About this course: 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.
Who is this class for: This course is designed for master students, MBA students and entrepreneurs.
Created by: Higher School of Economics
Taught by: Mikhail Plotnikov, Professor
Department of General and Strategic Management
| Level | Intermediate |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Intro
1 reading
- 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 videos, 2 readings
- Video: Course introduction
- Video: What is so special about emerging markets?
- Video: What we sell and what they buy
- Video: Who is the client?
- Video: Market as the game with (no) rules
- Reading: Additional literature
- Video: Making your business idea great
- Reading: Additional literature
Graded: Emerging and advanced markets
Graded: Product value
Graded: A B2B client sandwich
Graded: Market structure and types
Graded: Sun Tsu’s fundamentals
WEEK 2
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, 2 readings
- Video: Business Models for Emerging Markets
- Reading: Additional literature
- Video: Understanding Potential Market
- Video: Packing Value into Products
- Video: Contacting Your Clients
- Video: Establishing Value Exchange
- Video: Planning Activities and Resources
- Reading: Additional literature
Graded: Emerging market’s specific traits
Graded: Choosing a target audience
Graded: Positioning for emerging markets
Graded: Research and promotion
Graded: The types of a middleman
Graded: Three types of activities
Graded: Developing a business model
WEEK 3
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, 2 readings
- Video: Tuning competitive capacity
- Reading: Additional literature
- Video: Scanning competitive environment
- Video: Analyzing competencies
- Video: Understanding clients
- Reading: Additional literature
- Video: Building product/market matrix
- Video: Composing commercial offers
Graded: Developing the map of competitors
Graded: Analyzing a competitor
Graded: Resources, abilities and connections
Graded: A commercial offer structure
WEEK 4
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, 1 reading
- Video: Designing the set of strategies
- Video: Marketing strategies
- Reading: Additional literature
- Video: Internal processes strategies
- Video: Learning and growth strategies
- Video: Finance strategies
Graded: Functional strategies
Graded: Market entry and competitive strategies
Graded: The characteristics of internal processes strategies
Graded: Human capital development
Graded: Financial system development
WEEK 5
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, 1 reading
- Video: Understanding global environment
- Video: Industry tactics (part 1)
- Video: Industry tactics (part 2)
- Video: Competitive tactics
- Reading: Additional literature
- Video: Balancing marketing and sales
Graded: PESTEL-analysis
Graded: Industry value chain and tactics
Graded: Competitive struggle tactics
Graded: A marketing-sales model and four sales channels
WEEK 6
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
- Video: The scope of business opportunities
- Video: Business lifecycles
- Video: Strategic business units
- Video: A strategic view upon business economy
- Video: Product lifecycles
Graded: Ways to lead the business
Graded: The stages of business development
Graded: SBUs and strategic architecture
Graded: Calculating MPI
Graded: The BCG matrix
WEEK 7
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, 1 reading
- Video: The sales system
- Video: The types of sales
- Video: Choosing a proper sales type
- Reading: Additional literature
- Video: Planning sales
- Video: Organizing sales
Graded: Sales DNA model
Graded: Identification of three types of sales
Graded: Planning sales techniques
Graded: Sales force
WEEK 8
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, 1 reading
- Video: The system of strategic management
- Video: Generating a vision statement
- Video: Scenario planning
- Reading: Additional literature
- Video: Organizing strategic sessions
- Video: The typical mistakes of strategy implementation
Graded: The stages of a strategic management system
Graded: Vision statement's functions
Graded: Generating a vision statement
Graded: Types of scenarios
Graded: Strategic sessions
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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
Ratings and Reviews
Very informative and useful :)
A very learning and interactive course which I believe should be opted by anyone who wishes to learn about setting up a business in an emerging market, which is where the whole wave of economic activity is going to shift to.
very good, organize and developed.
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A very insightful and informative course.