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Lesson details

HOW TO SET UP AN ONLINE BUSINESS
2018-2019	EnIESEG School of Management ( IÉSEG )
Class code :	1819-IÉSEG-M1S2-ENT-MA-EI35UE	ENTREPRENEURSHIP

Level	Year	Period	Language of instruction
Master	1	S2	EnEnglish

Academic responsibility	G.MOURMANT
Lecturer(s)	G.MOURMANT

IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

An idea formalized as a draft of a business model (lighter than a business plan) that the student wants to implement. The business model canvas will be applied to that idea.

Learning outcomes

At the end of the course, the student should be able to:
Understand the online economy from a high-level perspective (economics, main actors, business models)
Design an online business (industry, products, business model)
Master or have a good understanding of the specific skills required to set-up an online business (A/B Testing, digital marketing, ethics)
Have a practical experience of implementing an online business
Understand the ethics of using cognitive biases

Course description

The theories and concepts will be applied practically for building your online business.

Below are the main themes, but the order will be different during the course, as we will mix theory and practice

High-level perspective
- Economics of online businesses, case study of Google, and the future of internet (e.g. AI)
- Different online start-ups strategies and theories supporting them
- Business models of emerging new companies (e.g. industry 4.0) and already established online companies (google, amazon, facebook, apple, etc.)

Designing your online business
- Knowledge of your industry and of your customers
- Business model canvas as a template
- Establishing a cash-flow business model

Introduction to specific skills necessary to implement an online business
- A/B testing
- Web-marketing social media, emailing and SEO
- Ethics of using cognitive biases in your online business