Ateneo Graduate School of Business
Rockwell Center, Makati City
ENTREPRENEURSHIP
Ateneo-MBA Program
Revised: September 2020
STRATEGIC & MARKETING MANAGEMENT DEPARTMENT
Ateneo-MBA Program
Ateneo Graduate School of Business
Rockwell Center, Makati City
COURSE TITLE:
ENTREPRENEURSHIP
(ONLINE COURSE)
COURSE CODE:
ENTREP
COURSE PREREQUISITE:
OPEMAN, MARKMA, FINANCE
& HUMRES
COURSE DESCRIPTION:
Entrepreneurship is the ability to see business opportunities, to turn those opportunities
into an actual business venture and to manage that venture into a growing and viable
enterprise. Entrepreneurship is for those who seek an alternative to employment and are
not daunted by the challenges of setting up their own businesses.
This course will strive primarily to inspire and to encourage entrepreneurship, through
the examination, discussion and analysis of contemporary entrepreneurs.
The course provides sound principles, concepts and evaluation techniques to assess
entrepreneurial capability, resource requirements and risks for increased likelihood of
strategic success.
COURSE OBJECTIVES:
Upon successful completion of this course, learners are expected to competently:
1. Appreciate the personality profile common to entrepreneurs;
2. Identify and evaluate opportunities;
3. Learn the purposes and components of a business plan;
4. Identify the requirements and intricacies in starting a business;
5. Learn how to organize an enterprise and manage its growth;
6. Understand how to take advantage of IT and harvest opportunities; and
7. Appreciate the value of ethics, social responsibility and nation building in managing
an enterprise.
Entrepreneurship Online Course
Ateneo MBA Program
September 2020
1
COURSE OUTLINE:
MODULE
0
TOPIC
Introduction to Entrepreneurship
Self Mastery Tests;
Enterprise Creation
1
2
3
Understanding of Entrepreneurship
The Anatomy of an Entrepreneur
The Many Sources of Opportunities;
Innovation Process
Prepare list of potential Business / Serendipity Walk
Opportunity Seeking and
Idea Generation
Discussion on Opportunities are
Everywhere
Ideation Techniques:
SCAMPER
Value Creation
Blue Ocean
Research Methodologies /
Business Plan Framework
Matching Research Strategies
with Business Potential
Opportunity Screening
Micro Market Assessment:
Customer Profiling
Location, Location, Location
Competitive Advantage
Franchising Pathway to
Entrepreneurship
4
5
6
ACTIVITIES
Course Outline & Requirements;
Self Introduction
Brain Dominance &
Personality Test
Results of Self Mastery Tests
Micro Market Analysis
Franchising Opportunities
Opportunity Seizing
Entrepreneurial Life Cycle
New Product Development
Start-up Strategies
Entrepreneurial Marketing
Entrepreneurial Finance
Organizational & Other Legal Issues
Managing Growth
Managing Entrepreneurial Operations
Entrepreneurial Leadership
What is Business For?
Stewardship, Ethics
& Social Responsibility Issues
Business Plan Presentations
Submission of Business Plan
Paper
Group discussion on the purpose of the business enterprise
Pitching of Business Plan
Submission of Presentation
Deck
COURSE REQUIREMENTS:
1. ATTENDANCE:
This course consists of fifteen (15) weekly synchronous sessions of one & a half (1.5)
hours each.
The students are expected to attend all sessions. Absences will be governed by
AGSB rules wherein only a maximum of three (3) absences are allowed.
Entrepreneurship Online Course
Ateneo MBA Program
September 2020
2
Students are also expected to undertake do and comply with the activities identified
in the asynchronous sessions. Assignments listed in the asynchronous activities
should be completed and submitted prior to the synchronous sessions.
2. CANCELLATION OF CLASSES:
When a session is called off for any reason, the topics and other assignments of the
affected meetings are automatically rescheduled to the following session. During
that following meeting, the facilitator and learners will agree on how the schedule of
the remaining meetings of the course will be readjusted.
3. WORKLOAD:
This course will have two sessions a week (synchronous and asynchronous sessions). The highly fast-paced nature of this course requires learners to accept a great
deal of responsibility for achieving their own learning outcomes. While in class,
learners are expected to actively participate in discussions and group activities. Outside of class, learners are expected to do a minimum of fifteen (15) hours per week
of study, homework assignments, and/or group projects.
4. WRITTEN ASSIGNMENTS AND CLASS PRESENTATIONS
An important component of this course is the completion of written assignments/reports, research output and other requirements in hard copies. Written work
will be evaluated for substance and form at MBA level standards befitting an adult
professional. Class presentations should meet minimum business boardroom standards. It is encouraged that these be related and applied to actual real world activities
and occurrences.
The following rubric will be used in assessing the quality of written assignments:
Traits
Effective Analysis
1
Presents an
incomplete
analysis of the
issues identified.
2
Presents a superficial analysis of some of
the issues
identified;
omits necessary financial
calculations.
3
Presents a
thorough analysis of most
issues identified; includes
most necessary financial
calculations.
Percentage of Requirements
(Exercises/Problems/Cases)
Completed
Failed to meet
70% of the requirements.
70-79% of the
requirements
are completed.
80-89% of the
requirements
are completed.
Writing Mechanics
Writing is unfocused, rambling, or contains serious
errors; lacks
detail and relevant data and
information;
poorly organized.
Writing lacks
clarity or conciseness and
contains numerous errors;
gives insufficient detail and
relevant data
and information; lacks
organization.
Writing is accomplished in
terms of clarity
and conciseness and contains only a
few errors; included sufficient details
and relevant
data and in-
Entrepreneurship Online Course
Ateneo MBA Program
September 2020
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Presents insightful and
thorough
analysis of all
issues identified; includes
all necessary
financial calculations.
95-100% of
the requirements are
completed.
Writing
demonstrates
a sophisticated clarity,
conciseness
and correctness; includes thorough details
and relevant
data and in3
formation; wellorganized.
formation;
extremely
wellorganized.
The following rubric will be used in assessing the quality of the presentation:
Traits
Content
Did the presentation have valuable material relevant to the topics
assigned?
1
Presentation contained little to no
valuable material.
2
Presentation had
moments where
valuable material
was present but as
a whole content
was lacking.
3
Presentation had a
good amount of
material (occasionally using exercises and problems to illustrate a
concept or citing
actual business
cases) and benefited the class.
Organization
Was the presentation well organized and easy to
follow?
The presentation
lacked organization and had little
evidence of preparation.
There were minimal signs of organization or
preparation.
Presentation
Did the presenters speak clearly?
Did they engage
the class?
Was it obvious
the material had
been rehearsed?
Collaboration
Did everyone
contribute to
the
presentation?
Did everyone
seem well
versed in the
material?
Presenters were
unconfident and
demonstrated
little evidence of
planning prior to
presentation.
Presenters were
not consistent with
the level of confidence/ preparedness they showed
the classroom but
had some strong
moments.
Presentation had
organizing ideas
but could have
been much
stronger with better preparation.
Presenters were
occasionally confident with their
presentation however it was not as
engaging as it
could have been
for the class.
The members
never worked
from others’ ideas.
It seems as
though
only a few people
worked on the
presentation.
The members
sometimes worked
from others’ ideas.
However it seems
as though certain
people did not do
as much work as
others.
Use of Media
Did the group use
any media or materials to support
their presentation?
Did they reinforce
the presentation
and are appropri-
Media is superfluous or nothing
was used during
the presentation.
Relies heavily on
the media used.
Materials rarely
support the
presentation.
Entrepreneurship Online Course
Ateneo MBA Program
September 2020
The members
worked from
others’ ideas most
of the time. And it
seems like everyone did some
work, but some
people
are carrying the
presentation.
Looks at the materials often to keep
track of the
presentation. They
are easy to use
and understand.
4
Presentation had
an exceptional
amount of valuable material (using exercises and
problems to illustrate a concept,
citing actual business cases) and
was beneficial to
the class.
Presentation was
well organized,
well prepared and
easy to follow.
Presenters were
all very confident
in delivery and
they did an excellent job of engaging the class.
Preparation is
evident.
The members
always worked
from others’ ideas.
It was evident
that all
contributed
equally to the
presentation.
Media are used
effortlessly to enhance presentation. Materials are
appropriate, easy
to understand,
and attractive.
4
ate, easy to understand and attractive?
5. INDIVIDUAL BUSINESS PLAN:
Each learner is required to submit a business plan as a final paper and pitch their
presentations in Module 6.
6. RESEARCH WORK:
AGSB recommends the use of standard style guides with preference to that of the
American Psychological Association (APA). The following websites are suggested as
guide references:
•
•
•
http://www.aresearchguide.com/styleguides.html
http://apastyle.org/electref.html
http://www.bedfordstrmartins.com/online/shrttoc.html
METHODOLOGY & INTEGRATION:
This course is offered normally to senior students who are expected to have completed
pre-requisites or majority of the core courses because of its integrative and wide-ranging
features. Likewise, learners can enhance their learning process if they have good access to IT facilities such as computers, internet services and other office systems.
It should be noted that this course will be conducted with the use of facilitative and interactive methods appropriate for adult learners such as cases studies, group discussions
and exercises, quizzes, individual and group presentations, role playing and other learning and skill-building approaches. Such methodologies are designed to enhance the
personal development of students who will take on leadership roles in their future endeavors.
It is expected that the learner will have completed the assigned research/readings prior
to synchronous sessions. The short lectures will, in most instances, serve to augment
the readings and research material and will form the backdrop in favor of maximum discussions by the learners in an interactive and facilitative mode. In all instances, the
learner is expected to contribute to class discussions.
As may be applicable, the case method and/or individual/group reports shall be used. It
is expected of learners to seek things out for themselves, because real education is often
a process of drawing out the learners’ minds, not of pouring in ideas. The learner is expected to expand his research outside of the handouts and textbooks.
GRADING SYSTEM:
Reports
Participation
Business Plan
Presentation
Project Paper
Total
40%
10%
50%
40%
60%
100%
The following Quality Point Index (QPI) will be used in this course:
Entrepreneurship Online Course
Ateneo MBA Program
September 2020
5
4.0
3.5
3.0
2.5
2.0
0.0
INC
UW
Excellent/Outstanding
Superior
Very Satisfactory
Above Average
Average
Fail
W
98-100
95-97
92-94
89-91
86-88 (minimum pass)
Failed
Incomplete
Unauthorized Withdrawal
(equivalent to a failing mark)
Officially Withdrawn
SPECIAL ACCOMMODATIONS:
If a learner is in need of course adaptation or special considerations due to certain disability or other problems or constraints, the same should be discussed with the facilitator.
ACADEMIC INTEGRITY POLICY:
Each learner is responsible in knowing the standards that apply to academic integrity
and undertakings. Academic dishonesty will not be tolerated and will result in the maximum penalty allowable as defined n the Student Guidebook. The following are considered serious violations per Guidebook:
• Cheating during exams
• Submitting spurious reports copied from previous materials other than his/her
own.
• Plagiarism.
In understanding what constitutes Plagiarism, see the following sites:
http://www.engl.niu.edu/comskills/students/plagiarism/Plagiarism.html
http://www.monet.k12.ca.us/Challenge/Plagiarism/Plagiarism.htm
In addition to what is stated in the Guidebook, the following are examples of academic dishonesty, which are pertinent to the requirements of this course:
• Copying another student’s work including assignments and reports
• Use of “crib” sheets or other hidden note for a quiz or an exam
• Receiving assistance from anyone else with take-home quizzes
MATERIALS OF INSTRUCTION:
1. Textbooks:
Dr. Ed Morato
TRILOGY ON ENTREPRENEURSHIP
Jason Dela Rosa
THE PRACTICAL ENTREPRNEUR
Entrepreneurship Online Course
Ateneo MBA Program
September 2020
6
2. Other references: Bygrave, William D.,
THE PORTABLE MBA IN ENTREPRENEURSHIP, 3RD EDITION
New York, John Wiley and Sons, Inc., 2007
Jerome A. Katz, Richard P. Green
ENTREPRENEURIAL SMALL BUSINESS
Boston, Mass: McGraw-Hill, 2007
Michael Schaper, Thierry Volery
ENTREPRENEURSHIP AND SMALL BUSINESS: A PACIFIC
RIM PERSPECTIVE, 2ND EDITION
Milton, Qld:John Wiley Sons, 2007
Donald F. Kuratko, Richard M. Hodgetts
ENTREPRENEURSHIP: THEORY, PROCESS, PRACTICE,
7TH EDITION
Australia: Thomson/South-Western, 2007
Byrd, Mary Jane and Megginson, Leon C.
SMALL BUSINESS MANAGEMENT: AN ENTREPRENEUR’S
GUIDEBOOK, 6TH EDITION
McGraw-Hill, 2009
Timmons, Jeffrey and Spinelli, Stephen
NEW VENTURE CREATION: ENTREPRENEURSHIP FOR THE
21ST CENTURY, 8TH EDITION
McGraw-Hill, 2009
Katz, Jerry
ENTREPRENEURIAL SMALL BUSINESS, 2ND EDITION
McGraw-Hill, 2009
Dr. Ed Morato
TRILOGY ON ENTREPRENEURSHIP
3. Web References:
The following APS online library resources are available for access:
a. EBSCO
b. Accessing Marketline Advantage Online
(See Appendices A & B)
The following internet resources can also be used:
http://www.quickmba.com/entre/
http://hbswk.hbs.edu/topics/entrepreneurship.html
http://www.managementhelp.org/soc_entr/soc_entr.htm#anchor
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Entrepreneurship Online Course
Ateneo MBA Program
September 2020
Contains related topics
about entrepreneurship.
Harvard Business School
website that contains articles about Entrepreneurship.
Includes basics and definitions of Social Entrepreneurship, types and
reasons for it.
7
http://www.kauffman.org/
http://edcorner.stanford.edu/
http://www.entrepreneurship-indicators.net/
The online resource for
building entrepreneurial
economies.
Entrepreneurship videos,
podcasts and educational
resources from Stanford
University.
International effort on a
harmonization of
entrepreneurship
indicators and
determinants.
SESSION SCHEDULE:
MODULE
0
Synchronous
Asynchronous
1
Synchronous
Asynchronous
2
Synchronous
Asynchronous
Synchronous
Asynchronous
3
Synchronous
Asynchronous
Synchronous
Asynchronous
Synchronous
Asynchronous
4
Synchronous
Asynchronous
TOPIC
Introduction to Entrepreneurship
Self Mastery Tests;
Enterprise Creation
Understanding of Entrepreneurship
The Anatomy of an Entrepreneur
The Many Sources of Opportunities;
Innovation Process
Opportunity Seeking and Idea Generation
Ideation Techniques:
SCAMPER
Value Creation
Blue Ocean
Research Methodologies /
Business Plan Framework
Market Research
Opportunity Screening
Factors to consider in Micro Market
Assessment
Micro Market Assessment:
Customer Profiling
Location, Location, Location
Competitive Advantage
Franchising Opportunities
Franchising Pathway to Entrepreneurship
Case Studies of
Successful Enterprises
Opportunity Seizing
Entrepreneurial Life Cycle
Managing a Start-up Enterprise
Entrepreneurship Online Course
Ateneo MBA Program
September 2020
ACTIVITIES
Course Outline & Requirements;
Self Introduction
Brain Dominance & Personality
Test
Results of Self Mastery Tests
Prepare list of potential Business / Serendipity Walk
Discussion on Opportunities are
Everywhere
Matching Research Strategies
with Business Potential
Group Discussion
Submission of Micro Market
Analysis
Group Discussion on Potential
Franchising Opportunities
Group Discussion on start-up
companies
8
Synchronous
Asynchronous
Synchronous
Asynchronous
Synchronous
Asynchronous
Synchronous
Asynchronous
5
Synchronous
Asynchronous
Synchronous
Asynchronous
6
Synchronous
6
Synchronous
New Product Development
Start-up Strategies
Branding and Marketing Strategies
Entrepreneurial Marketing
Financial Planning and Projection
Entrepreneurial Finance
Managing Growth
Organizational Requirements
Organizational Structure
& Legal Issues
Case Studies of Purpose
Driven Organizations
Entrepreneurial Leadership
What is Business For?
Case Studies on Social Enterprises
Entrepreneurial Stewardship, Ethics
& Social Responsibility Issues
Final Consultations on Business
Plan Preparations
Individual Business Plan Presentations
Individual Business Plan Presentations
Entrepreneurship Online Course
Ateneo MBA Program
September 2020
Preparing Start-up Strategies
Drafting of Marketing Plan
Drafting of Financial Projections
Proposed Organizational Structure
Group Discussion on the Purpose of the Business Enterprise
Submission of Business Plan
Pitching Presentation
9