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Leadership Through Marketing

4.6 Filled star Filled star Filled star Filled star Half star
Based on 468 ratings
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Greg Carpenter, Florian Zettelmeyer, and Sanjay Khosla

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.

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What's inside

Syllabus

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.
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Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Examines the impact of the digital age on consumers and how firms create value for them
Explores the role of brands in creating customer value and competitive advantage
Develops strategies for leading organizations to adapt to the digital age
Provides insights into the nature of culture and how to create a customer-focused culture
Builds skills in data science and analytics, which are essential for marketing leadership
Provides a framework for evaluating the reliability of data analytics

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Reviews summary

Leadership in digital marketing strategy

According to learners, this course offers a solid introduction to the evolving landscape of digital marketing strategy and the role of leadership within it. Many appreciate the focus on understanding empowered consumers and leveraging data. Students found the content valuable for gaining a strategic perspective on marketing challenges. However, some reviews suggest the course provides a high-level overview and may lack sufficient depth in certain areas, particularly for those seeking advanced data science or tactical marketing skills. Overall, it appears to be a beneficial course for those looking to align leadership with modern marketing principles.
Helps leaders understand marketing.
"This course is excellent for leaders who need to better understand the marketing function in a digital world."
"It provided me with the confidence to discuss data and marketing strategy with my teams."
"It bridges the gap between traditional leadership and the demands of modern marketing."
Focuses on current digital challenges.
"The content felt highly relevant to the challenges businesses face with digital technology and data today."
"I appreciated how it addressed the impact of empowered consumers on traditional marketing concepts."
"It successfully highlights why leadership needs to understand analytics in the current environment."
Provides a high-level strategic view.
"I gained a valuable high-level perspective on connecting marketing strategy and leadership in the digital age."
"The course helped me understand the strategic shifts needed to address empowered consumers and data."
"It offered a solid framework for thinking about leadership's role in modern marketing challenges."
May lack depth in specific topics.
"While the overview was good, I found myself wanting more depth in the data science and analytics modules."
"It's more about strategic leadership principles than hands-on tactical marketing or data analysis."
"Learners seeking deep technical skills might find this course too general in certain areas."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Leadership Through Marketing with these activities:
Connect with Experts
Seeking guidance from experts in the field will provide you with valuable insights and support throughout your learning journey.
Browse courses on Networking
Show steps
  • Attend industry events and conferences.
  • Reach out to professionals on LinkedIn and request informational interviews.
Build a Learning Resource Kit
Gathering resources in one place will streamline your learning process and make it easier to access relevant materials.
Show steps
  • Create a folder or online repository to store course materials.
  • Collect lecture notes, readings, and assignments.
  • Organize resources into categories or subfolders.
Learn Python Basics
Having a strong grasp of Python basics will enable you to effectively work with the data science tools covered in this course.
Browse courses on Python
Show steps
  • Complete tutorials on Python data types, variables, and operators.
  • Practice writing simple Python programs using loops and conditional statements.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Brush up on statistics
Reviewing statistics concepts will provide a solid foundation for understanding the data science concepts covered in this course.
Browse courses on Statistics
Show steps
  • Review notes from a previous statistics course.
  • Take practice problems from an online statistics resource.
Read 'Data Science for Business'
This book provides a comprehensive overview of data science concepts and their applications in business
View Data Science for Business: What You Need to... on Amazon
Show steps
  • Read the introductory chapters to understand the fundamentals of data science
  • Focus on chapters related to the course topics, such as data acquisition, analysis, and visualization.
  • Complete the practice exercises at the end of each chapter to reinforce your understanding.
Data Analysis Practice
Practicing data analysis techniques will enhance your ability to extract meaningful insights from data, a core skill in this course.
Browse courses on Data Analysis
Show steps
  • Download a dataset from a reputable source.
  • Explore and clean the data using Python.
  • Perform data analysis using statistical techniques.
  • Visualize the results using charts and graphs.
Help Other Students
Mentoring others will not only solidify your understanding of the course concepts, but also develop your communication and leadership skills.
Browse courses on Mentoring
Show steps
  • Join a study group and offer assistance to peers.
  • Answer questions on online forums related to the course topics.
Share Your Learnings
Creating content will help you synthesize and retain the key concepts of the course.
Show steps
  • Develop a blog post or article summarizing a specific topic covered in the course.
  • Create a presentation or infographic that visually explains a course concept.
  • Record a video tutorial demonstrating a technique or tool learned in the course.

Career center

Learners who complete Leadership Through Marketing will develop knowledge and skills that may be useful to these careers:
Marketing Manager
Marketing Managers develop and execute marketing campaigns to promote products or services. With the rise of digital marketing, they need to understand how to use data science to track the success of their campaigns and make adjustments as needed. This course can help you develop the skills you need to be a successful Marketing Manager in the digital age.
See salaries and explore the career path for Marketing Manager
Product Manager
Product Managers are responsible for the development and launch of new products. They need to understand the needs of customers and how to create products that meet those needs. This course can help you develop the skills you need to be a successful Product Manager, including how to use data science to identify customer needs and develop products that meet those needs.
See salaries and explore the career path for Product Manager
Brand Manager
Brand Managers are responsible for the development and management of brands. They need to understand how to create and maintain a strong brand identity. This course can help you develop the skills you need to be a successful Brand Manager, including how to use data science to track brand performance and make adjustments as needed.
See salaries and explore the career path for Brand Manager
Marketing Analyst
Marketing Analysts collect and analyze data to help businesses understand their customers and make better marketing decisions. They need to have a strong understanding of data science and statistics. This course can help you develop the skills you need to be a successful Marketing Analyst, including how to use data science to analyze customer data and make recommendations for marketing campaigns.
See salaries and explore the career path for Marketing Analyst
Data Scientist
Data Scientists use data science to solve business problems. They need to have a strong understanding of data science and statistics. This course can help you develop the skills you need to be a successful Data Scientist, including how to use data science to solve marketing problems.
See salaries and explore the career path for Data Scientist
Chief Marketing Officer
Chief Marketing Officers (CMOs) are responsible for the overall marketing strategy of a company. They need to have a deep understanding of marketing and data science. This course can help you develop the skills you need to be a successful CMO, including how to use data science to make strategic marketing decisions.
See salaries and explore the career path for Chief Marketing Officer
Marketing Consultant
Marketing Consultants help businesses develop and execute marketing plans. They need to have a strong understanding of marketing and data science. This course can help you develop the skills you need to be a successful Marketing Consultant, including how to use data science to help businesses make better marketing decisions.
See salaries and explore the career path for Marketing Consultant
Digital Marketing Manager
Digital Marketing Managers are responsible for developing and executing digital marketing campaigns. They need to have a strong understanding of digital marketing and data science. This course can help you develop the skills you need to be a successful Digital Marketing Manager, including how to use data science to track the success of digital marketing campaigns and make adjustments as needed.
See salaries and explore the career path for Digital Marketing Manager
Social Media Manager
Social Media Managers are responsible for developing and executing social media campaigns. They need to have a strong understanding of social media and data science. This course can help you develop the skills you need to be a successful Social Media Manager, including how to use data science to track the success of social media campaigns and make adjustments as needed.
See salaries and explore the career path for Social Media Manager
Content Marketing Manager
Content Marketing Managers are responsible for developing and executing content marketing campaigns. They need to have a strong understanding of content marketing and data science. This course can help you develop the skills you need to be a successful Content Marketing Manager, including how to use data science to track the success of content marketing campaigns and make adjustments as needed.
See salaries and explore the career path for Content Marketing Manager
Email Marketing Manager
Email Marketing Managers are responsible for developing and executing email marketing campaigns. They need to have a strong understanding of email marketing and data science. This course can help you develop the skills you need to be a successful Email Marketing Manager, including how to use data science to track the success of email marketing campaigns and make adjustments as needed.
See salaries and explore the career path for Email Marketing Manager
Search Engine Optimization (SEO) Manager
SEO Managers are responsible for developing and executing SEO campaigns. They need to have a strong understanding of SEO and data science. This course can help you develop the skills you need to be a successful SEO Manager, including how to use data science to track the success of SEO campaigns and make adjustments as needed.
See salaries and explore the career path for Search Engine Optimization (SEO) Manager
Paid Search Manager
Paid Search Managers are responsible for developing and executing paid search campaigns. They need to have a strong understanding of paid search and data science. This course can help you develop the skills you need to be a successful Paid Search Manager, including how to use data science to track the success of paid search campaigns and make adjustments as needed.
See salaries and explore the career path for Paid Search Manager
Affiliate Marketing Manager
Affiliate Marketing Managers are responsible for developing and executing affiliate marketing campaigns. They need to have a strong understanding of affiliate marketing and data science. This course can help you develop the skills you need to be a successful Affiliate Marketing Manager, including how to use data science to track the success of affiliate marketing campaigns and make adjustments as needed.
See salaries and explore the career path for Affiliate Marketing Manager
Marketing Research Analyst
Marketing Research Analysts conduct research to help businesses understand their customers and make better marketing decisions. They need to have a strong understanding of marketing and data science. This course can help you develop the skills you need to be a successful Marketing Research Analyst, including how to use data science to conduct market research and make recommendations for marketing campaigns.
See salaries and explore the career path for Marketing Research Analyst

Reading list

We've selected 13 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Leadership Through Marketing.
Cover image
Marketing 6.0
Save
This classic textbook provides a comprehensive overview of marketing management concepts and practices. It valuable resource for students and practitioners alike.
Marketing 6.0: The Future Is Immersive
Hardcover
$$
Marketing 6.0: The Future Is Immersive
Kindle Edition
$$
(Español) Marketing 6.0: El futuro es inmersivo
Paperback
$$
Cover image
Data Science for Business
Save
Provides a practical introduction to data science techniques for business applications. It covers topics such as data mining, machine learning, and predictive analytics.
Data Science for Business: What You Need to Know...
Paperback
$$
Data Science for Business: What You Need to Know...
Kindle Edition
$$
Cover image
Big Data, Big Analytics
Save
Provides an overview of big data analytics and its applications in business. It covers topics such as data visualization, data mining, and predictive analytics.
Big Data, Big Analytics: Emerging Business...
Hardcover
$$
Big Data, Big Analytics: Emerging Business...
Kindle Edition
$$
Cover image
The Fast Forward MBA in Project Management
Save
Provides a practical guide to building and launching successful startups. It emphasizes the importance of customer feedback and iterative development.
The Fast Forward MBA in Project Management: The...
Paperback
$$
The Fast Forward MBA in Project Management: The...
Kindle Edition
$$
Cover image
Traction
Save
Provides a practical guide to acquiring customers for startups. It covers topics such as marketing, sales, and customer service.
Traction: How Any Startup Can Achieve Explosive...
Hardcover
$$
(Français) Traction - Comment toute start-up peut développer...
Kindle Edition
$$
(Italiano) Traction. Le strategie vincenti per ottenere una...
Paperback
$$
Cover image
The Infinite Staircase
Save
This classic book explores the challenges of marketing and selling to mainstream customers. It provides insights on how to cross the chasm between early adopters and mainstream customers.
The Infinite Staircase: What the Universe Tells Us...
Hardcover
$$
The Infinite Staircase
Kindle Edition
$$
Cover image
The Disruptive Innovation Set (2 Books)
Save
Explores the challenges of innovation in large organizations. It provides insights on how to overcome the innovator's dilemma and bring new products and services to market.
The Disruptive Innovation Set (2 Books)
Paperback
$$
The Disruptive Innovation Set (2 Books)
Kindle Edition
$$
Cover image
The Crux
Save
Provides a framework for developing good strategies. It emphasizes the importance of clarity, focus, and alignment.
The Crux: How Leaders Become Strategists
Hardcover
$$
The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
Thinking Through Sun Tzu's Art of War
Save
This classic book on strategy and leadership provides insights that are still relevant today. It valuable resource for anyone interested in developing their leadership skills.
Three Faces of Sun Tzu: Analyzing Sun Tzu's Art of...
Hardcover
$$$$
Cover image
The 7 Habits of Highly Effective People: Habit...
Save
Provides a framework for personal and professional effectiveness. It valuable resource for anyone looking to improve their leadership skills.
The 7 Habits of Highly Effective People: Habit...
Perfect Paperback
$$
Cover image
Emotional Intelligence Habits
Save
Provides insights on the importance of emotional intelligence in leadership. It provides practical tips on how to develop emotional intelligence and use it to improve your leadership skills.
Emotional Intelligence Habits
Hardcover
$$
Emotional Intelligence Habits
Kindle Edition
$$
Cover image
What You Do Is Who You Are: How to Create Your...
Save
Provides insights on the challenges of leadership and management. It valuable resource for anyone looking to develop their leadership skills.
What You Do Is Who You Are: How to Create Your...
Hardcover
$$
What You Do Is Who You Are: How to Create Your...
Kindle Edition
$$
Cover image
Supercommunicators
Save
Explores the science of habit formation. It provides insights on how to create good habits and break bad habits.
Supercommunicators: How to Unlock the Secret...
Hardcover
$$
Charles Duhigg 3 Books Collection Set...
Paperback
$$$
(Deutsch) Supercommunicators: Wie man die geheime Sprache...
Kindle Edition
$$
(Español) Supercomunicadores [Supercommunicators]: Cómo...
Audible Audiobook
$$
(Português) Supercomunicadores [Supercommunicators]: Como...
Audible Audiobook
$

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Course image
Rating
4.6 Filled star Filled star Filled star Filled star Half star
Effort
6 hours to complete
Via
Coursera
Institution
Northwestern University
Instructors
Greg Carpenter
Florian Zettelmeyer
Sanjay Khosla
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова magyar nyelv Bahasa Indonesia ไทย қазақша اُردُو, فارسی বাংলা tiếng Việt پښتو آذربایجان دیلی
This course belongs to a collection called Organizational Leadership. It's comprised of six courses:
  1. Leadership Through Marketing (viewing)
  2. Leadership Communication for Maximum Impact: Storytelling
  3. High Performance Collaboration: Leadership, Teamwork, and Negotiation
  4. Organizational Leadership Capstone
  5. Leadership Through Design Innovation
  6. Leadership Through Social Influence
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Examines the impact of the digital age on consumers and how firms create value for them
Explores the role of brands in creating customer value and competitive advantage
Develops strategies for leading organizations to adapt to the digital age
Provides insights into the nature of culture and how to create a customer-focused culture
Builds skills in data science and analytics, which are essential for marketing leadership
Provides a framework for evaluating the reliability of data analytics
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