Multimedia University: Faculty of Management BCE 7010: Commercialization and Entrepreneurship
Lecturer: Assoc. Prof. Dr. Kamarulzaman Ab. Aziz. Contact details: Email:
[email protected] Room: FOM BR 2004/0014 Ext.: 5686 Consultation: By Appointment This course aims to instil awareness that research ideas could be commercialized. Armed with this knowledge, students can inevitably carry out more research relevant to industry so that commercialization of the preconceived ideas is made possible in the near future. References: Kenji Uchino (2010). Entrepr (2010). Entrepreneurship eneurship for Engineers. Engineers. CRC Press: Boca Raton. Jay Mitra (2012). Entrepreneurship, Entrepreneurship, Innovation and Regional Development: Development: An Introduction. Routledge: Introduction. Routledge: London. DeGeeter & Melvin (2008). Technology Commercialization Manual: Strategy, Tactics, and Economics for Business Success. Success . Med-Launch Inc. Kuratko (2009). Introduction Introduction to Entrepreneurship. Entrepreneurship. 8th Edition. South-Western Cengage Learning: USA. Assessment: Coursework - 100% Assignment 1 – 30% 30% Assignment 2 – 40% 40% Assignment 3 – 30% 30%
Coursework: Assignment 1:
My Master/Doctoral Research: Value and Commercial Potential This assignment requires you to reflect on your master/PhD research. This assignment is an individual assignment. You are to give a brief introduction to the work, aim and scope. Then discuss the value of the work in terms of its novelty and importance. Finally, reflect on the commercial potential of the work (the findings, outputs or possible applications created based on the work). In other words, the report should be structured along the following sections: Introduction to your master/doctoral work Research aim, scope and expected output
Research motivation Research significance and importance o Novelty – brief review of state of the art Research gap o o Research problem Assessment of commercial potential of the work What are the expected findings, outputs or possible applications created o based on the work o Who are the key stakeholders – those who will use or benefit from the research output Does the work have any commercial potential? Please elaborate. o o If yes, do you have any intention to pursue the commercial potential? Reasons/justifications o Concluding remarks References
Please write no more than 5000 words, excluding references. Please submit both hard and softcopy of the essay. Assignment 2:
Entrepreneurship Workshop Participate in the Start-up Weekend MMU, an interactive workshop held to drive the entrepreneurial culture in the university. Date: 14 – 16 August 2015 Venue: MPH Assignment 1 can serve as an input for your active participation in the workshop. Upon completion, please submit a 3 pages (maximum) report on the programme, its activities, and your performance. Include pictorial evidence as well as other supporting material as appendix in your report. Assignment 3:
My Master/Doctoral Research: Commercialization Strategy The project is designed to ground the theoretical knowledge learned as well as provide practical application insights on research commercialization. The exercise is also designed to highlight the importance of entrepreneurial skills and mind-set for commercializing IP. Following is the brief: Following from the first assignment, you are to write a report outlining how you would commercialize your research output/innovation. Start by reviewing your research output/innovation, its market feasibility analysis (you may also include the technical feasibility analysis) and your proposed commercialization strategy (with justification). If you feel that your work has no commercial potential, you may select other research project you are familiar with for the report.
The report should be structured along the following sections: 1. Introduction 2. The Innovation The what, how, why, when, etc. ○ The underlying technology, design/technical specifications, the features, ○ benefits, advantages, potential, etc. The inventor, IP ownership, etc. ○ 3. The Market Feasibility Analysis ○ Market potential (Identification of potential customers and their dominant characteristics (e.g., age, income level, buying habits), Potential market share (as affected by competitive situation), Potential sales volume, Sales price projections), Market testing (Selection of test , Actual market test , Analysis of market ), Product Desirability, Product Demand, Marketing planning issues (Preferred channels of distribution, impact of promotional efforts, required distribution points (warehouses), packaging considerations, price differentiation). 4. The Technical Feasibility Analysis (Optional) Crucial technical specifications (Design, Durability, Reliability, Product ○ safety, Standardization), Engineering requirements (Machines, Tools, Instruments, Work flow), Product development (Blueprints, Models, Prototypes), Product testing (Lab testing, Field testing), Product Desirability and Product Demand. 5. The Proposed Commercialization Strategy Sale, licensing, startup, spinoff, merchandising, etc. o Justification for the proposed strategy o The implementation plan. o 7. Conclusion 8. Reference List 9. Appendix ○ For any supporting material (e.g.: survey form, interview transcripts, diagrams, etc) or additional notes Please write no more than 5000 words, excluding references and appendices. Please submit both hard and softcopy of the essay. Class Policies: Important dates: th Assignment 1 submission deadline, 5pm, Friday, Week 6, 7 August 2015. st Assignment 2 submission deadline, 5pm, Friday, Week 8, 21 August 2015 . th Assignment 3 submission deadline, 5pm, Wednesday, Week 14, 30 Sept 2015 . All assignments must not exceed Turnitin Similarity Index of 20%. If any student feels that they will not be able to meet the dateline please inform the lecturer two weeks before the due date. Late submission of assignments will be penalised at the rate of 2 0% per day.
~ Thank You ~
