In this course, students will 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. 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. Projects range from purely profit driven to purely mission driven or a combination of the two. Past projects have included the launch of new beverages, partner strategies for marketing a virtual reality sports game, distribution of a public media voter guide, international expansion for a company helping fast fashion reduce its carbon footprint, and the sale of solar solutions to customers in African countries relying on diesel generators during power outages. This course is well-suited for students interested in entrepreneurship, product management, roles that bridge strategy with performance goals, and marketing positions involving communication, product, and pricing strategies. This course is part of the GSB's Action Learning Program, in which students tackle real business challenges under the guidance of faculty. In this intensive, project-based course, students learn research-validated tools and practices; apply them to real projects for external organizations; and create value by delivering actionable insights and solutions. Additionally, students serve as GSB ambassadors, showcasing its talent, values, and expertise to sponsor organizations. Through this hands-on experience, students gain practical industry experience, build valuable relationships within the organization and industry, and explore related career paths.
3 units · GSB Letter Graded
In this course, students will 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. 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. Projects range from purely profit driven to purely mission driven or a combination of the two. Past projects have included the launch of new beverages, partner strategies for marketing a virtual reality sports game, distribution of a public media voter guide, international expansion for a company helping fast fashion reduce its carbon footprint, and the sale of solar solutions to customers in African countries relying on diesel generators during power outages. This course is well-suited for students interested in entrepreneurship, product management, roles that bridge strategy with performance goals, and marketing positions involving communication, product, and pricing strategies. This course is part of the GSB's Action Learning Program, in which students tackle real business challenges under the guidance of faculty. In this intensive, project-based course, students learn research-validated tools and practices; apply them to real projects for external organizations; and create value by delivering actionable insights and solutions. Additionally, students serve as GSB ambassadors, showcasing its talent, values, and expertise to sponsor organizations. Through this hands-on experience, students gain practical industry experience, build valuable relationships within the organization and industry, and explore related career paths.
Offered in Autumn 2025 at Stanford University.