课程信息
4.7
682 个评分
71 个审阅
专项课程

第 3 门课程(共 5 门),位于

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为9 小时

建议:4 weeks of study, 1-2 hours/week...
可选语言

英语(English)

字幕:英语(English)...

您将获得的技能

Strategic ManagementGrowth StrategiesMarketingEntrepreneurship
专项课程

第 3 门课程(共 5 门),位于

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为9 小时

建议:4 weeks of study, 1-2 hours/week...
可选语言

英语(English)

字幕:英语(English)...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 2 小时

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. ...
Reading
5 个视频(共 78 分钟), 1 个阅读材料, 1 个测验
Video5 个视频
Overview of Demand Generation, Customer Acquisition23分钟
Two-Sided Markets14分钟
Diffusion and Adoption15分钟
Forecasting Demand23分钟
Reading1 个阅读材料
Acquiring Customers and Forecasting Demand Slides10分钟
Quiz1 个练习
Acquiring Customers and Forecasting Demand Quiz20分钟
2
完成时间(小时)
完成时间为 2 小时

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. ...
Reading
5 个视频(共 69 分钟), 1 个阅读材料, 1 个测验
Video5 个视频
Social Media14分钟
SEO7分钟
Digital Advertising19分钟
PR19分钟
Reading1 个阅读材料
Digital Marketing, Social Media, SEO, Digital Ads and PR Slides10分钟
Quiz1 个练习
Marketing and PR Quiz20分钟
3
完成时间(小时)
完成时间为 2 小时

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....
Reading
5 个视频(共 84 分钟), 1 个阅读材料, 1 个测验
Video5 个视频
How to Price the Product or Service27分钟
Performance Measurement, KPIs, Dashboard, Reporting11分钟
Sales Partnerships9分钟
Make-Buy Decision in Operations14分钟
Reading1 个阅读材料
Cost Structures, Pricing, and Tracking Slides10分钟
Quiz1 个练习
Cost Structures, Pricing, and Tracking Quiz20分钟
4
完成时间(小时)
完成时间为 2 小时

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....
Reading
5 个视频(共 63 分钟), 1 个阅读材料, 1 个测验
Video5 个视频
Building the Right Culture for Growth15分钟
Scaling the Organization15分钟
Venture Scope and Expansion Strategy16分钟
Course Wrap-Up分钟
Reading1 个阅读材料
Creating and Scaling Company Culture Slides10分钟
Quiz1 个练习
Creating and Scaling Company Culture Quiz20分钟
4.7
职业方向

67%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 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.

创建者 WSOct 25th 2016

I love all of the courses and the great thing is I have been able to use them as I have been working through them.

讲师

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

Laura Huang

Assistant Professor
Management
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

关于 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. ...

关于 Entrepreneurship 专项课程

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

常见问题

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您注册课程后,将有权访问专项课程中的所有课程,并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

还有其他问题吗?请访问 学生帮助中心