Acerca de este Curso
4.6
241 calificaciones
51 revisiones
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....
Globe

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
Calendar

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Clock

Approx. 12 hours to complete

Sugerido: 3 weeks, 1 - 2 hours per week...
Comment Dots

English

Subtítulos: English...

Habilidades que obtendrás

AdvertisingData AnalysisAnalyticsMarketing
Globe

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
Calendar

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Clock

Approx. 12 hours to complete

Sugerido: 3 weeks, 1 - 2 hours per week...
Comment Dots

English

Subtítulos: English...

Programa - Qué aprenderás en este curso

Week
1
Clock
3 horas para completar

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....
Reading
7 videos (Total: 36 min), 3 readings, 1 quiz
Video7 videos
The Digital Revolution6m
Why Marketing Is a Leadership Issue5m
Understanding Customers5m
Creating Valuable Brands5m
Brand Evolution: Pioneering Brands5m
Late Mover Advantage5m
Reading3 lecturas
Meet Your Professors10m
Grading and Logistics10m
Optional Readings and Suggested Textbooks10m
Week
2
Clock
3 horas para completar

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....
Reading
6 videos (Total: 35 min), 1 quiz
Video6 videos
Digital-Age Culture6m
Culture Change4m
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth7m
Unleash People- Give Blank Checks6m
Execute - Think Big, Start Small, Scale Fast4m
Week
3
Clock
1 hora para completar

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....
Reading
6 videos (Total: 31 min), 1 quiz
Video6 videos
The Moneyball Story Revisited4m
Why Analytics Requires Managerial Judgment5m
Why Analytics Requires Process and Incentive Changes7m
Why Analytics Has To Be Problem Driven5m
Why You Need a Working Knowledge of Data Science4m
Quiz1 ejercicio de práctica
Module 3 Quiz16m
Week
4
Clock
3 horas para completar

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....
Reading
11 videos (Total: 51 min), 3 readings, 1 quiz
Video11 videos
Why Analytics Goes Bad3m
The Data Generating Process4m
Causality and Probabilistic Equivalence7m
The Causality Checklist - Pre-Existing Differences4m
The Causality Checklist - Common Drivers5m
The Causality Checklist - Reverse Causality4m
The Causality Checklist - Confounds and Summary5m
Why Bad Causal Analytics Need Not Be Useless3m
Wrap-Up2m
Conclusion to Course 4 with Dean Blount1m
Reading3 lecturas
Case — Pentathlon: Promotional E-mail Frequency10m
Case — Microsoft: Social Engagement10m
Case — Red: Promoted Tweets Experiment10m
4.6
Briefcase

83%

consiguió un beneficio tangible en su carrera profesional gracias a este curso
Money

11%

consiguió un aumento de sueldo o ascenso

Principales revisiones

por MMar 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!.

por IVSep 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.

Instructores

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 Kellogg
Kellogg School of Management

Sanjay Khosla

Adjunct Professor of Executive Education
Kellogg School of Management

Acerca de Northwestern University

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. ...

Acerca del programa especializado Organizational Leadership

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....
Organizational Leadership

Preguntas Frecuentes

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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