À propos de ce cours
4.7
697 notes
73 avis
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant

Niveau débutant

Heures pour terminer

Approx. 9 heures pour terminer

Recommandé : 4 weeks of study, 1-2 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais

Compétences que vous acquerrez

Strategic ManagementGrowth StrategiesMarketingEntrepreneurship
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant

Niveau débutant

Heures pour terminer

Approx. 9 heures pour terminer

Recommandé : 4 weeks of study, 1-2 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
2 heures pour terminer

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 vidéos (Total 78 min), 1 lecture, 1 quiz
Video5 vidéos
Overview of Demand Generation, Customer Acquisition23 min
Two-Sided Markets14 min
Diffusion and Adoption15 min
Forecasting Demand23 min
Reading1 lecture
Acquiring Customers and Forecasting Demand Slides10 min
Quiz1 exercice pour s'entraîner
Acquiring Customers and Forecasting Demand Quiz20 min
Semaine
2
Heures pour terminer
2 heures pour terminer

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 vidéos (Total 69 min), 1 lecture, 1 quiz
Video5 vidéos
Social Media14 min
SEO7 min
Digital Advertising19 min
PR19 min
Reading1 lecture
Digital Marketing, Social Media, SEO, Digital Ads and PR Slides10 min
Quiz1 exercice pour s'entraîner
Marketing and PR Quiz20 min
Semaine
3
Heures pour terminer
2 heures pour terminer

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 vidéos (Total 84 min), 1 lecture, 1 quiz
Video5 vidéos
How to Price the Product or Service27 min
Performance Measurement, KPIs, Dashboard, Reporting11 min
Sales Partnerships9 min
Make-Buy Decision in Operations14 min
Reading1 lecture
Cost Structures, Pricing, and Tracking Slides10 min
Quiz1 exercice pour s'entraîner
Cost Structures, Pricing, and Tracking Quiz20 min
Semaine
4
Heures pour terminer
2 heures pour terminer

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 vidéos (Total 63 min), 1 lecture, 1 quiz
Video5 vidéos
Building the Right Culture for Growth15 min
Scaling the Organization15 min
Venture Scope and Expansion Strategy16 min
Course Wrap-Up58s
Reading1 lecture
Creating and Scaling Company Culture Slides10 min
Quiz1 exercice pour s'entraîner
Creating and Scaling Company Culture Quiz20 min
4.7
73 avisChevron Right
Orientation de carrière

67%

a commencé une nouvelle carrière après avoir terminé ces cours
Avantage de carrière

67%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

Meilleurs avis

par 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.

par 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.

Enseignants

Avatar

Kartik Hosanagar

Professor
Wharton School
Avatar

Lori Rosenkopf

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

David Hsu

Richard A. Sapp Professor of Management
The Wharton School
Avatar

Laura Huang

Assistant Professor
Management
Avatar

Ethan Mollick

Associate Professor
Associate Professor of Management- Wharton School
Avatar

David Bell

Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing
Avatar

Karl T. Ulrich

Vice Dean of Entrepreneurship and Innovation
The Wharton School

À propos de 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. ...

À propos de la Spécialisation 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

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.