Essential Business MOOCs For July

Cornell Johnson School of Management

Bill Carroll, a senior lecturer at Cornell University

Projecting Your Brand Through New Media

School: Cornell University

Platform: Canvas

Link: Projecting Your Brand Through New Media

Start Date: Self-Paced

Workload: Not Specified

Instructors: Bill Carroll and Robert Kwortnik  

Credentials: Dr. Carroll teaches courses in economics, pricing, and marketing distribution in Cornell’s School of Hotel Administration. A retired U.S. Army Lieutenant with a Ph.D. in Economics from Penn State, Carroll previously served as a division vice president at Hertz, where he oversaw pricing, yield management, and counter sales. He later managed publications like Travel Weekly, Official Meetings and Facilities Guide, and The Hotel and Travel Index for Reed Elsevier’s Travel Group. Most recently, he was the CEO of Marketing Economics, a travel consulting firm.

A Temple Ph.D., Dr. Kwortnik has been named “Teacher of the Year” eight times by the students of the Cornell School of Hotel Administration. A highly-cited researcher, Kwortnik interests include consumer behavior, service experience, and leisure cruises (where he is considered an industry expert).

Graded: This course is not graded.

Description: A website is the online equivalent to a company’s headquarters. And every variable – from color to typeface to images – conveys their brand values and experience. In this course, students will learn the criteria for evaluating how an organization projects its brand promise online. They will examine questions like, “Is the brand voice consistent” and “Does it reflect their values and expectations?” From there, they will apply tools that reinforce brand unity across various online mediums. The course is taught through video lectures.

Review: No reviews available.

Additional Note: This course will only be available through August 30th.