated with the primary paid media channels
- Assess the relevance of paid channels to addressing specific member 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
*Dates are subject to change.
May 19- June 1, 2021
Marketing within your own digital properties—such as your organization's website, blog or social media pages—is an effective way to build deeper relationships with existing members and attract the attention of new ones.
This course covers the unique opportunities of “owned media” and how those differ from “paid media.” You will learn more about content marketing, search engine optimization, social media fan pages, mobile apps, and virtual reality apps, and assess the relevancy of owned media initiatives for your own marketing objectives. By the end of this course, you will have a plan outlining a strategy for your own potential use of these channels.
Key Takeaways
- Understand the opportunities and strategies for the primary owned media channels
- Assess the relevance of owned media channels to addressing specific member needs and marketing objectives
- Identify resources that can assist with use of specific owned media channels
- Draft a marketing plan for use of owned media
*Dates are subject to change.
June 2 – June 15, 2021
Properly utilizing digital marketing allows you to promote your products and services while building member relationships through paid media and owned media initiatives. So how do you put them together to create a comprehensive, effective marketing plan?
This course will help you evaluate and combine your ideas to create a single, encompassing marketing plan. This plan will include the priorities, resourcing and performance metrics appropriate for your organization. Once complete, you will be able to immediately put this plan in place to drive results.
Key Takeaways
- Decide whether utilizing paid or owned media is the best approach to various marketing objectives
- Determine appropriate resourcing across selected channels
- Identify metrics you will use to measure performance of marketing campaigns
- Develop and implement a comprehensive marketing plan
- Establish plans for updating your approach as policies, technologies and needs change
*Dates are subject to change.
Dates to be determined.
Learn about the role marketing plays within an organization, and explore ethical questions that surround marketing practices, the impact a strategic approach can have on marketing within your credit union, and the components of a well-defined marketing strategy and overall business strategy.
In defining how your organization will successfully engage customers, prospects and competitors in the market arena, you will discover how to think strategically about the market you're in, why you're in that market, and what you're trying to accomplish in that market. You'll also gain a strategic view of your organization's brand.
Dates to be determined.
An organization's brand is one of its most valuable assets. Your credit union’s brand represents the themes and ideas that your members associate with it. The value of your brand—called brand equity—impacts everything from member awareness to the salience of your brand in the market. Creating and communicating the value of your brand across channels can improve the value of your credit union and the return on your marketing.
You will look at the value of a brand through brand equity from both the firm’s and the member’s perspective. You will make the connection between member loyalty and building brand equity. You will also discuss marketing communications—how they work, what forms exist, and how you use them to build brand equity.
Ivy League Curricula and Top-Ranked Faculty
eCornell is Cornell University’s online learning platform, which provides online professional and executive development to students around the world. eCornell courses are all developed by Cornell University faculty, and often include practical insights from other industry experts. All eCornell course content comes from top-rated programs with proven curricula.
Expert Led, with Structured Flexibility
eCornell courses are online and expert led with structured flexibility. Courses are facilitated by subject-matter experts, who will guide you, challenge you, and help you apply the course concepts to your real-world, on-the-job circumstances. Each course has a defined start and end date, but is designed to accommodate the schedules of busy professionals and allow students to complete their work at the times that work best for them, daytime, evening, or weekends.
Start and End Dates Drive Completion
A critical part of successful self-directed learning is to have a finish line, so eCornell courses have defined start dates and end dates. Most eCornell courses take about six to eight hours to complete, over a two-week period.
Interaction & Collaboration
As an eCornell student, you are never alone in your course. You are part of a cohort of other credit union staff members from across North America. Required discussions play an important part in your course, giving you and your classmates the opportunity to share and exchange your own experiences, best practices, perspectives, and examples. All this shared learning is facilitated by an instructor who brings both subject-matter expertise and real-world experience. Your interaction with peers from different organizations, and backgrounds fosters collaboration, networking, and a lot of practical, shared learning.
Emphasis on Practice and Application
The ability for you to interact with expert instructors, to ask questions and receive answers, and to learn with—and from—other participants keeps the learning interesting, practical, and above all, relevant to your work.
And there’s one more key component: practice opportunities.
Most eCornell courses include a project, which challenges you to apply the course concepts to your own organization. Others include interactive scenarios, simulations, and other engaging practice activities. All courses include tools, techniques, or job aids that you can put to immediate use in your work.
Every certificate program and course is developed with very tangible outcomes in mind. To eCornell, it’s not enough if a course helps you to know something, or even to understand it. Programs are designed to go much further, to equip you to do something—better or for the first time—at your job.
We ask, “after completing this course, what will participants be able to analyze, identify, assess, implement, calculate, or influence that they couldn’t before?” eCornell courses draw on a variety of components to provide this practical learning:
- Discussions
- Projects
- Practice activities
- Short videos
- Interviews with industry experts
- Online tools and downloadable resources
- Case studies and examples
- The guidance of an instructor
The eCornell approach positions you as an active participant in the learning process, allowing you to build the necessary problem-solving skills at your own pace and in your own style to confront the real challenges you face on the job and in life.
CUES is pleased to partner with Cornell University to bring you a new series of digital institutes!
Digital marketing is one of the most effective ways to build member relationships and promote your credit union’s products or services—but it can also be a struggle to make sense of the sea of acronyms, technologies and platforms.
We’ll start with an overview of the digital marketing landscape, to prepare you to implement a series of proven frameworks within your organization. Then, we’ll take a look at opportunities and strategies associated with leading channels and platforms including digital, mobile and emerging technologies.
You will be guided, step by step, in assessing member needs and marketing objectives, and in creating your own digital marketing plans for both paid and owned media. By the end of this program, you’ll pull your digital marketing ideas together into a single, integrated plan based on your credit union’s priorities and resources.
The Strategy and Digital Marketing program consists of four, two-week eCornell courses, plus two 90-minute live online sessions led by Cornell faculty.
You’ll also find discussion boards and activities are customized specifically for the unique challenges and opportunities of credit unions.
Students who complete course work will earn an executive certificate from CUES and Cornell University, demonstrating their knowledge and ability to apply what they’ve learned to their careers and credit unions.
Why Attend?
- The coursework has been developed specifically for the credit union industry and is only available through CUES.
- This is a unique opportunity to access exceptional executive education from Cornell University, without travel.
- The eCornell approach positions you as an active participant in the learning process, allowing you to build the necessary problem-solving skills at your own pace and in your own style to confront the real challenges you face on the job and in life.
- You’ll learn directly from esteemed Cornell University faculty.
- Each course has a defined start and end date, offering structured flexibility for you to fit into your busy schedule.
- Activities, discussion boards, and live-taught online sessions are designed and created for the credit union industry.
- You’ll be part of a cohort of other learners, so you can connect with colleagues as you share and exchange your own experiences.
- You’ll earn an executive certificate, demonstrating your commitment to the importance of strategic and digital marketing
Two live-taught, 90-minute facilitated sessions with esteemed Cornell faculty
Dates for the live sessions are yet to be determined.
April 21- May 4, 2021
Given all the players, platforms and opportunities associated with digital marketing, it can seem overwhelming. Don't let that stop you.
This course provides a clear overview of the digital marketing world. Discover how players such as ad networks, demand-side platforms and data management platforms interact with advertisers, agencies and publishers. Then learn how to use time-proven frameworks to assess your members’ needs and identify your primary marketing objectives. Once you've put that all together, you'll learn how to evaluate the performance of digital marketing campaigns.
Key Takeaways
- Analyze the roles played by key players in digital marketing
- Use several frameworks to assess member needs and develop objectives
- Identify member segments that can be targeted in marketing efforts
- Prepare for the use of key performance indicators to evaluate success
*Dates are subject to change.
May 5-May 18, 2021
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.
Key Takeaways
- Understand the opportunities and strategies associated with the primary paid media channels
- Assess the relevance of paid channels to addressing specific member 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
*Dates are subject to change.
May 19- June 1, 2021
Marketing within your own digital properties—such as your organization's website, blog or social media pages—is an effective way to build deeper relationships with existing members and attract the attention of new ones.
This course covers the unique opportunities of “owned media” and how those differ from “paid media.” You will learn more about content marketing, search engine optimization, social media fan pages, mobile apps, and virtual reality apps, and assess the relevancy of owned media initiatives for your own marketing objectives. By the end of this course, you will have a plan outlining a strategy for your own potential use of these channels.
Key Takeaways
- Understand the opportunities and strategies for the primary owned media channels
- Assess the relevance of owned media channels to addressing specific member needs and marketing objectives
- Identify resources that can assist with use of specific owned media channels
- Draft a marketing plan for use of owned media
*Dates are subject to change.
June 2 – June 15, 2021
Properly utilizing digital marketing allows you to promote your products and services while building member relationships through paid media and owned media initiatives. So how do you put them together to create a comprehensive, effective marketing plan?
This course will help you evaluate and combine your ideas to create a single, encompassing marketing plan. This plan will include the priorities, resourcing and performance metrics appropriate for your organization. Once complete, you will be able to immediately put this plan in place to drive results.
Key Takeaways
- Decide whether utilizing paid or owned media is the best approach to various marketing objectives
- Determine appropriate resourcing across selected channels
- Identify metrics you will use to measure performance of marketing campaigns
- Develop and implement a comprehensive marketing plan
- Establish plans for updating your approach as policies, technologies and needs change
*Dates are subject to change.
Dates to be determined.
Learn about the role marketing plays within an organization, and explore ethical questions that surround marketing practices, the impact a strategic approach can have on marketing within your credit union, and the components of a well-defined marketing strategy and overall business strategy.
In defining how your organization will successfully engage customers, prospects and competitors in the market arena, you will discover how to think strategically about the market you're in, why you're in that market, and what you're trying to accomplish in that market. You'll also gain a strategic view of your organization's brand.
Dates to be determined.
An organization's brand is one of its most valuable assets. Your credit union’s brand represents the themes and ideas that your members associate with it. The value of your brand—called brand equity—impacts everything from member awareness to the salience of your brand in the market. Creating and communicating the value of your brand across channels can improve the value of your credit union and the return on your marketing.
You will look at the value of a brand through brand equity from both the firm’s and the member’s perspective. You will make the connection between member loyalty and building brand equity. You will also discuss marketing communications—how they work, what forms exist, and how you use them to build brand equity.
Ivy League Curricula and Top-Ranked Faculty
eCornell is Cornell University’s online learning platform, which provides online professional and executive development to students around the world. eCornell courses are all developed by Cornell University faculty, and often include practical insights from other industry experts. All eCornell course content comes from top-rated programs with proven curricula.
Expert Led, with Structured Flexibility
eCornell courses are online and expert led with structured flexibility. Courses are facilitated by subject-matter experts, who will guide you, challenge you, and help you apply the course concepts to your real-world, on-the-job circumstances. Each course has a defined start and end date, but is designed to accommodate the schedules of busy professionals and allow students to complete their work at the times that work best for them, daytime, evening, or weekends.
Start and End Dates Drive Completion
A critical part of successful self-directed learning is to have a finish line, so eCornell courses have defined start dates and end dates. Most eCornell courses take about six to eight hours to complete, over a two-week period.
Interaction & Collaboration
As an eCornell student, you are never alone in your course. You are part of a cohort of other credit union staff members from across North America. Required discussions play an important part in your course, giving you and your classmates the opportunity to share and exchange your own experiences, best practices, perspectives, and examples. All this shared learning is facilitated by an instructor who brings both subject-matter expertise and real-world experience. Your interaction with peers from different organizations, and backgrounds fosters collaboration, networking, and a lot of practical, shared learning.
Emphasis on Practice and Application
The ability for you to interact with expert instructors, to ask questions and receive answers, and to learn with—and from—other participants keeps the learning interesting, practical, and above all, relevant to your work.
And there’s one more key component: practice opportunities.
Most eCornell courses include a project, which challenges you to apply the course concepts to your own organization. Others include interactive scenarios, simulations, and other engaging practice activities. All courses include tools, techniques, or job aids that you can put to immediate use in your work.
Every certificate program and course is developed with very tangible outcomes in mind. To eCornell, it’s not enough if a course helps you to know something, or even to understand it. Programs are designed to go much further, to equip you to do something—better or for the first time—at your job.
We ask, “after completing this course, what will participants be able to analyze, identify, assess, implement, calculate, or influence that they couldn’t before?” eCornell courses draw on a variety of components to provide this practical learning:
- Discussions
- Projects
- Practice activities
- Short videos
- Interviews with industry experts
- Online tools and downloadable resources
- Case studies and examples
- The guidance of an instructor
The eCornell approach positions you as an active participant in the learning process, allowing you to build the necessary problem-solving skills at your own pace and in your own style to confront the real challenges you face on the job and in life.