Innovation to Market A 2016 Summer (UCSD)

MGT 121A: Innovation to Market (A)
Undergraduate Course: Summer Session II 2016

INSTRUCTOR: Kanetaka M. Maki, Ph.D. (Visiting Assistant Professor)
OFFICE LOCATION: Wells Fargo Hall, 3W104
OFFICE HOURS: Thursdays, 1:00-2:00 PM (or by appointment)

OFFICE HOURS: by appointment

Class Time: Tuesdays and Thursdays, 5:00-7:50 PM (Makeup: Friday, August 12 5:00-7:50PM)
Classroom: Otterson Hall, 1S113

Note: This syllabus may be updated and revised at a later date.


Innovation to Market A is the first course of a two course sequence that provides the competencies needed to identify and transform both technical and non-technical innovations into viable ventures that capture profitable market opportunities. The course will provide students with an introduction to the strategic and operational issues of developing an innovation into a competitive and sustainable business.

This is a team-based project course in which students apply management principles, technology strategies, market opportunity assessment and validation strategies, financing strategies, in the development of value propositions, business models and business concepts of a potential new business or organization. Project teams will be comprised of 4 or 5 students.

Students will learn how to perceive needs and to propose unique products or services in a business concept that could satisfy those unmet needs. They will also learn about market segmentation and positioning, as well as market research techniques to test their ideas in a real world context and to identify potential customers, suppliers and partners. From this they will learn the definition of a business model and how it can represent the key operational design decisions that an organization makes to properly address a market opportunity in a profitable and distinctive manner.

Through industry examples and case discussions, the participants will learn the nuances of the different types of business models and the opportunities and challenges of refining and evolving business models as more information becomes available. They will then demonstrate this learning through written and oral presentations of their research findings and selected business model.

The course will utilize lectures, case studies, a project assignment, student oral presentations and guest speakers from industry. This quarter-length course is designed for upper division undergraduate students.


1. To provide the necessary quantitative and qualitative tools to ascertain whether a good idea is truly a good, real world and valuable market opportunity.
2. To provide the frameworks and methods to conduct market and product research relevant to their innovative idea.
3. To provide the frameworks and methods to evaluate and synthesize the market and product research data to determine if an idea is a viable market opportunity.
4. To learn about team dynamics, conflict management and group decision making through classroom discussions and interactions with team members.
5. To learn what is included in a short business plan and techniques for successfully presenting your business concept.
6. To provide a forum for presenting and defending your own recommendations and for critically examining and discussing the recommendations of others.


Course Reader [CR]
• MGT 121A – Innovation to Market (A) [CR]
o A carefully selected list of readings is provided in the Course Reader.
o For instructions on how to purchase the course reader from University Readers, please see the Course Content Tab on TED.

Textbook [NVC]<
• New Venture Creation. 10th Edition, Stephen Spinelli, Jr. and Robert Adams McGraw-Hill, Irwin, New York New York
o I have carefully selected a few chapters as required reading. Other chapters are recommended. However, I strongly suggest reading the recommended chapters, if you plan to enroll in MGT 121B – Innovation to Market (B).
o This book is also available at the library if you decide not to purchase it.
o This textbook will also be used for MGT 121B – Innovation to Market (B).
o To purchase the ebook version of this text, go to and in the search box type: 0-07-802910-4

Selected PDFs [PDF]
• “Bootcamp Bootleg”,
• Business Model Canvas Preview
• “Pitching Hacks”, Venture Hacks

Course Documents
These documents are provided to help you prepare assignments. Students are expected to reference them to help them complete their projects and assignment.
o Business Idea Generation I Format
o Business Idea Generation II Format
o Business Concepts Proposal Format
o Operations Summary Format
o Market Research Proposal Format
o Market Research Results Format
o Competitive Review Format
o Financial Projection Format
o Short Business Plan Format
o Presentation Format
o Case Study Analysis Format
o Business Model Canvas
o Business Idea Evaluation Sheet

• iClicker is required for this class (both iClicker 1 or 2 may be used). It can be purchased at the UCSD bookstore, and can be sold back to the bookstore at the end of the quarter. I use clickers for both reading quizzes and for selected questions during the lecture to promote learning.


The course meets 10 times for 2 hours and 50 minutes each time, with one 10 minutes break. Class sessions will begin and end on time. Please be punctual so that you do not miss the initial thrust of the discussions or disturb others. If you need to miss a class please email me in advance. Keep in mind class participation is part of your grade.

Each student is expected to have completed all readings, assignments for each class before the class starts. Homework will be submitted prior to each class through TED. Each student should be prepared and expect to participate in classroom discussions.


You are expected to read all assignments and prepare answers to the preparation questions prior to class. Each individual is expected to turn in their own assignments unless they are team projects. However, I recommend you work in study groups to discuss the questions prior to completing your own write-up. Come to class prepared to discuss your findings.

Please Note: There are fewer readings and assignments toward the end of the course to allow more time for students to complete their team projects.


Every class session will involve interaction in the form of class discussion. I expect each student to be prepared at all times to comment in any class session. To reinforce this expectation, I will randomly cold call on students during the ensuing discussion, both those who raise their hand and those who do not.

Many of the sessions of this class will follow the discussion format. This allows you to apply theories, concepts and analytical devices discussed in class or in the reading materials, or from other relevant current events or news sources. The direction and quality of the discussion is the collective responsibility of the class, not the sole responsibility of the instructor. Class participation will be graded on your readiness, willingness and the quality of your comments and their contribution to the discussion.

An iClicker is required for this class (i-clicker 1 or 2 may be used) and can be purchased at the UCSD bookstore along with your course text and can be sold back to the bookstore at the end of the quarter. I use clickers for both reading quizzes and for selected questions during the lecture to promote learning.

iClicker use begins in class 1, but there is no graded work until class 2 which provides time for you to get your clicker, register it on Ted, and become accustomed to using it during the first weeks of class. There are no make-up assessments for missed days or for misplaced, malfunctioning, or forgotten iClickers.

You are expected to attend every class. You are responsible for the material covered in class whether you attend or not. I realize that despite your best efforts you might miss a class. Please inform me in advance if you miss a class. If you miss a class you must still submit the homework, in advance of the beginning of class for any planned absences. In case of emergencies, please contact me after the class.


Every student will participate in a team project. Team will be made up of 4-5 students. I will randomly assign every student to a team.

The team will be graded as a group. Each group will be responsible for interim group assignments, as well as a final presentation and short business plan. The formats for these are on TED. If your team cannot resolve a problem amongst yourselves please meet with me.

Final presentations and short business plans are evaluated based on the Business Idea Evaluation Sheet. I strongly recommend that you review the sheet carefully, as you will be expected to address each criteria outlined in this sheet.


The final exam aims to evaluate your understanding of the knowledge you have learned from this course. The exam questions will focus mainly on using the frameworks that you will be learning. The exam will be a one-day take-home test. You will be allowed to consult your notes only. You will not be allowed to discuss the problems with any of your colleagues, or consult any other resources, including, but not limited to, material available online.


Assignments Percentage
Class Participation 30%
Homework / Quiz 30%
Team Project 30%
Final Exam 10%
Total 100%


Class 1 (8/2 – Tue): Introduction & Idea Generation
Detail • Overall Course Goals and Objectives (Class Participation, Individual Assignments / Team Assignments / Grading)
• Case Study: “IDEO Shopping Cart Project”
• Idea Generation Workshop (Experiencing the idea generation process)
Reading Assignments [Required]
• Chapter 1 [NVC], pp. 3-17
• “Bootcamp Bootleg”, [PDF]
Class 2 (8/4 – Thu): What is Entrepreneurship? (1) & Idea Generation Methods
Detail • Entrepreneurship
• Case Discussion: Movie “October Sky”
• Idea Generation Methods
Reading Assignments [Required]
• Chapter 2 [NVC], pp. 29-39
• Chapter 3 [NVC], pp. 77-89
• Pino G. Audia and Christopher I, Rider, “A Garage and an Idea: What more Does an Entrepreneur Need?”, California Management Review, November 2005 [CR: 2A]
Class 3 (8/9- Tue): What is Entrepreneurship? (2) & Opportunity Recognition
Detail • Workshop “House of Cards” (Experiencing the entrepreneurial behavior)
• Opportunity Recognition
Reading Assignments [Required]
• Peter F. Drucker, “The Discipline of Innovation”, Harvard Business Review, August 2002 [CR: 3A]
• Chapter 4 [NVC], pp. 97-104
Due • Submit “Business Idea Generation I” (one per individual, see format on TED)
Class 4 (8/11 – Thu): Business Model & Market Research & Pitch
Detail • Business Model
• Business Model Canvas
• Guest Speaker – Lamar Rutherford (Rady School of Management): “Market Research & Pitch”
Reading Assignments [Required]
• Business Model Generation Preview, pp. 14-51 [PDF]
• Robert Chess, “Note on Market Research”, Harvard Business School Background note, June 2004 [CR: 6A]
• Clayton M. Christensen et al., “Finding the Right Job For Your Product”, MIT Sloan Management Review, 2007 [CR: 6B]
• John T. Gourville, “Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption”, Harvard Business Review, 2006 [CR: 6C]
• “Pitching Hacks”, Venture Hacks [PDF]
Due • Submit “Business Idea Generation II” (one per team, see format on TED)
Class 5 (8/12 – Fri): Opportunity Recognition / Assessment & Business Model Analysis
Detail • Opportunity Recognition / Assessment
• Evaluation Metrics
• Business Model Analysis
• Case Discussion: “GolfLogix: Measuring the Game of Golf”
Reading Assignments [Required]
• Chap 5 [NVC], pp. 113-130
• John T. GourVille and Jerry N. Conover, “GolfLogix: Measuring the Game of Golf”, Harvard Business School Case, Oct 2002 [CR: 5A]
• Richard G. Hamermesh , Paul W. Marshall , Taz Pirmohamed, “Note on Business Model Analysis for the Entrepreneur”, Harvard Business Review, January 2002 [CR: 5B]
Due • Submit “Business Concepts Proposal” (one per team, see format on TED)
• Submit “Case Study Analysis” (one per team, see format on TED)
Class 6 (8/16 – Tue): Intellectual Property & Competitive Analysis
Detail • Guest Speaker – Bernie Greenspan (Greenspan IP Management):
”Intellectual Properties”
• Competitive Analysis
Reading Assignments [Required]
• James G. Conley, David Orozco M., “Intellectual Property – The Ground Rules”, Harvard Business School Background Note, Aug. 2006 [CR:7A]
• Michael E. Porter, “The Five Competitive Forces That Shape Strategy”, Harvard Business Review, Jan. 2008 [CR: 6D]
Due • Submit “Market Research Proposal” (one per team, see format on TED)
• Submit “Operations Summary” (one per team, see format on TED)
Class 7 (8/18- Thu): Business Plan & Pitch
Detail • Business Plan
• Pitch
Reading Assignments [Required]
• Joseph B. Lassiter III and Michael J. Roberts, “Business Plan for Room For Desert: Adding Unique Ingredients to life’s balancing act”, Harvard Business School Case, 2005 [CR: 7B]
• Chap 7 [NVC], pp. 163-166
Due • Submit “Competitive Analysis” (one per team, see format on TED)
• Submit “Market Research Results Draft” (one per team, see format on TED)
No Class (8/23 – Tue)
Class 8 (8/25 – Thu): Team, Resource, and Finance
Detail • Guest Speaker – Royan Kamyar (Entrepreneur, Owaves, Inc.): “Starting a Business”
• Financial Projection
• The Entrepreneurial Leader and the Team
• Resource Requirement
Reading Assignments [Required]
• Chap 8 [NVC], pp. 195-204
• Chap 10 [NVC], pp. 247-255
Due • Submit “Market Research Results” (one per team, see format on TED)
Class 9 (8/30 – Tue): San Diego Ecosystem, Social Entrepreneurship, and Ethics
Detail • Guest Speaker – Del Foit (Lecturer, UC San Diego): “The Keys to Success in San Diego’s Regional Cluster”
• Social Entrepreneurship
• Ethics
Reading Assignments [Recommended]
• Chap 6 [NVC], pp. 143-152
• Chap 9 [NVC], pp. 229-238
Due • Submit “Financial Projection” (one per team, see format on TED)
Class 10 (9/1 – Thu): Final Presentation & Wrap Up
Detail • Final Presentation
• Guest Evaluator – Nathan Owens (UC San Diego Extension)
• Wrap Up (Preparation for the final exam)
Reading Assignments
Due • Submit “Short Business Plan” (one per team, see format on TED)
• Submit “Presentation” (one per team, see format on TED)
Take-Home Final Exam (9/2 Fri and 9/3 Sat)
Detail • Take-Home Final Exam
• You will receive your exam at noon on Sep. 2nd and must submit through TED by at 10PM on Sep. 3rd.
Reading Assignments


In order to increase focus, use of Laptop Computers, Tablets, and/or SmartPhones will not be permitted during class sessions, except as directed in specific exercises. To facilitate note taking, class content will be posted on TED after the class.


Integrity of scholarship is essential for an academic community. As members of the Rady School, we pledge ourselves to uphold the highest ethical standards. The University expects that both faculty and students will honor this principle and in so doing protect the validity of University intellectual work. For students, this means that all academic work will be done by the individual to whom it is assigned, without unauthorized aid of any kind.

The complete UCSD Policy on Integrity of Scholarship can be viewed at:

How the Honor Code applies to this course:

You can work with anyone on class assignments. I suggest that you work in study groups on homework assignments.

Your class preparation and assignments must not benefit from class materials by students who took this course in prior years, or at other schools. Using course notes or powerpoint slides you received from previous students of this class is a violation of the UCSD Honor Code.


A student who has a disability or special need and requires an accommodation in order to have equal access to the classroom must register with the Office for Students with Disabilities (OSD). The OSD will determine what accommodations may be made and provide the necessary documentation to present to the faculty member.

The student must present the OSD letter of certification and OSD accommodation recommendation to the appropriate faculty member in order to initiate the request for accommodation in classes, examinations, or other academic program activities. No accommodations can be implemented retroactively.

Please visit the OSD website for further information or contact the Office for Students with Disabilities at (858) 534-4382 or