Ateneo de Manila University
John Gokongwei School of Management
Department of Marketing and Law
Course Syllabus
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Course Title:
Course Code:
Business Development Lab 1&2
MKT199F / MKT199G
Course Credit:
Semester/SY:
6 units
1st / 2012-13
1. Overall Description and Objectives: Minor Program in Enterprise Development
The Enterprise Development Minor Program is a three-term course that aims to prepare
students who want to consider a career in Entrepreneurship by providing a practical and
experiential vehicle to incubate and nurture business ideas to a more mature stage. This will be
done through direct hands-on learning but being guided by formal mentoring and coaching.
At the end of the three-term course, student teams are expected to have:
1- Understanding of individual emotional, mental and financial readiness for getting into
entrepreneurship.
2- Identified a business concept to incubate for the next 12 months.
3- Prepared a 25-page business plan including Action Plans, Financial Forecasts and
Analyses.
4- Conducted primary and secondary market research.
5- Identified key members of the team and their respective responsibilities.
6- Identified additional members, if any, needed to complete the team.
2. Course Description – First Semester Term:
Business Development Laboratories 1 and 2 are designed to assist entrepreneurial teams
who have successfully finished Business Ventures 1 and 2 to create proofs-of-concept of their
ideas and execute marketing and sales campaigns toward the fulfillment of business objectives.
In addition, participants to the course are expected to create a comprehensive business plan
and investment offering term sheet to possible capital funding by angel or even venture
capitalists. Student teams may be provided with office space and facilities that will serve as
their startup business address from which to begin marketing and selling their products and/or
services. Grades for the 6 units are independent of the ability to obtain capital funding.
Business Development Laboratory 1 and 2 will be a continuation of Business Venture 1
and 2. Teams who have successfully passed the requirement of developing a prototype at the
end of Business Venture 1 and 2 will be eligible to continue with the program.
This course does not guarantee success of the teams nor the nominated product or service.
However, students will be instructed, coached and exposed to the essential concepts, required skills
and most importantly, are given hands-on experience on entrepreneurship in the Philippine setting.
The six-unit course will be divided into two 3-unit sub-modules: One sub-module will
be academically-focused (Marketing 199F) where instructions will be on a whole class-basis
and will be graded individually; the other sub-module will be the practical side of the program
(Marketing 199G) where consultations will be directly with each group and will be given a
group grade which, however, may be modified individually by Peer Evaluation.
For the First semester, the following will be the theme and objective of the course and
the key outputs required from the groups:
Theme:
SUMMER
What is the Basis of the Business
Product Development
Objective:
Product Feasibility
Proof-of-Concept
Output:
Go/No Go Analysis
Prototype
1st SEMESTER
Go-to-Market
Product Introduction
Business Plan (due Sept.)
Business Registration (SEC/DTI)
incl. Business Permits & BIR Registration
Finished Product
The First Semester modules end on the last regular class day (prior to Finals). The last
two regular days of the semester shall be the EXPO DAYs. However, we will try to book
spaces in the latest JSEC Challenge Days to achieve maximum impact for the SoMBA
products. These could be late-September or early-October. This will be the culminating
activity for the course where each group will show, exhibit and sell (where possible) their
product or service at a two-day Expo Fair on the JGSOM grounds.
3. Objectives
The program will guide the students to progress their accepted business proposals to
market-ready products or services. By the end of the program, the student groups shall have
been formally incorporated into a company and registered officially with the regulatory offices
of the government; and shall be ready to proceed as regular companies in the marketplace.
At the end of the course, student teams are expected to have:
1 Structured the team to appoint functional responsibilities to each team member covering
all business aspects.
2 Identified resources that will help in executing the proof-of-concept into a real business
proposition.
3 Developed a comprehensive business plan to launch the product/service to market.
4 Finished the legal requirements for incorporating their business.
5 Planned marketing, including product market testing, and sales activities towards the
initial generation of cash flow.
4. Required qualifications/characteristics/credentials of participants:
The program is intended to have an integrative character and will thus be open to all
senior students of the Loyola Schools who are interested in developing entrepreneurial skills
and capabilities. Junior students will be considered on a case-to-case basis.
To earn the Minor, students must enroll in and achieve a required Grade Point Average
in at least 15 units of the School of Management Business Accelerator Program. The Program
offers 18 units spread through three (3) consecutive school terms in the same school year.
In recognition of other school programs that are conducted in the Summer for incoming Seniors,
primarily OJT, internships and the JTA, this program accepts students to enroll for only a 3-unit load
(Marketing 199D) during the initial (Summer) term.
There are no prerequisite courses being required of a SoMBA student. It is, however,
encouraged that non-Management, i.e., non-JGSOM, students team-up with JGSOM students
who would have had the requisite background in basic business skills like Accounting,
Finance and Marketing; and/or who possess talents, capabilities and skills to move the
business project forward, like, creativity, leadership, access to sources of financing, people
handling, etc.
5. Certification Requirements:
To earn the Minor, the student must earn a minimum 2.5 Grade Point Average for the
12 creditable units in the First and Second Semesters (Marketing F & G and Marketing I & J);
and a minimum C+ grade in either Marketing C or D in the initial Summer Term.
The student must also belong to a group that:
a) Is an officially recognized company, i.e., that has been able to secure official
incorporation papers from a government regulatory office, notably the Securities and
Exchange Corporation or the Department of Trade and Industry, to conduct trading activities
in the Philippines; secured a Business Permit; and
b) Has generated revenues by successfully selling or trading its product/s or service/s to
the public for a period of at least one month prior to the end of the Second Semester.
6. Grading System
A. Grading Summary and Methodology for INDIVIDUAL Grades (199F):
Reaction Paper to an Entrep Speaker 1
Paper submitted based on an Entrep Speaker 2 or WAC
Analysis/Research Paper
WAC in room
Regulatory Reqts./Graded Participation
15%
15%
30%
20%
20%
RESEARCH PAPER:
COMPETITIVE/MARKET DIMENSIONS OF THE BUSINESS
1) Each student will choose a different topic within a group on the competitive dimensions of
their business, as follows:
a)
b)
c)
d)
e)
f)
Competitive Pricing Strategies in My Industry
Advertising & Promotions Strategies in My Industry
Distribution and/or Location Strategies in My Industry
Product Quality Standards/Strategies in My Industry
Supply Chain Practices/Strategies in My Industry
Accounting & Control Systems for My Business
2) The group will decide among themselves what topics are relevant and how to equitably
divide the research work. They will then inform the professor about the assignment for
each member.
3) Each member will write a 3-to-4 page research report (excluding attachments) to include:
a) Description and brief analysis of the current practices/strategies in the industry
especially of the major players
b) Practices/Strategies that the company should adopt, change or improve upon in order to
succeed in the business
c) Rationale for adopting, changing or improving such practices/strategies and
implications
4) Grading criteria:
a) Comprehensiveness (covers all essential elements)
b) Organization and clarity
c) Relevance and practicality of recommendations for the group or business
B. Grading Summary and Methodology for GROUP Grades (199G):
SoMBA Expo Fair
Product Finish
Scalability
Booth Design
35%
Business Potential
Expandability
Impact/Interest Generated
Business Plan
Group Paper & Presentation on a Selected Entrepreneur
Peer Evaluation
25%
20%
20%
On Peer Evaluation, the students will be asked to force-rank themselves and other
members of their respective groups. (The basis for their rankings should be the degree and
significance of the contribution of the member to the group’s total effort.) These rankings will
be considered in the group grades.
GRADING SYSTEM
A
AB+
B2
B
BC+
C2
C
D
F
4.00
3.75
3.50
3.25
3.00
2.75
2.50
2.25
2.00
1.00
0
6. Policies and Other Requirements
1. Students are required to have email addresses.
2. Students are required to subscribe to the e-group when invited by the assigned e-group
administrator.
3. Attendance is always checked.
4. The JGSOM dress code will be enforced.
5. No student will be entertained or accommodated if s/he tries to negotiate for special
projects to improve grades.
6. Cellphones will be allowed inside the classroom provided that they are in “silent
mode.”
7. During examinations, cellphones will have to be turned off.
8. Dishonesty in all forms, including cheating and plagiarism, will be strongly penalized.
7. Others
Consultation
: Please see me at SOM 205
Cellphone Numbers : Mr. Miclat (0917) 794 2325
eMail Addresses
: agmiclatjr@yahoo.com
amiclat@ateneo.edu
also
: Mr. Carmelo Lopez at the SOM Faculty Room
: Mr. Lopez (0917) 842 3791
: cvlopezadmu@gmail.com
clopez@ateneo.edu