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ENTREPRENEURSHIP,INNOVATIONANDMARKETING

CourseIntroductionandSyllabus

LUCIOCASSIAProfessorofStrategicManagementandEntrepreneurshipChairmanoftheCenterforYoungandFamilyEnterprise(CYFE)UniversityofBergamo

LessonENTT00-CourseNumber37171ITA-Spring2018

Entrepreneurship,InnovationandMarketingL.Cassia-UniversitàdegliStudidiBergamo

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Whatisentrepreneurshipeducation?

•  Entrepreneurshipisallaboutcreatingvalue,notonlyintermsoffinancialreturns,butalsoaboutimprovingsocialandenvironmentalaspects.

•  Entrepreneurshipeducationpreparespeopletoberesponsibleandenterprisingindividuals.Ithelpspeopledeveloptheskills,knowledge,andattitudesnecessarytoachievethegoalstheysetoutforthemselves.Evidencealsoshowsthatpeoplewithentrepreneurialeducationaremoreemployable.

•  Youngpeoplewithentrepreneurshipeducationaremorelikelytosetuptheirowncompanies.Upto20%ofstudentswhoparticipateinamini-companyprogrammeinsecondaryschoolwilllaterstarttheirowncompany.Thatisuptofivetimeshigherthaninthegeneralpopulation.

•  Entrepreneurshipisaskillthatcanbelearnt.Youdon'thavetobebornanentrepreneurtorunasuccessfulbusiness.Youcanbecomeonebydevelopinganentrepreneurialmindsetandskills.

Source:EuropeanCommission>EntrepreneurshipandSmallandmedium-sizedenterprises(SMEs)>Entrepreneurshipeducation

Detailsandcontents


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Coursedetails

•  Coursename Imprenditorialità,InnovazioneeMarketing (Entrepreneurship,InnovationandMarketing) (code37171,6ECTS)

•  Courseterm Mar,22018–May,252018•  e-learning http://elearning8.unibg.it/moodle25/

•  Social StrategicManagement&Entrepreneurship@UniBG

•  Web www.unibg.it/struttura/struttura.asp?corso=37171

•  Survey http://bit.ly/entita2018


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Coursemodules:TheoryandEntrepreneurialLabs

Theory

FinalCheck&Sum-up

EntrepreneurialTalks(ENT-E01/04)

Lectures(ENT-T01/06)

EntrepreneurialLabs

EntrepreneurialIdea

BusinessPlan

Labs(ENT-L01/06)


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Coursecontents

•  TheTheorymoduleintroducestothetheoryofentrepreneurship,includingthelanguageofentrepreneurship,creativityandinnovation,intrapreneurship,andlearningfrombothsuccessfulandunsuccessfulventures.Readings,lectures,andlivediscussionswillbeusedtoexploretheseandrelatedissues.Guestlectures(EntrepreneurialTalks)areincludedtosupplementtheorywithexamplesfromthereal-lifeexperienceofindividualentrepreneursandentrepreneurialcompanies.

•  TheEntrepreneurialLabsmoduleinvolvesskillsandtoolstodevelopandtestanewentrepreneurialidea.DuringLabsmodules,studentswillusetoolsusedincreatinghighpotentialenterprisesandtheywillalsobefocusedonthetestingandvalidationofthenewventureideasgenerated.Acorepracticalelementisthedevelopmentofthebusinessmodelandplantolaunchthatbusiness;thisincludesidentifyingandanalyzingcustomerdemand,validatingthesolution,definingthemarketandgrowthpotentialandformalizingallthisinsightsandinformationinastructureddocument.


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Coursecontents

Theory

•  Entrepreneurshipasproactive,innovativeandriskybehavior

•  Entrepreneurialapproachandstrategies•  Start-ups,activities,processand

problemsofanewfirmformation•  Whatmakesabusinessopportunity

differentfromanidea?•  Ideagenerationandscreening•  Methodstosupportcreativityandthe

entrepreneurialprocesses•  Businessplan:whatisitandwhydo

entrepreneurshavetowriteone

EntrepreneurialLabs

•  IdeaGeneration&10TypesofInnovation

•  BusinessModelDesign•  Opportunityandstrategicmarket

decisions•  Marketinginstartupandsmall

companies•  Financingentrepreneurship,venturing

andcapitalseeking•  LeanStartupApproach&Validation


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Theory

•  ENT-T01Developyourentrepreneurialskills:matchingentrepreneurialskillswithideas,anentrepreneurialperspective,toolsyouwillget,inventor,innovatorsandentrepreneurs

•  ENT-T02WhatisEntrepreneurship:definingentrepreneurship,maintheoriesonentrepreneurship,6“W”questionsaboutentrepreneurship,entrepreneurshipandeconomicgrowth

•  ENT-T03Thelongroadfromideatobusiness:thelogicflowfromideatobusiness,thefunnel,ideasvsopportunities,

•  ENT-T04Ideagenerationfilteringandassessment:ideageneration,somebusinessideas@StartCup,IdeaFilteringandAssessment

•  ENT-T05WhatisaBusinessPlan:beyondtheidea,goalsofabusinessplan,strategicroleofabusinessplan

•  ENT-T06BusinessPlanHandbook:executivesummery,strategicandmarketingplan,organizationalplan,financialplan,supportingdocuments


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EntrepreneurialLabs

•  ENT-L01IdeaGeneration&10TypesofInnovation:thisfirstlabwillbebasedonasetoftoolsdesignedby“BoardofInnovation”(https://www.boardofinnovation.com)andthenewapproachtoinnovationbyDoblin(book“TenTypesofInnovation”)

•  ENT-L02BusinessModelDesign:thefirststepinthe“businessdesign”processwillbemanagedbytwostrategictools:theLeanCanvasandtheBusinessModelCanvas

•  ENT-L03OpportunityandStrategicMarketDecisions:ausefullabtohighlightthedifferencebetween“Causation”and“Effectuation”

•  ENT-L04MarketingforStartupandSmallCompanies:understandingandestimatingmarketswiththe“TAM-SAM-SOM”modelandaquick“wave-riding”aboutdigitalmarketingtools

•  ENT-L05FinancingEntrepreneurship&Scalability:thelaststepbeforevalidationtounderstandthefinancingandventuringecosystem

•  ENT-L06LeanStartup&ValidationApproach:focusonrisk-reductionandprototyping.ThekeymessagebytheserialentrepreneurSteveBlankwas“GetOutofTheBuilding!”,explaininghowentrepreneursfailwhentheywaittoolongtogaugerealcustomerinterestintheirproducts


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EntrepreneurialTalks

•  TheEntrepreneurialTalksrepresentanopportunitytounderstandhowentrepreneurshiptheoryrelatestopractice.Theysupplementtheorywithexamplesfromthereal-lifeexperienceofindividualentrepreneursandmanagerswhopracticetheentrepreneurialskillsnecessarytocompeteinaglobalcomplexeconomy.Theaimistofosterstudents’entrepreneurialskillsthroughadeepdebatewiththeentrepreneurs.

•  TheEntrepreneurialTalkswillfocusonthegrowthpathofthesmallbusinesses

followingthecreationofthestartup.Theguestswillbeaskedtopayattentionespeciallyontheprocessthatsupporttherapidgrowthofthecompany.


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CourseCalendar2018

Date Lesson Instructor

1 02/03/18 ENT-T00CourseDetailsandContents+ENT-T01DevelopYourEntrepreneurialSkills Cassia

2 09/03/18 ENT-T02WhatisEntrepreneurshipENT-E01EntrepreneurialTalk1(AngeloMarchetti– Marlegno)

Cassia

3 16/03/18 ENT-L01Innovation&IdeaGenerationLab Radici

4 23/03/18 ENT-L02LeanCanvas&BusinessModelCanvasLab Radici

5 06/04/18 ENT-T03ThelongroadfromideatobusinessENT-E02EntrepreneurialTalk3(PietroTrapletti-Balsamo)

Cassia

6 13/04/18 ENT-T04IdeaGeneration,FilteringandAssessmentENT-E03EntrepreneurialTalk2(EdoardoMaladosa– Kartenia)

Cassia

7 20/04/18 ENT-T05WhatisaBusinessPlanENT-E04EntrepreneurialTalk4(RuggeroGualini– Gualini)

Cassia

8 27/04/18 ENT-L03OpportunityandStrategicMarketDecisions:CausationvsEffectuation Radici

9 04/05/18 ENT-L04MarketingforStartup&DigitalToolsLab Radici

10 11/05/18 ENT-L05FinancingEntrepreneurship&ScalabilityLab Radici

11 18/05/18 ENT-L06LeanStartup&ValidationApproachLab Radici

12 25/05/18 ENT-T06FinalCheck&Sum-up Cassia

Note:Thecalendarmaybesubjecttochangeofdateandclassroom.Anychangewillbeannouncedwellinadvance.Rev.Mar,052018


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Casestudies

•  Thecourseincludessomeindustryandbusinesscasestudies.Casestudiesarepowerfultoolstoinvestigateaphenomenononwhichyouwanttofocuswithbothaqualitativeandaquantitativeway,astherelationshipbetweentheentrepreneurialbehaviorofthecompany,growthandlong-termperformance.

•  Youwilllearnanalyticaltechniquestoplanthecompetitivepositionofanewfirm,oranewproduct,evaluatingentrepreneurialstrategiesandidentifyingandanalyzingbusinessopportunities.


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Proactiveparticipation

•  Attendingthecourseisstronglyrecommended.Studentsareencouragedtoparticipatetoeveryclass.

•  Thecourseisstructuredtobeinteractivewiththeclassparticipants.Proactiveparticipationisappreciatedandgraded.

•  Contributionstodiscussion(inclassand/orthroughsocialnetworks)andideasfromthestudentsareencouraged.Informedandengagedparticipationisofparamountimportanceandwelcomefromeveryone.Studentsarealsostronglyinvitedtodebateaboutthetopics,experimentnewideasandsharelinkstorealcases.

Faculty


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CourseFaculty

LucioCassiaProfessorofStrategicManagementandEntrepreneurshipChairmanoftheCenterforYoungandFamilyEnterprise(CYFE)UniversityofBergamolucio.cassia@unibg.itDanieleRadiciTeachingFellowCenterforYoungandFamilyEnterprise(CYFE)[email protected]


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CoursesAssistant

PaoloPressianiResearchfellowoftheCenterforYoungandFamilyEnterprise(CYFE)ProjectmanagerofStartCupBergamoUniversityofBergamopaolo.pressiani@unibg.it•  Courseorganization•  Teamworkmanagement•  e-learningMoodleplatform•  Classcommunication

!

Resources


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Onlineresources(Moodleplatform)

•  OnlineresourcesareavailabletothestudentsenrolledonthecoursethroughtheMoodleplatform

–  Lessons–  Casestudies–  Referencematerial(scientificpapers,reports,podcasts,interviews,etc.)–  Lecturesbyvisitingexecutives(entrepreneurs,managers,etc.)–  Informationaboutlessons,conferences,events,etc.–  http://elearning8.unibg.it/moodle25/

•  StudentsareinvitedtojointheFacebookGroup“StrategicManagement&Entrepreneurship@UniBG”toshareinformationandpostsaboutthemaintopicsofthecourse–  www.facebook.com/groups/strategicmanagementunibg/


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Referencetexts

•  TheportableMBAinEntrepreneurshipW.D.Bygrave,A.ZacharakisJohnWiley,ISBN978-0-470-48131-8

•  Entrepreneurship:PerspectivesandCases

P.Westhead,G.McElwee,M.WrightPrenticeHall,ISBN978-0-27372-613-5

•  EntrepreneurshipandTechnologicalChange

L.Cassia,T.Minola,S.PaleariEdwardElgar,ISBN978-1-84980-747-0

•  Businessmodelgeneration:ahandbookforvisionaries,gamechangers,andchallengersA.Osterwalder,Y.PigneurJohnWiley,ISBN978-2-8399-0580-0

ExamsandCoursepolicies


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Exam

•  Theexamwillcovertheentirecourseandrequireyoutodemonstrateyourmasteryofthetopics,toolsandframeworkscoveredinthiscoursethroughthepreparationandthepresentationofaaprojectworkinvolvinganentrepreneurialideaandabusinessplan.

•  Thegradingplanwillbeasfollows:–  ProjectWork :80%(upto24scores)–  Proactiveparticipation :20%(upto6scores)

•  Theprojectworkisassignedonstudentgroupsbasisformedbythefaculty(students’proposalswillbeevaluated).


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Exam:ProjectWork

•  Theprojectworkispracticallyorientedandthefinaloutputisabusinessplanthatthestudentshavetowrite.Thebusinessplanwillrequiretoapplytoolsandnotionstoarealbusiness.Thebusinessplanwillbepreparedinthemeantimeduringthecourse.

•  Thebusinessplanwillbediscussedwithinafinalin-classpresentationtothefaculty.Thestudentscouldpitchtheirideastoapanelofentrepreneurs,angelinvestorsandventurecapitalists.Thepanelwillinfluencethefinalgrade.

•  IncooperationwiththeCenterforYoungandFamilyEnterprise(CYFE)thebest

businessplanswillbeeligibletotheparticipationtothemainbusinessplancompetitionsinItaly(e.g.,StartCup),andconcurforawards,grantsandinitiativestosupportthestartup.


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Exam:ProjectWork

•  Thebusinessplanmustoriginal.Studentsneveruseothers’workandpresentitastheirown.Referencesshallalwaysbecited.Incaseofplagiarismtheentireexamwillberejected.

•  Eachstudentofthegroupwillputhis/herefforttomakesurethathis/hercontributionandpresentationwillbecomparableamongthemembers.EachteammemberwillbeselectedbytheFacultytopresentdifferentpartsofthebusinessplan.Eachstudentmaybeassignedadifferentscore.

•  ThebusinessplancomprehensivepackagewillbesenttotheFacultyoneweekbeforetheexamofficialdatethroughclouddownloading.

•  Basedonthebusinessplantopicsanddomain,theFacultymayposeaquestiontoeachstudentwithinthegroup,onmattersandsubjectstakenfromtheTheorymodule.Theanswersinfluencethefinalevaluation,individually.


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Exam:Proactiveparticipation

•  TheFacultywillevaluatetheproactiveparticipation(singlestudentandgroups)duringthelessons,labsandEntrepreneurialTalks.

•  EntrepreneurialTalksStudentsareinvitedtoreviewtheguest’sprofileinadvanceandthemaintopicofeachtalk.Groupsarerequiredtoprepare(nottrivial)questionsbeforeandduringthetalkstofosterthediscussion.


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Notattendingstudents

•  Studentsattendinglessthan75%oftheclasseswillbeconsiderednotattendingstudents.

•  Theexamwillbebasedononthereferencetext“Entrepreneurship:Perspectivesand

Cases”(P.Westhead,G.McElwee,M.Wright)aswellastheonlineresources(lecturedmaterials,casesanddiscussions)andconsistsofmultiple-choicequestions,shortanswersandessayquestions.Theexamwillbeperformedonanindividualbasis.


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Coursepolicies

•  Attendance–  Attendanceisusefulrequirementforaneffectiveclassdiscussionandteam-

basedcourse.Studentsattending75%ormoreoftheclasseswillbeconsideredattendingstudents.

–  Allthestudentsaremembersofalearningcommunity,soaprofessionalbehaviorisexpected.Pleasebeontimefortheclassandberespectfulofothers’viewpointsevenifindisagreementwiththem.

•  Computerandmobilephone–  Somesessionswillrequirethattheteamhasaccesstoacomputerormobile

devicestoaccesstheinternet.Theuseofelectronicdevicesotherthanfortheclassactivitiesisnotappropriate.

•  Kick-outoption–  Althoughitgenerallydoesn’tapply,teammembershavetherighttodetermine

whethertokick“non-performers”outoftheteam.Toexercisetheoption,[email protected],confirmedbythemembers,requestingthekick-out.Studentswhoareexcludedfromtheteamareresponsibleforfindinganewteam.

Source:AdaptationfromtheSyllabus,StrategicManagement&BusinessPolicy,prof.JingSun,WayneStateUniversity


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Coursepolicies

•  Academicintegrity–  Theuniversitypoliciesregardingplagiarism,cheatingandsimilaractivitieswillbe

pursuedasappropriate.Downloadingoruseofmaterialobtainedfromanon-linesitewithoutpropercitationisplagiarism.Citingsourcesproperlyisnecessarytodemonstratewhereyourinformationiscomingfrom.Italsohelpskeepyoufromaccidentallyplagiarizing.

•  Gradedisputes

–  Althoughgenerallyitdoesn’thappen,gradedisputesarehandledinwriting.Studentsareinvitedtosubmitamemotopaolo.pressiani@unibg.itdescribingthedisputeditemandwhytheyfeelthegradewasincorrect.Gradingerrorsarepossible,butpleasebeawarethaterrorscanbeoverlygenerousaswellasoverlyharsh.Accordingly,thegradeontheremarkedassignmentmaystaythesame,beincreased,orbedecreased.Therearenoextracreditassignmentsorothersupplementaryoptionsforimprovingacoursegrade.

Source:AdaptationfromtheSyllabus,StrategicManagement&BusinessPolicy,prof.JingSun,WayneStateUniversity


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IntellectualProperty

•  Submissionsconstitutepublicdisclosure:ifyou’vegotanamazingsecret,pleasenotdiscloseit

•  Donotwrite“confidential”or“proprietary”onyourassignmentsorsubmittedplans

•  Wewillfreelydistributesubmittedplanstoyourclassmates

•  Thisisanacademicenvironment,informationisfreeandwehavenowalls.Youhavenostaketoaclaiminacompanybecauseofyourworkinthisclass.

•  No“Winklevosseffect”here

•  Implicitpermissionisgiventouseinfutureclasses/handbook

Reference:NewEnterprises,MITOpenCourse15.390


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CYFE(CenterforYoungandFamilyEnterprise) isaResearchCenteroftheUniversityofBergamo.TheCenteraimstoberecognizedasaplaceconductingcollaborative,multi-disciplinary research on sustainable value creation ofentrepreneurial firms and enterprising families through inter-generationalreinvention,entrepreneurshipandinnovation.

WhatisCYFE?


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CYFEmission

To achieve excellence in research on enterprising families and youngentrepreneurs,that:•  improves international understanding of the Italian family and

youngenterprises•  contributestothedevelopmentoftheoriesofentrepreneurship&

familybusiness•  isrelevanttopractice


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Research

EducationKnowledgeTransfer

§  Internationalresearchprojectsonenterprisingfamilies,youngentrepreneursandintra-familysuccession

§ Conferences,workshopandacademicseminars

§ Executiveeducation:Trainingandtutoringtoyoungandfamilyentrepreneurs

§ Undergraduate,graduateandpost-graduateeducationprograms(PhD,Master)

§ Managementofgenerationaltransitionandfamilybusinessgovernance

§ Mentoringandsupporttostart-ups’andfamilyfirms’professionalization

ActivitiesofCYFE


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WhatisStartCup?

Start Cup Bergamo is an opportunity of the University of Bergamo to promoteentrepreneurship and to help young people becoming entrepreneurs. We’ll give thesupporttoturnabusinessideaintoabusinessplan.StartCupBergamoisopentothestudentsofourUniversity.

StartCupBergamo


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WhatisStartCup?

Start Cup Bergamo is an opportunity by the University ofBergamo to promote entrepreneurship and help youngpeople becoming entrepreneurs. We’ll give the support toturnabusinessideaintoabusinessplan.StartCupBergamoisopentothestudentsofourUniversity.

•  StartCupSchool:entrepreneuriallearningthroughmeetingsandlecturessupportedbylocalentrepreneursasmentors

•  BusinessPlanCompetition:acontestwherethebusinessideasarepresentedtoacademics,investorsandentrepreneurstobeevaluatedandgranted

StartCup2013

StartCup2016

StartCup2014

StartCup2015

StartCup2017


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WhatisCampusEntrepreneurship?

Campus Entrepreneurship is an Excellence Initiative of theUniversity of Bergamo andtwopartneruniversities(UniversityofCambridgeandMaastrichtUniversity)tosupportanentrepreneurialculturethroughouttheuniversity.

CampusEntrepreneurshipincludes:

•  Classroom training activities and seminars carried out at partner universities andpreparatorycourseinentrepreneurship(orequivalent)atUniBG

•  Researchthesisatpartneruniversities•  Internship work at firms notified by the partner universities, possibly with theses

activitiesassociated

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