About this course: Start-ups are designed to grow quickly, but successful start-ups grow smart. This course is designed to provide you with an understanding of the essential elements of successful scaling, including an overview of demand generation, customer acquisition, adoption, diffusion and forecasting demand. You’ll also learn how to market effectively using best practices of digital marketing, social media, PR, SEO, and pricing. Finally, you’ll cover the nuts and bolts of building a sales process, partnerships and supply relationships, and examine the crucial components of attracting, developing and retaining talent. By the end of this course, you’ll have an outline of an expansion strategy for your idea or enterprise, and also be ready for Entrepreneurship 4: Financing and Profitability

Created by: University of Pennsylvania

Taught by: Kartik Hosanagar, Professor
Wharton School
Taught by: Lori Rosenkopf, Vice Dean and Director, Wharton Undergraduate Division
Simon and Midge Palley Professor of Management
Taught by: David Hsu, Richard A. Sapp Professor of Management
The Wharton School
Taught by: Laura Huang, Assistant Professor
Management
Taught by: Ethan Mollick, Edward B. and Shirley R. Shils Assistant Professor
Assistant Professor of Management- Wharton School
Taught by: David Bell, Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing
Taught by: Karl T. Ulrich, Vice Dean of Entrepreneurship and Innovation
The Wharton School

Basic Info	Course 3 of 5 in the Entrepreneurship Specialization.
Level	Beginner
Commitment	4 weeks of study, 1-2 hours/week
Language	English
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.7 stars Average User Rating 4.7See what learners said

Syllabus

WEEK 1

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 ...

5 videos, 1 reading

Graded: Acquiring Customers and Forecasting Demand Quiz

WEEK 2

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 b...

5 videos, 1 reading

Graded: Marketing and PR Quiz

WEEK 3

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 ma...

5 videos, 1 reading

Graded: Cost Structures, Pricing, and Tracking Quiz

WEEK 4

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 ma...

5 videos, 1 reading

Graded: Creating and Scaling Company Culture Quiz

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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.

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