Leadership Through Marketing

Ends in 4 days! Save 40% on your access to 10,000+ programs and make a real impact in your career. Save now.

Leadership Through Marketing

This course is part of Organizational Leadership Specialization

Instructors: Greg Carpenter

26,351 already enrolled

Included with Learn more

Ask Coursera

4 modules

Gain insight into a topic and learn the fundamentals.

9 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

9 hours to complete

Flexible schedule

Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

1 assignment¹

AI Graded see disclaimer

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Organizational Leadership Specialization

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

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

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

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructors

Greg Carpenter

Northwestern University

2 Courses27,132 learners

Offered by

Northwestern University

Explore more from Leadership and Management

Coursera
CMO Excellence: Leading Marketing Teams for Impact
Course
Category: Preview
University of Maryland, College Park
Digital Marketing 2
Course
Category: Preview
Coursera
AI Strategy and Marketing Leadership
Course
Status: Free Trial
Coursera
Leadership that Delivers
Specialization
Status: Free Trial

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.