Развитие базовых навыков предпринимательства в ELT-сфере

2024/2025

Статус: Маго-лего

Кто читает: Школа иностранных языков

Когда читается: 3 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Белятинская Екатерина Валерьевна

Язык: английский

Кредиты: 3

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Abstract

This course is designed to equip students with the entrepreneurial skills necessary to develop and launch their own English Language Teaching (ELT) ventures. Whether you aim to create a new language school, develop an innovative online course, or establish a tutoring business, this course will provide you with the tools and knowledge to turn your vision into reality.Throughout the course, students will explore the fundamentals of entrepreneurship with a specific focus on the ELT sector. Key topics will include business model development, market and competition analysis, SWOT analysis, positioning strategies, and marketing plan creation. The course will be highly practical, emphasizing real-world application of concepts through case studies, collaborative projects, and the development of a comprehensive business plan.By the end of the course, students will have developed a complete start-up strategy for their own ELT venture, ready for potential implementation or further development.

Learning Objectives

Understand the unique challenges and opportunities in the ELT industry. Conduct market research and competitive analysis specific to the ELT sector. Develop a comprehensive business model using tools like the Business Model Canvas. Perform a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. Craft a clear positioning statement for their ELT venture. Create a start-up strategy and present their business plan

Expected Learning Outcomes

Understand the unique challenges and opportunities in the ELT industry
Conduct market research and competitive analysis specific to the ELT sector
Develop a comprehensive business model using tools like the Business Model Canvas.
Perform a SWOT analysis to identify strengths, weaknesses, opportunities, and threats.
Craft a clear positioning statement for their ELT venture.
Develop a start-up business plan Elaborate a business pitch
Learn real-life cases of successful ELT entrepreneurs
Create a start-up strategy and present their business plan

Course Contents

Introduction to Entrepreneurship in the ELT Market
Business Model Development with the Canvas Approach
SWOT Analysis for ELT Ventures
Developing a Unique Positioning Strategy and Outlining a Marketing Strategy
Developing a Comprehensive Business Plan and Preparing a Business Pitch
Case Studies and Guest Lectures
Final Project Submission and Presentation

Assessment Elements

Classroom engagement
Home Assignments
These will include 1) market research and SWOT analysis 2) business model canvas development 3) elaborating positioning and marketing strategy
Final Business Plan
A comprehensive business plan for an ELT start-up, including all elements covered in the course.
Business Pitch
A final pitch presentation of the business plan to the class

Interim Assessment

2024/2025 3rd module
0.2 * Business Pitch + 0.3 * Classroom engagement + 0.2 * Final Business Plan + 0.3 * Home Assignments

Bibliography

Recommended Core Bibliography

9781625272270 - - - Creating Business Plans (HBR 20-Minute Manager Series) - 2014 - Harvard Business Review Press - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=675253 - nlebk - 675253
Baidya, M. K., Maity, B., & Ghose, K. (2019). Innovation in Marketing Strategy: A Customer Lifetime Value Approach. Journal of Business & Management, 25(2), 71–97. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=138230268
Bill Aulet. (2013). Disciplined Entrepreneurship : 24 Steps to a Successful Startup. Wiley.
Branislav Mičieta, Vladimíra Biňasová, Marta Kasajová, & Honorata Howaniec. (2020). Business Model Canvas as a Tool of Manager 4.0. Zeszyty Naukowe Wyższej Szkoły Humanitas. Zarządzanie, 28(1), 51–64. https://doi.org/10.5604/01.3001.0014.1235
Carpenter, G. S., & Shankar, V. (2012). Handbook of Marketing Strategy. Edward Elgar Publishing.
Colin Barrow, Paul Barrow, & Robert Brown. (2021). The Business Plan Workbook : A Step-By-Step Guide to Creating and Developing a Successful Business: Vol. Tenth edition. Kogan Page.
Creating business plans : HBR 20-minute manager series, , 2014
Cremades, A. (2016). The Art of Startup Fundraising : Pitching Investors, Negotiating the Deal, and Everything Else Entrepreneurs Need to Know. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1216067
Gartner, W. B. (1988). “Who is an Entrepreneur?” Is the Wrong Question. American Journal of Small Business, 12(4), 11–32. https://doi.org/10.1177/104225878801200401
Giovanna Mariani. M&A and Value Creation : A SWOT analysis. -G. Giappichelli, 2017- 193p
Guldmann, E., Bocken, N. M. P., & Brezet, H. (2019). A Design Thinking Framework for Circular Business Model Innovation. Journal of Business Models, 7(1), 39–70. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=139360606
Hague, P. N., Morgan, C.-A., & Hague, N. (2013). Market Research in Practice : How to Get Greater Insight From Your Market (Vol. Second edition). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=642635
Hintze, S. (2015). Value Chain Marketing : A Marketing Strategy to Overcome Immediate Customer Innovation Resistance. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=933809
How to Prepare a Business Plan : Planning for Successful Start-Up and Expansion, Blackwell, E., 1998
Jonathan P. Allen. (2019). Digital Entrepreneurship. Routledge.
Kingsnorth, S. (2019). Digital Marketing Strategy : An Integrated Approach to Online Marketing: Vol. 2nd Edition. Kogan Page.
KUPOR, S. (2019). THE ART of the PITCH. Entrepreneur, 47(4), 50–53. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=136458911
Lean business planning : get what you want from your business, Berry, Tim, 2020
Market research in action, Roe M., 2004
Marketing strategy and competitive positioning, , 2020
McKeever, M. P. (2018). How to Write a Business Plan (Vol. 14th edition). Berkeley, California: NOLO. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1840225
Muehlhausen, J. (2013). Business Models For Dummies. Hoboken, N.J.: For Dummies. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=588015
Nathaniel, H. The Hill-Side. Introductory to The Miraculous Pitcher / H. Nathaniel. — Санкт-Петербург : Лань, 2014. — 2 с. — ISBN 978-5-507-40107-9. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/50966 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
Osterwalder, A., & Euchner, J. (2019). Business Model Innovation: An Interview with Alex Osterwalder. Research Technology Management, 62(4), 12–18. https://doi.org/10.1080/08956308.2019.1613114
Osterwalder, A., Clark, T., & Pigneur, Y. (2010). Business Model Generation : A Handbook for Visionaries, Game Changers, and Challengers. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=335366
Positioning the Brand : An Inside-Out Approach Riezebos, Rik; van der Grinten, Jaap Routledge 2012 ISBN: ISBN number:9780415665186, ISBN number:9780203802489
Prof Dr, Günter Faltin, & Freie Universität. (n.d.). Creating a Culture of Innovative Entrepreneurship. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.5D562ED2
Ries, A., & Trout, J. (2000). Positioning : The Battle for Your Mind (Vol. 20th anniversary ed). New York, N.W.: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=55579
Silva e. Meirelles, D. (2019). Business Model and Strategy: In Search of Dialog through Value Perspective. RAC - Revista de Administração Contemporânea, 23(6), 786–806. https://doi.org/10.1590/1982-7849rac2019180314
Small business : an entrepreneur's business plan, Hiduke, G. P., 2014
The art of the pitch : persuasion and presentation skills that win business, Coughter, P., 2012
The market research toolbox : a concise guide for beginners, McQuarrie, E. F., 2012

Recommended Additional Bibliography

Business planning and financing : the nuts and bolts of a strategic plan, Daems, H., 2005
How to Develop a Business Plan in 15 Days, Luther, W. M., 1987
How to prepare a results-driven business plan, 185 p., Massarella, G. J., Zorsch, P. D., Jacobson, D., Ritenhouse, M. J., 1993
How to write a business plan, Finch, B., 2006
How to write a successful business plan, Brooks, J. K., 1987
Market research matters : tools and techniques for aligning your business, Duboff, R., 2000
Mission-based marketing : positioning your not-for-profit in an increasingly competitive world, Brinckerhoff, P. C., 2010
SWOT-анализ и управление торговой прибылью : автореф. дис. ... канд. экон. наук: 08.00.12, Богомолова, Е. В., 2007
The entrepreneur's guide to building a better business plan : a step-by-step approach, McLaughlin H.J., 1992
Write a business plan in no time, Fiore, F., 2005
Writing a convincing business plan, DeThomas, A., 2015

Authors

BELYATINSKAYA EKATERINA VALEREVNA

Course Syllabus