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.
About this Course
Skills you will gain
Greg CarpenterJames Farley/Booz Allen Hamilton Professor of Marketing Strategy, Director of the Center for Market Leadership, Faculty Director, Kellogg Markets and Customers Initiative (KMCI)
Florian ZettelmeyerNancy L. Ertle Professor of Marketing, Director, Program on Data Analytics at Kellogg
- 5 stars68.64%
- 4 stars23.11%
- 3 stars5.94%
- 2 stars1.60%
- 1 star0.68%
TOP REVIEWS FROM LEADERSHIP THROUGH MARKETING
Lectures were well thought out. Assignment 4 was very tricky and needs a little rework. Overall, really enjoyed t
Absolutely amazing experience of learning with guidance from great speakers and high quality of assignments.
Digital Marketing is largely driven by Analytics and this course has expounded and explained this factors elaborately.
Great Class. Moves pretty fast in the Big Data portion -- you remember what it's like to be a student, in a good way :-)
About the Organizational Leadership Specialization
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