This course is part of the Corporate Entrepreneurship: Innovating within Corporations Specialization

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Daniel Gordon

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Corporate Entrepreneurship: Innovating within Corporations SpecializationUniversity of Maryland, College Park

About this Course

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Led by Dan Gordon, a University of Maryland faculty member who teaches business modeling in the National Science Foundation's I-Corps Program, this course enables you to develop and apply the Business Model Canvas tool to scope a corporate challenge or opportunity. You will learn how to identify and communicate the nine elements of a business model: Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partners, and Cost Structure.
Your completed project will be a customer-validated Business Model Canvas that outlines the business case for a new product or service to address your selected challenge or opportunity in a corporate context. This project is derived from four areas of focus in the course:

• Identifying how to create and deliver value for existing and future customers of the company;
• Learning how to extract value for the corporate venture in a sustainable fashion; 
• Conducting in-depth interviews to guide the customer discovery process for your corporate venture; and
• Developing business models that encompass the product or service, customers, and economic engine that deliver on the corporate venture objectives.

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Coursera Labs

Includes hands on learning projects.

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Course 2 of 5 in the

Corporate Entrepreneurship: Innovating within Corporations Specialization

Beginner Level

Approx. 11 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 2 of 5 in the

Corporate Entrepreneurship: Innovating within Corporations Specialization

Beginner Level

Approx. 11 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

5/5 (9 Ratings)

Daniel Gordon

Lecturer of Technology Entrepreneurship

Maryland Technology Enterprise Institute (Mtech)

7,869 Learners

1 Course

Offered by

University of Maryland, College Park

The University of Maryland is the state's flagship university and one of the nation's preeminent public research universities. A global leader in research, entrepreneurship and innovation, the university is home to more than 37,000 students, 9,000 faculty and staff, and 250 academic programs. Its faculty includes three Nobel laureates, three Pulitzer Prize winners, 47 members of the national academies and scores of Fulbright scholars. The institution has a $1.8 billion operating budget, secures $500 million annually in external research funding and recently completed a $1 billion fundraising campaign.

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Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

Introduction to Business Modeling

2 hours to complete

8 videos (Total 40 min), 6 readings, 1 quiz

8 videos

Preview of the Course2mWelcome to Week One3mWhat is a startup?3mCustomer, market, and value propostion6mProduct-market fit: The heart of the business model8mWalk-through of the Business Model Canvas - Part 15mWalk-through of the Business Model Canvas - Part 24mHow do you develop a business model?6m

6 readings

Welcome to Building the Business Model for Corporate Entrepreneurs3mMeet Dan Gordon3mConnect with your Classmates1mOur Recommended Textbook for the Course3mDownload the Business Model Canvas Poster1mAccelerate Your Career with the #1 Online Master’s Degree for Startup Entrepreneurs and Corporate Innovators5m

Week2

Week 2

3 hours to complete

Customer Discovery and Customer Validation

3 hours to complete

7 videos (Total 40 min), 2 readings, 1 quiz

Week3

Week 3

4 hours to complete

Customer Segmentation and Analysis

4 hours to complete

12 videos (Total 95 min), 7 readings, 2 quizzes

12 videos

Welcome to Week Three2mWhy have customer segments at all?6mCustomer segments, value propositions, and product features12mCustomer types8mCustomer segments and business models6mCustomer archetypes4mMinimum viable product (MVP)7mMarket size and sizing8mPhysical and virtual goods12mMarket types10mB2C and B2B markets9mCrossing the chasm5m

7 readings

An Introduction to Customer Segmentation10mIn the Digital Era, People, Not Processes, Are Key (Optional)10mKnow Your Customers’ “Jobs to Be Done” (Optional)10mWhat Is Value? The Costco Value Proposition (Optional)10mThe Lean Startup Methodology (Optional)10mHow To Design Your Next Minimum Viable Product (Optional)10mBusiness Model Generation10m

2 practice exercises

Value Proposition and Customer Segment Analysis30mCustomer Types and Customer Archetypes Analysis30m

Week4

Week 4

3 hours to complete

Creating the Business Model for the Corporate Venture

3 hours to complete

10 videos (Total 66 min), 6 readings, 1 quiz

10 videos

Welcome to Week Four3mThe funnel of customer engagement10mWhat is a channel?10mProduct-channel fit7mCost structure6mThe rest of the business model canvas3mKey activities9mKey partnerships8mKey resources5mFinal Thoughts1m

6 readings

The Elements of Value (Optional)10mYou're Not Steve Jobs - You Need to Learn from Customer Behavior (Optional)10mCorporate Acquisitions Of Startups: Why Do They Fail? (Optional)10mBusiness Model Generation10mHow To Turn Corporations Into Innovation Machines (Optional)10mAccelerate Your Career with the #1 Online Master’s Degree for Startup Entrepreneurs and Corporate Innovators5m

1 practice exercise

Developing Your Business Model30m

Reviews

4.7

14 reviews

5 stars
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4 stars
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3 stars
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1 star
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TOP REVIEWS FROM BUILDING THE BUSINESS MODEL FOR CORPORATE ENTREPRENEURS

by NROct 18, 2020

Really enjoyed the course. The concepts were presented in a very practical manner, with great examples and optional reading material.

by RCApr 30, 2020

It was a great experience learning from University of Maryland

by VMNov 24, 2016

Great course with so much precise information, process and examples.

The focus is on how to develop the full business model

by ASJan 31, 2019

Understanding of business model easily from this course.

View all reviews

About the Corporate Entrepreneurship: Innovating within Corporations Specialization

For an increasing number of established companies, creating new business opportunities within the company is an imperative for success. Maturing technologies and aging product portfolios are requiring companies to create, develop, and sustain innovative new businesses. The Corporate Entrepreneurship Specialization is designed for those interested in learning how to innovate and apply entrepreneurship principles in the corporate setting.

Learners will develop knowledge on how to navigate the barriers to creating, developing, and sustaining innovative new businesses or initiatives within existing companies. These new activities rarely fit neatly within well-established systems, processes, and cultures. Learners will develop the skills, and learn the tools and best practices, for identifying and developing the entrepreneurial opportunities, building business models, creating strategies for leading innovation, and financing innovation. These four topics comprise the four courses of the Corporate Entrepreneurship Specialization, along with a final project. The Corporate Entrepreneurship Specialization is for individuals who are charged and/or inspired to develop and lead new businesses within established companies. It's specifically designed for junior- and middle-managers with the the opportunity, or responsibility, to start new businesses or initiatives within their company or division, in any industry, and in any country.

Corporate Entrepreneurship: Innovating within Corporations

Frequently Asked Questions

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The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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