Предпринимательство в цифровой экономике

2021/2022

Статус: Маго-лего

Кто читает: Школа инноватики и предпринимательства

Когда читается: 3, 4 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Головин Тимофей Юрьевич

Язык: английский

Кредиты: 3

Контактные часы: 44

Full Syllabus

Abstract

We welcome you to our practical course “Entrepreneurship in Digital economy”. Whether you want to launch your own startup and need contemporary marketing skills or you already have a startup or you are working on a product and you need to structure your knowledge - that course is for you. Entrepreneurs – those who drive modern economies; new heroes, who can transform any opportunity into value and money; those who are making our world better. In our course we will look at concrete tools that can help entrepreneurs to scale their business and products in the age of digital economy. This course is based on practical experience and will include lots of practical work. Either we expect students to have their own startup ideas or they will choose a startup from the database we provide. No boring academic theory, no imaginary cases. Only tools and examples that you can use on the real market. The main lecturer of the course is Christophe Alves - a French entrepreneur, founder and the CEO of Scal-e, a digital marketing hub based in Paris and with branches in Miami (USA), Barcelona (Spain), Shenzhen (China) and Bangkok (Thailand) . Christophe runs different projects all over the world (US, Russia, Israel, France, Spain) with startups, big corporations and IT companies. His lectures will be accompanied by Timofey Golovin - partner of French-Russian innovation hub Winno and CEO of FrenchInvest Moscow and has long experience in organizing startup acceleration programs as well as open innovation programs for Russian and international corporations . Timofey is also lead lecturer in HSE and was awarded "Best teacher 2021" based on students evaluation for “Project Workshop” on Master’s Programme ”Corporate Research, Development and Innovation Management”.

Learning Objectives

Either some product to sell or idea of startup (or we will provide project to work on) Basic understanding of startups or product management Basic understanding of organizational finance

Expected Learning Outcomes

Know basics of digital economy Know the basic rules of marketing industry Be able to segment audience Be able to calculate CAC Be able to calculate marketing budget Be able to produce marketing strategy Be able to use tools for decreasing CAC and retention costs Be able to use tools for local or international marketing/ sales Be able to use tools for b2c, b2b, b2b2c marketing and sales Be able to make business decisions based on data (online and offline) Master skills in marketing and sales
Know basics of digital economy Know the basic rules of marketing industry Be able to segment audience Be able to calculate CAC Be able to calculate marketing budget Be able to produce marketing strategy Be able to use tools for decreasing CAC and retention costs Be able to use tools for local or international marketing/ sales Be able to use tools for b2c, b2b, b2b2c marketing and sales Be able to make business decisions based on data (online and offline) Master skills in marketing and sales

Course Contents

Digital Economy. Entrepreneurship. Project selection.
Specifics of online business e-commerce. Online data collection
Specifics of offline business in the digital age. Offline data collection
360 customer view. Complex approach for business.
Analytics and metrics. LTV, CAC. Making data-driven decisions
Audience and customer segmentations. Criteria of choice
Digital strategy. Goal prioritization and specifics. Digital marketing plan
Marketing content. Value proposition. UVP validation
Marketing automation and A/B testing. Growth hacking. Social media + messaging. Emailing/sms/ print
Loyalty/ referral.
Cash flow. Marketing budget. Budgeting allocation.

Interim Assessment

2021/2022 4th module

Bibliography

Recommended Core Bibliography

Стартап : настольная книга основателя, Бланк, С., 2017
Стартап: Настольная книга основателя / Бланк С.М., Дорф Б., - 3-е изд. - М.:Альпина Пабл., 2016. - 616 с.: ISBN 978-5-9614-5027-9 - Режим доступа: http://znanium.com/catalog/product/924002

Recommended Additional Bibliography

Введение в инновационное предпринимательство : учеб. пособие для вузов, Янковский, К. П., 2004
Инновационное предпринимательство, учебник, Университет МГИМО, 567 с., Дементьева, А. Г., Соколова, М. И., Хотяшева, О. М., 2019

Course Syllabus