Miller Center for Retailing Education & Research MBA SHORT PROGRAM. At the University of Florida in Gainesville, Florida

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1 Miller Center for Retailing Education & Research Department of MBA SHORT PROGRAM At the University of Florida in Gainesville, Florida October 19 th 31 st, 2014 PROGRAM OVERVIEW In today s dynamic and fast-changing markets, approaching entrepreneurship as a manageable process and having knowledge, skills, and strategies for managing marketing (new product development and brand) are crucial for business managers at every level of business organization. This twelve-day program is designed to provide business professionals with concepts, tools, processes, and strategic insights to entrepreneurship and marketing management along with company visits. THREE COMPANY VISITS TWO COURSES Course A Problems and Methods in Management: 9 modules (each module: 3 hours) Course B - and the Entrepreneurial Mindset: 10 modules (each module: 3 hours) UF-UFPR Program Coordinators Hyunjoo Oh, Ph.D. Research Director, UF Center for Retail ing Education & Research Cleverson Cunha, Dr. Coordinator of MBA Estrategic Management - UFPR Danielle Montovani, Dra. Coodinator of MBA - UFPR Daniel Roberto Guimaraes Pereira, Dr. PUCPR (41)

2 ABOUT THE UNIVERSITY OF FLORIDA IN GAINESVILLE, FLORIDA With an enrollment of nearly 50,000 students annually, UF is home to 16 colleges and more than 150 research centers and institutes. Florida s leading university traces its beginnings to a small seminary in It opened its doors in Gainesville in 1906 with 102 students. Today, it is one of the most comprehensive and academically diverse universities in the nation. Since 1985, UF has been a member of the Association of American Universities, the higher-education organization comprising the top 62 public and private institutions in North America.course in the MBA program. The theme of the course deviates somewhat from traditional core marketing courses by adopting a strategic perspective. Whereas most core marketing courses focus on the nuts and bolts of classic marketing tactics (i.e., product, price, promotion, and distribution), this course emphasizes issues that relate to sustainable competitive advantage. It By the Numbers UF has nearly 4,000 faculty members with distinguished records in teaching, research and service, including 37 Eminent Scholar chairs and 42 faculty elections to the National Academy of Sciences, Engineering, the Institute of Medicine, or the American Academy of Arts and Sciences. UF ranked fourth in the number of start-up companies created in UF s annual economic impact on the state of Florida exceeds $8.76 billion. UF activities generate an estimated 106,118 statewide jobs, including more than 41,000 university employees and those employed by supporting businesses. Every state dollar appropriated to the University of Florida results in a $15 return on investment. More than 367,000 alumni are located throughout the world. University of Florida graduates can be found in all 50 states and more than 135 countries, truly demonstrating that the Gator Nation is everywhere. UF alumni include at least nine former Florida governors, two Nobel Prize laureates, eight NASA astronauts, eight former U.S. ambassadors, and dozens of professional and amateur athletes.

3 COURSE A: PROBLEMS AND METHODS IN MARKETING MANAGEMENT BY DR. JOSEPH ALBA Course description: This course presupposes that participants have little formal training in marketing and marketing strategy. Thus, its dual objectives are to cover the fundamental dimensions of marketing while also honing the student s ability to make well-reasoned managerial decisions. The content includes all of the material covered in the full-time MBA core class. In addition, the course includes a lengthy module on product development, which is typically taught as a separate elective course in the MBA program. The theme of the course deviates somewhat from traditional core marketing courses by adopting a strategic perspective. Whereas most core marketing courses focus on the nuts and bolts of classic marketing tactics (i.e., product, price, promotion, and distribution), this course emphasizes issues that relate to sustainable competitive advantage. It considers the tactical topics as well, but from a strategic perspective whenever possible. and Letters. He has received Outstanding Reviewer Awards from the Journal of, Journal of Consumer Psychology, and the Journal of Consumer Research. His teaching focuses on marketing strategy and new product development in the UF MBA and Executive MBA programs. He is the recipient of more than a dozen MBA Outstanding Teacher Awards, and his PhD students have won several Ferber JCR Dissertation Awards and John Howard AMA Dissertation Awards. Joseph W. Alba is Distinguished Professor of, James W. Walter Eminent Scholar Chair in, and chair of the Department of at the University of Florida Warrington College of Business, where he has been a faculty member since His research focuses on decision making, brand equity, product design, and pricing. He is a recipient of the Journal of MSI/ Paul Root Award, the AMA Louis Stern Award, the ShethJCR Foundation Award, has twice been the recipient of the Journal of Consumer Research Outstanding Article Award, and has twice been a finalist for the Journal of Research O Dell Award. He is a Fellow of the Society for Consumer Psychology, the American Psychological Association, and the Association for Consumer Research. He has received the Distinguished Scientific Contribution Award from the Society for Consumer Psychology and the Paul D. Converse Award from the American Association and was named a Research Foundation Professor by the University of Florida. is a past President of the Association of Consumer Research and a former associate editor of the Journal of Consumer Research. He has served on the editorial boards of the Journal of Research, Journal of, Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in, Journal of Behavioral Decision Making, Journal of Retailing, Dr. Joseph Alba

4 COURSE A: PROBLEMS AND METHODS IN MARKETING MANAGEMENT BY DR. JOSEPH ALBA Course material: Class Note: Distributed in class Readings Packet: Delegates will be provided with a readings packet in advance of the program. Course Outline: MOD 1 Introduction strategy HBR article: Can You Say What Your Strategy Is? HBR article: Manage Customer Centric Innovation SMR article: Creating Growth with Services HBR article: The Coherence Premium MOD 4 MOD 5 Product Development I HBR article: Putting Customers in the Wish Mode SMR article: The Age of the Consumer- Innovator HBR article: Spark Innovation through Empathic Design Product Development II HBR article: Using the Crowd as an Innovation Partner HBR article: The Customer-Centered Innovation Map HBR article: The House of Quality Segmentation & Positioning Pricing and Distribution MOD 2 HBR article: Transforming Strategy One Customer at a Time HBR article: Rethinking MOD 6 Advertising HBR article: Principle of Pricing Case: Calyx & Corolla Competition & Product Life-Cycle MOD 7 HBR article: Creativity of Advertising HBR article: Advertising s New Medium: Human Experience HBR article: Charting Your Company s Future Branding MOD 3 HBR article: Innovation Versus Complexity HBR article: A Practical Guide to Combining Products and Services MOD 8 HBR article: What Marketers Misunderstand About Online Reviews SMR article: The 12 Different Ways for Companies to Innovate Case: Sealed Air Corporation MOD 9 Quality Loyalty HBR article: Building Loyalty in Business Markets

5 COURSE B: ENTREPRENEURSHIP AND THE ENTREPRENEURIAL MINDSET BY DR. MICHAEL MORRIS Course description: is about transforming people, organizations, markets, industries and societies. It is a source of empowerment and advantage, and applies in both startup and corporate contexts, and in non-profit and for-profit organizations. Importantly, entrepreneurship is a mindset that individuals bring to many facets of their professional and personal lives. In this course, we explore this entrepreneurial mindset and examine entrepreneurship as a manageable process. Unique entrepreneurial competencies are identified that can enable the entrepreneur to successfully overcome uncertainty, ambiguity, chaos and the many inherent obstacles when one is attempting to launch new ventures and concepts. We examine opportunity recognition, the development of viable business models, approaches to resources, implications of technology, the manner in which successful ventures emerge, types of entrepreneurs and types of ventures, ways to encourage entrepreneurial behavior at the individual and organizational levels, and exit strategies, among other topics. Series, and is editor emeritus of the Journal of Developmental. is a Past President of the United States Association for Small Business and (USASBE), and has chaired the American Association s & Taskforce. He has been awarded the Edwin & Gloria Appel Prize for contributions to entrepreneurship. A former Fulbright Scholar, was selected as a top twenty entrepreneurship professor by Fortune Small Business, and received the Leavey Award from the Freedoms Foundation for impacting private enterprise education. USASBE recognized him as Educator of the Year in Michael H. Morris holds the George and Lisa Etheridge Professorship at the University of Florida, where he is the Academic Director of the Program. He previously was the N. Malone Mitchell Chair and founded the School of at Oklahoma State University, and before that launched the Department of at Syracuse University. The entrepreneurship programs he has built at different universities have been ranked in the top ten nationally and received global recognition for excellence. is a pioneer in curricular innovation and experiential learning. His entrepreneurial outreach efforts have facilitated the development of hundreds of ventures, and he has started three ventures of his own. Professor Morris is the director of the Experiential Classroom, founded in 1999, which shares best practices in entrepreneurship education with faculty from around the globe. He annually coordinates the Empowerment in South Africa Program, where faculty and students assist historically disadvantaged entrepreneurs in building their companies. He has authored 11 books and published over 130 articles in peer-reviewed journals. He co-edits the Prentice-Hall Dr. Michael Morris

6 COURSE B: ENTREPRENEURSHIP AND THE ENTREPRENEURIAL MINDSET BY DR. MICHAEL MORRIS Outings: We will have two outings, one to the Innovation Hub and one to Starter Space, both in Gainesville. Dates and times will be announced. Materials: Book: J. Mullins and R. Komisar, Getting to Plan B: Breaking Through to a Better Business Model, Harvard Business Review Press Readings Packet: Delegates will be provided with a readings packet in advance of the program. Course Outline: MOD 1 MOD 2 MOD 3 The Entrepreneurial Revolution; The Entrepreneurial Mindset; Entrepreneurial Thinking and Acting; The Process; Contexts for Reading #1 Case: Solar Feeder Entrepreneurial Intensity; How to Measure ; Types of Ventures; Who is the Entrepreneur? Ch. 1, Don t Reinvent the Wheel; Reading #2 Case: Icedelights The Business Model; The Economic Model of a Venture; The Logic of Profit Case: Zipcar Ch. 2, Guiding Your Flight Progress; Reading #3 MOD 5 MOD 6 MOD 7 MOD 8 MOD 9 Understanding Markets & Customers when Starting Something New Ch. 4 Avoiding Rocks and Hard Places; Reading #5 Case: Space Data Corporation Entrepreneurial Finance; Valuation; Deal Structure Ch. 6, Cash is King, Ch. 7, It Takes Money to Make Money; Reading #6 Case: Three Fish Solutions Operations and ; The Operating Model; Front Stage and Back Stage; Managing Services Ch. 5, Trimming the Fat; Reading #7 Case: el Bulli and ; The Guerilla Mindset; Viral and Buzz Ch. 8, Can You Balance a One- Legged Stool; Reading #8 Case: Bonnie Doon Vineyards Growth, Family Ventures, Exit Strategies Chapter 9, Getting Started on Discovering Plan B; Reading #9 Case: New Belgium Brewery MOD 4 The Business Plan; Resource Acquisition; Resource Leveraging and Risk Management Ch. 3, Air, Food and Water; Reading #4 MOD 10 Corporate ; Fostering Inside of Organizations; Facilitators and Obstacles Reading #10 Case: Golf Swing Analyzer Case: Johnsonville Sausage

7 SCHEDULES 10/19 SUN 10/20 MON 10/21 TUE 10/22 WED 10/23 THU FRI SAT 10/24 AM Dr Alba 9:00 12:00 Mod 1 Mod 2 Mod 3 Mod 4 Mod 5 PM 2:00 5:00 6:00 8:00 pm Welcome Reception at Miller Retail Center Stuzin 100 Mod 1 Mod 2 Mod 3 Mod 4 Company visit in Gainesville : Innovation Hub Mod 5 10/26 SUN 10/27 MON 10/28 TUE 10/29 WED 10/30 THU 10/31 FRI AM 9:00 12:00 Mod 6 Mod 7 Bryan 232 Mod 8 Mod 9 Mod 10 PM 2:00 5:00 Mod 6 Bryan 232 Company visit in Ocala and Product Development: Signature Brands Mod 7 Mod 8 Company visit in Gainesville : Starter Space Mod 9 LUNCH Stuzin 100 Program Certificate Award PROGRAM DATES AND FEE Sunday, October 19 th Friday, October 31 st, 2014 Program fee*: $3,300 per person (hotel accommodation not included) + Electronic fund transfer ($30 per transfer). *Includes program materials, break refreshments, welcome reception, three lunches, and transportation to company visits. Estimated individual total costs: About $4,000 per person with double occupancy Registration/information: Reitz Union Hotel is conveniently located on UF Campus within walking distance to class Single occupancy ($1,186; $89 per night + tax 11%) or Double occupancy ($600; $45 per night + tax 11%); Hotel payment to be made individually upon check-in. For Reservations call (352) or visit union.ufl.edu/unionhotel

8 WARRINGTON.UFL.EDU/SHORTMBA MBAGE.UFPR.BR

UF-UFPR MANAGEMENT LEADERSHIP PROGRAM At the University of Florida in Gainesville, Florida

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