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Leadership Through Marketing

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Leadership Through Marketing

This course is part of Organizational Leadership Specialization

Instructors: Greg Carpenter

26,197 already enrolled

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

471 reviews

9 hours to complete

Flexible schedule

Learn at your own pace

95%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

471 reviews

9 hours to complete

Flexible schedule

Learn at your own pace

95%

Most learners liked this course

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

1 assignment¹

AI Graded see disclaimer

Taught in English

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Build your subject-matter expertise

This course is part of the Organizational Leadership Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

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.

Module details

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 36 minutes

Introduction to Course 4 with Dean Blount1 minute
The Digital Revolution6 minutes
Why Marketing Is a Leadership Issue6 minutes
Understanding Customers6 minutes
Creating Valuable Brands6 minutes
Brand Evolution: Pioneering Brands6 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 120 minutes

Module 1: Leading Strategy Assessment120 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 35 minutes

Leading Culture Change for Reinvention and Growth5 minutes
Digital-Age Culture6 minutes
Culture Change5 minutes
Fewer Bigger Bolder: From Mindless Expansion to Focused Growth8 minutes
Unleash People- Give Blank Checks7 minutes
Execute - Think Big, Start Small, Scale Fast5 minutes

1 peer reviewTotal 120 minutes

Module 2: Leading Strategy Assessment120 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

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.