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Ateneo de Manila University: John Gokongwei School of Management
Ateneo de Manila University: John Gokongwei School of Management
Course Syllabus
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Course Title: Business Development Lab 1&2 Course Credit: 6 units
Course Code: MKT199F / MKT199G Semester/SY: 1st / 2012-13
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.
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
entrepreneurship.
2- Identified a business concept to incubate for the next 12 months.
3- Prepared a 25-page business plan including 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.
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 will
be academically-focused (Marketing 199F) where instructions will be on a whole class-basis
and will be graded individually; the other sub-module will be the practical side of the program
(Marketing 199G) where consultations will be directly with each group and will be given a
group grade which, however, may be modified individually by Peer Evaluation.
For the First semester, the following will be the theme and objective of the course and
the key outputs required from the groups:
The First Semester modules end on the last regular class day (prior to Finals). The last
two regular days of the semester shall be the EXPO DAYs. However, we will try to book
spaces in the latest JSEC Challenge Days to achieve maximum impact for the SoMBA
products. These could be late-September or early-October. This will be the culminating
activity for the course where each group will show, exhibit and sell (where possible) their
product or service at a two-day Expo Fair on the JGSOM grounds.
3. Objectives
The program will guide the students to progress their accepted business proposals to
market-ready 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.
The program 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 other school programs that are conducted in the Summer for incoming Seniors,
primarily OJT, internships and the JTA, this program accepts students to enroll for only a 3-unit load
(Marketing 199D) during the initial (Summer) term.
There are no prerequisite courses being required of a SoMBA student. It is, however,
encouraged that non-Management, i.e., non-JGSOM, students team-up with JGSOM students
who would 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.
5. 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.
6. Grading System
1) Each student will choose a different topic within a group on the competitive dimensions of
their business, as follows:
2) The group will decide among themselves what topics are relevant and how to equitably
divide the research work. They will then inform the professor about the assignment for
each member.
3) Each member will write a 3-to-4 page research report (excluding attachments) to include:
a) Description and brief analysis of the current practices/strategies in the industry
especially of the major players
b) Practices/Strategies that the company should adopt, change or improve upon in order to
succeed in the business
c) Rationale for adopting, changing or improving such practices/strategies and
implications
4) Grading criteria:
a) Comprehensiveness (covers all essential elements)
b) Organization and clarity
c) Relevance and practicality of recommendations for the group or business
On Peer Evaluation, the students will be asked to force-rank themselves and other
members of their respective groups. (The basis for their rankings should be the degree and
significance of the contribution of the member to the group’s total effort.) These rankings will
be considered in the group grades.
GRADING SYSTEM
A 4.00
A- 3.75
B+ 3.50
B2 3.25
B 3.00
B- 2.75
C+ 2.50
C2 2.25
C 2.00
D 1.00
F 0
7. Others