Об этом курсе
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Оценки: 693
Рецензии: 73
Специализация
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Часов на завершение

Прибл. 9 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 1-2 hours/week...
Доступные языки

Английский

Субтитры: Английский

Приобретаемые навыки

Strategic ManagementGrowth StrategiesMarketingEntrepreneurship
Специализация
100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Начальный уровень

Начальный уровень

Часов на завершение

Прибл. 9 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 1-2 hours/week...
Доступные языки

Английский

Субтитры: Английский

Программа курса: что вы изучите

Неделя
1
Часов на завершение
2 ч. на завершение

Module 1: Acquiring Customers and Forecasting Demand

This first module focuses on strategies to acquire customers and understand product demand when a start-up is in growth mode. You’ll learn foundational economic concepts in customer acquisition, including customer value over time, customer lifetime value and ROI, and customer equity. You’ll also learn about the key theory of “two-sided markets” and explore how entrepreneurs can build these markets through pricing and subsidization. Even the most exciting and useful new products and services face challenges in convincing people to adopt them, and so you'll explore actionable research and examples that explain the rate of diffusion, the adoption of new products, and ways to attack the challenge of forecasting demand. By the end of this module, you’ll have a solid grounding in the core concerns of start-ups as they move from launch to growth. ...
Reading
5 videos (Total 78 min), 1 материал для самостоятельного изучения, 1 тест
Video5 видео
Overview of Demand Generation, Customer Acquisition23мин
Two-Sided Markets14мин
Diffusion and Adoption15мин
Forecasting Demand23мин
Reading1 материал для самостоятельного изучения
Acquiring Customers and Forecasting Demand Slides10мин
Quiz1 практическое упражнение
Acquiring Customers and Forecasting Demand Quiz20мин
Неделя
2
Часов на завершение
2 ч. на завершение

Module 2: Marketing and PR

In this module, you'll explore the strategies modern start-ups use to get the word out about new products and services. You'll learn the three primary modes of digital marketing (owned, paid, and earned), and when and how these media options can be utilized by a start-up. You'll also learn how to harness the powers of social media, search engine optimization (SEO), “sponsored” search engine results, display ads and social ads. Finally, you'll understand how to leverage free media and assess the pros and cons of engaging PR firms. By the end of this module, you'll be able to develop digital marketing and pr strategies for your enterprise. ...
Reading
5 videos (Total 69 min), 1 материал для самостоятельного изучения, 1 тест
Video5 видео
Social Media14мин
SEO7мин
Digital Advertising19мин
PR19мин
Reading1 материал для самостоятельного изучения
Digital Marketing, Social Media, SEO, Digital Ads and PR Slides10мин
Quiz1 практическое упражнение
Marketing and PR Quiz20мин
Неделя
3
Часов на завершение
2 ч. на завершение

Module 3: Cost Structures, Pricing, and Tracking

This module was designed to give you a strong foundation in the economics around growing a start-up, including how to understand and implement cost targets, pricing strategies, and outcome measurement. You’ll learn the math behind creating cost targets and margin requirements (whether your product or service will be sold via retailers or some other channel), the principles that guide pricing of products and services, and how to implement the “four Cs” of pricing while measuring price sensitivity. You'll also explore how to identify key performance indicators (KPIs) to determine whether your business is thriving or failing, how to efficiently grow a customer base through sales partnerships, and how to decide whether to make your own products/components or purchase them from a third party. By the end of this module, you will possess the foundational economic knowledge that informs the cost, price, sales, and production strategies used by successful entrepreneurs today....
Reading
5 videos (Total 84 min), 1 материал для самостоятельного изучения, 1 тест
Video5 видео
How to Price the Product or Service27мин
Performance Measurement, KPIs, Dashboard, Reporting11мин
Sales Partnerships9мин
Make-Buy Decision in Operations14мин
Reading1 материал для самостоятельного изучения
Cost Structures, Pricing, and Tracking Slides10мин
Quiz1 практическое упражнение
Cost Structures, Pricing, and Tracking Quiz20мин
Неделя
4
Часов на завершение
2 ч. на завершение

Module 4: Creating and Scaling Company Culture

This module explores the best approaches for attracting and retaining talent, creating a company culture that is conducive to growth, and how company founders and early employees can learn to delegate authority and manage the people-based growing pains that many start-ups experience. You'll learn how to scale up strategically, and how to you decide whether to expand to different segments once you establish a foothold in your target segment. You'll also examine the differences between vertical expansion and horizontal expansion, and learn how to decide which path to pursue. By the end of this module, you’ll be equipped to make the tough decisions required to manage a start-up’s personnel roster and strategic direction as your business grows....
Reading
5 videos (Total 63 min), 1 материал для самостоятельного изучения, 1 тест
Video5 видео
Building the Right Culture for Growth15мин
Scaling the Organization15мин
Venture Scope and Expansion Strategy16мин
Course Wrap-Upмин
Reading1 материал для самостоятельного изучения
Creating and Scaling Company Culture Slides10мин
Quiz1 практическое упражнение
Creating and Scaling Company Culture Quiz20мин
4.7
Рецензии: 73Chevron Right
Формирование карьерного пути

67%

начал новую карьеру, пройдя эти курсы
Карьерные преимущества

83%

получил значимые преимущества в карьере благодаря этому курсу

Лучшие рецензии

автор: YLAug 22nd 2018

Useful techniques to thoroughly introspect one's organization, no matter one is an entrepreneur, a manager in an established firm, or even a college student.

автор: MMMay 17th 2016

Very Well done course. In its simplicity it is able to provide awesome tips for a such vast and complex subject. The professors are very very good.

Преподавателя

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Kartik Hosanagar

Professor
Wharton School
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Lori Rosenkopf

Vice Dean and Director, Wharton Undergraduate Division
Simon and Midge Palley Professor of Management
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David Hsu

Richard A. Sapp Professor of Management
The Wharton School
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Laura Huang

Assistant Professor
Management
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Ethan Mollick

Associate Professor
Associate Professor of Management- Wharton School
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David Bell

Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing
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Karl T. Ulrich

Vice Dean of Entrepreneurship and Innovation
The Wharton School

О University of Pennsylvania

The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies. ...

О специализации ''Entrepreneurship'

Wharton's Entrepreneurship Specialization covers the conception, design, organization, and management of new enterprises. This four-course series is designed to take you from opportunity identification through launch, growth, financing and profitability. With guidance from Wharton's top professors, along with insights from current Wharton start-up founders and financiers, you'll develop an entrepreneurial mindset and hone the skills you need to develop a new enterprise with potential for growth and funding, or to identify and pursue opportunities for growth within an existing organization....
Entrepreneurship

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