The success of every organization depends on attracting and retaining customers. Although the marketing concepts for doing so are well established, digital technology has empowered customers, while producing massive amounts of data, revolutionizing the processes through which organizations attract and retain customers. In this course, students will learn how to identify new opportunities to create value for empowered consumers, develop strategies that yield an advantage over rivals, and develop the data science skills to lead more effectively, allocate resources, and to confront this very challenging environment with confidence.
Ce cours fait partie de la Spécialisation Leadership organisationnel
Leadership Through Marketing
proposé par
À propos de ce cours
4.6
259 notes
Compétences que vous acquerrez
AdvertisingData AnalysisAnalyticsMarketing
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Leading Strategy with a Customer Perspective with Gregory Carpenter
In this module, we will explore the changes that the digital age has empowered consumers and the impact of that change on how firms create value for consumers and competitive advantage in the process. We will explore the strategy development process, the role of brands, and the the successful evolution of brands over time.
7 vidéos (Total 36 min), 3 lectures, 1 quiz
7 vidéos
The Digital Revolution6 min
Why Marketing Is a Leadership Issue5 min
Understanding Customers5 min
Creating Valuable Brands5 min
Brand Evolution: Pioneering Brands5 min
Late Mover Advantage5 min
3 lectures
Meet Your Professors10 min
Grading and Logistics10 min
Optional Readings and Suggested Textbooks10 min
Semaine
2Creating a truly customer-focused culture to unleash growth with Gregory Carpenter and Sanjay Khosla
In this module, we will explore the concept of corporate culture and how you as a leader can help create a culture well suited for the digital age. We will explore the nature of culture, the values of successful firms, how firms adapt to change, empower individuals, and unleash growth.
6 vidéos (Total 35 min), 1 quiz
6 vidéos
Digital-Age Culture6 min
Culture Change4 min
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth7 min
Unleash People- Give Blank Checks6 min
Execute - Think Big, Start Small, Scale Fast4 min
Semaine
3Leadership’s Role in Analytics with Florian Zettelmeyer
Why the data explosion in marketing has made an understanding of Big Data and Analytics essential for Leadership through Marketing.
6 vidéos (Total 31 min), 1 quiz
6 vidéos
The Moneyball Story Revisited4 min
Why Analytics Requires Managerial Judgment5 min
Why Analytics Requires Process and Incentive Changes7 min
Why Analytics Has To Be Problem Driven5 min
Why You Need a Working Knowledge of Data Science4 min
1 exercice pour s'entraîner
Module 3 Quiz16 min
Semaine
4A Working Knowledge of Data Science with Florian Zettelmeyer
Get started with a Working Knowledge of Data Science by learning a simple framework that will help you catch a large fraction of the bad analytics you encounter on a regular basis.
11 vidéos (Total 51 min), 3 lectures, 1 quiz
11 vidéos
Introduction7 min
Why Analytics Goes Bad3 min
The Data Generating Process4 min
Causality and Probabilistic Equivalence7 min
The Causality Checklist - Pre-Existing Differences4 min
The Causality Checklist - Common Drivers5 min
The Causality Checklist - Reverse Causality4 min
The Causality Checklist - Confounds and Summary5 min
Why Bad Causal Analytics Need Not Be Useless3 min
Wrap-Up2 min
Conclusion to Course 4 with Dean Blount1 min
3 lectures
Case — Pentathlon: Promotional E-mail Frequency10 min
Case — Microsoft: Social Engagement10 min
Case — Red: Promoted Tweets Experiment10 min
4.6
52 avis10%
a obtenu une augmentation de salaire ou une promotion
Meilleurs avis
par M•Mar 7th 2016
This course seemed to be easy; however it wasn't. the quiz was very tricky and had it's complexity that make us to wonder if we have the concept right in our mind. The teacher is amazing as well!.
par IV•Sep 27th 2016
The first half was interesting, but the second one was very dry. The second half contained more statistical related content, but it was not presented in an engaging manner.
Enseignants
Greg Carpenter
James Farley/Booz Allen Hamilton Professor of Marketing Strategy, Director of the Center for Market Leadership, Faculty Director, Kellogg Markets and Customers Initiative (KMCI)Kellogg School of Management
Florian Zettelmeyer
Nancy L. Ertle Professor of Marketing, Director, Program on Data Analytics at KelloggKellogg School of Management
Sanjay Khosla
Adjunct Professor of Executive EducationKellogg School of Management
À propos de Université Northwestern
Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.
À propos de la Spécialisation Leadership organisationnel
Equip yourself to successfully lead organizations through clarity of purpose and effective collaboration — by building and motivating teams; designing and delivering powerful stories; developing strategies to appropriately influence; understanding underlying customer analytics and applying innovative approaches to deliver impact.
How do aspiring managers succeed in an ever-changing business environment? How do they lead different groups to action? This specialization equips aspiring managers to lead change and leverage different roles and functions within for-profit institutions to create lasting value in the marketplace. Throughout the five courses, we will explore how great leaders assess themselves and lead collaborative teams that effectively manage negotiations and conflict. We will discover how leaders communicate through storytelling and employ other communication strategies to influence. Furthermore, we will learn how organizations start with the clarity of purpose that comes from an understanding of customers’ needs, including leveraging data analytics, and use that focus to drive the design of products and services to meet those needs effectively. At the end of the coursework, students will create a capstone project that allows them to apply what they have learned.
Each of the individual courses can be audited for free: 1-High Performance Collaboration: Leadership, Teamwork, and Negotiation, 2-Leadership Communication for Maximum Impact: Storytelling, 3-Leadership Through Social Influence, 4-Leadership Through Marketing, 5-Leadership Through Design Innovation.
Foire Aux Questions
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Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.
À quoi ai-je droit si je m'abonne à cette Spécialisation ?
Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
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