Предпринимательство

Бакалавриат 2023/2024

Статус: Курс обязательный (Цифровые платформы и логистика)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 2-й курс, 4 модуль

Формат изучения: с онлайн-курсом

Онлайн-часы: 20

Охват аудитории: для своего кампуса

Преподаватели: Рождественский Игорь Всеволодович

Язык: английский

Кредиты: 3

Контактные часы: 18

Full Syllabus

Abstract

This course is given in the form of lectures and seminars covering principal entrepreneurship concepts and activities. The lecture part of the course is concentrating on the following topics: introduction into entrepreneurship, product design, customer design, market design and business model design, with special attention to the set of instruments an entrepreneur should use to develop his/her project such as design thinking, customer development, theory of constraints, market and competition analysis, business model canvas and evaluation financial model. The practical part of the course is aimed at application of the above instruments to specific entrepreneurship projects the students should develop through the course, use of already on-going projects is welcome.

Learning Objectives

To learn what are basic concepts of entrepreneurship – types of entrepreneurs, motivation, capitalization and revenues, assets, venture capital, lean startup etc.
To learn what is a product hypothesis and how to formulate these hypotheses
To learn what is customer development and how to verify you product/business hypotheses
To learn what is entrepreneurial marketing and how it differs from other types of marketing
To learn how to design business models and sketch financial models at early stage of business development
To get command of information search and cross-analysis using different open sources
To get command of use of specific instruments to build startup strategy, product, customer development and business model

Expected Learning Outcomes

know what are basic concepts of entrepreneurship – types of entrepreneurs, motivation, capitalization and revenues, assets, venture capital, lean startup etc.
know what is a product hypothesis and how to formulate these hypotheses
know what is customer development and how to verify you product/business hypotheses
know what is entrepreneurial marketing and how it differs from other types of marketing
know how to design business models and sketch financial models at early stage of business development
master product hypotheses formulation techniques
master customer development techniques
master market evaluation
master business modeling
master “fingertip” financial modeling

Course Contents

Introduction in entrepreneurship
Product design
Landing: discussion of potential project ideas and instruments to formulate them
Market design
Customer design
Landing: Customer and market design
Business model and financial model design
Landing: Business model
Venture investments
Additional topics

Assessment Elements

5 reports (each report is graded from 0 to 15%)
Student activities
Final presentation

Interim Assessment

2023/2024 4th module
0.75 * 5 reports (each report is graded from 0 to 15%) + 0.1 * Final presentation + 0.15 * Student activities

Bibliography

Recommended Core Bibliography

Oliveira, M. A.-Y., & Ferreira, J. J. P. (2011). Business Model Generation: A handbook for visionaries, game changers and challengers. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.3D73C3C0

Recommended Additional Bibliography

Taleb, N. N. (2010). The Black Swan: Second Edition : The Impact of the Highly Improbable Fragility’. New York: Random House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=737172

Course Syllabus