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Regular version of the site
2021/2022

Entrepreneurship in Digital Economy

Type: Mago-Lego
Delivered by: School of Innovation and Entrepreneurship
When: 3, 4 module
Open to: students of all HSE University campuses
Instructors: Timofey Golovin
Language: English
ECTS credits: 3
Contact hours: 44

Course 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

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

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

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

Interim Assessment

  • 2021/2022 4th module
Bibliography

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