Innovation to Market A 2021 Summer II (UCSD)

Teaching Assistant: Joseph Gandini
E-mail: Joseph.Gandini@rady.ucsd.edu
Office Hours: By appointment

Class Time: Mondays and Wednesdays 6:30-9:20 pm
Final Exam: Friday, Sep 3rd, 7:00-9:59 pm
Makeup: Aug. 13th, 6:30-9:20pm

Classroom: Zoom

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

DESCRIPTION

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.

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 and market research techniques to test their ideas in a real-world context and 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 models.

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

COURSE OBJECTIVES

1. Develop the knowledge and skills to create your own business.
2. Acquire knowledge and skillsets in:
   
   
   
   MATERIALS
   • Course Packet [CP]: Harvard Business School Publishing (Required)
     • A carefully selected list of readings is provided in the Course Reader.
     • Please purchase it.
   • Textbook [NVC] (Optional)
     • New Venture Creation. 10th Edition, Stephen Spinelli, Jr. and Robert Adams McGraw-Hill, Irwin, New York New York
     • This is a required textbook by the department. However, to reduce the cost of textbooks for students, I  decided to make this an optional reading for this year.
     • 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 www.coursesmart.com and in the search box type: 0-07-802910-4
   • Selected PDFs and Assignment Templates (all on Canvas)
   • Slack Channel
     • We will actively use slack for asynchronous communications outside of the classroom.
   • Miro
     • We will actively use miro for asynchronous communications outside of the classroom.

   CLASSROOM PROCEDURE

   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 to TA 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 TritonEd. Each student should be prepared and expected to participate in classroom discussions.

   CLASS ASSIGNMENTS

   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. (front-loaded)

   CLASS PARTICIPATION

   Every class session will involve interaction in the form of class discussion. I expect each student to be prepared at all times to comment on any class session. To reinforce this expectation, I will randomly cold-call on students during the ensuing discussion, both those who raise their hands 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.

   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 TA 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 the TA after class.

   Make-up assignments are explained on the syllabus.

   All sessions would be conducted synchronously. I expect you to attend all online sessions.

   GROUP PROJECT

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

   The group assignments will be graded as a group. Each group will be responsible for interim group assignments and a final presentation and a short business plan. The formats for these are on Canvas. If your group 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.

   GRADING

• Please check the scores and let TA know if there is any mistake. It is your responsibility to check the scores. If you did not claim by the end of the quarter, we take it as you agreed with your received scores.

SCHEDULE / TOPICS