Warrington College of Business Administration | University of Florida

MBA SHORT PROGRAMAt the University of Florida in Gainesville, Florida

October 19th – 31st, 2014

PROGRAM OVERVIEWIn today’s dynamic and fast-changing markets, approaching entrepreneurship as a manageable process and having knowledge, skills, and strategies for managing marketing (new product development and brand) are crucial for business managers at every level of business organization. This twelve-day program is designed to provide business professionals with concepts, tools, processes, and strategic insights to entrepreneurship and marketing management along with company visits.

TWO COURSES B Course A – Problems and Methods in Marketing

Management: 9 modules (each module: 3 hours)

B Course B - Entrepreneurship and the Entrepreneurial Mindset: 10 modules (each module: 3 hours)

THREE COMPANY VISITS

UF-UFPR Program CoordinatorsHyunjoo Oh, Ph.D. Research Director, UF Center for Retail ing Education & Research

Cleverson Cunha, Dr. Coordinator of MBA Estrategic Management - UFPRDanielle Montovani, Dra. Coodinator of MBA Marketing - UFPR

Daniel Roberto Guimaraes Pereira, Dr. PUCPR

(41)3360-4480 www.mbage.ufpr.br

Department of MarketingMiller Center for Retailing Education & Research

Warrington College of Business Administration | University of Florida

ABOUT THE UNIVERSITY OF FLORIDA IN GAINES-VILLE, FLORIDAWith an enrollment of nearly 50,000 students annually, UF is home to 16 colleges and more than 150 research centers and institutes.

Florida’s leading university traces its beginnings to a small seminary in 1853. It opened its doors in Gainesville in 1906 with 102 students. Today, it is one of the most comprehensive and academically diverse universities in the nation.

Since 1985, UF has been a member of the Association of American Universities, the higher-education organization comprising the top 62 public and private institutions in North America.course in the MBA program. The theme of the course deviates somewhat from traditional core marketing courses by adopting a strategic perspective. Whereas most core marketing courses focus on the “nuts and bolts” of classic marketing tactics (i.e., product, price, promotion, and distribution), this course emphasizes issues that relate to sustainable competitive advantage. It

By the Numbers

B UF has nearly 4,000 faculty members with distinguished records in teaching, research and service, including 37 Eminent Scholar chairs and 42 faculty elections to the National Academy of Sciences, Engineering, the Institute of Medicine, or the American Academy of Arts and Sciences.

B UF ranked fourth in the number of start-up companies created in 2012.

B UF’s annual economic impact on the state of Florida exceeds $8.76 billion.

B UF activities generate an estimated 106,118 statewide jobs, including more than 41,000 university employees and those employed by supporting businesses.

B Every state dollar appropriated to the University of Florida results in a $15 return on investment.

B More than 367,000 alumni are located throughout the world. University of Florida graduates can be found in all 50 states and more than 135 countries, truly demonstrating that the Gator Nation is everywhere.

B UF alumni include at least nine former Florida governors, two Nobel Prize laureates, eight NASA astronauts, eight former U.S. ambassadors, and dozens of professional and amateur athletes.

Warrington College of Business Administration | University of Florida

COURSE A: PROBLEMS AND METHODS IN MARKETING MANAGEMENT BY DR. JOSEPH ALBACourse description:

This course presupposes that participants have little formal training in marketing and marketing strategy. Thus, its dual objectives are to cover the fundamental dimensions of marketing while also honing the student’s ability to make well-reasoned managerial decisions. The content includes all of the material covered in the full-time MBA core class. In addition, the course includes a lengthy module on product development, which is typically taught as a separate elective course in the MBA program. The theme of the course deviates somewhat from traditional core marketing courses by adopting a strategic perspective. Whereas most core marketing courses focus on the “nuts and bolts” of classic marketing tactics (i.e., product, price, promotion, and distribution), this course emphasizes issues that relate to sustainable competitive advantage. It considers the tactical topics as well, but from a strategic perspective whenever possible.

Joseph W. Alba is Distinguished Professor of Marketing, James W. Walter Eminent Scholar Chair in Entrepreneurship, and chair of the Department of Marketing at the University of Florida Warrington College of Business, where he has been a faculty member since 1981. His research focuses on decision making, brand equity, product design, and pricing. He is a recipient of the Journal of Marketing MSI/Paul Root Award, the AMA Louis Stern Award, the Sheth-JCR Foundation Award, has twice been the recipient of the Journal of Consumer Research Outstanding Article Award, and has twice been a finalist for the Journal of Marketing Research O’Dell Award. He is a Fellow of the Society for Consumer Psychology, the American Psychological Association, and the Association for Consumer Research. He has received the Distinguished Scientific Contribution Award from the Society for Consumer Psychology and the Paul D. Converse Award from the American Marketing Association and was named a Research Foundation Professor by the University of Florida. Dr. Alba is a past President of the Association of Consumer Research and a former associate editor of the Journal of Consumer Research. He has served on the editorial boards of the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Behavioral Decision Making, Journal of Retailing,

and Marketing Letters. He has received Outstanding Reviewer Awards from the Journal of Marketing, Journal of Consumer Psychology, and the Journal of Consumer Research. His teaching focuses on marketing strategy and new product development in the UF MBA and Executive MBA programs. He is the recipient of more than a dozen MBA Outstanding Teacher Awards, and his PhD students have won several Ferber JCR Dissertation Awards and John Howard AMA Dissertation Awards.

Dr. Joseph Alba

Warrington College of Business Administration | University of Florida

COURSE A: PROBLEMS AND METHODS IN MARKETING MANAGEMENT BY DR. JOSEPH ALBACourse material:

B Class Note: Distributed in class

B Readings Packet: Delegates will be provided with a readings packet in advance of the program.

Course Outline:

Introduction – Marketing strategy

Reading:

H HBR article: Can You Say What Your Strategy Is?

H HBR article: Manage Customer Centric Innovation

H SMR article: Creating Growth with Services

H HBR article: The Coherence Premium

Segmentation & Positioning

Reading:

H HBR article: Transforming Strategy One Customer at a Time

H HBR article: Rethinking Marketing

Case: Calyx & Corolla

Competition & Product Life-Cycle

Reading:

H HBR article: Charting Your Company’s Future

H HBR article: Innovation Versus Complexity

H HBR article: A Practical Guide to Combining Products and Services

H SMR article: The 12 Different Ways for Companies to Innovate

Case: Sealed Air Corporation

Product Development I

Reading:

H HBR article: Putting Customers in the “Wish Mode”

H SMR article: The Age of the Consumer-Innovator

H HBR article: Spark Innovation through Empathic Design

Product Development II

Reading:

H HBR article: Using the Crowd as an Innovation Partner

H HBR article: The Customer-Centered Innovation Map

H HBR article: The House of Quality

Pricing and Distribution

Reading:

H HBR article: Principle of Pricing

Advertising

Reading:

H HBR article: Creativity of Advertising

H HBR article: Advertising’s New Medium: Human Experience

Branding

Reading:

H HBR article: What Marketers Misunderstand About Online Reviews

Quality…Loyalty

Reading:

H HBR article: Building Loyalty in Business Markets

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Warrington College of Business Administration | University of Florida

COURSE B: ENTREPRENEURSHIP AND THE ENTREPRENEURIAL MINDSET BY DR. MICHAEL MORRISCourse description:

Entrepreneurship is about transforming people, organizations, markets, industries and societies. It is a source of empowerment and advantage, and applies in both start-up and corporate contexts, and in non-profit and for-profit organizations. Importantly, entrepreneurship is a mindset that individuals bring to many facets of their professional and personal lives. In this course, we explore this entrepreneurial mindset and examine entrepreneurship as a manageable process. Unique entrepreneurial competencies are identified that can enable the entrepreneur to successfully overcome uncertainty, ambiguity, chaos and the many inherent obstacles when one is attempting to launch new ventures and concepts. We examine opportunity recognition, the development of viable business models, approaches to resources, implications of technology, the manner in which successful ventures emerge, types of entrepreneurs and types of ventures, ways to encourage entrepreneurial behavior at the individual and organizational levels, and exit strategies, among other topics.

Michael H. Morris holds the George and Lisa Etheridge Professorship at the University of Florida, where he is the Academic Director of the Entrepreneurship Program. He previously was the N. Malone Mitchell Chair and founded the School of Entrepreneurship at Oklahoma State University, and before that launched the Department of Entrepreneurship at Syracuse University. The entrepreneurship programs he has built at different universities have been ranked in the top ten nationally and received global recognition for excellence. Dr. Morris is a pioneer in curricular innovation and experiential learning. His entrepreneurial outreach efforts have facilitated the development of hundreds of ventures, and he has started three ventures of his own. Professor Morris is the director of the Experiential Classroom, founded in 1999, which shares best practices in entrepreneurship education with faculty from around the globe. He annually coordinates the Entrepreneurship Empowerment in South Africa Program, where faculty and students assist historically disadvantaged entrepreneurs in building their companies. He has authored 11 books and published over 130 articles in peer-reviewed journals. He co-edits the Prentice-Hall

Entrepreneurship Series, and is editor emeritus of the Journal of Developmental Entrepreneurship. Dr. Morris is a Past President of the United States Association for Small Business and Entrepreneurship (USASBE), and has chaired the American Marketing Association’s Entrepreneurship & Marketing Taskforce. He has been awarded the Edwin & Gloria Appel Prize for contributions to entrepreneurship. A former Fulbright Scholar, Dr. Morris was selected as a top twenty entrepreneurship professor by Fortune Small Business, and received the Leavey Award from the Freedoms Foundation for impacting private enterprise education. USASBE recognized him as Entrepreneurship Educator of the Year in 2012.

Dr. Michael Morris

Warrington College of Business Administration | University of Florida

COURSE B: ENTREPRENEURSHIP AND THE ENTREPRENEURIAL MINDSET BY DR. MICHAEL MORRISOutings:

B We will have two outings, one to the Innovation Hub and one to Starter Space, both in Gainesville. Dates and times will be announced.

Materials:

B Book: J. Mullins and R. Komisar, 2009. Getting to Plan B: Breaking Through to a Better Business Model, Harvard Business Review Press

B Readings Packet: Delegates will be provided with a readings packet in advance of the program.

Course Outline:

The Entrepreneurial Revolution; The Entrepreneurial Mindset; Entrepreneurial Thinking and Acting; The Process; Contexts for Entrepreneurship

Reading:

H Reading #1

Case: Solar Feeder

Entrepreneurial Intensity; How to Measure Entrepreneurship; Types of Ventures; Who is the Entrepreneur?

Reading:

H Ch. 1, Don’t Reinvent the Wheel; Reading #2

Case: Icedelights

The Business Model; The Economic Model of a Venture; The Logic of Profit

Reading:

H Ch. 2, Guiding Your Flight Progress; Reading #3

Case: Zipcar

The Business Plan; Resource Acquisition; Resource Leveraging and Risk Management

Reading:

H Ch. 3, Air, Food and Water; Reading #4

Case: Golf Swing Analyzer

Understanding Markets & Customers when Starting Something New

Reading:

H Ch. 4 Avoiding Rocks and Hard Places; Reading #5

Case: Space Data Corporation

Entrepreneurial Finance; Valuation; Deal Structure

Reading:

H Ch. 6, Cash is King, Ch. 7, It Takes Money to Make Money; Reading #6

Case: Three Fish Solutions

Operations and Entrepreneurship; The Operating Model; Front Stage and Back Stage; Managing Services

Reading:

H Ch. 5, Trimming the Fat; Reading #7

Case: el Bulli

Marketing and Entrepreneurship; The Guerilla Mindset; Viral and Buzz Marketing

Reading:

H Ch. 8, Can You Balance a One-Legged Stool; Reading #8

Case: Bonnie Doon Vineyards

Growth, Family Ventures, Exit Strategies

Reading:

H Chapter 9, Getting Started on Discovering Plan B; Reading #9

Case: New Belgium Brewery

Corporate Entrepreneurship; Fostering Entrepreneurship Inside of Organizations; Facilitators and Obstacles

Reading:

H Reading #10

Case: Johnsonville Sausage

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Warrington College of Business Administration | University of Florida

SCHEDULES10/19 SUN 10/20 MON 10/21 TUE 10/22 WED 10/23 THU 10/24 FRI SAT

AM

9:00 – 12:00

Dr. Morris Entrepreneurship

Mod 1

Hough 240

Dr. Alba Marketing

Mod 2

Hough 240

Dr. Morris Entrepreneurship

Mod 3

Hough 240

Dr Alba Marketing

Mod 4

Hough 240

Dr. Morris Entrepreneurship

Mod 5

Hough 240

PM

2:00 – 5:00

6:00 – 8:00 pm

Welcome Reception at Miller Retail Center

Stuzin 100

Dr. Alba Marketing

Mod 1

Hough 240

Dr. Morris Entrepreneurship

Mod 2

Hough 240

Dr. Alba Marketing

Mod 3

Hough 240

Dr. Morris Entrepreneurship

Mod 4

Hough 240

Company visit in Gainesville Entrepreneur-ship: Innova-tion Hub

Dr. Alba Marketing

Mod 5

Hough 240

10/26 SUN 10/27 MON 10/28 TUE 10/29 WED 10/30 THU 10/31 FRI

AM

9:00 – 12:00

Dr. Morris Entrepreneurship

Mod 6

Stuzin 200

Dr. Alba Marketing

Mod 7

Bryan 232

Dr. Morris Entrepreneurship

Mod 8

Stuzin 200

Dr. Alba Marketing

Mod 9

Stuzin 200

Dr. Morris Entrepreneurship

Mod 10

Stuzin 200

PM

2:00 – 5:00

Dr. Alba Marketing

Mod 6

Bryan 232

Company visit in Ocala Marketing and Product Development: Signature Brands

Dr. Morris Entrepreneurship

Mod 7

Stuzin 200

Dr. Alba Marketing

Mod 8

Stuzin 200

Company visit in Gainesville Entrepreneur-ship: Starter Space

Dr. Morris Entrepreneurship

Mod 9

Stuzin 200

LUNCH

Stuzin 100

Program Certificate Award

Stuzin 200

PROGRAM DATES AND FEESunday, October 19th – Friday, October 31st, 2014

B Program fee*: $3,300 per person (hotel accommodation not included) + Electronic fund transfer ($30 per transfer).

*Includes program materials, break refreshments, welcome reception, three lunches, and transportation to company visits.

B Estimated individual total costs: About $4,000 per person with double occupancy

B Registration/information: www.mbage.ufpr.br

B Reitz Union Hotel is conveniently located on UF Campus within walking distance to class

H Single occupancy ($1,186; $89 per night + tax 11%) or Double occupancy ($600; $45 per night + tax 11%); Hotel payment to be made individually upon check-in.

H For Reservations call (352) 392-2151 or visit union.ufl.edu/unionhotel

WARRINGTON.UFL.EDU/SHORTMBA

MBAGE.UFPR.BR