Master Class for Corporate Entrepreneurs

About this course: The Master Class experience is designed to serve as the final project experience for the Corporate Entrepreneurship Specialization. Alternatively, professionals with experience in opportunity analysis, business modeling, and corporate finance are invited to complete the Master Class experience without the preliminary courses. With maturing technologies and aging product portfolios requiring established companies to create, develop, and sustain innovative new businesses, graduates of the Master Class will develop an understanding of how to create new businesses and initiatives within the corporate environment. In collaboration with our award-winning faculty, and a vibrant peer group, learners will explore and apply the skills, tools, and best practices for: • Identifying and developing the entrepreneurial opportunities; • Building business models; • Creating strategies for leading innovation; and • Financing and profiting from innovation. The Master Class experience is differentiated from typical Coursera courses and MOOCs in that our faculty and staff are actively engaged with learners by providing individual feedback on assignments. Our faculty and staff will review and offer feedback on the major assignment submissions, if you wish, in an effort to assist you in developing and launching your corporate ventures. Try this course for FREE at https://www.coursera.org/learn/corporate-entrepreneurship-project

Who is this class for: This course is primarily aimed at professionals who are inspired, or tasked, to develop and lead new businesses within established companies. This course is also valuable to any undergraduates, graduate students, or professionals interested in corporate entrepreneurship.

Created by:  University of Maryland, College Park

• Taught by:  Dr. James V. Green, Director of Entrepreneurship Education

  Maryland Technology Enterprise Institute

Basic Info Course 5 of 5 in the Corporate Entrepreneurship: Innovating within Corporations Specialization Level Beginner Language English How To Pass Pass all graded assignments to complete the course. Задания курса

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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.

Syllabus


WEEK 1


Identifying and Analyzing the Opportunity



Welcome to the Master Class for Corporate Entrepreneurs. This project-based course is designed to provide you with the resources and tools you need to develop a proposal for your corporate venture. Please study the readings below, which provide you with the materials and resources that you need to complete a successful proposal. We've also re-posted select video lectures from our companion corporate entrepreneurship courses to assist with your development of the new corporate venture proposal.


29 videos, 3 readings expand

1. Материал для самостоятельного изучения: Welcome
2. Материал для самостоятельного изучения: Meet Dr. James V. Green
3. Video: Key enablers of corporate entrepreneurship
4. Video: Setting up a formal structure for corporate entrepreneurship
5. Video: What are entrepreneurial opportunities?
6. Материал для самостоятельного изучения: The Opportunity Analysis Canvas
7. Video: Asking for ideas from employees
8. Video: What impact do knowledge conditions have in your industry?
9. Video: Are the demand conditions in your industry favorable?
10. Video: What is the lifecycle stage of your industry?
11. Video: Is the industry capital intensive?
12. Video: Is the industry advertising intensive?
13. Video: Are you trying to enter a concentrated market?
14. Video: What is the average size of a company in the industry?
15. Video: What demographic changes are creating new market needs?
16. Video: What psychographic changes are opportunistic?
17. Video: What technical advancements are emerging?
18. Video: What societal changes are presenting new opportunities?
19. Video: What political and regulatory forces will influence the market?
20. Video: How does the learning curve influence your success?
21. Video: What complementary assets are critical to develop?
22. Video: What is the reputation of your competitors?
23. Video: What is value innovation?
24. Video: What existing factors can you eliminate?
25. Video: Where can you reduce factors and not reduce value?
26. Video: Which factors can you raise above competitors?
27. Video: What new factors can you create?
28. Video: Is the problem real?
29. Video: Does your solution create value for your stakeholders?
30. Video: Is your advantage superior and sustainable?
31. Video: Can you build the right team at the right time?
32. Video: Preview of the Master of Professional Studies in Technology Entrepreneurship

Graded: Opportunity Analysis

WEEK 2


Building the Business Model



This module challenges 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.


24 videos, 3 readings expand

1. Материал для самостоятельного изучения: Meet Dan Gordon
2. Материал для самостоятельного изучения: Business Model Generation
3. Video: Customer, market, and value propostion
4. Video: Product-market fit: The heart of the business model
5. Video: Walkthrough of the Business Model Canvas - Part 1
6. Video: Walk-through of the Business Model Canvas - Part 2
7. Video: How do you develop a business model?
8. Материал для самостоятельного изучения: Talking to Humans
9. Video: Why talk to customers? What do they know?
10. Video: How to get insights from customers
11. Video: What to do before the interview
12. Video: Building a pipeline of customer interviews
13. Video: What to do after the interview
14. Video: Cold calling 101
15. Video: Why have customer segments at all?
16. Video: Customer segments, value propositions, and product features
17. Video: Customer types
18. Video: Customer segments and business models
19. Video: Minimum viable product (MVP)
20. Video: Crossing the chasm
21. Video: What is a channel?
22. Video: Product-channel fit
23. Video: Cost structure
24. Video: Key activities
25. Video: The rest of the business model canvas
26. Video: Key partnerships
27. Video: Key resources

Graded: Initial Business Model Canvas

WEEK 3


Crafting Strategies for Innovation Initiatives
This modules focuses on enhancing your understanding of how an internal venture is organized, and how to overcome resistance to your new venture ideas within the company.


12 videos, 2 readings expand

1. Материал для самостоятельного изучения: Meet Dr. Thomas J. Mierzwa
2. Материал для самостоятельного изучения: Managing Innovation
3. Video: What are some basic types of innovations?
4. Video: How can an audit reveal innovation competence and weakness?
5. Video: How many ways can companies innovate?
6. Video: How does innovation occur at different business levels?
7. Video: How does technology uncertainty influence an innovation in the marketplace?
8. Video: What are key "associating" skills of innovators?
9. Video: How do innovation managers survive an innovation project?
10. Video: What's inside an innovation portfolio?
11. Video: How do disruptive innovations change the marketplace?
12. Video: How are innovations revealed in a blue ocean strategy?
13. Video: How can lead users contribute to an innovation strategy?
14. Video: How can open innovation become an entrepreneurial strategy?

Graded: Innovation Roadmap

WEEK 4


Building the Proposal



This module improves your understanding of how to secure and manage funding for your corporate venture. We will demystify key accounting and financing concepts to give corporate entrepreneurs a guide to developing the business case for their ideas, and securing funding to translate ideas into reality.


21 videos, 2 readings expand

1. Материал для самостоятельного изучения: Meet Michael R. Pratt
2. Video: Financial statement metrics
3. Материал для самостоятельного изучения: Entrepreneurial Finance
4. Video: The entrepreneurial spectrum
5. Video: The "too typical" return on investment (ROI) process
6. Video: Finance for the corporate entrepreneur
7. Video: A better approach to return on investment (ROI)
8. Video: Intangible assets and return on investment (ROI)
9. Video: Financial statement basics
10. Video: Financial statement details
11. Video: Sources of funding
12. Video: Internal funding
13. Video: Customer and vendor financing
14. Video: Franchising
15. Video: Joint ventures
16. Video: Co-branding
17. Video: Licensing agreements
18. Video: Business proposals and the pitch
19. Video: How to write an effective business proposal
20. Video: What do your funding sources want to see
21. Video: How to create a pitch deck
22. Video: Do's and don'ts of the pitch
23. Video: Learn with the Master of Professional Studies in Technology Entrepreneurship

Graded: Final Business Model Canvas
Graded: Final Pitch