Developing Growth Initiatives

Developing Growth Initiatives evaluates the tools and strategies that companies use to achieve profit or mission-based objectives.

In this course, students participate in projects with corporate or organizational sponsors to develop a growth initiative. This may include development or launch of new products, pricing strategy, or acquisition of customers through strategic partnerships, advertising campaigns or other ways of helping more customers enter or proceed through the conversion funnel. Together with project sponsors, students will engage in customer segmentation analysis, define positioning for target segments, and develop a growth initiative. Projects range from purely profit driven to purely mission driven or a combination of the two. The final course deliverable includes a proposal with an accompanying growth model for how to change the trajectory of profit- and/or mission-driven metrics.

Developing Growth Initiatives (ALP 306) is available to the following students:

• Students interested in entrepreneurship, product management, cross-functional roles linking actions and strategies to performance objectives, and marketing roles that involve communication, product, and pricing strategies
• MBA and MSx students at Stanford GSB
• Other Stanford graduate students by faculty permission