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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/leadership-marketing
课程评论：没有评论
课程名称：通过营销的领导力 概述：每个组织的成功都依赖于吸引和留住客户。虽然用于实现这一目标的营销概念已经相当成熟，但数字技术的进步赋予了客户更大的权力，同时产生了大量数据，彻底改变了组织吸引和保留客户的过程。在本课程中，学生将学习如何识别为被赋权的消费者创造价值的新机会，开发相较于竞争对手的战略，并培养数据科学技能，以更有效地领导、分配资源，并自信地应对这一充满挑战的环境。 课程大纲： 1. **以客户为视角的战略领导**（讲师：Gregory Carpenter） - 探索数字时代赋予消费者的变化及其对公司创造价值和竞争优势的影响，研究战略发展过程、品牌的角色以及品牌随时间的成功演变。 2. **创建真正以客户为中心的文化以释放增长**（讲师：Gregory Carpenter 和 Sanjay Khosla） - 探讨企业文化的概念及作为领导者如何帮助创造适合数字时代的文化，研究文化的性质、成功公司的价值观、公司如何适应变化、赋权个人和释放增长。 3. **领导者在分析中的角色**（讲师：Florian Zettelmeyer） - 讨论市场营销中的数据爆炸为什么使得理解大数据和分析对于“通过营销的领导力”至关重要。 4. **数据科学的工作知识**（讲师：Florian Zettelmeyer） - 开始掌握数据科学的基本知识，学习一个简单的框架，帮助你规避你在日常工作中遇到的许多错误分析。
Part: 1
Title:Leading Strategy with a Customer Perspective with Gregory Carpenter
Description: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.
Part: 2
Title:Creating a truly customer-focused culture to unleash growth with Gregory Carpenter and Sanjay Khosla
Description: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.
Part: 3
Title:Leadership’s Role in Analytics with Florian Zettelmeyer
Description:Why the data explosion in marketing has made an understanding of Big Data and Analytics essential for Leadership through Marketing.
Part: 4
Title:A Working Knowledge of Data Science with Florian Zettelmeyer
Description: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.
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.
