When it comes to trying out new business models, improving customer experience or developing new products in multinationals, even the most experienced managers get it wrong. They discover that intuition, experience and big data alone do not really work. What does? Running disciplined business experiments.

This course will guide you through best practices in business experimentation and illustrate how these practices work in some of the leading companies, such as Amazon, Booking.com, Microsoft and others, which run thousands of different controlled experiments annually and engage millions of users.

It will answer some fundamental questions, such as:

• What makes a good experiment?
• How to run experimental tests in online and off-line business models?
• How to build a culture in companies that supports experimentation?
• How the future of experimentation in multinationals will look like and why we need to start preparing for it?

The course was a finalist for the Teaching Innovation 2023 Award by the Academy of International Business.

Regular attendance is a requirement to pass this course. You can skip up to 20% of the lectures.