About this Course
최근 조회 10,951

다음의 3/5개 강좌

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

초급 단계

완료하는 데 약 9시간 필요

권장: 4 weeks of study, 1-2 hours/week...

영어

자막: 영어, 아랍어

귀하가 습득할 기술

Strategic ManagementGrowth StrategiesMarketingEntrepreneurship

다음의 3/5개 강좌

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

초급 단계

완료하는 데 약 9시간 필요

권장: 4 weeks of study, 1-2 hours/week...

영어

자막: 영어, 아랍어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 2시간 필요

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 videos (Total 78 min), 1 reading, 1 quiz
5개의 동영상
Overview of Demand Generation, Customer Acquisition23m
Two-Sided Markets14m
Diffusion and Adoption15m
Forecasting Demand23m
1개의 읽기 자료
Acquiring Customers and Forecasting Demand Slides10m
1개 연습문제
Acquiring Customers and Forecasting Demand Quiz20m
2
완료하는 데 2시간 필요

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 videos (Total 69 min), 1 reading, 1 quiz
5개의 동영상
Social Media14m
SEO7m
Digital Advertising19m
PR19m
1개의 읽기 자료
Digital Marketing, Social Media, SEO, Digital Ads and PR Slides10m
1개 연습문제
Marketing and PR Quiz20m
3
완료하는 데 2시간 필요

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 videos (Total 84 min), 1 reading, 1 quiz
5개의 동영상
How to Price the Product or Service27m
Performance Measurement, KPIs, Dashboard, Reporting11m
Sales Partnerships9m
Make-Buy Decision in Operations14m
1개의 읽기 자료
Cost Structures, Pricing, and Tracking Slides10m
1개 연습문제
Cost Structures, Pricing, and Tracking Quiz20m
4
완료하는 데 2시간 필요

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 videos (Total 63 min), 1 reading, 1 quiz
5개의 동영상
Building the Right Culture for Growth15m
Scaling the Organization15m
Venture Scope and Expansion Strategy16m
Course Wrap-Up58
1개의 읽기 자료
Creating and Scaling Company Culture Slides10m
1개 연습문제
Creating and Scaling Company Culture Quiz20m
4.7
83개의 리뷰Chevron Right

83%

이 강좌를 수료한 후 새로운 경력 시작하기

64%

이 강좌를 통해 확실한 경력상 이점 얻기

40%

급여 인상 또는 승진하기

최상위 리뷰

대학: 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.

대학: 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.

강사

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

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

펜실베이니아 대학교 정보

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. ...

기업가 정신 전문 분야 정보

Wharton's Entrepreneurship Specialization covers the conception, design, organization, and management of new enterprises. This five-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....
기업가 정신

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

궁금한 점이 더 있으신가요? 학습자 도움말 센터를 방문해 보세요.