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.
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
- 5 stars68.64%
- 4 stars23.11%
- 3 stars5.94%
- 2 stars1.60%
- 1 star0.68%
Florian Zettelmeyer should receive a full course. His two weeks' of material was extremely interesting, important, needed, and well designed.
Lectures were well thought out. Assignment 4 was very tricky and needs a little rework. Overall, really enjoyed t
Digital Marketing is largely driven by Analytics and this course has expounded and explained this factors elaborately.
The first half was interesting, but the second one was very dry. The second half contained more statistical related content, but it was not presented in an engaging manner.