課程信息
4.6
249 個評分
51 個審閱
專項課程

第 4 門課程(共 6 門),位於

100% 在線

100% 在線

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
完成時間(小時)

完成時間大約為12 小時

建議:3 weeks, 1 - 2 hours per week...
可選語言

英語(English)

字幕:英語(English)...

您將獲得的技能

AdvertisingData AnalysisAnalyticsMarketing
專項課程

第 4 門課程(共 6 門),位於

100% 在線

100% 在線

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
完成時間(小時)

完成時間大約為12 小時

建議:3 weeks, 1 - 2 hours per week...
可選語言

英語(English)

字幕:英語(English)...

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
完成時間為 3 小時

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 個視頻(共 36 分鐘), 3 個閱讀材料, 1 個測驗
Video7 個視頻
The Digital Revolution6分鐘
Why Marketing Is a Leadership Issue5分鐘
Understanding Customers5分鐘
Creating Valuable Brands5分鐘
Brand Evolution: Pioneering Brands5分鐘
Late Mover Advantage5分鐘
Reading3 個閱讀材料
Meet Your Professors10分鐘
Grading and Logistics10分鐘
Optional Readings and Suggested Textbooks10分鐘
2
完成時間(小時)
完成時間為 3 小時

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 個視頻(共 35 分鐘), 1 個測驗
Video6 個視頻
Digital-Age Culture6分鐘
Culture Change4分鐘
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth7分鐘
Unleash People- Give Blank Checks6分鐘
Execute - Think Big, Start Small, Scale Fast4分鐘
3
完成時間(小時)
完成時間為 1 小時

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 個視頻(共 31 分鐘), 1 個測驗
Video6 個視頻
The Moneyball Story Revisited4分鐘
Why Analytics Requires Managerial Judgment5分鐘
Why Analytics Requires Process and Incentive Changes7分鐘
Why Analytics Has To Be Problem Driven5分鐘
Why You Need a Working Knowledge of Data Science4分鐘
Quiz1 個練習
Module 3 Quiz16分鐘
4
完成時間(小時)
完成時間為 3 小時

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 個視頻(共 51 分鐘), 3 個閱讀材料, 1 個測驗
Video11 個視頻
Why Analytics Goes Bad3分鐘
The Data Generating Process4分鐘
Causality and Probabilistic Equivalence7分鐘
The Causality Checklist - Pre-Existing Differences4分鐘
The Causality Checklist - Common Drivers5分鐘
The Causality Checklist - Reverse Causality4分鐘
The Causality Checklist - Confounds and Summary5分鐘
Why Bad Causal Analytics Need Not Be Useless3分鐘
Wrap-Up2分鐘
Conclusion to Course 4 with Dean Blount1分鐘
Reading3 個閱讀材料
Case — Pentathlon: Promotional E-mail Frequency10分鐘
Case — Microsoft: Social Engagement10分鐘
Case — Red: Promoted Tweets Experiment10分鐘
4.6
51 個審閱Chevron Right
工作福利

83%

通過此課程獲得實實在在的工作福利
職業晉升

11%

加薪或升職

熱門審閱

創建者 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!.

創建者 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.

講師

Avatar

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
Avatar

Florian Zettelmeyer

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

Sanjay Khosla

Adjunct Professor of Executive Education
Kellogg School of Management

關於 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. ...

關於 Organizational Leadership 專項課程

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

常見問題

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您注册课程后,将有权访问专项课程中的所有课程,并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

還有其他問題嗎?請訪問 學生幫助中心