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.
Este curso forma parte de Programa Especializado - Organizational Leadership
ofrecido por
Programa Especializado - Organizational LeadershipUniversidad NorthwesternAcerca de este Curso
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Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 4 de 6 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 7 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
Habilidades que obtendrás
AdvertisingData AnalysisAnalyticsMarketing
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 4 de 6 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 7 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
ofrecido por
Universidad 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.
Programa - Qué aprenderás en este curso
2 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.
2 horas para completar
7 videos (Total 36 minutos), 3 lecturas, 1 cuestionario
7 videos
The Digital Revolution6m
Why Marketing Is a Leadership Issue5m
Understanding Customers5m
Creating Valuable Brands5m
Brand Evolution: Pioneering Brands5m
Late Mover Advantage5m
3 lecturas
Meet Your Professors10m
Grading and Logistics10m
Optional Readings and Suggested Textbooks10m
2 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.
2 horas para completar
6 videos (Total 35 minutos)
6 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
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.
1 hora para completar
6 videos (Total 31 minutos)
6 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
1 ejercicio de práctica
Module 3 Quiz30m
2 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.
2 horas para completar
11 videos (Total 51 minutos), 3 lecturas, 1 cuestionario
11 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
3 lecturas
Case — Pentathlon: Promotional E-mail Frequency10m
Case — Microsoft: Social Engagement10m
Case — Red: Promoted Tweets Experiment10m
Reseñas
Principales reseñas sobre LEADERSHIP THROUGH MARKETING
por M6 de mar. de 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 AH3 de dic. de 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 !
por IV26 de sep. de 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.
por CH1 de ago. de 2018
Florian Zettelmeyer should receive a full course. His two weeks' of material was extremely interesting, important, needed, and well designed.
Acerca de 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.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
- es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
- Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
Is financial aid available?
Sí, Coursera ofrece ayuda económica a los estudiantes que no pueden pagar la tarifa. Solicítala haciendo clic en el enlace de Ayuda económica que está debajo del botón “Inscribirse” a la izquierda. Se te pedirá que completes una solicitud. Recibirás una notificación en caso de que se apruebe. Deberás completar este paso para cada uno de los cursos que forman parte del Programa especializado, incluido el proyecto final. Obtén más información.
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