Business Strategies for Emerging Markets
National Research University Higher School of Economics
课程信息
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.
Syllabus - What you will learn from this course
1
Section
Intro
1 reading
1 readings
Assessment system10m
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 videos (Total 80 min), 2 readings, 5 quizzes
6 videos
What is so special about emerging markets?14m
What we sell and what they buy13m
Who is the client?11m
Market as the game with (no) rules13m
Making your business idea great21m
2 readings
Additional literature20m
Additional literature40m
5 practice exercises
Emerging and advanced markets6m
Product value10m
A B2B client sandwich10m
Market structure and types12m
Sun Tsu’s fundamentals12m
2
Section
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 videos (Total 48 min), 2 readings, 7 quizzes
6 videos
Understanding Potential Market9m
Packing Value into Products9m
Contacting Your Clients8m
Establishing Value Exchange6m
Planning Activities and Resources5m
2 readings
Additional literature20m
Additional literature40m
6 practice exercises
Emerging market’s specific traits4m
Choosing a target audience4m
Positioning for emerging markets8m
Research and promotion15m
The types of a middleman8m
Three types of activities12m
3
Section
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 videos (Total 52 min), 2 readings, 4 quizzes
6 videos
Scanning competitive environment12m
Analyzing competencies7m
Understanding clients7m
Building product/market matrix6m
Composing commercial offers9m
2 readings
Additional literature40m
Additional literature40m
3 practice exercises
Developing the map of competitors40m
Resources, abilities and connections8m
A commercial offer structure2m
4
Section
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 videos (Total 36 min), 1 reading, 5 quizzes
5 videos
Marketing strategies9m
Internal processes strategies6m
Learning and growth strategies5m
Finance strategies5m
1 readings
Additional literature40m
5 practice exercises
Functional strategies9m
Market entry and competitive strategies21m
The characteristics of internal processes strategies12m
Human capital development12m
Financial system development8m
5
Section
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 videos (Total 39 min), 1 reading, 4 quizzes
5 videos
Industry tactics (part 1)6m
Industry tactics (part 2)6m
Competitive tactics5m
Balancing marketing and sales11m
1 readings
Additional literature40m
4 practice exercises
PESTEL-analysis12m
Industry value chain and tactics30m
Competitive struggle tactics12m
A marketing-sales model and four sales channels12m
6
Section
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 videos (Total 47 min), 5 quizzes
5 videos
Business lifecycles9m
Strategic business units6m
A strategic view upon business economy8m
Product lifecycles12m
5 practice exercises
Ways to lead the business12m
The stages of business development18m
SBUs and strategic architecture15m
Calculating MPI10m
The BCG matrix12m
7
Section
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 videos (Total 37 min), 1 reading, 4 quizzes
5 videos
The types of sales6m
Choosing a proper sales type5m
Planning sales8m
Organizing sales7m
1 readings
Additional literature40m
4 practice exercises
Sales DNA model15m
Identification of three types of sales21m
Planning sales techniques25m
Sales force12m
8
Section
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 videos (Total 41 min), 1 reading, 5 quizzes
5 videos
Generating a vision statement8m
Scenario planning9m
Organizing strategic sessions6m
The typical mistakes of strategy implementation8m
1 readings
Additional literature20m
4 practice exercises
The stages of a strategic management system9m
Vision statement's functions5m
Types of scenarios12m
Strategic sessions6m
4.8
Top Reviews
By VM•Feb 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.
By CC•Jun 18th 2018
One of Difficult and Amazing courses I have gone though. Highly Knowledgeable.
Instructor
Mikhail Plotnikov
ProfessorAbout 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
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