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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组织领导 专项课程西北大学课程信息
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第 4 门课程（共 6 门）
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完成时间大约为10 小时
英语（English）
字幕：英语（English）
您将获得的技能
AdvertisingData AnalysisAnalyticsMarketing
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 4 门课程（共 6 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为10 小时
英语（English）
字幕：英语（English）
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 3 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 3 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 3 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 3 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 Quiz16分钟
完成时间为 3 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 3 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
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
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退款政策是如何规定的？
如果订阅，您可以获得 7 天免费试听，在此期间，您可以取消课程，无需支付任何罚金。在此之后，我们不会退款，但您可以随时取消订阅。请阅读我们完整的退款政策。
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