entrepreneurship, innovation and marketing details and... · 2018-04-25 · entrepreneurship ,...
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ENTREPRENEURSHIP,INNOVATIONANDMARKETING
CourseIntroductionandSyllabus
LUCIOCASSIAProfessorofStrategicManagementandEntrepreneurshipChairmanoftheCenterforYoungandFamilyEnterprise(CYFE)UniversityofBergamo
LessonENTT00-CourseNumber37171ITA-Spring2018
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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