About this course: The Master Class experience is designed to serve as the final project experience for the Corporate Entrepreneurship Specialization. Alternatively, professionals with experience in opportunity analysis, business modeling, and corporate finance are invited to complete the Master Class experience without the preliminary courses. With maturing technologies and aging product portfolios requiring established companies to create, develop, and sustain innovative new businesses, graduates of the Master Class will develop an understanding of how to create new businesses and initiatives within the corporate environment. In collaboration with our award-winning faculty, and a vibrant peer group, learners will explore and apply the skills, tools, and best practices for: • Identifying and developing the entrepreneurial opportunities; • Building business models; • Creating strategies for leading innovation; and • Financing and profiting from innovation. The Master Class experience is differentiated from typical Coursera courses and MOOCs in that our faculty and staff are actively engaged with learners by providing individual feedback on assignments. Our faculty and staff will review and offer feedback on the major assignment submissions, if you wish, in an effort to assist you in developing and launching your corporate ventures. Try this course for FREE at https://www.coursera.org/learn/corporate-entrepreneurship-project
Who is this class for: This course is primarily aimed at professionals who are inspired, or tasked, to develop and lead new businesses within established companies. This course is also valuable to any undergraduates, graduate students, or professionals interested in corporate entrepreneurship.
Created by: University of Maryland, College Park
Taught by: Dr. James V. Green, Director of Entrepreneurship Education
Maryland Technology Enterprise Institute
| Basic Info | Course 5 of 5 in the Corporate Entrepreneurship: Innovating within Corporations Specialization |
| Level | Beginner |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
Syllabus
WEEK 1
Identifying and Analyzing the Opportunity
Welcome to the Master Class for Corporate Entrepreneurs. This project-based course is designed to provide you with the resources and tools you need to develop a proposal for your corporate venture. Please study the readings below, which provide you with the materials and resources that you need to complete a successful proposal. We've also re-posted select video lectures from our companion corporate entrepreneurship courses to assist with your development of the new corporate venture proposal.
29 videos, 3 readings
- Reading: Welcome
- Reading: Meet Dr. James V. Green
- Video: Key enablers of corporate entrepreneurship
- Video: Setting up a formal structure for corporate entrepreneurship
- Video: What are entrepreneurial opportunities?
- Reading: The Opportunity Analysis Canvas
- Video: Asking for ideas from employees
- Video: What impact do knowledge conditions have in your industry?
- Video: Are the demand conditions in your industry favorable?
- Video: What is the lifecycle stage of your industry?
- Video: Is the industry capital intensive?
- Video: Is the industry advertising intensive?
- Video: Are you trying to enter a concentrated market?
- Video: What is the average size of a company in the industry?
- Video: What demographic changes are creating new market needs?
- Video: What psychographic changes are opportunistic?
- Video: What technical advancements are emerging?
- Video: What societal changes are presenting new opportunities?
- Video: What political and regulatory forces will influence the market?
- Video: How does the learning curve influence your success?
- Video: What complementary assets are critical to develop?
- Video: What is the reputation of your competitors?
- Video: What is value innovation?
- Video: What existing factors can you eliminate?
- Video: Where can you reduce factors and not reduce value?
- Video: Which factors can you raise above competitors?
- Video: What new factors can you create?
- Video: Is the problem real?
- Video: Does your solution create value for your stakeholders?
- Video: Is your advantage superior and sustainable?
- Video: Can you build the right team at the right time?
- Video: Preview of the Master of Professional Studies in Technology Entrepreneurship
Graded: Opportunity Analysis
WEEK 2
Building the Business Model
This module challenges you to develop and apply the Business Model Canvas tool to scope a corporate challenge or opportunity. You will learn how to identify and communicate the nine elements of a business model: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partners, and Cost Structure.
24 videos, 3 readings
- Reading: Meet Dan Gordon
- Reading: Business Model Generation
- Video: Customer, market, and value propostion
- Video: Product-market fit: The heart of the business model
- Video: Walkthrough of the Business Model Canvas - Part 1
- Video: Walk-through of the Business Model Canvas - Part 2
- Video: How do you develop a business model?
- Reading: Talking to Humans
- Video: Why talk to customers? What do they know?
- Video: How to get insights from customers
- Video: What to do before the interview
- Video: Building a pipeline of customer interviews
- Video: What to do after the interview
- Video: Cold calling 101
- Video: Why have customer segments at all?
- Video: Customer segments, value propositions, and product features
- Video: Customer types
- Video: Customer segments and business models
- Video: Minimum viable product (MVP)
- Video: Crossing the chasm
- Video: What is a channel?
- Video: Product-channel fit
- Video: Cost structure
- Video: Key activities
- Video: The rest of the business model canvas
- Video: Key partnerships
- Video: Key resources
Graded: Initial Business Model Canvas
WEEK 3
Crafting Strategies for Innovation Initiatives
This modules focuses on enhancing your understanding of how an internal venture is organized, and how to overcome resistance to your new venture ideas within the company.
12 videos, 2 readings
- Reading: Meet Dr. Thomas J. Mierzwa
- Reading: Managing Innovation
- Video: What are some basic types of innovations?
- Video: How can an audit reveal innovation competence and weakness?
- Video: How many ways can companies innovate?
- Video: How does innovation occur at different business levels?
- Video: How does technology uncertainty influence an innovation in the marketplace?
- Video: What are key "associating" skills of innovators?
- Video: How do innovation managers survive an innovation project?
- Video: What's inside an innovation portfolio?
- Video: How do disruptive innovations change the marketplace?
- Video: How are innovations revealed in a blue ocean strategy?
- Video: How can lead users contribute to an innovation strategy?
- Video: How can open innovation become an entrepreneurial strategy?
Graded: Innovation Roadmap
WEEK 4
Building the Proposal
This module improves your understanding of how to secure and manage funding for your corporate venture. We will demystify key accounting and financing concepts to give corporate entrepreneurs a guide to developing the business case for their ideas, and securing funding to translate ideas into reality.
21 videos, 2 readings
- Reading: Meet Michael R. Pratt
- Video: Financial statement metrics
- Reading: Entrepreneurial Finance
- Video: The entrepreneurial spectrum
- Video: The "too typical" return on investment (ROI) process
- Video: Finance for the corporate entrepreneur
- Video: A better approach to return on investment (ROI)
- Video: Intangible assets and return on investment (ROI)
- Video: Financial statement basics
- Video: Financial statement details
- Video: Sources of funding
- Video: Internal funding
- Video: Customer and vendor financing
- Video: Franchising
- Video: Joint ventures
- Video: Co-branding
- Video: Licensing agreements
- Video: Business proposals and the pitch
- Video: How to write an effective business proposal
- Video: What do your funding sources want to see
- Video: How to create a pitch deck
- Video: Do's and don'ts of the pitch
- Video: Learn More with the Master of Professional Studies in Technology Entrepreneurship
Graded: Final Business Model Canvas
Graded: Final Pitch
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University of Maryland, College Park
The University of Maryland is the state's flagship university and one of the nation's preeminent public research universities. A global leader in research, entrepreneurship and innovation, the university is home to more than 37,000 students, 9,000 faculty and staff, and 250 academic programs. Its faculty includes three Nobel laureates, three Pulitzer Prize winners, 47 members of the national academies and scores of Fulbright scholars. The institution has a $1.8 billion operating budget, secures $500 million annually in external research funding and recently completed a $1 billion fundraising campaign.
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