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Management 163: Entrepreneurship and New Product Development Page 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 2
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.
e
Case/Article Publisher Source
Disruptive Technologies Catching the WHBS HBS course pack Market Segmentation, Target Market Selection and Positioning What America Must Do To Compete With "Chindia"
Developing new products and services, Needfinding, the Why and How of uncovering people's needs
HBS HBS course pack
BusinessWeek, Aug 2005 http://www.businessweek.com/stories/2005-08-21/what-america-must-do-to-compete-with-chindia
HBS HBS course pack
Design management journal http://www.paulos.net/teaching/2011/BID/readings/needfinding.pdf
Entrepreneur Sam Farber on Design Corporate Design Foundatio http://cdf.org/issue_journal/entrepreneur_sam_farber_on_design.html
A Practical Guide to Conjoint analysis HBS HBS course pack Models of Innovation: Start-ups and Mature Corporations
California Review magazine HBS course pack
Sweetwater case HBS HBS course pack Designing Breakthrough Products HBS HBS course pack
and Improving--Every Part of Our Lives
Fast Company, 2010 http://www.fastcompany.com/1702209/how-video-games-are-infiltrating-and-improving-every-part-our-liv
Breakeven Analysis HBS HBS course pack The Unicorn Club 2015 - Learning from Apple Case: Design Thinking and Innovations at Apple
Tech Crunch http://techcrunch.com/2015/07/18/welcome-to-the-unicorn-club-2015-learning-from-billion-dollar- companies/#.qjmae3:Lhp0
HBS HBS course pack
Why Business Models Matter HBS HBS course pack Feeding the Pipeline BusinessWeek, 2003 http://www.businessweek.com/printer/articles/172868-feeding-the-pipeline?type=old_article Case: Developing a Blockbuster Drug: Lessons from Eli Lilly's Experience with Prozac
HBS HBS course pack
Social Media HBS HBS course pack Case: Amazon, Apple, Facebook and GoHBS HBS course pack The Product Manager HBS HBS course pack
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Management 163: Entrepreneurship and New Product Development Page 4
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%
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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) Attitude is everything !!! (for your teammates and for me) 2) Logistics such as home locations and schedules. 3) Expectations and ambitions. 4) 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
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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 Weight Midterm 25% Individual Class Participation 15% Individual Team Participation 5% Individual Four Cases 20% Team Project Final Presentation 10% Team Project Final Paper 25% 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 7
Session Summary Readings Assignment Due
1
Innovation Process: past, present, future American Competitiveness Few Marketing Frameworks Good Vs. Great
Disruptive Technologies Market Segmentation, Targeting, Positioning What America Must Do To Compete With "Chindia"
1 page on good product vs. great product
2
Recognizing Technology Opportunities and Developing Products How to conceive and define new products
Developing new products and services Needfinding, the why and how of uncovering People's needs Entrepreneur Sam Farber on Design
in-class exercise
3
Developing A technology-based business concept Ecosystems
Conjoint Analysis (and example) Models of Innovation - Start-up and Mature corporations Case: Sweetwater
1st case
4
High Tech Product Development Transforming Industries Software-as-a-service Hardware as Platform (TouchID, Pebble, Oculus)
Designing Breakthrough Products How Video Games Are Infiltrating Every Part of Our Lives
in-class exercise
5
Concepts of Intellectual Property Breakeven Analysis Unicorn Companies
Breakeven Analysis The Unicorn Club 2015 - Leasrning from Billion-dollar Companies Case: Apple
2nd case
6
Guest speaker Midterm
Midterm
7
Business Models Scaling and Monetization Challenges
Why Business Models Matter Feeding the Pipeline, Businessweek Case: Prozac
3rd case
8
High-tech products and Markets Convergence Earned Media
Social Media Cas : Apple, Google, Amazon, Facebook
4th case
9
From R&D to Production Product Life Cycle Management
The Product Manager in-class exercise
10
Final papers and presentations Course summary and wrap-up
Final project paper and presentation
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 Student Presentation
Activities Guest Speaker Homework
Week 1 Class 1 Who Are You? Who are you?
Strengthsfinder or DISC
Certified DISC or Gallup Strengths Coach
Pre-work: strengthsfinder or DISC; Prepare/send "Who Am I?" presentation
Week 1 Class 1
Why Does Communication Matter?
Discussion Communication/Relationship Book (likely Never Eat Alone)
Week 2 Class 1
What’s In It For Them?
Team exercise; Team styles; Group decision- making
CASE: New England Patriots: Making the Team
Week 2 Class 2
Question-Asking/ Discovery
Teammate/ Improv
Discussion/ application of styles
Week 3 Class 1
Oral Communications: Story Telling
3 pictures Discussion
Watch Presentations: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action, https://youtu.be/c_m2F_ph_uU, https://youtu.be/c0KYU2j0TM4, Find and submit another great one to Kate
Week 3 Class 2
Oral Communications: Building Confidence
Improv Corporate Improv Trainer
Week 4 Class 1
Written Communications: Tools of the Trade
Effective PPT; Excel to communicate vs. calculate
Erik Pletcher, Director at Ferrazzi Greenlight
Review of good, great, and horrible written communications
Week 4 Class 2
Written Communications: Marketing
Excel Discussion Send Kate your favorite advertising or marketing campaign
Week 5 Class 1
The Art of Persuasion Sales Workshop; Discussion
Attend a networking event, Demonstration video: https://www.youtube.com/watch?v=2B-XwPjn9YY
Week 5 Class 2 Sales & Negotiations Demo
Sales Workshop continued; Discussion
CASE: Entrepreneurial Sales Strategies: Namaste Laboratories Pursues New Markets for Hair Care Products
Week 6 Class 1 Bringing It All Together Final
Individual presentations; Giving and receiving feedback
Work on individual/group presentations
Week 6 Class 2 Bringing It All Together Final
Individual presentations; Giving and receiving feedback
Submit feedback on classmates' final
[Type here]
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.
Introduction to Data Management and Analytics 1
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
2
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 3
Grading GRADING: Class Participation 20% Assignments 40% Project: 40% Total: 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
4
Course Outline Week Subject Assignment
Week 1 Overview Relational Database Management Systems: Database, Conceptual schema, relational database design, normalization
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
