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Leadership Through Marketing
  • Level Foundation
  • Duration 7 hours
  • Course by Northwestern University
  • Offered by

About

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.

Modules

Welcome to Course

    • 1 Videos
    • 3 Readings
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1 Videos

  • Introduction to Course 4 with Dean Blount

3 Readings

  • Meet Your Professors
  • Grading and Logistics
  • Optional Readings and Suggested Textbooks

Why Marketing is a Leadership Issue

    • 6 Videos
    • 1 PeerReview
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1 Peer Review

  • Module 1: Leading Strategy Assessment

6 Videos

  • The Digital Revolution
  • Why Marketing Is a Leadership Issue
  • Understanding Customers
  • Creating Valuable Brands
  • Brand Evolution: Pioneering Brands
  • Late Mover Advantage

Leading Culture Change for Reinvention and Growth

    • 6 Videos
    • 1 PeerReview
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1 Peer Review

  • Module 2: Leading Strategy Assessment

6 Videos

  • Leading Culture Change for Reinvention and Growth
  • Digital-Age Culture
  • Culture Change
  • Fewer Bigger Bolder: From Mindless Expansion to Focused Growth
  • Unleash People- Give Blank Checks
  • Execute - Think Big, Start Small, Scale Fast

Why Analytics Needs You and You Need Analytics

    • 6 Videos
    • 1 Assignment
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1 Assignment

  • Module 3 Quiz

6 Videos

  • Overview of Modules 3 and 4
  • The Moneyball Story Revisited
  • Why Analytics Requires Managerial Judgment
  • Why Analytics Requires Process and Incentive Changes
  • Why Analytics Has To Be Problem Driven
  • Why You Need a Working Knowledge of Data Science

How to Tell Apart Good From Bad Analytics

    • 11 Videos
    • 3 Readings
    • 1 PeerReview
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1 Peer Review

  • Module 4: Red Case

11 Videos

  • Introduction
  • Why Analytics Goes Bad
  • The Data Generating Process
  • Causality and Probabilistic Equivalence
  • The Causality Checklist - Pre-Existing Differences
  • The Causality Checklist - Common Drivers
  • The Causality Checklist - Reverse Causality
  • The Causality Checklist - Confounds and Summary
  • Why Bad Causal Analytics Need Not Be Useless
  • Wrap-Up
  • Conclusion to Course 4 with Dean Blount

3 Readings

  • Case — Pentathlon: Promotional E-mail Frequency
  • Case — Microsoft: Social Engagement
  • Case — Red: Promoted Tweets Experiment

Auto Summary

"Leadership Through Marketing" is a foundational course in Business & Management offered by Coursera. Led by expert instructors, it teaches how to leverage digital technology and data science to attract and retain customers, develop competitive strategies, and confidently navigate complex business environments. The course spans 420 minutes and offers two subscription options: Starter and Professional, making it ideal for aspiring leaders keen on enhancing their marketing prowess.

Greg Carpenter
Instructors

Greg Carpenter

Florian Zettelmeyer
Instructors

Florian Zettelmeyer

Sanjay Khosla
Instructors

Sanjay Khosla