Credential of Digital Innovation and Strategy

Modules

1. Leading Innovation
2. Scaling Innovation

Modules

1. Content Week – Clarify: Empathy and Understanding
2. Project Week – Clarify
3. Content Week – Ideate, Part 1: Tools for Generating Ideas
4. Content Week – Ideate, Part 2: User Values and Behaviors
5. Project Week – Ideate
6. Content Week – Develop: An Experimentation Mindset
7. Content Week – Implement: Communication and Structure

Featured Exercises

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  During project weeks, apply course frameworks to an innovation problem of your choosing or provided scenario
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  Reframe problems to identify new pain points and solutions
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  Divide an existing product, service, model, or strategy into components and manipulate them to break cognitive fixedness and generate ideas
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  Identify prompts to improve users’ ability and motivation to engage in a desired behavior
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  Organize information about an innovation concept to identify critical prototyping questions
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  Compare key stakeholders’ resistance and status-quo bias and develop a communication plan

Modules

1. Marketing in the Digital Era
2. Crafting a Digital Marketing Plan
3. Acquiring Customers, Part 1: Paid Media
4. Acquiring Customers, Part 2: Owned and Earned Media
5. Engaging Customers
6. Allocating Budget and Measuring Success

Featured Exercises

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  Advise a company on its marketing plan
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  Determine which metrics to use to measure a campaign’s success and practice calculating its effectiveness
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  Balance brand-building and performance marketing
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  Unpack strategies for increasing engagement, including personalization, storytelling, and brand communities
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  Calculate and identify how to maximize different customer types’ lifetime value
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  Practice budget allocation across the customer journey

Modules

1. Platform Fundamentals
2. Scaling and Sustaining a Platform (Part 1)
3. Scaling and Sustaining a Platform (Part 2)
4. Transforming into a Platform Firm
5. Working with Platforms

Featured Exercises

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  Advise a startup platform, Picabuu, on how it can capture value, anticipate challenges, acquire new customers, and scale
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  Define the most important characteristics of economies of scale
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  Determine how companies can strengthen direct network effects
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  Consider how to adapt business models as new marketplace challenges arise
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  Sketch an idea for a platform that a company you’re familiar with might launch and determine the transition’s feasibility and obstacles
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  Explore defensive strategies companies can use to ward off platform encroachment