Informações sobre o curso
4.6
241 classificações
51 avaliações
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....
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Approx. 12 hours to complete

Sugerido: 3 weeks, 1 - 2 hours per week...
Comment Dots

English

Legendas: English...

Habilidades que você terá

AdvertisingData AnalysisAnalyticsMarketing
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Approx. 12 hours to complete

Sugerido: 3 weeks, 1 - 2 hours per week...
Comment Dots

English

Legendas: English...

Programa - O que você aprenderá com este curso

Week
1
Clock
3 horas para concluir

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....
Reading
7 vídeos (Total de 36 min), 3 leituras, 1 teste
Video7 videos
The Digital Revolution6min
Why Marketing Is a Leadership Issue5min
Understanding Customers5min
Creating Valuable Brands5min
Brand Evolution: Pioneering Brands5min
Late Mover Advantage5min
Reading3 leituras
Meet Your Professors10min
Grading and Logistics10min
Optional Readings and Suggested Textbooks10min
Week
2
Clock
3 horas para concluir

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....
Reading
6 vídeos (Total de 35 min), 1 teste
Video6 videos
Digital-Age Culture6min
Culture Change4min
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth7min
Unleash People- Give Blank Checks6min
Execute - Think Big, Start Small, Scale Fast4min
Week
3
Clock
1 hora para concluir

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....
Reading
6 vídeos (Total de 31 min), 1 teste
Video6 videos
The Moneyball Story Revisited4min
Why Analytics Requires Managerial Judgment5min
Why Analytics Requires Process and Incentive Changes7min
Why Analytics Has To Be Problem Driven5min
Why You Need a Working Knowledge of Data Science4min
Quiz1 exercício prático
Module 3 Quiz16min
Week
4
Clock
3 horas para concluir

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....
Reading
11 vídeos (Total de 51 min), 3 leituras, 1 teste
Video11 videos
Why Analytics Goes Bad3min
The Data Generating Process4min
Causality and Probabilistic Equivalence7min
The Causality Checklist - Pre-Existing Differences4min
The Causality Checklist - Common Drivers5min
The Causality Checklist - Reverse Causality4min
The Causality Checklist - Confounds and Summary5min
Why Bad Causal Analytics Need Not Be Useless3min
Wrap-Up2min
Conclusion to Course 4 with Dean Blount1min
Reading3 leituras
Case — Pentathlon: Promotional E-mail Frequency10min
Case — Microsoft: Social Engagement10min
Case — Red: Promoted Tweets Experiment10min
4.6
Briefcase

83%

consegui um benefício significativo de carreira com este curso
Money

11%

recebi um aumento ou promoção

Melhores avaliações

por MMar 7th 2016

This course seemed to be easy; however it wasn't. the quiz was very tricky and had it's complexity that make us to wonder if we have the concept right in our mind. The teacher is amazing as well!.

por IVSep 27th 2016

The first half was interesting, but the second one was very dry. The second half contained more statistical related content, but it was not presented in an engaging manner.

Instrutores

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

Florian Zettelmeyer

Nancy L. Ertle Professor of Marketing, Director, Program on Data Analytics at Kellogg
Kellogg School of Management

Sanjay Khosla

Adjunct Professor of Executive Education
Kellogg School of Management

Sobre Northwestern University

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. ...

Sobre o Programa de cursos integrados Organizational Leadership

Equip yourself to successfully lead organizations through clarity of purpose and effective collaboration — by building and motivating teams; designing and delivering powerful stories; developing strategies to appropriately influence; understanding underlying customer analytics and applying innovative approaches to deliver impact. How do aspiring managers succeed in an ever-changing business environment? How do they lead different groups to action? This specialization equips aspiring managers to lead change and leverage different roles and functions within for-profit institutions to create lasting value in the marketplace. Throughout the five courses, we will explore how great leaders assess themselves and lead collaborative teams that effectively manage negotiations and conflict. We will discover how leaders communicate through storytelling and employ other communication strategies to influence. Furthermore, we will learn how organizations start with the clarity of purpose that comes from an understanding of customers’ needs, including leveraging data analytics, and use that focus to drive the design of products and services to meet those needs effectively. At the end of the coursework, students will create a capstone project that allows them to apply what they have learned. Each of the individual courses can be audited for free: 1-High Performance Collaboration: Leadership, Teamwork, and Negotiation, 2-Leadership Communication for Maximum Impact: Storytelling, 3-Leadership Through Social Influence, 4-Leadership Through Marketing, 5-Leadership Through Design Innovation....
Organizational Leadership

Perguntas Frequentes – FAQ

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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. If you only want to read and view the course content, you can audit the course for free.

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