Entrepreneurship and Business for Engineers and Scientists - TG 401 and TG 501
Class Session Topics & Pre-readings
Session 1 Course Outline, Objectives and Motivation
Pre-session reading assignment:
none
Session 2 Financial and Market Measures of Corporate (or Product) Success
Assignment:
Appendix to Writing a Business Plan: The Basics
How to Read a Financial Report (pp. 1-3, 26-31, and 33-36)
Session 3 Company Roles and Profit/growth Responsibilities Assignment:
internet-based analysis of a public company
Session 4 Winning Business Plans Assignment:
Writing a Business Plan: The Basics
Opportunity Assessment Aperture (see "Supplementary Materials")
Sources of Info on Starting a Business (see "Supplementary Materials")
internet-based analysis of a public company
Session 5 Market and Customer Analysis Assignment:
Learning by the Case Method
DLJdirect: "Putting Our Reputation Online"
Session 6 Beating the Competition
Assignment:
Creating Competitive Advantage
Airborne Express
Session 7 Making Product Decisions
Assignment:
Mathsoft, Inc (A)
Session 8 Mid-term exam (topic: making product decisions)
During this session, we'll take the midterm exam, and then
discuss it. The midterm exam case is:
Techsonics: Humminbird - New Products
Session 9 Marketing and the Marketing Plan
Assignment:
Creating a Marketing Plan: An Overview
Educational Technology Corp: Crossing the Chasm
Session 10 Reaching the Customer: Sales and Sales Channels
Assignment:
Going to Market
Cisco Systems: Managing the Go-to-market Evolution
Session 11 Marketing and Sales for a New Technology
Assignment:
CardioThoracic Systems
Session 12 R&D: Product Development and its Relationship to Marketing
Assignment:
The Marketing-R&D Relationship in Hi-Tech Firms
Guidant: Cardiac Rhythym Management Business (A)
Session 13 Operations: Manufacturing, Logistics and Service
Assignment:
Can Marketing and Manufacturing Co-exist?
Toyota Demand Chain Management
Session 14 Launching a New Product
Assignment:
Goodyear: The AquaTred Launch
Exam period: Final Exam (topic: new product launch)
The case for the final exam is:
Loctite: Industrial Products Group
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