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
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Spécialisation Leadership organisationnelUniversité NorthwesternÀ propos de ce cours
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Cours 4 sur 6 dans le
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Approx. 7 heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Compétences que vous acquerrez
AdvertisingData AnalysisAnalyticsMarketing
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 4 sur 6 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Approx. 7 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Offert par
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.
Programme du cours : ce que vous apprendrez dans ce cours
2 heures pour terminer
Leading 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.
2 heures pour terminer
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
2 heures pour terminer
Creating 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.
2 heures pour terminer
6 vidéos (Total 35 min)
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
1 heure pour terminer
Leadership’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.
1 heure pour terminer
6 vidéos (Total 31 min)
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 Quiz30 min
2 heures pour terminer
A 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.
2 heures pour terminer
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
Avis
Meilleurs avis pour LEADERSHIP THROUGH MARKETING
par M6 mars 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 AH3 déc. 2019
Very good one! professor had done good job. I have liked this session best compare to any one. Analytics examples and they it was delt is really good. but topic is little complex in nature !
par IV26 sept. 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.
par CH1 août 2018
Florian Zettelmeyer should receive a full course. His two weeks' of material was extremely interesting, important, needed, and well designed.
À propos du 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.
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