Guía Docente Entrepreneurial Culture FICHA IDENTIFICATIVA Datos de la Asignatura Código 36252 Titulación 1313.- Grado en Administración y Dirección de Empresas, mención Creación y Dirección de Empresas, Itinerario Emprendedores Nombre Carácter Ciclo Entrepreneurial Culture Formación Básica Grado Curso 3º Créditos ECTS 6.0 Materia Centro 3. Fundamentos de la Cultura Emprendedora Centro Universitario EDEM Curso académico 2014 2015 Profesorado Nombre Vujosevic, Nevena Planes Mestre, Juan Departamento Organización de Empresas Organización de Empresas Tutorías: Jueves de 13:00 a 15:00 36252 Cultura Emprendedora Página 1
SUMMARY / RESUMEN Entrepreneurial culture is an integrative and practical course for third year students with the main objectives of instilling a true entrepreneurial spirit, mindset and conduct in participants, as well as providing them with a basic but comprehensive introduction into the fundamentals of starting, launching and running an entrepreneurial project, and the diverse competencies, values, and strategies for successful entrepreneurship. As the concept of entrepreneurial culture is essentially a question of attitude, skill sets and coherent practice, the course will not be run as a class, but rather as a transformation opportunity for students, through what will be a launch experience of their own potential and that of their respective business projects. In this sense, students will be given the necessary theoretical and practical knowledge, as well as numerous diverse interactive activities and projects, but will consistently be held responsible for their overall presentation and conduct during the course, in line with entrepreneurial values and best practices, as well as those of EDEM. The focus is both on the individual entrepreneur AND the team (unlike LEINN which is primarily team focused) as entrepreneurial success, despite the partnership model, ultimately depends on the effectiveness of individual entrepreneurs and their successful self-leadership, in any context. The objectives of this course include the following (in understanding, practice, and demonstration): The values, mindset, role, responsibilities, functions, habits, strategies, conduct and challenges of the REAL ENTREPRENEUR. The core success factors necessary to function as a truly effective entrepreneur managing an effective entrepreneurship project. The resources and tools for continued development as an entrepreneur. The fundamentals of business feasibility, profitability and challenges. Diverse business and organizational models relevant to their level in the entrepreneurship process (LEAN, CANVAS, product vs. service, etc.) The fundamentals of competitiveness (i.e. Blue Ocean) and effective navigation of the entrepreneurial ecosystem (markets, clients, etc.) and context. The key steps in the entrepreneurial processes of creating their own business project (Basic Business Plan via CANVAS, etc.). Roles and best practices in the organization and functioning of an effective entrepreneurial team. 36252 Cultura Emprendedora Página 2
PRIOR KNOWLEDGE / CONOCIMIENTOS PREVIOS Relación con otras asignaturas de la misma titulación Introducción a la economía. Fundamentos de dirección de empresas. Microeconomía. Dirección estratégica de la empresa. Marketing. Teoría de la inversión. Estrategia de marketing. Fundamentos de investigación de mercados. Otros tipos de requisitos Inteligencia emocional. Comunicación y oratoria. Productividad personal. Técnicas de venta. COMPETENCIES / COMPETENCIAS BÁSICAS: GI.1 Analysis and synthesis GI.2 Organization and planning GI.6 Ability to search and analyze information from varied resources. G.I 7 Problem solving GI.8 Decision making GI.9 Effective negotiation GI.10 Effective communication and presentation of complex concepts GP.1 Teamwork GP.2 Interpersonal relations GP.3 Critical thinking and analysis GS.1 Self study 36252 Cultura Emprendedora Página 3
GS.2 Adaptation GS.3 Creativity GS.4 Leadership GS.5 Initiative and entrepreneurial spirit GS.8 Coordination ESPECÍFICAS: EG.1 - Ability to understand the diverse and fundamental components and processes of a company and its operation within the entrepreneurial ecosystem. EG.6 Successfully identify and assimilate relevant economic information and resources. EA.8 Ability to systemically define, resolve and present complex problems. EA.18 Ability to establish a system of management success indicators. EA.26 Understand the impact of economic, socio-political, sociocultural, technology and environmental variables on company activity and performance. EA.29 Ability to set objectives and create strategies for different levels of the organization and accurately evaluate needs and implications of execution. EA.30 Ability to plan, organize, control and evaluate the implementation of business strategies. EA.31 Understand and evaluate the characteristics and viability of different business strategies, on both the competitive as well as corporate levels. EA.32 Understand the purpose and function of companies as organizations and the processes and implications of their growth and development. EA.35 Understand the core characteristics of entrepreneurs and how to design effective business plans and the necessary conditions to successfully launch them. EA.36 Recognize the core drivers of business competitiveness and profitability. EA.64 Ability to analyze and make decisions about the product or service offering and its impact on value creation in the market. 36252 Cultura Emprendedora Página 4
PERFORMANCE OBJECTIVES / RESULTADOS DEL APRENDIZAJE STUDENT PERFORMANCE OBJECTIVES Upon completion of this course, students will be able to: ENTREPRENEUR / INDIVIDUAL & TEAM Understand and apply the principles and values of an entrepreneurial spirit, mindset, and conduct ( how you show up in the world ). Identify and develop core entrepreneurial competencies, habits and strategies (analysis, resourcefulness, excellence, GRIT, etc.). Understand the role, functions and responsibilities of the entrepreneur. Best practices for increasing productivity, efficiency and effectiveness in achieving executive and business goals. Understand the basic concepts of leadership in new business ventures and successful team organization and operation. Create, communicate and drive the successful execution of company vision, mission, objectives, and strategies. Tools and strategies for professional and personal growth and development (coaching, emotional intelligence EI, mindfulness, networking, etc.) BUSINESS / ORGANIZATIONAL Understand the core basics of business/entrepreneurship success models. Analyze and apply key drivers of business profitability and competitiveness. Identify business opportunities and risks and how to successfully navigate the entrepreneurial ecosystem. Understand the idiosyncrasies of diverse sectors and the core strengths necessary to succeed in each. Be aware of the most common difficulties of starting and running a business. Study and analyze core factors of success and failures in real business case studies. How to generate and develop quality business ideas. Understand and apply the CANVAS and Lean Startup methodology in their own projects (basic introduction), as well as Design Thinking. Organize key information and ideas into quality presentations and communicate them effectively. 36252 Cultura Emprendedora Página 5
COURSE CONTENTS / DESCRIPCION DE CONTENIDOS Tema 1. Definition of core concepts. 1.1 Emprender start up. 1.2 Business. 1.3 Market and the entrepreneurial ecosystem. 1.4 Entrepreneur and the team. 1.5 Entrepreneurial culture (in all its forms). Tema 2. Understanding the entrepreneurial ecosystem and the context of modern-day entrepreneurship. 2.1 Relevant economic history and where/why entrepreneurship is today. 2.2 The future of entrepreneurship and what this means for everyone. 2.3 Key stakeholders in the entrepreneurial ecosystem. 2.4 Relationships and resource flows within the system. Tema 3. Becoming the REAL entrepreneur. 3.1 Values, mindset, attitude and behavior ( showing up ). 3.2 Competencies, habits, strategies (*analytical skills). 3.3 Role, functions, and responsibilities. 3.4 Challenges and risks (professional and personal). 3.5 Keys to entrepreneurial organization and productivity (time, responsibilities, activity, etc.). 3.6 Self-leadership of the entrepreneur. 3.7 Creating and optimizing the entrepreneurial team. Tema 4. Success factors of the REAL entrepreneur & Team. 4.1 Emotional intelligence as a key driver of entrepreneurial success. 4.2 Basics in effective communication for entrepreneurial responsibilities and opportunities (negotiation and influence). 4.3 Leadership fundamentals (leadership styles, etc.). 4.4 Critical and strategic thinking. 4.5 How to embody the core drivers of your company culture (transparency, coherence, consistency, excellence, etc.). 4.6 Resources for continued development and optimization (selfcoaching, executive coaching, team coaching, consultants, training, etc.). 36252 Cultura Emprendedora Página 6
Tema 5. Presentation of key business and organizational models. 5.1 The open systems model of organizations. 5.2 Current, effective business models and corresponding case studies. 5.3 Core differences between product vs. service business models. 5.4 Introduction to LEAN startups, CANVAS business model, etc. Tema 6. The fundamentals of business profitability and competitive advantage. 6.1 Key drivers of profitability. 6.2 Perfect competition market. 6.3 What you need to analyze and learn from your competition. 6.4 The Blue Ocean Strategy of creating new innovative value. 6.5 Choosing your competitive strategy. Tema 7. Key drivers in business success and failure and what you need to know before launching your own. 7.1 Drivers of different sectors and how to succeed in each. 7.2 Why most companies fail and corresponding case studies. 7.3 How to start a business and what you have to take into account before launching. 7.4 Opportunities & risks (DAFO). 7.5 Best practices for continued excellence and innovation. Tema 8. The entrepreneurial process and introduction to CANVAS and LEAN methodology (Basic Business Plan). 8.1 Key steps in the entrepreneurial process and primary considerations for each. 8.2 Understanding the CANVAS model, its component areas and using it to develop your business idea. 8.3 Understanding the LEAN methodology and using it to test the viability of your business. Tema 9. Synthesizing your idea into a powerful presentation. 9.1 How to develop and present the core information in pitching a business idea (Preliminary Investor Pack). 9.2 Public speaking and presentation skills (Part 2 Part 1 was given in the Effective Communication workshop). 36252 Cultura Emprendedora Página 7
WORKLOAD / VOLUMEN DE TRABAJO ACTIVIDADES PRESENCIALES HORAS Lectures 25.0 Complementary practical activities 25.0 Group presentations 10.0 Total Actividades Presenciales 60.0 ACTIVIDADES NO PRESENCIALES Self study and complementary readings/cases 20.0 Real-market activities 30.0 Group/Business development preparation 40.0 Total Actividades No Presenciales 90.0 TOTAL 150.0 TIMELINE / CRONOGRAMA TEMA / PRÁCTICA SESIÓN (Semana) Tema 1. Definition of core concepts Session 1 Tema 2. Entrepreneurial Ecosystem & context Session 2 Team 3. Becoming the REAL Entrepreneur & Entrepreneurial Team Team 4. Success factors of the REAL Entrepreneur Tema 4. Success factors of the REAL Entrepreneur Tema 5. Key business and organizational models. Introduction to CANVAS, LEAN, Design Thinking, etc. Tema 6. Key drivers of profitability, feasibility and perfect competition Tema 6. Knowing your competition, Blue Ocean Strategy and choosing your own Tema 7. Success drivers of different sectors and why most companies fail Tema 7. What you need to take into account before launching your business, DAFO, best practices for continued success Sessions 3&4 Sessions 5&6 Sessions 7&8 Session 9&10 Session 11&12 Session 13&14 Sessions 15&16 Sessions 17&18 36252 Cultura Emprendedora Página 8
Tema 8. Entrepreneurial process and introduction to CANVAS methodology (Basic Business Plan) Tema 8. Developing and testing your idea using LEAN methodology Tema 9. Synthesizing your idea into a powerful presentation Tema 10. Vetting your idea (Business Boot Camp) Tema 10. Synthesizing your idea into a powerful presentation and final changes Session 19&20 Sessions 21&22 Sessions 23&24 Session 25&26 Sessions 27&28 Tema 10. Final presentations Session 29&30 TEACHING METHODOLOGY / METODOLOGIA DOCENTE According to the core competencies to be developed, the following methodologies will be used along the course: Class presentations of technical concepts as detailed in the CRONOGRAMA, it is recommended to review the corresponding preparation material (books, articles, videos, etc.) prior each session. Homework (individual and group work) to solidify understanding and application of core content. Individual study and reflection to deepen understanding and application of core concepts (via Trello/Journal). Practical, interactive group activities to broaden the knowledge base and promote teamwork, collaboration and the development of an entrepreneurial mindset. Practical, real market projects real life, in-the-field testing of concepts (Clip, Rejection Therapy, etc.) Diverse media and resources to foster a dynamic and creative learning process. Case studies analysis of real-life examples of success and failure to anchor application of theoretical and practical concepts. Student presentations to strengthen professional presentation and communication skills, proof of concept exercises and overall excellence in entrepreneurial delivery. Business Boot Camp thorough vetting process of each business idea prior to final presentations. 36252 Cultura Emprendedora Página 9
EVALUATION CRITERIA / EVALUACIÓN Y ASISTENCIA EVALUATION CRITERIA This course will not be evaluated with examinations, as it is not an effective measure of performance for the type of knowledge and skills to be presented and learned in the program. Rather, performance will be evaluated through a series of practical activities and participation as detailed below. Therefore each course will only have one opportunity for evaluation, as there will be no examination sessions. Students who suspend the course, for whatever reason, will be required to take it the next term it is available. The course will be graded according to the following scheme: CLASS PARTICIPATION (20%) Attendance and active participation is essential and all students are expected to participate. Moreover, the continued and consistent demonstration of entrepreneurial spirit, mindset and practice will be a core objective and evaluation point for the course, both as an individual, as a team and as a market community overall. This includes intelligent and relevant discussions and feedback to others, thoughtful individual reflection and study, dedicated teamwork and creative idea generation and collaboration, and resource sharing, amongst other abilities. ACTIVITIES & HOMEWORK (20%) This includes assignments to be prepared prior to each class as well as activities performed in the classroom in order to solidify knowledge and practice the practical application of all assignments. REAL-MARKET PROJECTS (20%) These activities are to be performed outside of class in the real world and will be graded separately from other homework. Their objective is to launch and engage students immediately into practical testing and experimentation of concepts presented in class so as to optimize their learning process and gather real data. BUSINESS IDEA & PRESENTATION (40%) Each student, working either individually or in a team, will be expected to choose, develop and present a quality business idea by the end of the course. This is fundamental as it will be the project further developed in the subsequent course, Creativity & Innovation. This consists of two main categories: o BUSINESS DEVELOPMENT WORK (20%) All assignments and activities directly related to the development and launch of the business idea. 36252 Cultura Emprendedora Página 10
o BUSINESS IDEA PRESENTATIONS (20%) Includes both the Business Boot Camp initial business idea presentation and the Final Presentation. In order to pass the course, students must complete all real-market activities and presentations and achieve an overall grade of at least a 5 out of 10. Final grades will be a weighted average of all the components listed above and must be greater than 5: 0,2(class participation) + 0,2(homework + activities) + 0,2(real-market projects) + 0,4(business work and presentations). CLASS ATTENDANCE Class attendance is compulsory for the appropriate understanding and application of the course material. Unjustified absences of more than 3 classes will result in automatic suspension of the course. REFERENCES / REFERENCIAS REQUIRED READING Jarillo, J.C. (2002): La lógica estratégica. Evite los errores. Ed. Deusto S.A. Ediciones. Barcelona. LINK Ries, E. (2012): El método de lean startup. Ed. Deusto S.A. Ediciones. Barcelona. LINK Kim, C.W. (2008): La estrategia del océano azul. Ed. Verticales de Bolsillo. Barcelona. LINK Osterwalder, A., Pignuer, Y. (2011): Generación de modelos de negocio. Ed. Deusto S.A. Ediciones. Barcelona. LINK ADDITIONAL RESOURCES Planes, J. (2010): Revoluciona tu vida. Desata tu potencial. Ed. Supérate. Pontevedra. Covey, S. (2011): Los siete hábitos de la gente altamente efectiva. Ed. Paidós Ibérica. Barcelona. LINK 36252 Cultura Emprendedora Página 11
Collins. J. (2011): Empresas que sobresalen. Porque algunas pueden mejorar la rentabilidad y otros no. Ed. Deusto S.A. Ediciones. Barcelona. LINK Gladwell, M. (2011): Fuera de serie (OUTLIERS). Porque algunas personas tienen éxito y otras no. Ed. Punto de Lectura. Madrid. LINK Gladwell, M. (2011): El punto clave. Como los pequeños cambios pueden provocar grandes efectos. Ed. Punto de Lectura. Madrid. LINK Michalko, M. (2010): Tinkertoys. A handbook of creative thinking ideas. Ten Speed Press. New York. LINK 36252 Cultura Emprendedora Página 12