Innovation to Market A 2017 Summer (UCSD)


MGT 121A: Innovation to Market (A)
Undergraduate Course: Summer Session II 2017


INSTRUCTOR: Kanetaka M. Maki, Ph.D. (Visiting Assistant Professor)
OFFICE HOURS: Wednesdays, 1:00-2:00 PM (or by appointment)

OFFICE HOURS: By appointment

Class Time: Mondays and Wednesdays, 5:00-7:50 PM (Makeup: Friday, August 18 5:00-7:50 PM)
Final Exam: Friday, September 8 7:00 – 9:59 PM)
Classroom: Otterson Hall, 1S114

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)
    • A carefully selected list of readings is provided in the Course Reader.
    • For instructions on how to purchase the course reader from University Readers, please see the Course Content Tab on TritonEd.
  • Textbook [NVC]
    • New Venture Creation. 10th Edition, Stephen Spinelli, Jr. and Robert Adams McGraw-Hill, Irwin, New York New York
    • 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).
    • This book is also available at the library if you decide not to purchase it.
    • This textbook will also be used for MGT 121B – Innovation to Market (B).
    • To purchase the ebook version of this text, go to and in the search box type: 0-07-802910-4
  • Selected PDFs [PDF]
  • 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.
      • Business Idea Generation I Format
      • Business Idea Generation II Format
      • Business Concepts Proposal Format
      • Operations Summary Format
      • Market Research Proposal Format
      • Market Research Results Format
      • Competitive Analysis Format
      • Financial Projection Format
      • Short Business Plan Format
      • Final Presentation Format
      • Business Model Canvas
      • Business Idea Evaluation Sheet
      • Case Study Analysis I Format
      • Case Study Analysis II Format
      • Case Study Analysis III Format
      • Case Study Analysis IV Format
  • iClicker
    • 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 TtironEd. 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 are 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 TritonEd, 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 the case of emergencies, please contact me after the class.


Every student will participate in a team project. The 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 TritonEd. 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 criterion outlined in this sheet.


  • Class Participation –  30 %
  • Homework – 20%
  • Quiz –  20%
  • Team Project – 30%
  • Total – 100%
  • Extra Credits – 5%: Participation in Experiments

EXTRA CREDIT (Participation in Experiments)

Participation in Experiments: Part of your grade is based on participation in an experiment offered by the Rady School Research Participant Pool. Each experiment will take up to one hour. If new to lab participation, to register for an account and to receive additional information about upcoming lab studies, visit: and click “New Participant? Request an account here.” When you register, you will be assigned a unique ID – you will need to provide this ID each time you participate in a study. Make sure to keep track of it!

If you have served as a participant before, you will need to update which classes you are registered for in order to receive credit. Log in to your account here: and go to the “My Profile “page. There is an option near the bottom of the page to “Change Courses.” Questions about lab studies can be directed to  Studies will shortly after summer session begins.


  • Class 1 (8/7 – Mon): Introduction & Idea Generation
    • Topics
      • Overall Course Goals and Objectives (Class Participation, Individual Assignments / Team Assignments / Grading)
      • Idea Generation Workshop (Experiencing the idea generation process)
    • Reading Assignments – Recommended
      • “Bootcamp Bootleg”, [PDF]
  • Class 2 (8/9 – Wed): What is Entrepreneurship? (1) & Business Idea Generation Methods (1)
    • Topics
      • Entrepreneurship
      • Case Discussion: Movie “October Sky”
      • Business Idea Generation Methods
    • Reading Assignments – Required
      • Chapter 1 [NVC], pp. 3-17 (“The Global Entrepreneurial Revolution for a Flatter World”)
      • 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 (8/14- Mon): Business Idea Generation Methods (2) & Opportunity Recognition
    • Topics
      • Business Idea Generation Methods (2)
      • Case: “Ideo Product Development”
      • Case: “IDEO Shopping Cart Project”
      • Bioinspiration
      • Opportunity Recognition
    • Reading Assignments -Required
      • Peter F. Drucker, “The Discipline of Innovation”, Harvard Business Review, August 2002 [CR: 3A]
      • Stefan Thomke, “Ideo Product Development”, Harvard Business School Case, 2007 [CR: 8A]
    • Reading Assignments – Recommended
      • Chapter 4 [NVC], pp. 97-104 (“lean Commerce and Sustainable Enterprise Movements Are an Opportunity Sea Change”)
    • Due
      • Submit “Business Idea Generation I” (one per individual, see format on TritonEd)
  • Class 4 (8/16 – Wed): What is Entrepreneurship? (2) & Business Model
    • Topics
      • Workshop “House of Cards” (Experiencing the entrepreneurial behavior)
      • Business Model
      • Business Model Canvas
    • Reading Assignments – Required
      • Chapter 2 [NVC], pp. 29-39 (“The Entrepreneurial Mind: Crafting a Personal Entrepreneurial Strategy”)
      • Chapter 3 [NVC], pp. 77-89 (“The Entrepreneurial Process”)
      • Business Model Generation Preview, pp. 14-51 [PDF]
    • Due
      • Submit “Business Idea Generation II” (one per team, see format on TritonEd)
  • Class 5 (8/18 – Fri): Business Opportunity Assessment & Business Model Analysis
    • Topics
      • Business Opportunity Assessment
      • Evaluation Metrics
      • Business Model Analysis
      • Case Discussion: “GolfLogix: Measuring the Game of Golf”
    • Reading Assignments – Required
      • Chap 5 [NVC], pp. 113-130 (“Opportunity Recognition”)
      • 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 TritonEd)
      • Submit “Case Study Analysis I” (one per team, see format on TritonEd)
  • No Class 8/21 – Mon
  • Class 6 (8/23 – Wed):  Market Research
    • Topics
      • Market Research
      • Case: “Innovation at 3M Corp. (A)”
    • Reading Assignments – Required
      • 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]
      • Stefan Thomke and Ashok Nimgade, “Innovation at 3M Corp. (A) ”, Harvard Business School Case, 2002 [CR: 8C]
    • Due
      • Submit “Case Study Analysis II” (one per team, see format on TritonEd)
      • Submit “Operations Summary” (one per team, see format on TritonEd)
  • Class 7 (8/28- Mon): Business Plan, and Pitch
    • Topics
      • Business Plan
      • Case Study “Business Plan for Room For Desert”
      • 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]
    • Reading Assignments – Recommended
      • “Pitching Hacks”, Venture Hacks [PDF]
      • Chap 7 [NVC], pp. 163-166 (“The Business Plan”)
      • Chap 6 [NVC], pp. 143-152 (“Opportunities for Social Entrepreneurship”)
      • Chap 9 [NVC], pp. 229-238 (“Ethical Decision Making and the Entrepreneur”)
    • Due
      • Submit “Market Research Proposal” (one per team, see format on TritonEd)
      • Submit “Competitive Analysis” (one per team, see format on TritonEd)
      • Submit “Case Study Analysis III” (one per team, see format on TritonEd)
  • Class 8 (8/30 – Wed): Platform Business, Finance, and Team
    • Topics
      • Platform Business
      • Case: “Google Inc. in 2014 (Abridged) “
      • Financial Projection
      • Team
    • Reading Assignments – Required
      • Benjamin Edelman and Thomas R. Eisenmann, “Google Inc. in 2014 (Abridged) ”, Harvard Business School Case, 2014 [CR: 8B]
    • Due
      • Submit “Case Study Analysis IV” (one per team, see format on TritonEd)
      • Submit “Market Research Results Draft” (one per team, see format on TritonEd)
  • No Class (9/4 Mon)
  • Class 9 (9/6 – Wed): Team, Resource,  and San Diego Ecosystem
    • Topics
      • Guest Speaker – TBD “Starting a Business”
      • The Entrepreneurial Leader and the Team
      • Resource Requirement
    • Reading Assignments [Recommended]
      • Chap 8 [NVC], pp. 195-204 (“The Entrepreneurial Leader and the Team”)
      • Chap 10 [NVC], pp. 247-255 (“Resource Requirements”)
    • Due
      • Submit “Market Research Results” (one per team, see format on TritonEd)
      • Submit “Financial Projection” (one per team, see format on TritonEd)
  • Class 10 / Final Exam (9/8 – Fri – 7-10pm): Final Presentation & Wrap Up
    • Topics
      • Final Presentation
      • Guest Evaluator – Nathan Owens (UC San Diego Extension)
      • Wrap Up (Preparation for the final exam)
    • Due
      • Submit “Short Business Plan” (one per team, see format on TritonEd)
      • Submit “Presentation” (one per team, see format on TritonEd)

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 TritonEd after the class.COURSE POLICIES: LAPTOP COMPUTERS/TABLETS/SMART PHONES.


The 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