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Ateneo de Manila University

John Gokongwei School of Management

Department of Marketing and Law

Course Syllabus
Course Title:
Course Code:

Business Venture Lab 1 & 2

MKT199C / MKT199D

Course Credit:

6 units
Summer / 2012-13

1. Objectives:
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.
The program will guide the students to progress their accepted business proposals to marketready 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 three-term course, student teams are expected to have:
1- Understanding of individual emotional, mental and financial readiness for getting into
2- Identified a business concept to incubate for the next 12 months.
3- Prepared a Business Plan including Category & Market Scan, Research, Functional
Strategies, 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. Required qualifications/characteristics/credentials of participants:

The course 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
school programs that occur in the Summer for incoming Seniors, primarily OJT, internships and the
JTA, the program may enroll students for a 3-unit load (Marketing 199D) during the initial
(Summer) term, provided a class is available and at the discretion of the Program Director.
There are no prerequisite courses being required of a SoMBA student. It is, however,
encouraged that students team-up with members who 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.

3. Course Description - Summer Term:

Business Venture Laboratory 1 and 2 are the first courses of a 3-consecutive school term
program that will coach students into starting-up a sustainable company. These Summer Courses
comprise the initial modules of a three-consecutive term program that will coach students in
developing their product or service idea into a working model. This course is designed to involve
students with the essential steps to generating the product or service basis for a startup enterprise,
Validation of the business idea vis--vis market realities
Building a core team that can effectively work together in an unstructured, time-bound,
high-pressure entrepreneurial environment.
Understanding the alpha-, beta-, and gamma-tests for new products
Developing a proof-of-concept model
After appraising their product/service proposals, the accepted groups will analyze their
markets and the market categories they will participate in. They will determine the feasibility and
acceptability of their product in this marketplace. They will then be tasked to develop a prototype
of the product or service by the end of the Summer term. This will be a working model of their
business proposal.
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
(Marketing 199C) where instructions will be on whole-class basis, is the academic part of the
course and will be graded individually; another sub-module (Marketing 199D) where consultations
will be on a direct one-on-one basis with each group, will be the practical part of the course and will
have a group grade (though mitigated individually by peer evaluation).
For this Summer term, the following will be the theme, objective and outputs required:

What is the Basis of the Business
Product Development


Product Feasibility


Go/No Go Analysis

The term ends on the last regular class day (prior to Finals) where each group will show and
exhibit a prototype of their accepted product proposal.

4. 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; 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.

5. Grading System
Grading Summary and Methodology for INDIVIDUAL (199C):

Reaction Paper
Reflection Paper
Business Essay Seatwork
Graded Participation


Grading Summary and Methodology for GROUP (199D):

Go/No Go Analysis & Panel Presentation
Research Paper
Peer Evaluation

Grading System:



6. Policies and Other Requirements


Students are required to have email addresses.

Students are required to subscribe to the section e-group.
Attendance will be checked.
The dress code will be enforced.
No student should try to negotiate for special projects to improve grades.
Dishonesty in all forms, including cheating and plagiarism, will be strongly penalized.
Cell-phones will be allowed inside the classroom provided that they are in silent mode.
Should it be necessary for a student to answer a call, he/she should step out of the classroom
as discreetly as possible, so as not to disturb the rest of the class.
8. During examinations, cell-phones will have to be turned off. If a student is expecting an
urgent and/or important call/message, that student should submit his/her cell-phone and
pager to the instructor at the start of the session.

7. Others
: Please see me at SOM 205
Cellphone Numbers : Mr. Miclat (0917) 794 2325
eMail Addresses


: Mr. John Lagdameo at SOM 205 or the Faculty Room

: Mr. Lagdameo (0917) 819 8938