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"Leadership Through Marketing," taught by Kellogg Professor Gregory Carpenter (pictured) is the second Massive Open Online Course offered by Kellogg in this series. The course launches on Jan. 18.

Education technology platform Coursera has named Northwestern’s "Organizational Leadership Specialization” one of its top 10 most popular certificates of 2015.

Northwestern’s online leadership specialization named one of Coursera’s most popular

Certificates from Organizational Leadership Specialization one of the most shared on LinkedIn

By Claire Zulkey and Glenn Jeffers

1/6/2016 - Education technology platform Coursera has named Northwestern’s "Organizational Leadership Specialization” one of its top 10 most popular certificates of 2015.

Northwestern launched the specialization, a collection of five Massive Open Online Courses that include two from the Kellogg School of Management, in October to teach aspiring managers how to develop and expand their leadership skills.

Coursera announced in December that the course was one of its most popular as measured by "specializations with the highest percentage of course completers sharing [individual class] certificates on LinkedIn."

Kellogg will launch its second MOOC in this specialization, “Leadership Through Marketing,” on Jan. 18. Gregory Carpenter, the James Farley/Booz Allen Hamilton Professor of Marketing Strategy and director of the Center for Market Leadership, will teach the course alongside Sanjay Khosla, adjunct professor of Executive Education, and Florian Zettelmeyer, the Nancy L. Ertle Professor of Marketing.

The course is designed to teach students how to identify new opportunities to create value for empowered customers, develop new strategies that yield an advantage over rivals, and develop the data science skills needed to lead more effectively, allocate resources and confront this very challenging environment with confidence.

“The digital revolution has changed the practice of marketing and management in fundamental ways,” Carpenter said, “changing not only how we create value, but also how we learn and the skills we need to understand consumer behavior.”

At the end of the course, students will be able to develop a market-focused strategy, globalize established brands and use analytics to improve marketing.

Created through collaboration

Northwestern created the “Organizational Leadership Specialization” in partnership with the Medill School of Journalism, Media, Integrated Marketing Communications; the Kellogg School of Management; the McCormick School of Engineering and Applied Sciences; and the School of Communication.

Four Northwestern deans and 14 faculty members are collaborating to teach the specialization, which will present the best of Northwestern’s scholarship on leadership to learners from different disciplines, different parts of the world and different types of organizations.

Dean Sally Blount ’92 introduces each course, tying them all together under the leadership themes of clarity of purpose and effective collaboration. She works with McCormick Dean Julio Ottino, Medill Dean Brad Hamm and Dean Barbara O’Keefe of the School of Communication to guide the specialization’s overall direction.

“We are very excited to work across Northwestern to leverage technology to bring this cross-functional approach to a global audience,” says Betsy Ziegler, chief innovation officer at Kellogg.

Students can enroll in the individual courses for free and can complete the courses according to their own schedules. For learners wishing for a certification of completion, this can be purchased at $79 per course or $595 for the entire specialization. To receive the specialization certificate, which can be placed on resumes, CVs and online profiles, the learners must also complete a final capstone project.

Northwestern launched the first two MOOCs— “High Performance Collaboration: Leadership, Teamwork and Negotiation” and “Leadership Communication for Maximum Impact: Storytelling” — last October. Leigh Thompson, the J. Jay Gerber Professor of Dispute Resolution & Organizations and director of the Kellogg Team and Group Research Center, teaches the collaboration course.

The third course, “Leadership Through Social Influence" through the School of Communication, launched Nov. 15. McCormick will also launch its MOOC, “Leadership through Design Innovation," on Jan. 18.

Registration for Kellogg’s High Performance Collaboration and Leadership through Marketing are currently open.

Learn more about the online courses: