Coursera
Explorar
  • Navegar
  • Pesquisar
  • For Enterprise
  • Entrar
  • Criar conta

Entrepreneurship 3: Growth Strategies

Visão geralProgramaPerguntas frequentesDesenvolvedoresCustoClassificações e avaliações

Página inicialNegóciosEmpreendedorismo

Entrepreneurship 3: Growth Strategies

Universidade da Pensilvânia

Informações sobre o curso: Start-ups are designed to grow quickly, but successful start-ups grow smart. This course is designed to provide you with an understanding of the essential elements of successful scaling, including an overview of demand generation, customer acquisition, adoption, diffusion and forecasting demand. You’ll also learn how to market effectively using best practices of digital marketing, social media, PR, SEO, and pricing. Finally, you’ll cover the nuts and bolts of building a sales process, partnerships and supply relationships, and examine the crucial components of attracting, developing and retaining talent. By the end of this course, you’ll have an outline of an expansion strategy for your idea or enterprise, and also be ready for Entrepreneurship 4: Financing and Profitability


Desenvolvido por:  Universidade da Pensilvânia
Universidade da Pensilvânia

  • Kartik Hosanagar

    Ministrado por:  Kartik Hosanagar, Professor

    Wharton School

  • Lori Rosenkopf

    Ministrado por:  Lori Rosenkopf, Vice Dean and Director, Wharton Undergraduate Division

    Simon and Midge Palley Professor of Management

  • David Hsu

    Ministrado por:  David Hsu, Richard A. Sapp Professor of Management

    The Wharton School

  • Laura Huang

    Ministrado por:  Laura Huang, Assistant Professor

    Management

  • Ethan Mollick

    Ministrado por:  Ethan Mollick, Associate Professor

    Associate Professor of Management- Wharton School

  • David Bell

    Ministrado por:  David Bell, Xinmei Zhang and Yongge Dai Professor, Professor of Marketing

    Marketing

  • Karl  T. Ulrich

    Ministrado por:  Karl T. Ulrich, Vice Dean of Entrepreneurship and Innovation

    The Wharton School
Informações básicas
Curso 3 de 5 no Entrepreneurship Specialization
NívelBeginner
Compromisso4 semanas de estudo, 1-2 horas/semana
Idioma
English
Como ser aprovadoSeja aprovado em todas as tarefas para concluir o curso.
Classificação do usuário
4.7 estrelas
Classificação média do usuário 4.7Veja o que os aprendizes disseram
Programa
SEMANA 1
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.
5 vídeos, 1 leitura
  1. Vídeo: Introduction
  2. Vídeo: Overview of Demand Generation, Customer Acquisition
  3. Vídeo: Two-Sided Markets
  4. Vídeo: Diffusion and Adoption
  5. Vídeo: Forecasting Demand
  6. Reading: Acquiring Customers and Forecasting Demand Slides
Nota atribuída: Acquiring Customers and Forecasting Demand Quiz
SEMANA 2
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.
5 vídeos, 1 leitura
  1. Vídeo: Digital Marketing
  2. Vídeo: Social Media
  3. Vídeo: SEO
  4. Vídeo: Digital Advertising
  5. Vídeo: PR
  6. Reading: Digital Marketing, Social Media, SEO, Digital Ads and PR Slides
Nota atribuída: Marketing and PR Quiz
SEMANA 3
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.
5 vídeos, 1 leitura
  1. Vídeo: Target Costing and Channel Economics
  2. Vídeo: How to Price the Product or Service
  3. Vídeo: Performance Measurement, KPIs, Dashboard, Reporting
  4. Vídeo: Sales Partnerships
  5. Vídeo: Make-Buy Decision in Operations
  6. Reading: Cost Structures, Pricing, and Tracking Slides
Nota atribuída: Cost Structures, Pricing, and Tracking Quiz
SEMANA 4
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.
5 vídeos, 1 leitura
  1. Vídeo: Attracting, Developing, and Retaining Talent
  2. Vídeo: Building the Right Culture for Growth
  3. Vídeo: Scaling the Organization
  4. Vídeo: Venture Scope and Expansion Strategy
  5. Vídeo: Course Wrap-Up
  6. Reading: Creating and Scaling Company Culture Slides
Nota atribuída: Creating and Scaling Company Culture Quiz

Perguntas frequentes
Como funciona
Coursework
Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from Your Peers
Help from Your Peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates
Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

Desenvolvedores
Universidade da Pensilvânia
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.
Custo
Comprar curso
Acesso aos materiais do curso

Disponível

Acesso a materiais valendo nota

Disponível

Receba uma nota final

Disponível

Obtenha um Certificado de Curso compartilhável

Disponível

Classificações e avaliações
Avaliado em 4.7 de 5 decorrente de 553 avaliações
Kumar Mukund

Valuable insights for Growth Strategies for Start Ups

YC

The week 4 is not that clear. Hopefully, Wharton may host similar course at huntsman. To ask some questions face to face can be pretty nice. Thanks

TD

Great course - well presented by knowledgeable and experienced staff. Great overview and I was very surprised at the quality of information presented. It helps reign in and manage the large number of variables to consider when contemplating a startup or other entrepreneurial endeavor. Money well spent

TS

Fantastic content! Thank you!



Talvez você também goste de
Universidade da Pensilvânia
Entrepreneurship 2: Launching your Start-Up
1 curso
Universidade da Pensilvânia
Entrepreneurship 2: Launching your Start-Up
Visualizar curso
Universidade da Pensilvânia
Entrepreneurship 4: Financing and Profitability
1 curso
Universidade da Pensilvânia
Entrepreneurship 4: Financing and Profitability
Visualizar curso
Universidade da Pensilvânia
Entrepreneurship 1: Developing the Opportunity
1 curso
Universidade da Pensilvânia
Entrepreneurship 1: Developing the Opportunity
Visualizar curso
Michigan State University
The Search for Great Ideas: Harnessing creativity to empower innovation.
1 curso
Michigan State University
The Search for Great Ideas: Harnessing creativity to empower innovation.
Visualizar curso
Michigan State University
Planning: Principled, Proposing, Proofing, and Practicing to a Success Plan
1 curso
Michigan State University
Planning: Principled, Proposing, Proofing, and Practicing to a Success Plan
Visualizar curso
Coursera
O Coursera proporciona acesso universal à melhor educação do mundo fazendo parcerias com as melhores universidades e organizações para oferecer cursos on-line.
© 2018 Coursera Inc. Todos os direitos reservados.
Baixar na App StoreBaixar no Google Play
  • Coursera
  • Sobre
  • Liderança
  • Carreiras
  • Lista de cursos
  • Certificados
  • Notas
  • Para negócios
  • For Government
  • Comunidade
  • parceiros
  • Orientadores
  • Tradutores
  • Desenvolvedores
  • Testadores beta
  • Conectar
  • Blog
  • Facebook
  • LinkedIn
  • Twitter
  • Google+
  • Tech Blog
  • Mais
  • Termos
  • Privacidade
  • Ajuda
  • Acessibilidade
  • Imprensa
  • Contato
  • Diretório
  • Afiliados