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.
Этот курс входит в специализацию ''Специализация Руководство организацией'
Leadership Through Marketing
от партнера
Программа курса: что вы изучите
Неделя
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 видео ((всего 36 мин.)), 3 материалов для самостоятельного изучения, 1 тест
7 видео
The Digital Revolution6мин
Why Marketing Is a Leadership Issue5мин
Understanding Customers5мин
Creating Valuable Brands5мин
Brand Evolution: Pioneering Brands5мин
Late Mover Advantage5мин
3 материала для самостоятельного изучения
Meet Your Professors10мин
Grading and Logistics10мин
Optional Readings and Suggested Textbooks10мин
Неделя
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 видео ((всего 35 мин.)), 1 тест
6 видео
Digital-Age Culture6мин
Culture Change4мин
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth7мин
Unleash People- Give Blank Checks6мин
Execute - Think Big, Start Small, Scale Fast4мин
Неделя
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 видео ((всего 31 мин.)), 1 тест
6 видео
The Moneyball Story Revisited4мин
Why Analytics Requires Managerial Judgment5мин
Why Analytics Requires Process and Incentive Changes7мин
Why Analytics Has To Be Problem Driven5мин
Why You Need a Working Knowledge of Data Science4мин
1 практическое упражнение
Module 3 Quiz16мин
Неделя
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 видео ((всего 51 мин.)), 3 материалов для самостоятельного изучения, 1 тест
11 видео
Introduction7мин
Why Analytics Goes Bad3мин
The Data Generating Process4мин
Causality and Probabilistic Equivalence7мин
The Causality Checklist - Pre-Existing Differences4мин
The Causality Checklist - Common Drivers5мин
The Causality Checklist - Reverse Causality4мин
The Causality Checklist - Confounds and Summary5мин
Why Bad Causal Analytics Need Not Be Useless3мин
Wrap-Up2мин
Conclusion to Course 4 with Dean Blount1мин
3 материала для самостоятельного изучения
Case — Pentathlon: Promotional E-mail Frequency10мин
Case — Microsoft: Social Engagement10мин
Case — Red: Promoted Tweets Experiment10мин
4.6
Рецензии: 5210%
стал больше зарабатывать или получил повышение
Лучшие рецензии
автор: 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!.
автор: 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.
Преподавателя
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
О Северо-Западный университет
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.
О специализации ''Руководство организацией'
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.
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