Informações sobre o curso: 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.
Desenvolvido por: Universidade Northwestern
Ministrado por: Greg Carpenter, James Farley/Booz Allen Hamilton Professor of Marketing Strategy, Director of the Center for Market Leadership, Faculty Director, Kellogg Markets and Customers Initiative (KMCI)
Kellogg School of Management
Ministrado por: Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing, Director, Program on Data Analytics at Kellogg
Kellogg School of Management
Ministrado por: Sanjay Khosla, Adjunct Professor of Executive Education
Kellogg School of Management
| Informações básicas | Curso 4 de 6 no Organizational Leadership Specialization |
| Compromisso | 3 weeks, 1 - 2 hours per week |
| Idioma | English |
| Como ser aprovado | Seja aprovado em todas as tarefas para concluir o curso. |
Programa
SEMANA 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.
7 vídeos, 3 leituras
- Vídeo: Introduction to Course 4 with Dean Blount
- Reading: Meet Your Professors
- Reading: Grading and Logistics
- Reading: Optional Readings and Suggested Textbooks
- Vídeo: The Digital Revolution
- Vídeo: Why Marketing Is a Leadership Issue
- Vídeo: Understanding Customers
- Vídeo: Creating Valuable Brands
- Vídeo: Brand Evolution: Pioneering Brands
- Vídeo: Late Mover Advantage
Nota atribuída: Module 1: Leading Strategy Assessment
SEMANA 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.
6 vídeos
- Vídeo: Leading Culture Change for Reinvention and Growth
- Vídeo: Digital-Age Culture
- Vídeo: Culture Change
- Vídeo: Fewer Bigger Bolder: From Mindless Expansion to Focused Growth
- Vídeo: Unleash People- Give Blank Checks
- Vídeo: Execute - Think Big, Start Small, Scale Fast
Nota atribuída: Module 2: Leading Strategy Assessment
SEMANA 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.
6 vídeos
- Vídeo: Overview of Modules 3 and 4
- Vídeo: The Moneyball Story Revisited
- Vídeo: Why Analytics Requires Managerial Judgment
- Vídeo: Why Analytics Requires Process and Incentive Changes
- Vídeo: Why Analytics Has To Be Problem Driven
- Vídeo: Why You Need a Working Knowledge of Data Science
Nota atribuída: Module 3 Quiz
SEMANA 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.
11 vídeos, 3 leituras
- Vídeo: Introduction
- Reading: Case — Pentathlon: Promotional E-mail Frequency
- Vídeo: Why Analytics Goes Bad
- Vídeo: The Data Generating Process
- Vídeo: Causality and Probabilistic Equivalence
- Vídeo: The Causality Checklist - Pre-Existing Differences
- Vídeo: The Causality Checklist - Common Drivers
- Vídeo: The Causality Checklist - Reverse Causality
- Reading: Case — Microsoft: Social Engagement
- Vídeo: The Causality Checklist - Confounds and Summary
- Vídeo: Why Bad Causal Analytics Need Not Be Useless
- Vídeo: Wrap-Up
- Reading: Case — Red: Promoted Tweets Experiment
- Vídeo: Conclusion to Course 4 with Dean Blount
Nota atribuída: Module 4: Red Case
Perguntas frequentes
Como funciona
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Desenvolvedores
Universidade Northwestern
Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.
Custo
| Comprar curso | |
|---|---|
| Acesso aos materiais do curso | Disponível |
| Acesso a materiais valendo nota | Disponível |
| Receba uma nota final | Disponível |
| Obtenha um Certificado de Curso compartilhável | Disponível |
O Coursera proporciona acesso universal à melhor educação do mundo fazendo parcerias com as melhores universidades e organizações para oferecer cursos on-line.
© 2018 Coursera Inc. Todos os direitos reservados.
