Last updated : 22 Nov 2017

Leadership Through Marketing

Summary

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.

Programme

WEEK 1

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.

WEEK 2

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.

WEEK 3

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.

WEEK 4

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.

Learning outcomes

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.

Teaching-Learning methodology

Individual homework or paper requested.

Assessment

Weekly graded assignments

  • Soft skills Communication, Leadership
  • Language English
  • Other languages (eg. Subtitles) Unknown
  • Period of activation Other
  • Date Unknown
  • Duration Unknown
  • Level of commitment required Unknown
  • Cost Paying * See platform for details
  • Providing institution Northwestern University
  • Mooc Platform Coursera
  • Target group Unknown
  • Instructor Unknown
  • Level of assistance offered Unknown
  • Keywords Unknown