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.
Leadership Through Marketing
Leadership Through Marketing
This course is part of Organizational Leadership Specialization
Instructors: Greg Carpenter
23,667 already enrolled
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4.6
(456 reviews)
6 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace
95%
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Skills you'll gain
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Shareable certificate
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Assessments
1 assignment
Taught in English
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This course is part of the Organizational Leadership Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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.
What's included
7 videos3 readings1 peer review
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.
What's included
6 videos1 peer review
Why the data explosion in marketing has made an understanding of Big Data and Analytics essential for Leadership through Marketing.
What's included
6 videos1 assignment
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.
What's included
11 videos3 readings1 peer review
Instructors
Instructor ratings
4.5 (34 ratings)Offered by
Recommended if you're interested in Leadership and Management
University of Illinois Urbana-Champaign
Dartmouth College
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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