Leadership Through Marketing

Leadership Through Marketing

This course is part of Organizational Leadership Specialization

Instructors: Greg Carpenter

Skills you'll gain

Marketing

Details to know

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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

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.

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

7 videosTotal 35 minutes

Introduction to Course 4 with Dean Blount1 minutePreview module
The Digital Revolution6 minutes
Why Marketing Is a Leadership Issue5 minutes
Understanding Customers5 minutes
Creating Valuable Brands5 minutes
Brand Evolution: Pioneering Brands5 minutes
Late Mover Advantage5 minutes

3 readingsTotal 30 minutes

Meet Your Professors10 minutes
Grading and Logistics10 minutes
Optional Readings and Suggested Textbooks10 minutes

1 peer reviewTotal 60 minutes

Module 1: Leading Strategy Assessment60 minutes

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

6 videosTotal 34 minutes

Leading Culture Change for Reinvention and Growth4 minutesPreview module
Digital-Age Culture6 minutes
Culture Change4 minutes
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth7 minutes
Unleash People- Give Blank Checks6 minutes
Execute - Think Big, Start Small, Scale Fast4 minutes

1 peer reviewTotal 60 minutes

Module 2: Leading Strategy Assessment60 minutes

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

6 videosTotal 31 minutes

Overview of Modules 3 and 43 minutesPreview module
The Moneyball Story Revisited4 minutes
Why Analytics Requires Managerial Judgment5 minutes
Why Analytics Requires Process and Incentive Changes7 minutes
Why Analytics Has To Be Problem Driven5 minutes
Why You Need a Working Knowledge of Data Science4 minutes

1 assignmentTotal 16 minutes

Module 3 Quiz16 minutes

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.