Leadership Through Marketing

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Leadership Through Marketing

This course is part of Organizational Leadership Specialization

Instructors: Greg Carpenter

26,168 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

471 reviews

9 hours to complete

Flexible schedule

Learn at your own pace

95%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

471 reviews

9 hours to complete

Flexible schedule

Learn at your own pace

95%

Most learners liked this course

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

1 assignment¹

AI Graded see disclaimer

Taught in English

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This course is part of the Organizational Leadership Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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There are 4 modules in this course

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.

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.

What's included

7 videos3 readings1 peer review

7 videosTotal 36 minutes

Introduction to Course 4 with Dean Blount1 minute
The Digital Revolution6 minutes
Why Marketing Is a Leadership Issue6 minutes
Understanding Customers6 minutes
Creating Valuable Brands6 minutes
Brand Evolution: Pioneering Brands6 minutes
Late Mover Advantage5 minutes

3 readingsTotal 30 minutes

Meet Your Professors10 minutes
Grading and Logistics10 minutes
Optional Readings and Suggested Textbooks10 minutes

1 peer reviewTotal 120 minutes

Module 1: Leading Strategy Assessment120 minutes

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.

What's included

6 videos1 peer review

6 videosTotal 35 minutes

Leading Culture Change for Reinvention and Growth5 minutes
Digital-Age Culture6 minutes
Culture Change5 minutes
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth8 minutes
Unleash People- Give Blank Checks7 minutes
Execute - Think Big, Start Small, Scale Fast5 minutes

1 peer reviewTotal 120 minutes

Module 2: Leading Strategy Assessment120 minutes

Why the data explosion in marketing has made an understanding of Big Data and Analytics essential for Leadership through Marketing.

What's included

6 videos1 assignment

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.

What's included

11 videos3 readings1 peer review

11 videosTotal 51 minutes

Introduction7 minutes
Why Analytics Goes Bad4 minutes
The Data Generating Process5 minutes
Causality and Probabilistic Equivalence7 minutes
The Causality Checklist - Pre-Existing Differences5 minutes
The Causality Checklist - Common Drivers5 minutes
The Causality Checklist - Reverse Causality5 minutes
The Causality Checklist - Confounds and Summary6 minutes
Why Bad Causal Analytics Need Not Be Useless3 minutes
Wrap-Up3 minutes
Conclusion to Course 4 with Dean Blount1 minute

3 readingsTotal 30 minutes

Case — Pentathlon: Promotional E-mail Frequency10 minutes
Case — Microsoft: Social Engagement10 minutes
Case — Red: Promoted Tweets Experiment10 minutes

1 peer reviewTotal 60 minutes

Module 4: Red Case60 minutes

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Instructors

Instructor ratings

(36 ratings)

Greg Carpenter

Northwestern University

2 Courses26,932 learners

Offered by

Northwestern University

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Reviewed on Jun 1, 2018

Excellent course, taught by real experts with content that you can apply to your work immediately.

Reviewed on Aug 1, 2018

Florian Zettelmeyer should receive a full course. His two weeks' of material was extremely interesting, important, needed, and well designed.

Reviewed on May 14, 2016

Lectures were well thought out. Assignment 4 was very tricky and needs a little rework. Overall, really enjoyed t

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