课程信息
4.6
250 个评分
51 个审阅
专项课程

第 4 门课程(共 6 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

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(小时)

完成时间大约为12 小时

建议:3 weeks, 1 - 2 hours per week...
可选语言

英语(English)

字幕:英语(English)

您将获得的技能

AdvertisingData AnalysisAnalyticsMarketing
专项课程

第 4 门课程(共 6 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

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(小时)

完成时间大约为12 小时

建议:3 weeks, 1 - 2 hours per week...
可选语言

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
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....
Reading
7 个视频 (总计 36 分钟), 3 个阅读材料, 1 个测验
Video7 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
Reading3 个阅读材料
Meet Your Professors10分钟
Grading and Logistics10分钟
Optional Readings and Suggested Textbooks10分钟
2
完成时间(小时)
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....
Reading
6 个视频 (总计 35 分钟), 1 个测验
Video6 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
3
完成时间(小时)
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....
Reading
6 个视频 (总计 31 分钟), 1 个测验
Video6 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
Quiz1 个练习
Module 3 Quiz16分钟
4
完成时间(小时)
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....
Reading
11 个视频 (总计 51 分钟), 3 个阅读材料, 1 个测验
Video11 个视频
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
Reading3 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
4.6
51 个审阅Chevron Right
工作福利

10%

通过此课程获得实实在在的工作福利
职业晋升

11%

加薪或升职

热门审阅

创建者 MMar 7th 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!.

创建者 IVSep 27th 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.

讲师

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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
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Florian Zettelmeyer

Nancy L. Ertle Professor of Marketing, Director, Program on Data Analytics at Kellogg
Kellogg School of Management
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Sanjay Khosla

Adjunct Professor of Executive Education
Kellogg School of Management

关于 Northwestern University

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. ...

关于 Organizational Leadership 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....
Organizational Leadership

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