MANAGEMENT 163 Entrepreneurship and New Product Development Syllabus- V1.1

MANAGEMENT 163
Entrepreneurship and New Product Development
Syllabus- V1.1
Instructor: Professor Farhad D. Rostamian
Office and Office Hours: C-505, By appointment
Teaching Assistant:
E-maill: [email protected]
Alternate E-mail: [email protected]
Messages: Valerie Myers, (310) 206-3011, [email protected]
Course Description
New products are the lifeblood of any corporation and the cornerstone of any economy.
Without expanding the product portfolio, any modern corporation can quickly succumb to
competition and lose significant market share, or even be totally dis-intermediated. This
phenomenon has been intensified with the advancements in digital economy. The
innovation process has been significantly altered as a result of the impact of digital economy
across all industries and markets. While most companies recognize the need for new
products, not all such new products tha are introduced to the market are successful. And
even a smaller percentage can stand the test of time and reach significant market share or
achieve resilient popularity. Innovation is one of the key drivers of making new products.
We will examine the process of innovation and new product development and discuss the
associated paradigms and success factors (through the case and class discussions).
This course is designed to help students deepen their understanding of new product
innovation, development, and management. In the course the student will assume the role
of a product developer or a product manager focused on developing a –new- concept into a
new product (for a start-up or a mature corporation). This product developer/ manager
identifies, develops, and commercializes a new product according to the material presented
in the class and the reading assignments. The course will seek to develop students’ critical
thinking, decision-making skills, and creativity to develop and launch a successful new
product (team project).
Course Objectives
After completing this course, you should have developed a deep understanding of:
Management 163: Entrepreneurship and New Product Development
Page 1
1. Innovation, managing innovation, and relationship between innovation and firms,
markets, and economic growth.
2. How to define and develop new technology-based products and business concepts
3. High-tech product development and marketing
4. Business models, scaling and monetization
5. Intellectual property and its protection
6. Product strategy, product platforms, pipeline, life cycle management, transfer to
production, supply chain management, and outsourcing
7. Review of selected start-ups in Los Angeles area
8. Topics in convergence, digital media, social media
Texts and Course Materials:
Optional Text:
Bringing New Technology to Market, Kathleen R. Allen.
ISBN-10: 0130933732 • ISBN-13: 9780130933737
©2003 • Prentice Hall • Paper, 367 pp
Mandatory Course Material:
Course pack, listed below, included cases and articles from Harvard Business School as well as
many other sources. This is the mandatory list and primary course material. All students must
obtain these papers, cases and articles. The link to obtain most of the articles at Harvard Business
School site is: https://cb.hbsp.harvard.edu/cbmp/access/41732247
Please see next page for details.
Management 163: Entrepreneurship and New Product Development
Page 2
Case/Article
Publisher
Source
HBS course pack
Disruptive Technologies Catching the WHBS
HBS course pack
Market Segmentation, Target Market HBS
Selection and Positioning
What America Must Do To Compete
BusinessWeek, Aug 2005
http://www.businessweek.com/stories/2005-08-21/what-america-must-do-to-compete-with-chindia
With "Chindia"
Developing new products and
HBS
HBS course pack
services,
Needfinding, the Why and How of
Design management journal http://www.paulos.net/teaching/2011/BID/readings/needfinding.pdf
uncovering people's needs
Corporate Design Foundatio http://cdf.org/issue_journal/entrepreneur_sam_farber_on_design.html
HBS
HBS course pack
A Practical Guide to Conjoint analysis
Models of Innovation: Start-ups
California Review magazine HBS course pack
and Mature Corporations
Entrepreneur Sam Farber on Design
HBS
HBS
Fast Company, 2010
HBS course pack
HBS course pack
http://www.fastcompany.com/1702209/how-video-games-are-infiltrating-and-improving-every-part-our-live
Breakeven Analysis
The Unicorn Club 2015 - Learning
from
HBS
Tech Crunch
HBS course pack
http://techcrunch.com/2015/07/18/welcome-to-the-unicorn-club-2015-learning-from-billion-dollarcompanies/#.qjmae3:Lhp0
Apple Case: Design Thinking and
Innovations at Apple
HBS
HBS course pack
Sweetwater case
Designing Breakthrough Products
and Improving--Every Part of Our
Lives
HBS
Why Business Models Matter
BusinessWeek, 2003
Feeding the Pipeline
Case: Developing a Blockbuster Drug: HBS
Lessons from Eli Lilly's Experience with
Prozac
HBS course pack
http://www.businessweek.com/printer/articles/172868-feeding-the-pipeline?type=old_article
HBS course pack
HBS
Social Media
Case: Amazon, Apple, Facebook and GoHBS
HBS
The Product Manager
HBS course pack
HBS course pack
HBS course pack
Management 163: Entrepreneurship and New Product Development
Page 3
For the first class session:
1. Read assigned articles listed in the weekly course plan.
2. Read the Marketing topics paper assigned and get familiar with concepts such as
STP (segmentation, targeting, positioning). We will discuss these in the class as well.
3. Prepare to form groups for team projects. We will have 5-6 person per teams
4. Write and hand-in a 1-page sheet (no more than 1 page). Compare and discuss the
differences between a good product and a great product. Use your experience as a
consumer, as well as your perceptions and thoughts about good and great products.
Make sure to provide plenty of examples and be prepared to discuss them in class.
Note: This assignment will not be graded and has no impact on your grade; the only
purpose is to get you ready for the class discussion on this topic.
Description of Assignments
Midterm – 25%
There will be one midterm in the 6th week of class. This will be a closed book exam with
questions requiring short answers, numerical analysis, as well as essay type questions.
Participation: Class and team - 20% (15% and 5%)
It is expected that each student comes to the class fully prepared to discuss the reading
material and the case that are due on that day. You will be asked direct questions about the
case and the assignments, including cold calling. Your class participation will count for 15%
of the grade. This includes attending all the class sessions, but more importantly actively
contributing to the discussion topics and ideas presented by the professor and your
classmates. Your active participation in and contribution to the team projects will also be
graded by your team mates, and that will count as 5% of your grade. If you have any
concerns or issues regarding class participation, please notify me immediately.
It is expected that each student will attend the entire 10 class sessions without any
absenteeism (so please plan accordingly).
Cases - 4 cases, 20%
The 4 cases are to be completed as group assignments. Each group will need to do a case
write up, which includes a general discussion of the case and the primary issues, as well as
answering specific questions provided for each case. Your response should demonstrate
your understanding of the concepts taught in the class, particularly those related to product
innovations, new products strategy and development. Each case paper should be no less
than 5 and no more than 10 pages (excluding title page, if any).
Each of these cases will be discussed in class on the due date. Each member of the group
will receive the same grade on the case write up.
Team Project: 35%
Management 163: Entrepreneurship and New Product Development
Page 4
The critical deliverable for the course will be the development of a comprehensive plan for
a new product. All aspects of product development are to be discussed, including market
research, product definition, product design trade-offs, alpha customers, product
packaging, and launch. A discussion of product strategy, the ecosystem, competitive
threats, necessary partnerships and alliances for success should also be included. The team
will implement the concepts and processes learned in the class in the design and
development plan for the new product. There will be a paper (25%) and a presentation
(10%) from each team (all due the last day of class). A template for the paper will be
provided.
It is necessary that the teams start to work on this project as soon as possible. The team
members should select the subject of their project and re ort that to me around the 2nd
week and certainly before the 3rd class session. In the middle of the term I will conduct a
team by team review of the project and how it is progressing.
Learning Teams
During the first class session, you will divide yourselves into learning teams consisting of 6
to 7 classmates (no more than 6 teams). You will be completing all assigned group projects
with your team. Since you will be working very closely with your team members, make
sure you are in a team that is compatible with your needs. Consider the following when you
are choosing your team:
1)
2)
3)
4)
Attitude is everything !!! (for your teammates and for me)
Logistics such as home locations and schedules.
Expectations and ambitions.
It is often helpful to have a variety of expertise and disciplines. So please mix it up!
Choose people with different skills as your teammates, even if you don’t know
them !!!
5) Each member mus take full responsibility for the effective management of the
team’s efforts. Occasionally, disagreements arise between team members and
complicate the process. There will also be disagreements in terms of the work load
and fair contribution of each team member. Keep in mind these learning teams do
not differ significantly from project teams in the work place. This is a unique oppor
unity to learn how teams function, how team members interact, and to learn to
amicably work out differences. Also remember that each team member will get to
grade the performance, contribution and attitude of the other team members (5% of
the participation grade). So you need to participate in the team projects in a
consistent and disciplined manner and with the right attitude.
6) If your team faces some issues affecting performance and functioning, please let me
know ASAP so that I can help resolve the issues.
Expectations of Written Work
Cases are due at the start of class. All papers must be typed in 12 point font, double-spaced
using standard one inch margins and stapled in the upper corner. If your written work falls
short of these guidelines, you will be penalized. Please do not put in presentation binders.
All papers are graded for content in meeting the defined objectives as well as clarity of
Management 163: Entrepreneurship and New Product Development
Page 5
communication (proficient use of English grammar and punctuation is expected). All
reference resources must be properly cited.
Grading
The grades will be weighted as follows:
Assignment / Task
Midterm
Class Participation
Team Participation
Four Cases
Project Final Presentation
Project Final Paper
Weight
25%
15%
5%
20%
10%
25%
Individual
Individual
Individual
Team
Team
Team
Instructor’s Expectations:
• Come to class fully prepared to discuss all assigned material. This is the most critical
component of learning in this course.
• Contribute to the class discussion in a way that enhances the learning process.
• Conduct yourself in class as you would in a business situation (i.e., be courteous,
offer constructive debate on issues, build on other’s comments and points of views,
compliment on a job well done, and give appropriate feedback). Your thoughtful and
active participation in the educational process is what makes your participation
grade.
• Share r sponsibility for the quality of the experience.
• Attend all class sessions. Please notify me in advance if you are going to be late or
missing a class. Note that absence might affect your grade.
• In general, using laptops and tablets are discouraged, while using phones are
prohibited during class discussion (phones must be off). However there will be
times that I will ask you to use your computers in the class to prepare for an
exercise, or research some material, or make a one-page presentation (typically
with your group).
Weekly Course Plan: (per session)
(see next page)
Management 163: Entrepreneurship and New Product Development
Page 6
Session Summary
Innovation Process: past, present,
future
1 American Competitiveness
Few Marketing Frameworks
Good Vs. Great
Readings
Disruptive Technologies
Market Segmentation, Targeting, Positioning
What America Must Do To Compete With "Chindia"
Assignment Due
1 page on good
product vs. great
product
Recognizing Technology Opportunities
and Developing Products
How
to conceive and define new
2
products
Developing new products and services
Needfinding, the why and how of uncovering People's
needs
Entrepreneur Sam Farber on Design
in-class exercise
Developing A technology-based
business concept
3 Ecosystems
Conjoint Analysis (and example)
Models of Innovation - Start-up and Mature
corporations
Case: Sweetwater
1st case
High Tech Product Development
Transforming Industries
Software-as-a-service
4
Hardware as Platform (TouchID,
Pebble, Oculus)
Designing Breakthrough Products
How Video Games Are Infiltrating Every Part of Our Lives
in-class exercise
Concepts of Intellectual Property
Breakeven Analysis
5 Unicorn Companies
Breakeven Analysis
The Unicorn Club 2015 - Leasrning from Billion-dollar
Companies
Case: Apple
2nd case
Guest speaker
Midterm
6
7
Business Models
Scaling and Monetization Challenges
High-tech products and Markets
8 Convergence
Earned Media
9
From R&D to Production
Product Life Cycle Management
Midterm
Why Business Models Matter
Feeding the Pipeline, Businessweek
Case: Prozac
3rd case
Social Media
Cas : Apple, Google, Amazon, Facebook
4th case
The Product Manager
in-class exercise
Final papers and presentations
10 Course summary and wrap-up
Management 163: Entrepreneurship and New Product Development
Final project paper
and presentation
Page 7
Management 180: Special Topics (Communication)
Class Time: Tues and Thur 1:30-4:30pm
Summer Session: June XX-Aug XX, 2016
Classroom: X-XXX
Course Instructor: Kate Pletcher, [email protected]
This course is designed to develop communication skills across a variety of oral and written platforms,
instill confidence in future entrepreneurial leaders, and foster deeper connections across members of
the Easton Program’s undergraduate summer session cohort. The class will promote self-discovery and
a strengths-based methodology for ensuring sustained communication skills development. In addition
to learning and refining the use of tools such as Powerpoint, Excel, and various presentation collateral,
this course will utilize demonstrations, guest speakers, and out-of-class reading and exercises to allow
for a multi-faceted approach to learning.
Students will:
1. Give weekly presentations in a variety of formats
2. Give and receive feedback regularly
3. Observe leading communicators to observe and learn best practices
4. Participate in self-assessments to help determine personal style, strengths, and opportunities
for growth
5. Work in real-world settings to ensure practical and realistic communication scenarios
6. Participate in both individual and team settings where new skills learned will be put immediately
into action
Grading:
- 20% class participation
- 20% out-of-class assignments/homework
- 40% weekly presentations
- 20% final presentation
Topics to be covered:
- Personal communication styles/strengths
- Why is communication important?
- Working with different communication styles and within teams
- Oral communications/Story-telling
- Written communications/Marketing communications
- The art of persuasion/Selling/Negotiations
- Positioning to win/Bringing it all together
Week-by-week:
Theme
Week 1
Who Are You?
Class 1
Student
Activities
Presentation
Who are you?
Week 1 Why Does Communication
Class 1 Matter?
Week 2
What’s In It For Them?
Class 1
Week 2 Question-Asking/
Class 2 Discovery
Week 3 Oral Communications:
Class 1 Story Telling
Teammate/
Improv
3 pictures
Guest Speaker
Certified DISC or
Strengthsfinder
Gallup Strengths
or DISC
Coach
Pre-work: strengthsfinder or DISC;
Prepare/send "Who Am I?" presentation
Discussion
Communication/Relationship Book (likely
Never Eat Alone)
Team exercise;
Team styles;
Group decisionmaking
Discussion/
application of
styles
CASE: New England Patriots: Making the
Team
Watch Presentations:
https://www.ted.com/talks/simon_sinek_h
ow_great_leaders_inspire_action,
https://youtu.be/c_m2F_ph_uU,
https://youtu.be/c0KYU2j0TM4, Find and
submit another great one to Kate
Discussion
Week 3 Oral Communications:
Class 2 Building Confidence
Improv
Corporate Improv
Trainer
Week 4 Written Communications:
Class 1 Tools of the Trade
Effective PPT;
Excel to
communicate
vs. calculate
Erik Pletcher,
Director at Ferrazzi
Greenlight
Week 4 Written Communications:
Excel
Class 2 Marketing
Discussion
Week 5
The Art of Persuasion
Class 1
Sales Workshop;
Discussion
Week 5
Sales & Negotiations
Class 2
Demo
Week 6
Bringing It All Together
Class 1
Final
Week 6
Bringing It All Together
Class 2
Final
Homework
Sales Workshop
continued;
Discussion
Individual
presentations;
Giving and
receiving
feedback
Individual
presentations;
Giving and
receiving
feedback
Review of good, great, and horrible written
communications
Send Kate your favorite advertising or
marketing campaign
Attend a networking event, Demonstration
video:
https://www.youtube.com/watch?v=2BXwPjn9YY
CASE: Entrepreneurial Sales Strategies:
Namaste Laboratories Pursues New
Markets for Hair Care Products
Work on individual/group presentations
Submit feedback on classmates' final
EASTON TECHNOLOGY CENTER
SCHOOL OF MANAGEMENT
MGMNT 180-XX
Data Management and Analytics: Big and Small Data
Class Time:
Course Instructor:
Richard Patlan [email protected]
Director:
_______________________________________________________________
COURSE CATALOG DESCRIPTION :
Analysis of data is becoming a vital component of Business decision-making. As
demands change from customers and environmental conditions businesses
must be able to quickly react to these changes. The important factors in
business decision-making is managing data in a relational database system and
turning that data into information after it has been processed to add context,
reliance and purpose.
This course provides an overview of two major componets dealing with data.
One is data integreation and management. This requires an understanding of
Relational Database Management Systems and how they are designed for data
manipulation, maintaince and storage. The second is data Analytics. This is the
process of examing the data to draw conclusions about the information. These
conclusions are used to make sound business descions.
[Type here]
COURSE OBJECTIVES:
•
•
•
•
To gain an understanding of Relational Database Management Systems
To gain an understand and use Structured Query Language
To gain an understanding of Data Analytics and Visualization
To gain an understanding of how managers use analytics to formulate and
solve business problems and to support managerial decision making.
COURSE TOPICS:
•
•
•
•
•
•
•
•
•
Understanding Relational Database Management Systems;
The databse Normalization process;
Implementation of Referential Integrity;
Using SQL Data Manipulation Language (DML): Used to retrieve, update
and delete contents of a database;
Using SQL Data Definition Language (DDL): Used to create database
objects such as tables, stored procedures, cursors, indexes, etc.
Using SQL Queries: Using SQL syntax to excute quereies; and getting and
using data result sets;
Understand summary statistics of a data set, including sizes, ranges and
variations.
Interpret the business significance of the data, what it implies about the
business, customers, etc.
Generating reports on the data, including appropriately constructed
graphics and histograms that illustrate important features of the data.
Introduction to Data Management and Analytics
1
REQUIRED READINGS:
Course Text(s):
Business Analytics, 2/E
James R. Evans, University of Cincinnati
2016 Pearson Paper, 656 pp
Course Material:
Handouts:
TBD
Files:
TBD
Final Project:
TBD
Software:
Microsoft SQL Server 2014
Microsoft Power BI Desktop
Introduction to Data Management and Analytics
2
Grading
GRADING:
Class Participation
Assignments
Project:
Total:
20%
40%
40%
100%
The Grading Scale
A : 900 - 1000
B : 800 - 899
C : 700 - 799
D : 600 - 699
F : 599 and below
Introduction to Data Management and Analytics
3
Course Outline
Week
Week 1
Subject
Overview Relational Database Management
Systems: Database, Conceptual schema,
relational database design, normalization
Assignment
Exercises Module 1
Week 2
Understanding Core Database Objects:
Creating database objects
Exercises Module 2
Week 3
Understand the foundations of Structured
Query Language: querying, table
relationships and Joins
Exercises Module 3
Week 4
Overview Business Intelligence and Analytics
Exercises Module 4
Week 5
Descriptive Analytics: Data Visualization and
Exploration
Exercises Module 5
Week 6
Data Query, Data Model and Reports
Exercises Module 6
Final Project
Introduction to Data Management and Analytics
4