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.
About this Course
Skills you will gain
Greg CarpenterJames Farley/Booz Allen Hamilton Professor of Marketing Strategy, Director of the Center for Market Leadership, Faculty Director, Kellogg Markets and Customers Initiative (KMCI)
Florian ZettelmeyerNancy L. Ertle Professor of Marketing, Director, Program on Data Analytics at Kellogg
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.
- 5 stars68.66%
- 4 stars23.04%
- 3 stars5.99%
- 2 stars1.61%
- 1 star0.69%
TOP REVIEWS FROM LEADERSHIP THROUGH MARKETING
Florian Zettelmeyer should receive a full course. His two weeks' of material was extremely interesting, important, needed, and well designed.
The course is really good for understand why is a leadership required to be a successful marketer.
Great presentations and materials.
Need other students to participate and to complete the peer review assignments.
Digital Marketing is largely driven by Analytics and this course has expounded and explained this factors elaborately.
About the Organizational Leadership Specialization
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.
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