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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 5207c745-3247-4da1-96ff-be816d234735.xls Page 1 of 3 2/26/2012 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) 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 35 36 5207c745-3247-4da1-96ff-be816d234735.xls Page 2 of 3 2/26/2012 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) 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 firstname.lastname@example.org. 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 50 5207c745-3247-4da1-96ff-be816d234735.xls Page 3 of 3 2/26/2012
"Course Calendar - Stanford University"