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Course Calendar - Stanford University

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									                                                                                                                                                                 C:\Docstoc\Working\pdf\5207c745-3247-4da1-96ff-be816d234735.xls




      A         B                D                               E                                      F                                       G                                       H                         I                 J            K   L   M   N   O   P   Q   R   S   T   U   V    W          X
1                                                                                                                             Global Entrepreneurial Marketing (GEM) Course Calendar
2

                         Marketing                                                                                                                                                                              Guest      Class Discussion
3    Day      Date       Subject             Marketing Skills Learned                  Case to Read or Lecture Topic          Reading                                  Student Deliverable                    Confirmed?       Leader(s)
4
     Wed     31-Mar      Introduction        Course overview - what you will learn,    Lecture: Introduction to GEM           GEM Course Description and               Students confirmed in class must          NA           Tom Kosnik,
                                             who benefits, expectations for class                                             Course Calendar; Guidelines for          organize themselves into study                         Fenwick and
                                             membership, class structure, policies                                            Strategic Thinking Paper; (All           teams of 6 in which you will do                      West Consulting
                                             and procedures                                                                   available under "Course Materials"       your case prep and case opening.                     Professor, Dept.
                                                                                                                              at:http://www.stanford.edu/class/ms      Each team can split into dfferent                    of Mgt. Science
                                                                                                                              ande271/                                 teams of 2-7 with other                             and Egr., Stanford
5                                                                                                                                                                      classmates for final projects if
6
     Fri      2-Apr      Marketing Toolkit Marketing overview and detailed review      Lecture: Marketing Toolkit,            Crossing the Chasm, Chapters 1-2; Skim the Orange Gum case.                        NA         Tom Kosnik and
                                           of the tools we will use in the course:     continued                              Four Steps to the Epiphany,       Think about how you might                                    Lynda Smith
                                           TALC, whole product, positioning            Case: Orange Gum Pte. Ltd              Chapters 1- 2.                    analyze it, and what decisions
                                           statement, 6Ms, partner matrix,             (STVP #2002-007)                                                         you would make if you were Mr.
                                           economic analysis, competitive SWOT,                                                                                 Ng Hock Ching, the Chairman of
                                           five forces, 9-point strategy checklist,                                                                             Orange Gum Pte. Ltd., or Mr.
                                           reality test matrix and others. We will                                                                              Tan Meng Wee, Orange Gum’s
                                           apply these to Orange Gum                                                                                            president and CEO. If you have
                                                                                                                                                                formed a team compare notes
7
                                                                                                                                                                with team mates. Be prepared to
8
     Mon     5-APR       SPECIAL             Targeting Markets and Customers;          N/A                                    Read: 1) GEM 08 Win Email                Come to special session prepared          Yes       Some of the GEM
           6:30 - 9:00   SESSION: GEM        Sales and Negotiation                                                            Instructions to final project            to meet some of the GEM final                           final project
           PM special    Final Project                                                                                        sponsors; 2) GEM Final Project           project sponsors; ask questions                     sponsors will be at
           session in    Marketplace                                                                                          Proposals - all available on GEM         to help you prioritize the potential                    the specilal
             Skilling                                                                                                         Website. As you form GEM teams,          projects. During the session,                        session. Others
           Auditorium                                                                                                         look for team mates who are              practice your "selling skills" as                    will not be there.
                                                                                                                              interested in same Final projects as     you meet with porential project
                                                                                                                              you are.                                 sponsors and potential team
 9
                                                                                                                                                                       mates.
10
     Wed      7-Apr      Marketing Toolkit The roles in marketing - what are they?     Lecture: Marketing Roles and           Dolan, Robert (1999) "Note on            Begin to think about your                 Yes         Lynda Smith,
                         and STP           How do they evolve through the TALC         Responsibilities                       Integrated Marketing                     Strategic Thinking Paper and                        Stanford Lecturer,
                                           and company life cycle.                                                            Communications" HBS Online #9-           your career.                                           Serial Chief
                                                                                                                              599-087                                                                                      Marketing Officer,
                                                                                                                                                                                                                               including
                                                                                                                                                                                                                           Genesys, Nuance
                                                                                                                                                                                                                           Communications,
                                                                                                                                                                                                                             and Genpact
11
12
     Fri      9-Apr      Product             maximizing success throughout the         NA                                     Review Facebook Era , Chapters 4, None. Work on your projects.                     Yes         Betsy Sperry,
                         Marketing and       purchase cycle                                                                   5 ,8, 9, 10, and 12; Dolan, Robert                                                                 GEM
                         Management;                                                                                          (1999) "Note on Integrated                                                                    Entrepreneur in
                         Branding:                                                                                            Marketing Communications" HBS                                                                   Residence,
                         Establishing and                                                                                     Online #9-599-087                                                                               Advertising
13                       Managing your                                                                                                                                                                                      Agency Leader,
14                       Brands                                                                                                                                                                                               founder of
     Fri      9-Apr      Strategic Thinking 1. Developing a long term vision - often   You are the case. You are a new        Crossing the Chasm; The                  Complete first draft of vision            NA               NA
                         Paper              with multiple scenarios; 2) Articulating   product. You are the founder and       Facebook Era; and Four Steps to          statement and think about how
                                            your values - and how they affect your     CEO of a new venture. You are a        the Epiphany , Use at least one tool     you will innovate within the outline
                                            work and life; 3) Diagnosing the           unique individual who has to           from each book, plus one other book      for the paper shown in Exhibit 1
                                            problems and opportunities facing a new    cultivate a portfolio of trustworthy   you select from list in"Guidelines for   of "Guidelines for the STP".
                                            entrant (you) in an emerging category      relationships with others in your      the STP" on GEM Website. Some            Review with your personal STP
                                            (the next generation of global leaders,    professional and personal social       great options include Getting to         board of advisors. DO NOT hand
                                            entrepreneurs, and altruists); 4) Making   networks. You face the challenge       50/50 ; What Color is Your               anything in.
                                            specific, concrete marketing decisions     of building your personal "brand." A   Parachute?; Who's got Your
                                            for the Launch of your new "product" in    brand is a relationship between the    Back? ; Seven Habits of Highly
                                            the next 12 months; 5) Analyzing the       "seller" of the product and the        Effective People ; Built to Last ;
                                            market environment and how it may          "buyers" Who put their time,           Good to Great.
                                            change in the next 12 months               money, and reputations at risk
                                                                                       when they "bet" on a new product
15                                                                                     for the first time.
16
     Wed     14-Apr      Targeting Markets Aligning go-to-market customer strategy Lecture: Creating Markets While Four Steps to the Epiphany, Ch. 3-4.                All teams: Go to STVP ECorner -            Y         Donna Novitsky,
                         and Customers; with early product release strategy        Creating Products               Go to bigtent website to learn about                http://ecorner.stanford.edu. Find                   Stanford Lecturer,
                         Product                                                                                   Donna Novitsky and her company.                     a short video clip that is relevant                    Serial Chief
                         Development                                                                                                                                   to bringing first products to                       Marketing Officer,
                                                                                                                                                                       market. Post on GEM courseweb                       venture partner at
                                                                                                                                                                       by 7pm. Watch other teams'                          MDV, now CEO of
17                                                                                                                                                                     selections.                                            Bigtent.com
18
     Fri     16-Apr      Assessing Market    How to Assess Market Potential; How to The Business of Clean Water               Crossing the Chasm - CH 3-6,       Teams in World 1 Open                            Y         Tomk and Arnav
                         Potential;          prioritize the entry into target markets (STVP 2009-001)                         Four Steps to the Epiphany , CH 3-                                                           Sharma, GEM CA
                         Selecting Target    (both product categories categories and                                          5; Faceboook Era , CH 6, Social                                                                 2008, Now at
                         segments            counrties) as part of your global                                                Innovation.                                                                                    Infosys; Clean
                         (categories and     expansion                                                                                                                                                                         Water Guru
19                       counrties)
20
     Wed     21-Apr      Targeting Markets   Selecting target customer segments for    Marketing in the Fast Lane:            Crossing the Chasm - CH 3-6,       Teams in World 2 Open                           NA           Tom Kosnik
                         and Customers;      two distinct products; Dynamic            Tesla Motors (STVP 2007-002)           Four Steps to the Epiphany , CH 3-
                         Product             Positioning; Delivering a whole product                                          5; Faceboook Era , CH 5, Social
                         Marketing and       with Channel Partners                                                            Network Marketing, and CH 6,
                         Management                                                                                           Social Innovation.
21
22
     Fri     23-Apr      Product           Assessing and selecting target markets      SKYPE Nordic                           Crossing the Chasm , CH 5-7;       Teams in World 3 Open                           Yes         Lena Ramfelt,
                         Marketing:        in new geographies                                                                 Four Steps to the Epiphany , CH 3-                                                           Stanford Lecturer,
                         Targeting                                                                                            5.                                                                                             angel investor,
                         Channel Partners                                                                                                                                                                                         serial
                         and end                                                                                                                                                                                           entrepreneur, and
                         customers to                                                                                                                                                                                             Jonas
                         achieve 90+%                                                                                                                                                                                      Kjellberg,marketin
                         adoption across                                                                                                                                                                                      g leader from
23                       four countries In                                                                                                                                                                                  SKYPE who is
24                       Scandinavia                                                                                                                                                                                         now a venture




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      A         B             D                                E                                      F                                    G                                    H                        I                 J             K   L   M   N   O   P   Q   R   S   T   U   V    W          X
1                                                                                                                        Global Entrepreneurial Marketing (GEM) Course Calendar
2

                      Marketing                                                                                                                                                                      Guest        Class Discussion
3    Day      Date    Subject              Marketing Skills Learned                 Case to Read or Lecture Topic        Reading                            Student Deliverable                    Confirmed?         Leader(s)
     Wed     28-Apr   Product              How to position a product category and a DFJ: Vina Capital - Venture          Crossing the Chasm , CH 6-7;       Teams in World 4 Open                     Yes            Tom Kosnik
                      Positioning and      company in a new country. In Vietnam Capital in Vietnam                       Four Steps to the Epiphany , CH 3-
                      Target Market        no one really knows what venture capital                                      5
                      Selection            is. How to build the reputation of the
                                           category (VC) and the DFJ Vina brand?
25
26
     Fri     30-Apr   Product              Product pricing, value-based pricing,      Virgin Mobile (HBS Online #9-504- HBR: Principles of Pricing, Product      Teams in World 5 Open                  NA          Lynda Smith,
                      Marketing &          skim vs penetration pricing in an          028)                              No. 9-506-021, Author John T                                                              Stanford Lecturer,
                      Management:          emerging market                                                              Gourville; Chasm Companion, pp                                                               Serial Chief
                      Pricing                                                                                           149-162                                                                                   Marketing Officer,
                                                                                                                                                                                                                      including
                                                                                                                                                                                                                  Genesys, Nuance
                                                                                                                                                                                                                  Communications,
27                                                                                                                                                                                                                  and Genpact
28
     Wed     5-May    Sales and            Sales and Negotiation                      Lecture: Negotiating across        "The Hidden Challenge of Cross     Think about any "cultural                    Y        Laina Raveendran
                      Negotiations                                                    cultural chasms.                   Border Negotiations" in HBS Course chasms" you may have                                   Green (a serial
                                                                                                                         Reader                             encountered either within your                        entrepreneur and
                                                                                                                                                            GEM project team or between                             another GEM
                                                                                                                                                            team members and various                               Entrepreneur in
                                                                                                                                                            stakeholders on your projects.                        Residence) will be
                                                                                                                                                                                                                      our guest
29                                                                                                                                                                                                                    speaker.
30
     Fri     7-May    Product         Branding - when, why, how? Quantifying No case. There will be a                    Dolan, Robert (1999) "Note on           None. Work on your projects.            Y          Betsy Sperry,
                      Development and and measuring the impact of branding   lecture/discusion on Tonik - the            Integrated Marketing                                                                           GEM
                      Brand Building                                         new insurance product family                Communications" HBS Online #9-                                                            Entrepreneur in
                                                                             for the next generation from                599-087                                                                                     Residence,
                                                                             Blue Cross Blue Shield.                                                                                                                 Advertising
                                                                                                                                                                                                                   Agency Leader,
                                                                                                                                                                                                                     founder of
31                                                                                                                                                                                                                   OneDegree
32
     Mon     10-May   Strategic Thinking How to envision your future. How to find STP electronic copies due not          Crossing the Chasm, Facebook            Due not later than 5 PM! Submit your STP in PDF format as
                      Paper              your calling. How to change your world. later than 5 PM                         Era, and Four Steps to the              “STP_LastName_FirstName.pdf”. Use the Dropbox on coursework to
                                         How to market yourself to (and cultivate                                        Epiphany , Entire book, plus one        submit your STPs. Refer to STP guide for details. DO NOT email your
                                         trustworthy relationships with) your                                            other book you select from list in      papers!!
                                         stakehloders and channel partners in the                                        "Guidelines for the STP" on GEM
33                                       next year.                                                                      Website.
34
     Wed     12-May   Social               How to develop a business model for a      Astia 2010: Changing the           Visit the Astia Website and think       Teams in world 6 open                   Y         Tom Kosnik and
                      Entrepreneurship;    social enterprise; How to raise funds to   Business Model (Note: the case     about innovative ways that they                                                          Katie Nittler, Chief
                      Creating an          grow the venture; How social enterprises   is in final editing and will be    could raise funds to support their                                                        Operating Office
                      ecosystem of         create value for various stakeholders      distributed as soon as it is       mission and expand from Silicon                                                               for Astia
                      volunteers to                                                   finished.)                         Valley to other locations.
                      create and deliver                                                                                 http://astia.org/
                      value




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      A         B             D                              E                                       F                                      G                                      H                        I                 J            K   L   M   N   O   P   Q   R   S   T   U   V    W          X
1                                                                                                                          Global Entrepreneurial Marketing (GEM) Course Calendar
2

                      Marketing                                                                                                                                                                           Guest      Class Discussion
3    Day      Date    Subject            Marketing Skills Learned                   Case to Read or Lecture Topic          Reading                                 Student Deliverable                  Confirmed?       Leader(s)
     Fri     14-May   Social Media        Statement of need: Stanford               "Real Time Case: Customer:             Read Facebook Era , CH 5, Social        Assignment: Come to class                NA       Lynda Kate Smith,
                      Marketing          Engineering has recognized that its own    Stanford Engineering.                  Network Marketing, and CH 7 Social      prepared to contribute your ideas                    Serial Chief
                                         marketing efforts could benefit from       Target Market: University-Based        Recruiting. How might you use           relative to how Stanford                          Marketing Officer,
                                         today's community-based tools,             Engineering Education,                 these ideas and others to attract the   Engineering should ue next                             including
                                         especially when one considers the target   Target Audience: Prospecive            best students from the community        generation marketing vehicles to                  Genesys, Nuance
                                         audience it is trying to reach. To jump    students, including undergraduate,     Stanford Engineering serves which       accomplish its objectives. In                     Communications,
                                         start this marketing planning, the GEM     Masters, Ph.D. and Professional        includes current students, potential    addition ot the readings, to                        and Genpact
                                         team is beaing asked to get creative and   Education                              applicants, and alumni. Other           prepare, cruise the web to see
                                         think about how they wold market           Marketing Objectives: Leverage         stakeholders in the Stanford            what companies are doing in this
                                         Stanford Engineering via next generation   Social Media Marketing vehicles to:    Engineering community include           domain. Think about the
                                         marketing (including Social Media)         1) Attract and Inflience Prospective   companies who recruit alumni,           community sites with which you
                                                                                    students; 2) Position Stanford         sources of research funding,            are familiar. Explore new
                                                                                    Engineering based on its Mission:      individual and corporate donors, and    consumer generated media such
                                                                                    "To seek solutions to important        faculty at competing engineering        as social network sites. podcasts,
                                                                                    global problems and to educate         schools, parents of students,           and blogs. In short, think about
                                                                                    leaders who will turn great ideas      sources of scholarships, and other      what might have attracted you as
                                                                                    into real changes that will make the   stakeholders.                           a potential student, and how you
                                                                                    world a better place." 3) Garner key                                           would have liked ot learn more
                                                                                    insights about the community                                                   about Stanford Engineering as a
                                                                                    Stanford Engineering aspires to                                                place to take a course and
                                                                                    serve.                                                                         perhaps to earn a degree.
                                                                                                                                                                   Deliverable: You will be asked to
                                                                                                                                                                   share your ideas as part of the
                                                                                                                                                                   interaction in this session. It is
                                                                                                                                                                   likely that some members of the
                                                                                                                                                                   Stanford Engineering External
                                                                                                                                                                   Relations Team will join us to
                                                                                                                                                                   haer your ideas.

37
38
     Wed     19-May   Outbound           Demand Creation - Defining objectives & HubSpot: Inbound Marketing                Dolan, Robert (1999) "Note on           Teams in World 7 Open                   NA          Lynda Smith,
                      Marketing          measurement, leveraging inside sales,   and Web 2.0                               Integrated Marketing                                                                      Stanford Lecturer,
                                         picking lead vehicles (old & new world) HBS Online #9-509-409.                    Communications" HBS Online #9-                                                               Serial Chief
                                                                                                                           599-087; Facebook Era , Ch. 5, 8-                                                         Marketing Officer,
                                                                                                                           10                                                                                            including
                                                                                                                                                                                                                     Genesys, Nuance
39                                                                                                                                                                                                                   Communications,
40                                                                                                                                                                                                                     and Genpact
     Fri     21-May   Customer           Statement of need: Customers are a       Special Assignment on                    Facebook Era, Ch 5, Social Network Come to class prepared to share:             NA          Lynda Smith,
                      Marketing          powerful marketing tool for any          leveraging customers in your             Marketing; Ch. 6, Social Innovation. 1) a 30 second "elevator pitch" of                   Stanford Lecturer,
                      (working with      company. Thinking about your current     GEM project.                                                                  your project; 2) Who the                                Serial Chief
                      customers)         GEM project, customers certainly have a                                                                                customers or prospective                             Marketing Officer,
                                         role to pla. How are you going to                                                                                      customers are for your company;                          including
                                         harness them for the good of the                                                                                       3) The role(s) they play at the                      Genesys, Nuance
                                         company?                                                                                                               current stage in your company's                      Communications,
                                         Marketing Objectives: Leveraging                                                                                       development; e.g. product                              and Genpact
                                         Customers to: 1) Help define the product                                                                               development, pricing, being part
                                         and/or go-to-market strategy; 2) Help                                                                                  of word of mouth campaign; 4)
                                         promote/create demand for the product;                                                                                 Your ideas for HOW you will
                                         3) Help reinforce selling opportunities                                                                                harness customers for the good
                                         aka customer references.                                                                                               of the company. You will be
41                                                                                                                                                              asked to share your ideas as part
42
     Wed     26-May   Partners and      Attracting Investors and "Channel           Illuminate Ventures: Building a        Four Steps to Epiphany CH 4 and Teams in World 8 Open                            Y         Tom Kosnik and
                      Distribution:     Partners" for a first time VC Fund          Fund: Investments in High-Tech         5; Padnos, Cindy (2010), High                                                               Cindy Padnos,
                      Marketing a new                                               Entrepreneurs                          Performance Entrepreneurs,                                                                    founder of
                      fund to investors                                                                                    Women in High Tech; Available at                                                               Illuminate
                      & to                                                                                                 this URL:                                                                                      Ventures
                      entrepreneurs you                                                                                    http://www.illuminate.com/whitepape
43                    hope to fund                                                                                         r/
44
     Fri     28-May   Partners and       Selecting Channel Partners; Managing      S-Guaro Spirits STVP case 2004- Four Steps to Epiphany CH 4 and Teams in World 9 Open                                   NA           Tom Kosnik
                      Distribution:      relationships with large channel partners 004                             Crossng the Chasm CH 7
                      Designing and      as a start-up; Anticipating and Managing
                      Managing           Channel Conflict
                      Distribution
45                    Channels
46
     Wed      2-Jun   Course Summary Review of what we have learned                 All GEM Learning Teams                 Crossing the Chasm - entire book,       Each team prepares and                                 All SCPD
                                                                                    Lessons Learned; Teaching              Four Steps to the Epiphany ,            presents a TWO MINUTE                              students should
                                                                                    team Finale                            Entire Book; Faceboook Era , entire     opening of lessons learned. Be                      attend class in
                                                                                                                           book.                                   CREATIVE! Humor is                                person if possible.
                                                                                                                                                                   encouraged.                                       Friends and family
                                                                                                                                                                                                                          welcome.
47
48
     Fri      4-Jun   Final Projects     Application of GEM tools to a real world   Final projects DUE Not later than      Use selected tools that are relevant    Submit an electronic copy of your       NA            Your GEM
                      completion         project.                                   5 pm. Final presentation must be       to your project from any of required    final case or project write up to                   teaching team
                      deadline                                                      made not later than Friday, June       texts: Crossing the Chasm - entire      andylin@gmail.com. If possible,                    member grading
                                                                                    4. Grades from project sponsors        book, Four Steps to the Epiphany ,      submit Word, Excel, and                           your project, plus
                                                                                    and GEM teaching team must be          Entire Book; Faceboook Era , entire     Powerpoint Documents. If that is                  whoever will grade
                                                                                    submitted not later than               book, as well as another book that      not possible, submit PDF Files.                    the project from
                                                                                    Monday, June 7, 7 PM.                  you have read for your STP. Also                                                             your project
                                                                                                                           use articles from the course,                                                                  sponsor
                                                                                                                           Insights from Video CLips form
                                                                                                                           ecorner.stanford.edu and any
                                                                                                                           relevant sources you have found
                                                                                                                           from your other courses or
                                                                                                                           research/readings you did for your
                                                                                                                           project. Make sure to footnote your
                                                                                                                           sources and include a bibliography!
49
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