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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.
Register for this course and see more details by visiting:
OpenCourser.com/course/q99lc9/leadership
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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.
Read more
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.
Read more
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.
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.
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.
Good to know
Good to know
Know what's good ,
what to watch for , 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
Save this course
Save Leadership Through Marketing to your list so you can find it easily later:
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Reviews summary
Highly acclaimed marketing leadership course
According to students, this course in marketing leadership is engaging, insightful, and well-received. Students say that the course's assignments are practical, and that the instructor is knowledgeable.
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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'
Show steps
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
Show steps
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
Show steps
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
Show steps
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.
Connect with Experts
Show steps
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
Show steps
Show steps
- Attend industry events and conferences.
- Reach out to professionals on LinkedIn and request informational interviews.
Build a Learning Resource Kit
Show steps
Gathering resources in one place will streamline your learning process and make it easier to access relevant materials.
Show steps
Show steps
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
Show steps
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
Show steps
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
Show steps
Reviewing statistics concepts will provide a solid foundation for understanding the data science concepts covered in this course.
Browse courses on
Statistics
Show steps
Show steps
Show steps
- Review notes from a previous statistics course.
- Take practice problems from an online statistics resource.
Read 'Data Science for Business'
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
Show steps
- Join a study group and offer assistance to peers.
- Answer questions on online forums related to the course topics.
Share Your Learnings
Show steps
Creating content will help you synthesize and retain the key concepts of the course.
Show steps
Show steps
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 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.
Product 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.
Brand 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.
Marketing Analyst
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.
Data Scientist
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.
Chief Marketing Officer
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.
Marketing Consultant
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.
Digital Marketing Manager
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.
Social Media 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.
Content Marketing 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.
Email 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.
Search Engine Optimization (SEO) 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.
Paid Search 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.
Affiliate Marketing 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.
Marketing Research Analyst
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.
For more career information including salaries, visit:
OpenCourser.com/course/q99lc9/leadership
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.
Save
This classic textbook provides a comprehensive overview of marketing management concepts and practices. It valuable resource for students and practitioners alike.
Provides a practical introduction to data science techniques for business applications. It covers topics such as data mining, machine learning, and predictive analytics.
Provides an overview of big data analytics and its applications in business. It covers topics such as data visualization, data mining, and predictive analytics.
Provides a practical guide to building and launching successful startups. It emphasizes the importance of customer feedback and iterative development.
Save
Provides a practical guide to acquiring customers for startups. It covers topics such as marketing, sales, and customer service.
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.
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.
Save
Provides a framework for developing good strategies. It emphasizes the importance of clarity, focus, and alignment.
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.
Provides a framework for personal and professional effectiveness. It valuable resource for anyone looking to improve their leadership skills.
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.
Provides insights on the challenges of leadership and management. It valuable resource for anyone looking to develop their leadership skills.
Save
Explores the science of habit formation. It provides insights on how to create good habits and break bad habits.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/q99lc9/leadership
Share
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Effort
3 weeks, 1 - 2 hours per week
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
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tiếng Việt
پښتو
آذربایجان دیلی
This course belongs to a
collection
called
Organizational Leadership. It's comprised of six courses:
Good to know
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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