Informações sobre o curso
4.7
697 classificações
73 avaliações
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 9 horas para completar

Sugerido: 4 weeks of study, 1-2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Habilidades que você terá

Strategic ManagementGrowth StrategiesMarketingEntrepreneurship
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 9 horas para completar

Sugerido: 4 weeks of study, 1-2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 78 mín.) min), 1 leitura, 1 teste
Video5 videos
Overview of Demand Generation, Customer Acquisition23min
Two-Sided Markets14min
Diffusion and Adoption15min
Forecasting Demand23min
Reading1 leituras
Acquiring Customers and Forecasting Demand Slides10min
Quiz1 exercício prático
Acquiring Customers and Forecasting Demand Quiz20min
Semana
2
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 69 mín.) min), 1 leitura, 1 teste
Video5 videos
Social Media14min
SEO7min
Digital Advertising19min
PR19min
Reading1 leituras
Digital Marketing, Social Media, SEO, Digital Ads and PR Slides10min
Quiz1 exercício prático
Marketing and PR Quiz20min
Semana
3
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 84 mín.) min), 1 leitura, 1 teste
Video5 videos
How to Price the Product or Service27min
Performance Measurement, KPIs, Dashboard, Reporting11min
Sales Partnerships9min
Make-Buy Decision in Operations14min
Reading1 leituras
Cost Structures, Pricing, and Tracking Slides10min
Quiz1 exercício prático
Cost Structures, Pricing, and Tracking Quiz20min
Semana
4
Horas para completar
2 horas para concluir

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 vídeos (total de (Total 63 mín.) min), 1 leitura, 1 teste
Video5 videos
Building the Right Culture for Growth15min
Scaling the Organization15min
Venture Scope and Expansion Strategy16min
Course Wrap-Up58s
Reading1 leituras
Creating and Scaling Company Culture Slides10min
Quiz1 exercício prático
Creating and Scaling Company Culture Quiz20min
4.7
73 avaliaçõesChevron Right
Direcionamento de carreira

67%

comecei uma nova carreira após concluir estes cursos
Benefício de carreira

67%

consegui um benefício significativo de carreira com este curso

Melhores avaliações

por 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.

por 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.

Instrutores

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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

Sobre 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. ...

Sobre o Programa de cursos integrados 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

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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