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
Great presentations and materials.
Need other students to participate and to complete the peer review assignments.
Absolutely essential! The pieces on data analytics are great, coming from someone who is getting a degree in data analytics.
Florian Zettelmeyer is an outstanding instructor, and one of the best in his field... highly recommended!
Lectures were well thought out. Assignment 4 was very tricky and needs a little rework. Overall, really enjoyed t
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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