Кто читает:: Департамент менеджмента

Статус:: Курс обязательный

Когда читается:: 4-й курс, 3 модуль

Abstract

This program is designed to provide a comprehensive educational foundation for future entrepreneurs, with a core focus on the analysis and utilization of available development opportunities within a business context. Throughout the course of this discipline, students will acquire a foundation in business planning and marketing. They will cultivate their business ideas with the aid of various tools, including benchmarking, CJM building, and unit-economics. The discipline encompasses a series of practical exercises, including team projects, business games, case studies, and meetings with practitioners and successful entrepreneurs. Upon successful completion of this course, students will have developed a comprehensive understanding of the fundamental stages involved in the initiation of a business venture. They will also have acquired the necessary tools for evaluating the success of their project and will be proficient in the application of relevant frameworks and tools for professional activities.

Learning Objectives

The objective of mastering the discipline "Entrepreneurship" is to prepare students to engage in practical and analytical activities at the stage of launching their own business.

Expected Learning Outcomes

The student has the capacity to formulate and engage in discourse regarding rudimentary business concepts in accordance with prevailing market circumstances.
The student has a firm grasp on the target audience and the fundamental tools for its definition.
The student has acquired a comprehensive understanding of the fundamental principles of promotion and the particulars of their implementation.
The student demonstrates an understanding of the significance of teamwork components and is able to propose enhancements to enhance the effectiveness of group interactions.

Course Contents

Section 1: Introduction to Entrepreneurship. Evaluation of the prospects of the project.
Section 2: The development of a marketing strategy for one's business.
Section 3: Brand Platform.
Section 4: Methodologies for promoting the business.
Section 5: Team and goal setting.

Assessment Elements

Аудиторная работа
Домашнее задание
Защита кейса
Промежуточный контроль

Interim Assessment

2024/2025 3rd module
0.2 * Аудиторная работа + 0.4 * Домашнее задание + 0.2 * Защита кейса + 0.2 * Промежуточный контроль

Bibliography

Recommended Core Bibliography

Alpina - 21432 - К.Пирсон; М.Марк - Герой и Бунтарь: Создание брендов с помощью архетипов (краткое изложение) - 9785961400395 - КнигиКратко - 2019 - https://hse.alpinadigital.ru/book/21432
Маркетинг 4.0. Разворот от традиционного к цифровому. Технологии продвижения в интернете. — (Top Business Awards) - 978-5-04-096861-9 - Котлер Ф. - 2017 - Москва: Эксмо - https://ibooks.ru/bookshelf/372212 - 372212 - iBOOKS
Стратегический маркетинг : учебник и практикум для вузов / Н. А. Пашкус [и др.]. — Москва : Издательство Юрайт, 2024. — 225 с. — (Высшее образование). — ISBN 978-5-534-00742-8. — Текст : электронный // Образовательная платформа Юрайт [сайт]. — URL: https://urait.ru/bcode/537104 (дата обращения: 27.08.2024).

Recommended Additional Bibliography

Тарануха, Ю. В., Предпринимательство: теория и российская действительность : учебное пособие / Ю. В. Тарануха. — Москва : Русайнс, 2023. — 272 с. — ISBN 978-5-466-01019-0. — URL: https://book.ru/book/945716 (дата обращения: 27.08.2024). — Текст : электронный.

Authors

Деменева Диана Юрьевна

Бакалаврская программа «Бизнес-информатика»

Entrepreneurship

Course Syllabus