关于此课程： The course aims to transfer the fundamental knowledge and to form the basic competencies necessary for the development and the implementation of a business strategy in an emerging market. The students are going to improve their analyzing, decision making, and planning skills as well as the ability to recognize strategic opportunities and threats. The course requires the knowledge of basic economics concepts as the pre-requisite. It is preferable that the students have some practical entrepreneurial or marketing experience, but this is not obligatory. The course has a distinct stress to the practice of strategic management. Although a few fundamental theories are mentioned, the bulk of the ideas are based on simple though efficient applied model that are easy to understand and convenient to use. The multitude of examples and stories from the personal consulting and managerial experience of the author are the hallmark of the course. The author’s original drawings make the key concepts well memorable ad cozy to deal with.
此课程适用人群： This course is designed for master students, MBA students and entrepreneurs.
制作方： National Research University Higher School of Economics
教学方： Mikhail Plotnikov, Professor
Department of General and Strategic Management
| 级别 | 中级 |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
Intro
1 个阅读材料
- Reading: Assessment system
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 个视频, 2 个阅读材料
- 视频: What is so special about emerging markets?
- 视频: What we sell and what they buy
- 视频: Who is the client?
- 视频: Market as the game with (no) rules
- Reading: Additional literature
- 视频: Making your business idea great
- Reading: Additional literature
已评分: Emerging and advanced markets
已评分: Product value
已评分: A B2B client sandwich
已评分: Market structure and types
已评分: Sun Tsu’s fundamentals
第 2 周
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 个视频, 2 个阅读材料
- Reading: Additional literature
- 视频: Understanding Potential Market
- 视频: Packing Value into Products
- 视频: Contacting Your Clients
- 视频: Establishing Value Exchange
- 视频: Planning Activities and Resources
- Reading: Additional literature
已评分: Emerging market’s specific traits
已评分: Choosing a target audience
已评分: Positioning for emerging markets
已评分: Research and promotion
已评分: The types of a middleman
已评分: Three types of activities
已评分: Developing a business model
第 3 周
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 个视频, 2 个阅读材料
- Reading: Additional literature
- 视频: Scanning competitive environment
- 视频: Analyzing competencies
- 视频: Understanding clients
- Reading: Additional literature
- 视频: Building product/market matrix
- 视频: Composing commercial offers
已评分: Developing the map of competitors
已评分: Analyzing a competitor
已评分: Resources, abilities and connections
已评分: A commercial offer structure
第 4 周
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 个视频, 1 个阅读材料
- 视频: Marketing strategies
- Reading: Additional literature
- 视频: Internal processes strategies
- 视频: Learning and growth strategies
- 视频: Finance strategies
已评分: Functional strategies
已评分: Market entry and competitive strategies
已评分: The characteristics of internal processes strategies
已评分: Human capital development
已评分: Financial system development
第 5 周
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 个视频, 1 个阅读材料
- 视频: Industry tactics (part 1)
- 视频: Industry tactics (part 2)
- 视频: Competitive tactics
- Reading: Additional literature
- 视频: Balancing marketing and sales
已评分: PESTEL-analysis
已评分: Industry value chain and tactics
已评分: Competitive struggle tactics
已评分: A marketing-sales model and four sales channels
第 6 周
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 个视频
- 视频: Business lifecycles
- 视频: Strategic business units
- 视频: A strategic view upon business economy
- 视频: Product lifecycles
已评分: Ways to lead the business
已评分: The stages of business development
已评分: SBUs and strategic architecture
已评分: Calculating MPI
已评分: The BCG matrix
第 7 周
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 个视频, 1 个阅读材料
- 视频: The types of sales
- 视频: Choosing a proper sales type
- Reading: Additional literature
- 视频: Planning sales
- 视频: Organizing sales
已评分: Sales DNA model
已评分: Identification of three types of sales
已评分: Planning sales techniques
已评分: Sales force
第 8 周
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 个视频, 1 个阅读材料
- 视频: Generating a vision statement
- 视频: Scenario planning
- Reading: Additional literature
- 视频: Organizing strategic sessions
- 视频: The typical mistakes of strategy implementation
已评分: The stages of a strategic management system
已评分: Vision statement's functions
已评分: Generating a vision statement
已评分: Types of scenarios
已评分: Strategic sessions
常见问题解答
运作方式
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制作方
National Research University Higher School of Economics
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 communications, IT, mathematics, engineering, and more.
Learn more on www.hse.ru
评分和审阅
Excellent course! Offers a deep and comprehensive insight in the tools needed to approach in a professional way the business not only in emerging markets but knowledge to be applied in daily business challenges.
One of Difficult and Amazing courses I have gone though. Highly Knowledgeable.
great course, its new idea, all courses and lectures are generic business rules which can not be implemented in emerging market. This course is best for those who want to do business in specially emerging market.
Thank you very much
Ma
Am a marketing professional and this course helped me in acknowledging the changing trends within the emerging markets and the best practices to control the demand and supply. Very helpful for growth hackers.