Leadership Through Marketing
School: Northwestern University
Registration Link: CLICK HERE
Start Date: January 2016
Workload: Not Specified
Grades: Students can choose to explore course videos, discussions, and ungraded assignments for free, but they won’t be able to submit graded assignments, earn a certificate, or complete a specialization without paying a $79 fee.
Instructors: Greg Carpenter, Florian Zettelmeyer and Sanjay Khosla
A marketer’s marketer, Greg Carpenter is a professor of marketing strategy at Northwestern University’s Kellogg School of Management. Here, he is also the director of the Center for Market Leadership, faculty director for the Kellogg Markets and Customers Initiative (KMCI), and co-chair of Kellogg’s Marketing Leadership Summit, the largest student-run conference of its kind. His research has been cited everywhere from the Financial Times to the U.S. Supreme Court. A consultant in his spare time, Carpenter’s clients have ranged from Coca-Cola to Harley Davidson. He earned his MBA and Ph.D. from Columbia University.
Zettelmeyer is a marketing professor at Kellogg, where he is best-known for teaching one of the MBA program’s most popular courses” “Customer Analytics.” A former consultant at McKinsey, Zettelmeyer’s research focuses on how information influences customer behavior. He is the founder and director of Kellogg data analytics program. Like Carpenter, Zettelmeyer is a recipient of Kellogg’s “Outstanding Professor of the Year Award” based on votes from the MBA students.
Kholsa is an adjunct professor in Kellogg’s executive education program and a former president of developing markets at Kraft Foods, where he oversaw the company’s efforts in 60 countries for brands like Oreo and Trident, tripling revenue in just five years. He is the co-author of Fewer Bigger Bolder, which provides a framework “for achieving sustained profitable growth.”
Description: Every MBA student is taught models and read case studies on how to build a business. But do they really understand how the digital revolution – particularly analytics – is re-defining how strategies are developed, markets are targeted, and customers are valued? In this course, students will learn how to gather, model, and interpret massive amounts of data. In the process, they will “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.”
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Additional Note: This is the fourth of a six course specialization from Northwestern University called “Organizational Leadership.” It includes courses on communicating through storytelling, building collaborative teams, and leading through marketing and design innovation. To learn more about these courses and register for them, click here.
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