About this course: 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.
Created by: 西北大学
Taught by: 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
Taught by: Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing, Director, Program on Data Analytics at Kellogg
Kellogg School of Management
Taught by: Sanjay Khosla, Adjunct Professor of Executive Education
Kellogg School of Management
| Basic Info | Course 4 of 6 in the 组织领导 Specialization |
| Commitment | 3 weeks, 1 - 2 hours per week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
Syllabus
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.
7 videos, 3 readings
- Reading: Meet Your Professors
- Reading: Grading and Logistics
- Reading: Optional Readings and Suggested Textbooks
- Video: The Digital Revolution
- Video: Why Marketing Is a Leadership Issue
- Video: Understanding Customers
- Video: Creating Valuable Brands
- Video: Brand Evolution: Pioneering Brands
- Video: Late Mover Advantage
Graded: Module 1: Leading Strategy Assessment
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.
6 videos
- Video: Digital-Age Culture
- Video: Culture Change
- Video: Fewer Bigger Bolder: From Mindless Expansion to Focused Growth
- Video: Unleash People- Give Blank Checks
- Video: Execute - Think Big, Start Small, Scale Fast
Graded: Module 2: Leading Strategy Assessment
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.
6 videos
- Video: The Moneyball Story Revisited
- Video: Why Analytics Requires Managerial Judgment
- Video: Why Analytics Requires Process and Incentive Changes
- Video: Why Analytics Has To Be Problem Driven
- Video: Why You Need a Working Knowledge of Data Science
Graded: Module 3 Quiz
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.
11 videos, 3 readings
- Reading: Case — Pentathlon: Promotional E-mail Frequency
- Video: Why Analytics Goes Bad
- Video: The Data Generating Process
- Video: Causality and Probabilistic Equivalence
- Video: The Causality Checklist - Pre-Existing Differences
- Video: The Causality Checklist - Common Drivers
- Video: The Causality Checklist - Reverse Causality
- Reading: Case — Microsoft: Social Engagement
- Video: The Causality Checklist - Confounds and Summary
- Video: Why Bad Causal Analytics Need Not Be Useless
- Video: Wrap-Up
- Reading: Case — Red: Promoted Tweets Experiment
- Video: Conclusion to Course 4 with Dean Blount
Graded: Module 4: Red Case
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西北大学
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.
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| Access to course materials | Available |
| Access to graded materials | Available |
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