104324 - ENTREPRENEURSHIP AND INNOVATION

Subject type: Mandatory

Coordinator: Maddalena Fedele

Trimester: Second term

Credits: 6

The subject aims for students to know the basics, the most relevant theoretical models and key concepts about entrepreneurship. The student begins with the entrepreneurial process, from the generation of the entrepreneurial idea, to the evaluation and implementation of the project. With the practical part of the subject, the student discovers the characteristics of entrepreneurs, and the resources needed to undertake, understand and know how to apply the knowledge acquired in order to carry out an entrepreneurial project.

Basic competence:

• Possess and understand the knowledge that provides a basis or opportunity to be original in the development and/or application of ideas, often in a research context.
• That students know how to apply the knowledge acquired and their ability to solve problems in new or unfamiliar environments within wider (or multidisciplinary) contexts related to their field of study.
• That students are able to integrate knowledge and face the complexity of formulating judgments based on information that, despite being incomplete or limited, includes reflections on the social and ethical responsibilities linked to the application of their knowledge legal
• That students know how to communicate their conclusions and the knowledge and ultimate reasons that support them to specialized audiences in a clear and unambiguous way.
• That students possess the learning skills that enable them to continue studying in a way that will have to be largely self-directed or autonomous.

Transversal skills:

• Lead a team and work with multidisciplinary teams, actively participating in tasks and negotiating in the face of dissenting opinions until reaching consensus positions.
• Recognize the diversity of points of view, understand multiculturalism and be able to make your own opinions known while respecting divergent opinions.

Specific skills:

• Plan and manage events, seminars and conferences related to entrepreneurship and innovative business creation.
• Apply planning and control tools for entrepreneurial projects of a local or international nature and in real or virtual environments.
• Apply competitive intelligence to detect signs of change, analyze trends, reactions and strategies of current and/or potential competitors.
• Knowing how to apply and adapt technology for the creation of entrepreneurial projects.
• Foster relational capital by creating social networks and joining existing ones in order to get the most out of them in the development and application of your business idea.

The work methodology combines three aspects:

1. Theoretical sessions:

Face-to-face master class on the different topics of the program. The classes have audiovisual support (powerpoint presentations and supporting video capsules) for the concepts and theoretical aspects discussed in class. Classes are dynamic, with active student participation.

2. Individual learning.

Throughout the course, different activities related to the theory explained in class were proposed and solved individually. These are non-classroom activities dedicated to reading complementary topics, searching for information, solving exercises, and research. They are delivered through the virtual campus, within previously established delivery times.

3) Directed learning.

Face-to-face training in small work groups. Different practices are carried out with the aim of deepening and fixing the knowledge acquired with theory, putting into practice what was explained in class. It starts from specific material that is complemented by searching for information and external documentation to solve practical questions. Practices are done in groups of 2 or 3 students, who learn to work in groups. The teacher can guide the different groups, so that they achieve the objectives of the practice. Exhibitions are regularly made in front of the rest of the students in the class, of the work carried out throughout the course, where after each presentation, questions and suggestions are asked about the results obtained by both the teacher and the rest of the students, encouraging the exchange of ideas and points of view. These exhibitions aim to improve the student's skills in the exhibition and defense of their work, and at the same time achieve a more active participation of the students.

Topic 1. Introduction.

1.1. Objectives of the course.

1.2. Evaluation of the subject.

1.3. Course methodology.

1.4. What is entrepreneurship?

1.5. What is innovation?

1.6. Examples of innovations in the audiovisual industry.

1.7. Type of innovation.

1.8. Practical sessions.

T2. Generation of ideas. Design Thinking.

2.1. Basic principles.

2.2. Success factors in the market.

2.3. Examples of influential people.

2.4. Talent assessment.

2.5. motivation

2.6. Personality test. Meyers Briggs test.

2.7. The leadership

2.8. Skills and characteristics of the entrepreneur.

T3. innovation

3.1. Concept of innovating.

3.2. Examples of innovations.

3.3. The innovation funnel.

3.4. Vision of the future

3.5. the unicorns

3.6. Scope of innovation.

3.7. Emerging trends and technologies.

3.8. Need to innovate. Role of the innovative team. Evolutionary process.

3.9. Type of innovation.

3.10. Examples of more recent disruptive technologies.

3.11. Fundamental parameters of a "startup".

3.12. Examples of innovations that are successful and others that are not.

3.13. Adoption of the innovation by the market.

3.14. Innovation results.

3.15. Return on investment in innovation.

3.16. open innovation

3.17. Co-creation

Q4. Business model

4.1. vision

4.2. Internal development.

4.3. PESTEL analysis.

4.4. VRIO analysis.

4.5. SWOT analysis.

4.6. Examples of SWOT.

4.7. Business model

4.8. Canvas method.

4.9. Business model classification.

4.10. Examples of Canvas.

4.11. Business strategy.

4.12. Blue ocean and red ocean concept.

4.13. Developing a blue ocean.

4.14. Blue Ocean: Four Actions.

4.15. Canvas strategy.

4.16. Examples of Blue Ocean Canvas strategies.

T5. marketing

5.1. Definition of marketing.

5.2. Type of marketing.

5.3. Feasibility analysis.

5.4. Marketing orientation.

5.5. Mass marketing and one to one marketing.

5.6. Value delivered to the customer.

5.7. Segment and locate the customer.

5.8. RFM analysis.

5.9. Pareto diagram.

5.10. Customer behavior.

5.11. market Analysis of competitors.

5.12. PEST analysis.

5.13. Five forces analysis.

5.14. General description of the market. Reference market.

5.15. Market segmentation criteria and strategies.

5.16. Market growth. BCG matrix.

5.17. Example of application of the BCG matrix.

5.18. Market attractiveness and competitive position. Matrix of GE/McKinsey.

5.19. Factors related to market attractiveness and competitive position.

5.20. GE/McKinsey matrix calculation example.

5.21. Analysis of competitors.

5.22. Marketing plan.

5.23. Positioning map.

5.24. Examples of positioning maps.

5.25. Marketing mix.

5.26. Product life cycle.

T6. finance

6.1. Economic and financial plan.

6.2. Income forecast.

6.3. Expense forecast.

6.4. financing

6.5. Concept of active and passive value.

6.6. Amortizations

6.7. Example of amortization calculation.

6.8. Cost-benefit analysis.

6.9. Fixed and variable costs.

6.10. Direct and indirect costs.

6.11. Production costs.

6.12. Balance point

6.13. Calculation of the break-even point.

Students do three types of activities:

1. Learning in class, where both theoretical concepts and supporting exercises are taught.
2. Individual activities, where the student searches for information, or does exercises.
3. Group work, where students learn to work in groups in practical cases.

Continuous assessment throughout the term. Students must pass the continuous assessment in order to pass the entire subject.

• Individual activities 30%. These are activities related to the topics discussed in class, done individually. They must pass the assignments with a minimum grade of 5/10.
• Group practices 30%. These are practices related to the theory seen in class. Practices are done in groups of 2 to 3 people per group, and the grade is for the practice group. They must pass the assignments with a minimum grade of 5/10 per group.
• Final exam 40%. You must pass the final exam with a minimum grade of 5/10. Students must pass the final exam to pass the completed subject.

Evaluation during the recovery period:

• The final exam is made up, with the make-up exam.
• Practices and individual exercises are not recovered.

Business Model Generation. Alexander Osterwalder.

The Startup Owner's Manual. Steve Blank, Bob Dorf.

Innovation management guide: Diagnosis. Cidem 2002.

Lean Startup. Eric Ries

Innovation management guide: Project management. Cidem 2002.

Innovation and entrepreneurship. Peter F. Drucker.

Blue Ocean Strategy. W. Chan Kim, René Mauborgne.

Entrepreneurship. David A. Kirby.

Innovation as a learning process: Embedding Design Thinking. Sara L. Beckman, Michael Barry.

The black book of the entrepreneur: don't say they never warned you. Fernando Trias de Bes.

Causes of failure of entrepreneurs. Jaume Valls, Claudio Cruz, Albert Torruella, Eduardo Juanes, Miguel Canessa, Esther Hormiga.

Mini guide: an introduction to design thinking. Hasso Plattner