About this Course

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Approx. 7 hours to complete
English

Skills you will gain

AdvertisingData AnalysisAnalyticsMarketing
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 7 hours to complete
English

Offered by

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Northwestern University

Syllabus - What you will learn from this course

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Week
1

Week 1

2 hours to complete

Leading Strategy with a Customer Perspective with Gregory Carpenter

2 hours to complete
7 videos (Total 36 min), 3 readings, 1 quiz
7 videos
The Digital Revolution6m
Why Marketing Is a Leadership Issue5m
Understanding Customers5m
Creating Valuable Brands5m
Brand Evolution: Pioneering Brands5m
Late Mover Advantage5m
3 readings
Meet Your Professors10m
Grading and Logistics10m
Optional Readings and Suggested Textbooks10m
Week
2

Week 2

2 hours to complete

Creating a truly customer-focused culture to unleash growth with Gregory Carpenter and Sanjay Khosla

2 hours to complete
6 videos (Total 35 min)
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
Week
3

Week 3

1 hour to complete

Leadership’s Role in Analytics with Florian Zettelmeyer

1 hour to complete
6 videos (Total 31 min)
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 practice exercise
Module 3 Quiz30m
Week
4

Week 4

2 hours to complete

A Working Knowledge of Data Science with Florian Zettelmeyer

2 hours to complete
11 videos (Total 51 min), 3 readings, 1 quiz
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 readings
Case — Pentathlon: Promotional E-mail Frequency10m
Case — Microsoft: Social Engagement10m
Case — Red: Promoted Tweets Experiment10m

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About the Organizational Leadership Specialization

Organizational Leadership

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