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Course Calendar - Stanford University

VIEWS: 9 PAGES: 6

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        A          B                D                             E                                     F                                  G                                     H                       I                 J
1                                                                                                                         Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                        Class
                            Marketing                                                                                                                                                                  Guest         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            NA          Tom Kosnik,
                                               who benefits, expectations for class                                       Course Calendar; Guidelines for        must organize themselves into                      Fenwick and
                                               membership, class structure, policies                                      Strategic Thinking Paper; (All         study teams of 6 in which you                    West Consulting
                                               and procedures                                                             available under "Course Materials"     will do your case prep and case                   Professor, Dept.
                                                                                                                          at:http://www.stanford.edu/class/ms    opening. Each team can split                      of Mgt. Science
                                                                                                                          ande271/                               into dfferent teams of 2-7 with                  and Egr., Stanford
5                                                                                                                                                                other classmates for final
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                Yes       Some of the GEM
              6:30 - 9:00   SESSION: GEM       Sales and Negotiation                                                      Instructions to final project          prepared to meet some of the                        final project
              PM special    Final Project                                                                                 sponsors; 2) GEM Final Project         GEM final project sponsors; ask                   sponsors will be
              session in    Marketplace                                                                                   Proposals - all available on GEM       questions to help you prioritize                   at the specilal
                Skilling                                                                                                  Website. As you form GEM teams,        the potential projects. During                    session. Others
              Auditorium                                                                                                  look for team mates who are            the session, practice your                        will not be there.
                                                                                                                          interested in same Final projects as   "selling skills" as you meet with
                                                                                                                          you are.                               porential project sponsors and
 9
                                                                                                                                                                 potential team 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
                                              and company life cycle.                                                     Communications" HBS Online #9-         your career.                                      Lecturer, Serial
                                                                                                                          599-087                                                                                  Chief Marketing
                                                                                                                                                                                                                  Officer, including
                                                                                                                                                                                                                  Genesys, Nuance
                                                                                                                                                                                                                  Communications,
11                                                                                                                                                                                                                  and Genpact
12
        Fri      9-Apr      Product            maximizing success throughout the         NA                               Review Facebook Era , Chapters        None. Work on your projects.            Yes         Betsy Sperry,
                            Marketing and      purchase cycle                                                             4, 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




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        A          B             D                               E                                          F                                     G                                     H                        I                J
1                                                                                                                                Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                               Class
                         Marketing                                                                                                                                                                             Guest        Discussion
3      Day       Date    Subject             Marketing Skills Learned                     Case to Read or Lecture Topic          Reading                               Student Deliverable                   Confirmed?      Leader(s)
       Fri       9-Apr   Strategic           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
                         Thinking 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       you will innovate within the
                                             work and life; 3) Diagnosing the             unique individual who has to           tool from each book, plus one other   outline for the paper shown in
                                             problems and opportunities facing a          cultivate a portfolio of trustworthy   book you select from list             Exhibit 1 of "Guidelines for the
                                             new entrant (you) in an emerging             relationships with others in your      in"Guidelines for the STP" on GEM     STP". Review with your personal
                                             category (the next generation of global      professional and personal social       Website. Some great options           STP board of advisors. DO NOT
                                             leaders, entrepreneurs, and altruists); 4)   networks. You face the challenge       include Getting to 50/50 ; What       hand anything in.
                                             Making specific, concrete marketing          of building your personal "brand."     Color is Your Parachute?;
                                             decisions for the Launch of your new         A brand is a relationship between      Who's got Your Back? ; Seven
                                             "product" in the next 12 months; 5)          the "seller" of the product and the    Habits of Highly Effective
                                             Analyzing the market environment and         "buyers" Who put their time,           People ; Built to Last ; Good to
                                             how it may change in the next 12             money, and reputations at risk         Great.
                                             months                                       when they "bet" on a new product
15                                                                                        for the first time.
16
       Wed      14-Apr   Targeting           Aligning go-to-market customer strategy Lecture: Creating Markets                   Four Steps to the Epiphany, Ch. 3-    All teams: Go to STVP ECorner -           Y        Donna Novitsky,
                         Markets and         with early product release strategy     While Creating Products                     4. Go to bigtent website to learn      http://ecorner.stanford.edu. Find                     Stanford
                         Customers;                                                                                              about Donna Novitsky and her          a short video clip that is relevant                Lecturer, Serial
                         Product                                                                                                 company.                              to bringing first products to                      Chief Marketing
                         Development                                                                                                                                   market. Post on GEM                                Officer, venture
                                                                                                                                                                       courseweb by 7pm. Watch other                      partner at MDV,
17                                                                                                                                                                     teams' selections.                                  now CEO of
18
        Fri     16-Apr   Assessing           How to Assess Market Potential; How         The Business of Clean Water             Crossing the Chasm - CH 3-6,          Teams in World 1 Open                     Y        Tomk and Arnav
                         Market Potential;   to prioritize the entry into target markets (STVP 2009-001)                         Four Steps to the Epiphany , CH                                                           Sharma, GEM
                         Selecting Target    (both product categories categories and                                             3-5; Faceboook Era , CH 6, Social                                                        CA 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           Selecting target customer segments for Marketing in the Fast Lane:                  Crossing the Chasm - CH 3-6,          Teams in World 2 Open                    NA           Tom Kosnik
                         Markets and         two distinct products; Dynamic          Tesla Motors (STVP 2007-002)                Four Steps to the Epiphany , CH
                         Customers;          Positioning; Delivering a whole product                                             3-5; Faceboook Era , CH 5, Social
                         Product             with Channel Partners                                                               Network Marketing, and CH 6,
                         Marketing and                                                                                           Social Innovation.
21                       Management
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                                                               Stanford
                         Targeting                                                                                               3-5.                                                                                      Lecturer, angel
                         Channel Partners                                                                                                                                                                                  investor, 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
       Wed      28-Apr   Product             How to position a product category and       DFJ: Vina Capital - Venture            Crossing the Chasm , CH 6-7;          Teams in World 4 Open                    Yes          Tom Kosnik
                         Positioning and     a company in a new country. In               Capital in Vietnam                     Four Steps to the Epiphany , CH
                         Target Market       Vietnam no one really knows what                                                    3-5
                         Selection           venture capital is. How to build the
                                             reputation of the category (VC) and the
25                                           DFJ Vina brand?


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        A          B             D                           E                                    F                                   G                                    H                       I                J
1                                                                                                                    Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                  Class
                         Marketing                                                                                                                                                             Guest           Discussion
 3     Day       Date    Subject          Marketing Skills Learned                Case to Read or Lecture Topic      Reading                               Student Deliverable               Confirmed?         Leader(s)
26
        Fri     30-Apr   Product          Product pricing, value-based pricing,   Virgin Mobile (HBS Online #9-      HBR: Principles of Pricing, Product   Teams in World 5 Open                  NA          Lynda Smith,
                         Marketing &      skim vs penetration pricing in an       504-028)                           No. 9-506-021, Author John T                                                                Stanford
                         Management:      emerging market                                                            Gourville; Chasm Companion, pp                                                          Lecturer, Serial
                         Pricing                                                                                     149-162                                                                                 Chief 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
                         Negotiations                                             cultural chasms.                   Border Negotiations" in HBS           chasms" you may have                               Raveendran
                                                                                                                     Course Reader                         encountered either within your                    Green (a serial
                                                                                                                                                           GEM project team or between                      entrepreneur and
                                                                                                                                                           team members and various                           another GEM
                                                                                                                                                           stakeholders on your projects.                    Entrepreneur in
                                                                                                                                                                                                             Residence) will
29                                                                                                                                                                                                            be our guest
30
        Fri      7-May   Product          Branding - when, why, how?              No case. There will be a           Dolan, Robert (1999) "Note on         None. Work on your projects.            Y          Betsy Sperry,
                         Development      Quantifying and measuring the impact    lecture/discusion on Tonik - the   Integrated Marketing                                                                         GEM
                         and Brand        of branding                             new insurance product family       Communications" HBS Online #9-                                                          Entrepreneur in
                         Building                                                 for the next generation from       599-087                                                                                   Residence,
                                                                                  Blue Cross Blue Shield.                                                                                                      Advertising
                                                                                                                                                                                                             Agency Leader,
                                                                                                                                                                                                               founder of
31                                                                                                                                                                                                             OneDegree
32
       Mon      10-May   Strategic        How to envision your future. How to       STP electronic copies due not    Crossing the Chasm, Facebook          Due not later than 5 PM! Submit your STP in PDF format as
                         Thinking Paper   find your calling. How to change your     later than 5 PM                  Era, and Four Steps to the            “STP_LastName_FirstName.pdf”. Use the Dropbox on coursework
                                          world. How to market yourself to (and                                      Epiphany , Entire book, plus one      to submit your STPs. Refer to STP guide for details. DO NOT email
                                          cultivate trustworthy relationships with)                                  other book you select from list in    your papers!!
                                          your stakehloders and channel partners                                     "Guidelines for the STP" on GEM
33                                        in the next year.                                                          Website.
34




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        A          B             D                               E                                     F                                    G                                H             I                J
1                                                                                                                         Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                          Class
                         Marketing                                                                                                                                                       Guest        Discussion
3      Day       Date    Subject             Marketing Skills Learned                   Case to Read or Lecture Topic     Reading                              Student Deliverable     Confirmed?      Leader(s)
       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,
                          Creating an        grow the venture; How social               is in final editing and will be   could raise funds to support their                                        Chief Operating
                         ecosystem of        enterprises create value for various       distributed as soon as it is      mission and expand from Silicon                                            Office for Astia
                         volunteers to       stakeholders                               finished.)                        Valley to other locations.
                         create and                                                                                       http://astia.org/
                         deliver value




35
36




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        A          B             D                            E                                       F                                    G                                   H                        I                J
1                                                                                                                         Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                       Class
                         Marketing                                                                                                                                                                    Guest        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
                         Marketing        Engineering has recognized that its own     Stanford Engineering.              Network Marketing, and CH 7           prepared to contribute your ideas                   Smith, Serial
                                          marketing efforts could benefit from          Target Market: University-       Social Recruiting. How might you      relative to how Stanford                           Chief Marketing
                                          today's community-based tools,              Based Engineering Education,       use these ideas and others to         Engineering should ue next                        Officer, including
                                          especially when one considers the                           Target             attract the best students from the    generation marketing vehicles to                  Genesys, Nuance
                                          target audience it is trying to reach. To   Audience: Prospecive students,     community Stanford Engineering        accomplish its objectives. In                     Communications,
                                          jump start this marketing planning, the     including undergraduate, Masters,  serves which includes current         addition ot the readings, to                        and Genpact
                                          GEM team is beaing asked to get             Ph.D. and Professional Education   students, potential applicants, and   prepare, cruise the web to see
                                          creative and think about how they wold                                         alumni. Other stakeholders in the     what companies are doing in this
                                          market Stanford Engineering via next        Marketing Objectives: Leverage     Stanford Engineering community        domain. Think about the
                                          generation marketing (including Social      Social Media Marketing vehicles    include companies who recruit         community sites with which you
                                          Media)                                      to: 1) Attract and Inflience       alumni, sources of research           are familiar. Explore new
                                                                                      Prospective students; 2) Position funding, individual and corporate      consumer generated media such
                                                                                      Stanford Engineering based on its donors, and faculty at competing       as social network sites.
                                                                                      Mission: "To seek solutions to     engineering schools, parents of       podcasts, and blogs. In short,
                                                                                      important global problems and to students, sources of scholarships,      think about what might have
                                                                                      educate leaders who will turn      and other stakeholders.               attracted you as a potential
                                                                                      great ideas into real changes that                                       student, and how you would
                                                                                      will make the world a better                                             have liked ot learn more about
                                                                                      place." 3) Garner key insights                                           Stanford Engineering as a place
                                                                                      about the community Stanford                                             to take a course and perhaps to
                                                                                      Engineering aspires to serve.                                            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            and Web 2.0                         Integrated Marketing                                                                        Stanford
                                          sales, picking lead vehicles (old & new     HBS Online #9-509-409.              Communications" HBS Online #9-                                                          Lecturer, Serial
                                          world)                                                                          599-087; Facebook Era , Ch. 5, 8-                                                       Chief Marketing
                                                                                                                          10                                                                                     Officer, 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           Come to class prepared to               NA          Lynda Smith,
                         Marketing        powerful marketing tool for any          leveraging customers in your           Network Marketing; Ch. 6, Social     share: 1) a 30 second "elevator                        Stanford
                         (working with    company. Thinking about your current     GEM project.                           Innovation.                          pitch" of your project; 2) Who the                 Lecturer, Serial
                         customers)       GEM project, customers certainly have                                                                                customers or prospective                           Chief Marketing
                                          a role to pla. How are you going to                                                                                  customers are for your company;                   Officer, 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                                                                                     development, pricing, being part
                                          product and/or go-to-market strategy; 2)                                                                             of word of mouth campaign; 4)
                                          Help promote/create demand for the                                                                                   Your ideas for HOW you will
                                          product; 3) Help reinforce selling                                                                                   harness customers for the good
                                          opportunities aka customer references.                                                                               of the company. You will be
41                                                                                                                                                             asked to share your ideas as
42


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        A          B             D                               E                                     F                                   G                                      H                        I                J
1                                                                                                                         Global Entrepreneurial Marketing (GEM) Course Calendar
2
                                                                                                                                                                                                                          Class
                         Marketing                                                                                                                                                                       Guest        Discussion
3      Day       Date    Subject             Marketing Skills Learned                   Case to Read or Lecture Topic     Reading                             Student Deliverable                      Confirmed?      Leader(s)
       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                                                                                    http://www.illuminate.com/whitepape
43                       you 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           004                             Crossng the Chasm CH 7
                         Designing and       partners 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            Each team prepares and                                 All SCPD
                                                                                        Lessons Learned; Teaching         book, Four Steps to the                presents a TWO MINUTE                              students should
                                                                                        team Finale                       Epiphany , Entire Book;                opening of lessons learned. Be                      attend class in
                                                                                                                          Faceboook Era , entire book.           CREATIVE! Humor is                                     person if
                                                                                                                                                                 encouraged.                                        possible. Friends
                                                                                                                                                                                                                       and family
                                                                                                                                                                                                                        welcome.
47
48
        Fri      4-Jun   Final Projects      Application of GEM tools to a real world Final projects DUE Not later        Use selected tools that are relevant   Submit an electronic copy of             NA            Your GEM
                         completion          project.                                 than 5 pm. Final presentation       to your project from any of required   your final case or project write up                  teaching team
                         deadline                                                     must be made not later than         texts: Crossing the Chasm - entire     to andylin@gmail.com. If                           member grading
                                                                                      Friday, June 4. Grades from         book, Four Steps to the                possible, submit Word, Excel,                      your project, plus
                                                                                      project sponsors and GEM            Epiphany , Entire Book;                and Powerpoint Documents. If                          whoever will
                                                                                      teaching team must be               Faceboook Era , entire book, as        that is not possible, submit PDF                   grade the project
                                                                                      submitted not later than            well as another book that you have     Files.                                             from your project
                                                                                      Monday, June 7, 7 PM.               read for your STP. Also use articles                                                           sponsor
                                                                                                                          from the course, 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
49                                                                                                                        project. Make sure to footnote your
50                                                                                                                        sources and include a bibliography!




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