À propos de ce cours
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Sous-titres : Anglais

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Niveau intermédiaire

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Recommandé : 4 hours/week...

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Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
10 minutes pour terminer

Intro

...
1 lecture
1 lecture
Assessment system10 min
3 heures pour terminer

Generating business core idea

Dear student! In this module you will learn how to generate a good business idea for an emerging market. You are going to study the key peculiarities of emerging markets and some clues how to fit them. On completing the module you will be able to define your key products and the customer value, to differentiate between the potential client groups, and to apply strategy fundamentals to your business idea. It is truly contributing if you have your own ideas and ambition to start and run a business in an emerging market. Do your best to apply all the ideas of the module to your business idea, discuss it with your friends and colleagues, do all the tasks, and you will have good progress in your learning. Good luck on this way! ...
6 vidéos (Total 80 min), 2 lectures, 5 quiz
6 vidéos
What is so special about emerging markets?14 min
What we sell and what they buy13 min
Who is the client?11 min
Market as the game with (no) rules13 min
Making your business idea great21 min
2 lectures
Additional literature20 min
Additional literature40 min
5 exercices pour s'entraîner
Emerging and advanced markets6 min
Product value10 min
A B2B client sandwich10 min
Market structure and types12 min
Sun Tsu’s fundamentals12 min
Semaine
2
5 heures pour terminer

Designing your business model

Dear student! In this module you will learn how to design a coherent and strong business model out of a business idea. You are going to study how to segment you potential market and how to establish marketing, distribution and partnerships in order to meet the demands of your target audience. On completing the module you will be able to calculate the potential market size, to pack attractive value into your products and to position them properly. You will learn how to attract agents and partners, how to establish a sustainable value exchange, and how to plan the necessary basic activities. Do your best to apply all the ideas of the module to your business idea, discuss it with your friends and colleagues, do all the tasks, and you will have good progress in your learning. Good luck on this way! ...
6 vidéos (Total 48 min), 2 lectures, 7 quiz
6 vidéos
Understanding Potential Market9 min
Packing Value into Products9 min
Contacting Your Clients8 min
Establishing Value Exchange6 min
Planning Activities and Resources5 min
2 lectures
Additional literature20 min
Additional literature40 min
6 exercices pour s'entraîner
Emerging market’s specific traits4 min
Choosing a target audience4 min
Positioning for emerging markets8 min
Research and promotion15 min
The types of a middleman8 min
Three types of activities12 min
Semaine
3
5 heures pour terminer

Elaborating your value proposition

Dear student! In this module you will learn how to make your offer truly attractive and highly competitive. You are going to study the main factors of competition and the key ideas how to win it. On completing the module you will be able to analyze the competitive environment, to reveal your key competencies, to recognize the market positions with the highest potential, as well as to compose clear commercial offers that make a difference. Do your best to apply all the ideas of the module to your business idea, discuss it with your friends and colleagues, do all the tasks, and you will have good progress in your learning. Good luck on this way!...
6 vidéos (Total 52 min), 2 lectures, 4 quiz
6 vidéos
Scanning competitive environment12 min
Analyzing competencies7 min
Understanding clients7 min
Building product/market matrix6 min
Composing commercial offers9 min
2 lectures
Additional literature40 min
Additional literature40 min
3 exercices pour s'entraîner
Developing the map of competitors40 min
Resources, abilities and connections8 min
A commercial offer structure2 min
Semaine
4
2 heures pour terminer

Choosing and supporting strategies

Dear student! In this module you will learn how to choose and support the strategies for the different aspects of your business. You are going to study the fundamental strategies for finance, marketing, business structure and human resources. On completing the module you will be able to design a congruent set of strategies that can produce synergy. Follow the given examples. Do your best to apply all the ideas of the module to your business idea, discuss it with your friends and colleagues, do all the tasks, and you will have good progress in your learning. Good luck on this way!...
5 vidéos (Total 36 min), 1 lecture, 5 quiz
5 vidéos
Marketing strategies9 min
Internal processes strategies6 min
Learning and growth strategies5 min
Finance strategies5 min
1 lecture
Additional literature40 min
5 exercices pour s'entraîner
Functional strategies9 min
Market entry and competitive strategies21 min
The characteristics of internal processes strategies12 min
Human capital development12 min
Financial system development8 min
Semaine
5
2 heures pour terminer

Business tactics

Dear student! In this module you will learn numerous specific tactics to improve your strategic strength and value. You are going to study the patterns to analyze the business environment and industry, as well as the most efficient ways to attract clients and to compete. On completing the module you will be able to use the opportunities the external forces, to increase the impact upon your industry mates, to succeed in competitive struggle, and to balance marketing and sales function. Do your best to apply all the ideas of the module to your business idea, discuss it with your friends and colleagues, do all the tasks, and you will have good progress in your learning. Good luck on this way!...
5 vidéos (Total 39 min), 1 lecture, 4 quiz
5 vidéos
Industry tactics (part 1)6 min
Industry tactics (part 2)6 min
Competitive tactics5 min
Balancing marketing and sales11 min
1 lecture
Additional literature40 min
4 exercices pour s'entraîner
PESTEL-analysis12 min
Industry value chain and tactics30 min
Competitive struggle tactics12 min
A marketing-sales model and four sales channels12 min
Semaine
6
2 heures pour terminer

Recognizing strategic opportunities

Dear student! In this module you will learn how to recognize and pursue the most prominent strategic opportunities in emerging markets. You are going to study the major ways of business developmentas well as the instruments to analyze the necessary data and decide which way to chose. On completing the module you will be able to use the ideas of corporate and product lifecycles to make proper strategic decisions, to determine the strategic business units and to differentiate their strategies, and to conduct the necessary analysis of the company’s economy. Do your best to apply all the ideas of the module to your business idea, discuss it with your friends and colleagues, do all the tasks, and you will have good progress in your learning. Good luck on this way!...
5 vidéos (Total 47 min), 5 quiz
5 vidéos
Business lifecycles9 min
Strategic business units6 min
A strategic view upon business economy8 min
Product lifecycles12 min
5 exercices pour s'entraîner
Ways to lead the business12 min
The stages of business development18 min
SBUs and strategic architecture15 min
Calculating MPI10 min
The BCG matrix12 min
Semaine
7
2 heures pour terminer

Managing sales in emerging markets

Dear student! In this module you will learn how to build and manage a strong sales system. You are going to study the sales system and its most important parts – the sales strategy, process, metrics, instruments and skills. On completing the module you will be able to analyze your current sales system, to design the necessary target sales system, to measure and to manage the sales process and the results. Do your best to apply all the ideas of the module to your business idea, discuss it with your friends and colleagues, do all the tasks, and you will have good progress in your learning. Good luck on this way!...
5 vidéos (Total 37 min), 1 lecture, 4 quiz
5 vidéos
The types of sales6 min
Choosing a proper sales type5 min
Planning sales8 min
Organizing sales7 min
1 lecture
Additional literature40 min
4 exercices pour s'entraîner
Sales DNA model15 min
Identification of three types of sales21 min
Planning sales techniques25 min
Sales force12 min
Semaine
8
4 heures pour terminer

Strategy implementation

Dear student! In this module you will learn how to establish a coherent strategic process in a company operating in an emerging market. You are going to study the nine steps of the strategic process, the hints and recommendations how to implement them, as well as the typical mistakes on this way. On completing the module you will be able to generate a powerful vision statement and to compose several scenarios to implement it. You will know how to conduct productive strategic sessions, and how to avoid traps and wrong steps as the strategic process goes on. Do your best to apply all the ideas of the module to your business idea, discuss it with your friends and colleagues, do all the tasks, and you will have good progress in your learning. Good luck on this way!...
5 vidéos (Total 41 min), 1 lecture, 5 quiz
5 vidéos
Generating a vision statement8 min
Scenario planning9 min
Organizing strategic sessions6 min
The typical mistakes of strategy implementation8 min
1 lecture
Additional literature20 min
4 exercices pour s'entraîner
The stages of a strategic management system9 min
Vision statement's functions5 min
Types of scenarios12 min
Strategic sessions6 min
4.8
19 avisChevron Right

Meilleurs avis

par VMFeb 28th 2017

Very good course, extensive information, examples to form a clear picture on business strategies in general and in particular in emergent market like Russia.

par EDApr 16th 2019

Excellent research in creating this course. The material is detailed and extensive. Not at all an easy task to complete

Enseignant

Avatar

Mikhail Plotnikov

Professor
Department of General and Strategic Management

À propos de Université nationale de recherche, École des hautes études en sciences économiques

National Research University - Higher School of Economics (HSE) is one of the top research universities in Russia. Established in 1992 to promote new research and teaching in economics and related disciplines, it now offers programs at all levels of university education across an extraordinary range of fields of study including business, sociology, cultural studies, philosophy, political science, international relations, law, Asian studies, media and communicamathematics, engineering, and more. Learn more on www.hse.ru...

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