About this Course
4.7
665 ratings
69 reviews
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...
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100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Clock

Approx. 8 hours to complete

Suggested: 4 weeks of study, 1-2 hours/week...
Comment Dots

English

Subtitles: English...

Skills you will gain

Strategic ManagementGrowth StrategiesMarketingEntrepreneurship
Stacks
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Clock

Approx. 8 hours to complete

Suggested: 4 weeks of study, 1-2 hours/week...
Comment Dots

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Clock
2 hours to complete

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 videos (Total 78 min), 1 reading, 1 quiz
Video5 videos
Overview of Demand Generation, Customer Acquisition23m
Two-Sided Markets14m
Diffusion and Adoption15m
Forecasting Demand23m
Reading1 reading
Acquiring Customers and Forecasting Demand Slides10m
Quiz1 practice exercise
Acquiring Customers and Forecasting Demand Quiz20m
Week
2
Clock
2 hours to complete

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 videos (Total 69 min), 1 reading, 1 quiz
Video5 videos
Social Media14m
SEO7m
Digital Advertising19m
PR19m
Reading1 reading
Digital Marketing, Social Media, SEO, Digital Ads and PR Slides10m
Quiz1 practice exercise
Marketing and PR Quiz20m
Week
3
Clock
2 hours to complete

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 videos (Total 84 min), 1 reading, 1 quiz
Video5 videos
How to Price the Product or Service27m
Performance Measurement, KPIs, Dashboard, Reporting11m
Sales Partnerships9m
Make-Buy Decision in Operations14m
Reading1 reading
Cost Structures, Pricing, and Tracking Slides10m
Quiz1 practice exercise
Cost Structures, Pricing, and Tracking Quiz20m
Week
4
Clock
2 hours to complete

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 videos (Total 63 min), 1 reading, 1 quiz
Video5 videos
Building the Right Culture for Growth15m
Scaling the Organization15m
Venture Scope and Expansion Strategy16m
Course Wrap-Upm
Reading1 reading
Creating and Scaling Company Culture Slides10m
Quiz1 practice exercise
Creating and Scaling Company Culture Quiz20m
4.7
Direction Signs

67%

started a new career after completing these courses
Briefcase

83%

got a tangible career benefit from this course

Top Reviews

By YLAug 22nd 2018

Useful techniques to thoroughly introspect one's organization, no matter one is an entrepreneur, a manager in an established firm, or even a college student.

By 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.

Instructors

Kartik Hosanagar

Professor
Wharton School

Lori Rosenkopf

Vice Dean and Director, Wharton Undergraduate Division
Simon and Midge Palley Professor of Management

David Hsu

Richard A. Sapp Professor of Management
The Wharton School

Laura Huang

Assistant Professor
Management

Ethan Mollick

Associate Professor
Associate Professor of Management- Wharton School

David Bell

Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing

Karl T. Ulrich

Vice Dean of Entrepreneurship and Innovation
The Wharton School

About 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. ...

About the Entrepreneurship Specialization

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

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

More questions? Visit the Learner Help Center.