Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organization. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.

The aim of the course is to change the conception of brands as being an organization's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organization. Brands are thus not only an external promise to customers but a means of executing business strategy via internal brand-led behavior and culture change.

You will learn and practice the following skills:

1. How to build brands from a broad organizational perspective

2. How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome)

3. How to build brands in multi-brand companies, across cultures and geographies

4. How to measure brand health in new ways, that is, internally in addition to externally

5. How to value and capture returns to brands across the organization - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets.

This course allows you to develop the following aspects of yourself:

1. Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organizations today

2. Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organization – thereby creating superior value for customers and for your organization

3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”

This specialization is a precursor to the Applied Project Management Certificate. Project management has been proven to be the most effective method of delivering products within cost, schedule, and resource constraints. This intensive and hands-on series of courses gives you the skills to ensure your projects are completed on time and on budget while giving the user the product they expect. You will gain a strong working knowledge of the basics of project management and be able to immediately use that knowledge to effectively manage work projects. At the end of the series, you will be able to identify and manage the product scope, build a work breakdown structure, create a project plan, create the project budget, define and allocate resources, manage the project development, identify and manage risks, and understand the project procurement process.

WHAT YOU WILL LEARN

- Define a project’s scope and write a project plan

- Create a project budget

- Build a work breakdown schedule

- Identify and manage risks

Learners will complete a series of projects and assignments that will identify and manage the product scope, build a work breakdown structure, create a project plan, create the project budget, define and allocate resources, manage the project development, identify and manage risks, and understand the project procurement process.

The UI/UX Design Specialization brings a design-centric approach to user interface and user experience design, and offers practical, skill-based instruction centered around a visual communications perspective, rather than on one focused on marketing or programming alone. In this sequence of four courses, you will summarize and demonstrate all stages of the UI/UX development process, from user research to defining a project’s strategy, scope, and information architecture, to developing sitemaps and wireframes. You’ll learn current best practices and conventions in UX design and apply them to create effective and compelling screen-based experiences for websites or apps.

User interface and user experience design is a high-demand field, but the skills and knowledge you will learn in this Specialization are applicable to a wide variety of careers, from marketing to web design to human-computer interaction.

Learners enrolled in the UI/UX Design Specialization are eligible for an extended free trial (1 month) of a full product suite of UX tools from Optimal Workshop. Details are available in Course 3 of the Specialization, Web Design: Strategy and Information Architecture.

In this Specialization you will participate in several short exercises—both visual and non-visual—to apply acquired knowledge, from organizing and structuring screen-based content, defining goals and strategy, to creating wireframes and visual mockups. By the end of this Specialization, you will have produced a mid-level digital prototype with simulated functionality, as well as a comprehensive plan for a complex website.

This Specialization will teach you to optimize website content for the best possible search engine ranking. You'll learn the theory behind Google search and other search engine algorithms; you'll also build practical, real-world skills that you can apply to a career in digital marketing or online content development, including on-page and off-page optimization, optimizing for local and international audiences, conducting search-focused website audits, and aligning SEO with overall business strategies. Each course is intended to build on the skills from the previous course, thus we recommend you take the courses in the order they are listed. The Specialization culminates in a hands-on Capstone Project, in which you will apply your skills to a comprehensive SEO consulting task.

WHAT YOU WILL LEARN

- Complete a competitive analysis on a webpage

- Create influencer relationships and collaborations and analyze data to see which content gets the most shares

- Develop a solid approach for achieving a productive and successful relationship with your client

- Create a final report of your findings and recommendations for SEO and present your recommendations to your client

In this Specialization, you’ll learn to frame business challenges as data questions. You’ll use powerful tools and methods such as Excel, Tableau, and MySQL to analyze data, create forecasts and models, design visualizations, and communicate your insights. In the final Capstone Project, you’ll apply your skills to explore and justify improvements to a real-world business process.

The Capstone Project focuses on optimizing revenues from residential property, and Airbnb, our Capstone’s official Sponsor, provided input on the project design. Airbnb is the world’s largest marketplace connecting property-owner hosts with travelers to facilitate short-term rental transactions. The top 10 Capstone completers each year will have the opportunity to present their work directly to senior data scientists at Airbnb live for feedback and discussion.

This Specialization covers elements of three major creative writing genres: short story, narrative essay, and memoir. You will master the techniques that good writers use to compose a bracing story, populated with memorable characters in an interesting setting, written in a fresh descriptive style. You will analyze and constructively evaluate peer writing. In the Capstone, you will draft, rewrite, and complete a substantial original story in the genre of your choosing.

Our courses are designed for anyone from aspiring short story writers to established novelists. Whether you have a finished novel sitting on your desk calling for a fresh look or have had the germ of an idea for a decade, this Specialization gives you the tools to achieve your goal. Through 4 courses focused on a key aspect of writing, and taken in any order you choose, you will develop a stronger ability to not only refine your writing but critique writing in general and find inspiration in the works you are already reading.

Artificial intelligence (AI) has transformed industries around the world and has the potential to radically alter the field of healthcare. Imagine being able to analyze data on patient visits to the clinic, medications prescribed, lab tests, and procedures performed, as well as data outside the health system -- such as social media, purchases made using credit cards, census records, Internet search activity logs that contain valuable health information, and you’ll get a sense of how AI could transform patient care and diagnoses.

In this specialization, we'll discuss the current and future applications of AI in healthcare with the goal of learning to bring AI technologies into the clinic safely and ethically.

This specialization is designed for both healthcare providers and computer science professionals, offering insights to facilitate collaboration between the disciplines.

CME Accreditation

The Stanford University School of Medicine is accredited by the Accreditation Council for Continuing Medical Education (ACCME) to provide continuing medical education for physicians. View the full CME accreditation information on the individual course FAQ page.

WHAT YOU WILL LEARN

- Identify problems healthcare providers face that machine learning can solve

- Relate AI to the science, practice, and business of medicine

- Analyze how AI affects patient care safety, quality, and research

- Apply the building blocks of AI to help you innovate and understand emerging technologies

The final course will consist of a capstone project that will take you on a guided tour exploring all the concepts we have covered in the different classes. This will be a hands-on experience following a patient's journey from the lens of the data, using a unique dataset created for this specialization.We will review how the different choices you make -- such as those around feature construction, the data types to use, how the model evaluation is set up and how you handle the patient timeline -- affect the care that would be recommended by the model.

Take your first step towards a career in software development with this introduction to Java—one of the most in-demand programming languages and the foundation of the Android operating system. Designed for beginners, this Specialization will teach you core programming concepts and equip you to write programs to solve complex problems. In addition, you will gain the foundational skills a software engineer needs to solve real-world problems, from designing algorithms to testing and debugging your programs.

Centered around projects, this Specialization will help you create a portfolio of work to demonstrate your new programming skills. In the capstone you will create a recommender engine similar to those used by Netflix or Amazon. Additional projects in your portfolio will include:an interactive webpage that applies filters to images, an analysis of CSV data files, an encryption program, and a predictive text generator.

Artificial intelligence (AI) is revolutionizing entire industries, changing the way companies across sectors leverage data to make decisions. To stay competitive, organizations need qualified AI engineers who use cutting-edge methods like machine learning algorithms and deep learning neural networks to provide data driven actionable intelligence for their businesses. This 6-course Professional Certificate is designed to equip you with the tools you need to succeed in your career as an AI or ML engineer. You’ll master fundamental concepts of machine learning and deep learning, including supervised and unsupervised learning, using programming languages like Python. You’ll apply popular machine learning and deep learning libraries such as SciPy, ScikitLearn, Keras, PyTorch, and Tensorflow to industry problems involving object recognition, computer vision, image and video processing, text analytics, natural language processing (NLP), recommender systems, and other types of classifiers. Through hands-on projects, you’ll gain essential data science skills scaling machine learning algorithms on big data using Apache Spark. You’ll build, train, and deploy different types of deep architectures, including convolutional neural networks, recurrent networks, and autoencoders. In addition to earning a Professional Certificate from Coursera, you will also receive a digital badge from IBM recognizing your proficiency in AI engineering. Throughout the program, you will build a portfolio of projects demonstrating your mastery of course topics. The hands-on projects will give you a practical working knowledge of Machine Learning libraries and Deep Learning frameworks such as SciPy, ScikitLearn, Keras, PyTorch, and Tensorflow. You will also complete an in-depth Capstone Project, where you’ll apply your AI and Neural Network skills to a real-world challenge and demonstrate your ability to communicate project outcomes.

This Specialization is intended for both current and new product managers working in digital who want to apply a portfolio of modern practices to developing their products and teams. Through five courses, you will cover applications of product design, hypothesis-driven development, and agile, all at the heart of modern product management.

WHAT YOU WILL LEARN

- Create and manage a team charter that drives alignment and autonomy

- Create a culture of experimentation with hypothesis-driven development

- Lead from the front with actionable design narrative on your customers

- Instrument relevant, actionable analytics into your product program

Learners will go from idea to testable product hypotheses to team charter over the course of the specialization - essentially, the preparation a product manager spinning up a new program would execute. Specifically, you'll draft a focal positioning statement, personas, jobs-to-be-done, value proposition hypotheses, user stories, and integrate them into a team charter.