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.
提供方
组织领导 专项课程西北大学
提供方
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.
教学大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
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.
完成时间为 2 小时
7 个视频 （总计 36 分钟）, 3 个阅读材料, 1 个测验
7 个视频
The Digital Revolution6分钟
Why Marketing Is a Leadership Issue5分钟
Understanding Customers5分钟
Creating Valuable Brands5分钟
Brand Evolution: Pioneering Brands5分钟
Late Mover Advantage5分钟
3 个阅读材料
Meet Your Professors10分钟
Grading and Logistics10分钟
Optional Readings and Suggested Textbooks10分钟
完成时间为 2 小时
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.
完成时间为 2 小时
6 个视频 （总计 35 分钟）
6 个视频
Digital-Age Culture6分钟
Culture Change4分钟
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth7分钟
Unleash People- Give Blank Checks6分钟
Execute - Think Big, Start Small, Scale Fast4分钟
完成时间为 1 小时
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.
完成时间为 1 小时
6 个视频 （总计 31 分钟）
6 个视频
The Moneyball Story Revisited4分钟
Why Analytics Requires Managerial Judgment5分钟
Why Analytics Requires Process and Incentive Changes7分钟
Why Analytics Has To Be Problem Driven5分钟
Why You Need a Working Knowledge of Data Science4分钟
1 个练习
Module 3 Quiz30分钟
完成时间为 2 小时
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.
完成时间为 2 小时
11 个视频 （总计 51 分钟）, 3 个阅读材料, 1 个测验
11 个视频
Introduction7分钟
Why Analytics Goes Bad3分钟
The Data Generating Process4分钟
Causality and Probabilistic Equivalence7分钟
The Causality Checklist - Pre-Existing Differences4分钟
The Causality Checklist - Common Drivers5分钟
The Causality Checklist - Reverse Causality4分钟
The Causality Checklist - Confounds and Summary5分钟
Why Bad Causal Analytics Need Not Be Useless3分钟
Wrap-Up2分钟
Conclusion to Course 4 with Dean Blount1分钟
3 个阅读材料
Case — Pentathlon: Promotional E-mail Frequency10分钟
Case — Microsoft: Social Engagement10分钟
Case — Red: Promoted Tweets Experiment10分钟
审阅
来自营销团队管理的热门评论
由 M 提供Mar 6, 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!.
由 AH 提供Dec 3, 2019
Very good one! professor had done good job. I have liked this session best compare to any one. Analytics examples and they it was delt is really good. but topic is little complex in nature !
由 B 提供Apr 16, 2019
Excellent course! The teachers and stakeholders are great. There is a lot of real-life examples to help you understand course concepts and the assignments are well-thoughts.
由 IV 提供Sep 26, 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.
关于 组织领导 专项课程
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.
常见问题
我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
- 课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
- 课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
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。
Is financial aid available?
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
还有其他问题吗？请访问 学生帮助中心。
