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  • 1. BERGEN COUNTY TECHNICAL SCHOOLS ENTREPRENEURIAL SCIENCE PROJECT CURRICULUM I. Course Description ‘Entrepreneurial Science’ runs during Wednesday project time or elective time at the Bergen County Academies. The project is open to all students in their Junior year. However, enrolled students are primarily in the business and medical research programs. Students work in one of the following groups, or departments, to develop, produce, and market a novel biotechnology product: • Research & Development • Marketing • Human Resources • Finance & Strategy • Manufacturing Students work within the context of their own company. They are interviewed by other founders (students) for a position in the company, develop a product concept, determine if a market for the product exists, secure financing, develop a production plan, create a promotional campaign, and assess financial and operational risks. Instructors will employ a project based teaching strategy throughout the project. They will help students to develop a foundation of knowledge then set up the context for the application of student knowledge. II. Course Objectives Course Objectives NJCCCS The student will be able to … Standard and Strand Distinguish between essential and nonessential 3.1 G 9 information, identifying the use of proper references and propaganda techniques where present. Select appropriate electronic media for research 3.1 H 1 and evaluate the quality of the information received. Analyze and revise writing to improve style, focus 3.2 A 3 and organization, coherence, clarity of thought, 1
  • 2. sophisticated word choice and sentence variety, and subtlety of meaning. Review and edit work for spelling, usage, clarity, 3.2 A 4 and fluency. Use a scoring rubric to evaluate and improve 3.2 A 6 own writing and the writing of others. Reflect on own writing and establish goals for 3.2 A 7 growth and improvement. Employ relevant graphics to support a central 3.2 B 10 idea (e.g., charts, graphic organizers, pictures, computer-generated presentation). Exclude extraneous details, repetitious ideas, 3.2 C 5 and inconsistencies to improve writing. Compile and synthesize information for everyday 3.2 D 6 and workplace purposes, such as job applications, resumes, business letters, and college applications. Assume leadership roles in student-directed 3.3 A 3 discussions, projects, and forums. Summarize and evaluate tentative conclusions 3.3 A 4 and take the initiative in moving discussions to the next stage. Ask prepared and follow-up questions in 3.3 B 1 interviews and other discussions. Extend peer contributions by elaboration and 3.3 B 2 illustration. Analyze, evaluate, and modify group processes. 3.3 B 3 Respond to audience questions by providing 3.3 B 6 clarification, illustration, definition, and elaboration. Participate actively in panel discussions, 3.3 B 7 symposiums, and/or business meeting formats (e.g., explore a question and consider perspectives). Speak for a variety of purposes (e.g., persuasion, 3.3 D 1 information, entertainment, literary interpretation, 2
  • 3. dramatization, personal expression). Use a variety of organizational strategies (e.g., 3.3 D 2 focusing idea, attention getters, clinchers, repetition, transition words). Demonstrate effective delivery strategies (e.g., 3.3 D 3 eye contact, body language, volume, intonation, articulation) when speaking. Edit drafts of speeches independently and in 3.3 D 4 peer discussions. Modify oral communications through sensing 3.3 D 5 audience confusion, and make impromptu revisions in oral presentation (e.g., summarizing, restating, adding illustrations/details). Use a rubric to self-assess and improve oral 3.3 D 6 presentations. Explore and reflect on ideas while hearing and 3.4 A 1 focusing attentively. Listen to summarize, make judgments, and 3.4 B 1 evaluate. Evaluate the use of data in real-world contexts. 4.4 A 2 - Accuracy and reasonableness of conclusions drawn - Bias in conclusions drawn (e.g., influence of how data is displayed) - Statistical claims based on sampling Apply mathematics in practical situations and in 4.5 C 4 other disciplines. Use technology to gather, analyze, and 4.5 F 1 communicate mathematical information. Use computer spreadsheets, software, and 4.5 F 2 graphing utilities to organize and display quantitative information (cf. workplace readiness standard 8.4-D). When making decisions, evaluate conclusions, 5.1 A 1 weigh evidence, and recognize that arguments may not have equal merit. Assess the risks and benefits associated with 5.1 A 2 3
  • 4. alternative solutions. Engage in collaboration, peer review, and 5.1 A 3 accurate reporting of findings. Select and use appropriate instrumentation to 5.1 B 1 design and conduct investigations. Show that experimental results can lead to new 5.1 B 2 questions and further investigations. Understand, evaluate and practice safe 5.1 C 1 procedures for conducting science investigations. Relate disease in humans and other organisms 5.5 A 4 to infections or intrinsic failures of system. Discuss how global interconnections can have 6.2 E 5 both positive and negative consequences (e.g., international companies, transfer of jobs to foreign plants, international security and access to transportation). Compare and contrast common social and 6.2 E 10 behavioral practices in various cultures (e.g., birth, marriage, death, gender issues, family structure, health issues). Analyze the impact of communication networks, 6.2 E 12 technology, transportation, and international business on global issues. Identify entrepreneurs in the community and 6.5 A 4 describe the risks and rewards of starting a new business. Create documents including a resume and a 8.1 A 2 business letter using professional format. Construct a spreadsheet, enter data, use 8.1 A 3 mathematical or logical functions to manipulate and process data, generate charts and graphs, 4
  • 5. and interpret the results. Produce and edit page layouts in different 8.1 A 6 formats using desktop publishing and graphics software. Develop a document or file for inclusion into a 8.1 A 7 website or web page. Select and use specialized databases for 8.1 B 5 advanced research to solve real world problems. Identify new technologies and other 8.1 B 6 organizational tools to use in personal, home, and/or work environments for information retrieval, entry, and presentation. Evaluate information sources for accuracy, 8.1 B 7 relevance, and appropriateness. Compose, send, and organize e-mail messages 8.1 B 8 with and without attachments. Create and manipulate information, 8.1 B 9 independently and/or collaboratively, to solve problems and design and develop products. Integrate new information into an existing 8.1 B 12 knowledge base and communicate the results in a project or presentation. Explain how technological development is 8.2 A 2 affected by competition through a variety of management activities associated with planning, organizing, and controlling the enterprise. Analyze the factors that influence design of 8.2 C 2 products, systems, and environments. Assess personal qualities that are needed to 9.1 B 1 obtain and retain a job related to career clusters. Demonstrate teamwork and leadership skills that 9.1 B 5 include student participation in real world applications of career and technical education skills. 5
  • 6. Participate in a structured learning experience Additional technical that demonstrates interpersonal communication, education progress teamwork, and leadership skills. indicator 1 Participate in simulated industry assessments, Additional technical when and where appropriate. education progress indicator 2 Prepare industry-specific technical Additional technical reports/projects that incorporate graphic aids, education progress when and where appropriate. indicator 3 6
  • 7. III. Course Content Outline All students in the project will cover the following topics: 1) Biotechnology industry a) Origination of industry b) Overview of major accomplishments in the industry c) Biotechnology applications i) Drugs and vaccines ii) Diagnostic tests iii) Food industry iv) Environmental products v) Criminal investigation vi) Forensic medicine d) Regulatory environment e) Industry size i) Market capitalization ii) Employment iii) Investment in biotechnology companies f) Bioethics i) Stem cells ii) Cloning iii) Global health iv) Confidentiality v) Animal subjects vi) Human subjects g) Future of the industry i) Growth forecasts ii) Industry trends 2) Describe how a business organization works a) Definition of business b) Definition of profit c) Mission statement i) Definition ii) Purpose iii) Components d) Goals i) Definition ii) Purpose iii) Relationship to mission statement e) Objectives i) Definition ii) Purpose iii) SMART objectives iv) Relationship to goals f) Plans i) Define ii) Describe why planning is important iii) Relationship to objectives g) Importance of roles 7
  • 8. h) Structure of a business i) Overview of department functions (1) Human resources (2) Marketing (3) Finance and Accounting (4) Research & Development (5) Manufacturing i) Entrepreneurship i) Define entrepreneurship ii) Describe the risks and rewards of entrepreneurship j) Business plan i) Purposes of the business plan ii) Overview of components (1) Product(s) (a) Description (b) Product benefits (c) Competing products (2) Organizational plan (a) Type of business entity (b) Mission and values (c) Resumes of founders (d) Organizational structure (e) Recruiting and hiring strategy (3) Strategic analysis (a) SWOT analysis (b) Analysis of competitors (4) Marketing strategy (a) Pricing (b) Sales forecasting (c) Promotion (d) Distribution (5) Production plan (a) Production policies (b) Plant layout and design (c) Production capacity (6) Financial plan (a) Financial ratios (b) Break-even point (c) Capital needs analysis (d) Pro-forma financial statements (7) Business writing k) Enterprise resource planning systems (ERP) i) Brief overview of the evolution of ERP systems (1) Mainframes (2) Departmentalized systems (3) Centralized databases ii) Purposes of enterprise resource planning (1) Facilitate business processes (2) Integration l) Presentation skills i) Preparation 8
  • 9. ii) Visual aids iii) Connection with audience (1) Eye contact (2) Pace Students focusing in Human Resources will cover the following additional topics: 1) Human resources as a sustainable competitive advantage 2) Organizational structure a) Divisional structure b) Functional structure c) Matrix structure d) Hybrid structure e) Create an organizational structure in SAP 3) Recruiting and hiring a) Trends in recruiting and hiring i) Using Staffing Requirements Planning (1) Linking recruiting to business strategy ii) Systemizing the hiring process iii) Increased specialization in the recruiting team iv) Holding recruiters accountable for employee retention and development b) Using the “Strategic Staffing” approach to plan staffing c) Construct a hiring system i) Creating a recruiting strategy ii) Writing a job description iii) Writing a job advertisement iv) Selecting a medium for advertising openings (1) Internet (2) Newspaper (3) Trade publications (4) Campus recruiting (5) Job fairs v) Interviewing (1) Goal of the interviewer (2) Types of interviews (a) Traditional (b) Behavioral (3) Laws governing interview practices and questions vi) Candidate evaluation vii) Effective strategies for presenting a job offer viii)Negotiation d) Managing recruiting and hiring using SAP 4) Benefits and compensation strategy a) Determining salary for a specified position b) Create a compensation package that is attractive to prospective employees and meets the company’s goals c) Determine the cost of a complete compensation package 5) Creating an employee orientation program 6) Establishing corporate culture a) Develop effective strategies to deal with the growing conflict between work and family responsibilities 9
  • 10. b) Define employee recognition programs c) Construct an effective employee discipline procedure d) Establish human resources policies 7) Training and career management a) Creating an employee evaluation system b) Designing professional development plans c) Using SAP to identify employees for promotions 8) Law a) Equal employment opportunity b) Sexual harassment c) Laws governing hiring and firing d) Articulate strategies for protecting a company against wrongful discharge action Students focusing in Marketing will cover the following additional topics: 1) Product a) Describe product specifications b) Identify product benefits 2) Defining the target market a) Geographic characteristics b) Demographic characteristics c) Psychographic characteristics d) Market size e) Growth forecast 3) Market segmentation a) Segmentation of needs b) Factors that segment prospects 4) Product positioning a) Competitive analysis i) Identifying competitors ii) Describe how your product is different from competitors’ iii) Determine prices of competitors’ products b) Describe how you want your target market to perceive your product 5) Pricing a) Expenses i) Development expenses ii) Cost of goods iii) Overhead costs iv) Markup b) Quantifying the value the product generates for the consumer c) Impact of sales volume on product price 6) Sales forecasting a) Define demand b) Determine market demand c) Quantify market share d) Determine company demand e) Estimating future demand i) Macroeconomic forecast ii) Industry sales forecast 10
  • 11. iii) Company sales forecast 7) Branding a) Define branding b) Articulate the purpose of branding c) Examples of successful branding initiatives i) Coca-cola ii) Apple d) Creating a corporate identity i) Creating a company logo ii) Creating a Web presence iii) Creating a brand management plan 8) Sales strategy a) Define the sales process b) Identify the steps in the sales process c) Describe the sales strategy d) Managing the sales process using SAP i) Track customer information ii) Credit management iii) Taking a sales order iv) Delivering the product v) Accounting for sales (1) Recording accounts receivable (2) Recording revenue (3) Impact on the financial statements vi) Customer billing vii) Payment processing (1) Match payment to open receivable (2) Close the receivable (3) Record cash (4) Impact on the financial statements viii) Integration with other modules 9) Promotional strategy a) Defining promotional objectives b) Creating a message c) Advertising i) Selecting advertising mediums (1) Pros and cons associated with various mediums (a) Television (b) Print (c) Internet (d) Direct advertising (2) Creating advertisements (3) Television (a) Creating a storyboard (b) Creating and adhering to a budget (c) Casting (d) Pre-filming preparations (e) Filming (f) Video editing ii) Print (1) Elements of design 11
  • 12. (2) Page layout (a) Creating an advertisement in Adobe InDesign (i) Creating type (ii) Importing pictures (iii) Creating logos iii) Internet (1) Considerations when designing for the Web (2) Create an Internet advertisement iv) Direct advertising (1) Databases (a) Define a database (b) Articulate the purpose of a database (c) Design a simple database to track customer information (2) Use a database for variable data printing d) Sales promotions i) Objectives of sales promotions ii) Types of sales promotions (1) Samples (2) Loyalty programs (3) Rebates iii) Create a promotional program e) Public relations i) Role of public relations ii) Skills required for public relations iii) Public information (1) Review examples of public information presented by public relations specialists (2) Prepare samples of public information releases iv) Customer relations (1) Define the role of public relations specialists in consumer relations (2) Prepare customer relations policies 10)Distribution a) Indentify available channels i) Direct selling ii) E-commerce iii) Wholesale outlets iv) Retail outlets b) Select a distribution channel(s) based on company objectives Students focusing in Strategy and Finance will cover the following additional topics: 1) Create a mission statement 2) Perform a SWOT analysis a) Strengths b) Weaknesses c) Opportunities d) Threats 3) Selecting a business entity a) Pros and cons of various forms of businesses 12
  • 13. i) Proprietorships ii) Partnerships iii) Corporations b) Select a business entity based on company objectives 4) Selecting a business model a) Pros and cons of various business models i) Licensing ii) Outsourcing iii) In-house manufacturing b) Select a business model based on company objectives 5) Create a capital needs analysis i) Cost assessment (1) Development costs (2) Cost of goods (3) Overhead costs b) Cash flows from operations c) Cash flows from investing d) Calculate funding requirements 6) Sources of funding a) Venture capital b) Private investors c) Loans from financial institutions d) Initial public offering e) Government and charitable funding 7) Budgeting a) Purpose of planning b) Budgeting process c) Variance analysis d) Controlling 8) Using SAP for budgeting and controlling a) Creating a plan b) Assigning financial transactions to cost centers 9) Financial statements a) Pro-forma income statement b) Pro-forma statement of cash flows 10) Perform break-even analysis 11) Calculate financial ratios a) Liquidity ratios i) Current ratio ii) Quick ratio iii) Cash ratio b) Financial leverage ratios i) Debt ratio ii) Debt to equity ratio c) Profitability ratios i) Gross profit margin ii) Return on assets d) Return on equity 12) Risk assessment a) Financial risks b) Operational risks 13
  • 14. c) Legal risks d) Building product awareness Students focusing in Research & Development and Manufacturing will cover the following additional topics: 1) Human biology a) Disease, deformity, and aging b) Animal models of human disease c) What is unique to humans? 2) Design process a) Philosophy of medicine b) Ethics c) Good laboratory practices (GLP) d) Where to begin 3) First generation product a) Do you have a potential product? b) Animal testing c) Dealing with publicity 4) Clinical trials a) The three phases of a clinical trial i) Safety ii) Efficacy iii) Side effects b) Recruitment c) Inclusion and exclusion criteria 5) Partnering a) The cost of a clinical trial b) Partnering models 6) Data management a) Security b) Record keeping c) Legalities 7) IND process a) The role of the FDA i) History ii) Harmonization b) Requesting permission to perform a clinical trial c) Data the FDA will and will not accept d) What to do if the FDA says “No” 8) FDA regulations a) Good Manufacturing Practices b) Record keeping for manufacturing 9) FDA compliance a) The FDA audit process b) Surviving an FDA audit c) The true cost of non-compliance 10)Internal audits a) Getting ready for the FDA b) Maintaining control of samples and data 14
  • 15. c) Receiving, storage and quarantine 11)Plant layout and design a) Space and people i) Can the staff perform the job? ii) The dossier b) Designing the plant to do the job c) Clean room production i) Class 10,100 and 10,000 space ii) HEPA filters d) Routine maintenance e) Gowning i) Smokers ii) Makeup and jewelry f) Differential pressurization 12)Production a) Standard operating procedures (SOPs) b) The lot number c) Raw materials d) Specifications e) The production Manager 13)Waste a) How to dispose of waste b) Flow of waste through the facility i) “Clean side/dirty side” c) Degowning d) Decontamination of biological waste 14)Personnel flow a) Flow of personnel through the facility b) Keeping personnel safe from biological products c) Keeping biological products safe from personnel 15)Special considerations a) Live biologicals b) Vaccines c) Stem Cells d) Future medicines 16) Using SAP to manage logistics a) Definition b) Importance c) Trends i) Globalization ii) Technology iii) Outsourcing d) Organizational data e) Plants f) Storage locations a) Materials requirements planning ii) Inputs iii) Outputs 15
  • 16. IV. Course Assessment Assessments for all students in the project: Assessment Assessment 1 2 Outcomes 3.2 B 10, 3.3 3.1 H 1, 3.2 A Assessed A 3, 3.3 A 4, 3, 3.2 A 4, 3.2 3.3 B 2, 3.3 B A 6, 3.2 A 7, 3, 3.3 B 6, 3.3 3.2 B 10, 3.2 B 7, 3.3 D 1, C 5, 3.2 D 6, 3.3 D 5, 3.4 B 3.3 A3, 3.3 B 1, 4.4 A 2, 5.1 6, 3.3 B 7, 3.3 A 1, 5.1 A 2, D 1, 3.3 D 2, 5.1 A 3, 8.1 B 3.3 D 4, 3.3 D 8, 8.1 B 12, 5, 3.3 D 6, 3.4 9.1 B 5, A 1, 8.1 B 12 additional additional technical technical education education progress progress indicator 1 indicators 1, 2, and 3 Content Communicati Components Covered on of key of the findings / business plan Collaboration on Interdepartme ntal Issues Assessment Mini- Project / Format presentations Presentation / emails / or memos Percentage 20% 20% Weight of Overall Assessment Time Throughout At project Assessed the project culmination 16
  • 17. Assessments for students in Human Resources: Assessment Assessment Assessment Assessment Assessment Assessment 1 2 3 4 5 6 Outcomes 3.2 B 10; 5.1 3.3 B 1, 3.23 3.2 D 6; 8.1 B 3.3 B 3, 3.3 B 3.3 B 3, 3.3 B 5.1 A 1, 8.1 B Assessed A 2; D 6, 3.3 B 7, 5, 8.1 B 6 7 7 7 additional 3.4 A 1, 3.4 B technical 1, 9.1 B 1 education progress indicator #3 Content Designing Interview and Construct a Create a Create career Law Covered organizational candidate hiring system compensation management pertaining to structure evaluation package tools human resources Assessment Project / Interview/Eval Project / Project Project Presentation Format Diagram uation notes / Presentation Teacher Observation Percentage 5% 15% 10% 10% 10% 10% Weight of Overall Assessment Time Upon Upon Upon Upon Upon At project Assessed completion of completion of completion of completion of completion of culmination 5% of the 15% of the 30% of the 60% of the 85% of the project project project project project 17
  • 18. Assessments for students in Marketing: Assessment Assessment Assessment Assessment Assessment Assessment 1 2 3 4 5 6 Outcomes 6.2 E 10, 8.2 8.2 C 2, 3.3 B 4.5 C 4, 3.3 B 4.5 C 4, 4.5 F 3.4 A 1, 3.3 B 8.1 B 6, 3.3 B Assessed C2 7, 3.3 A 3, 3.3 7, 3.3 A 3, 3.3 2 7, 3.3 A 3, 3.3 7, 3.3 A 3, 3.3 A4 A4 A4 A4 Content Target market Product Pricing Sales Branding & Create Covered definition/mar description: forecast promotional advertisement ket specifications, strategy s segmentation benefits, positioning Assessment Project Project Project Project Project Project Format Percentage 5% 5% 5% 5% 10% 10% Weight of Overall Assessment Month Upon Upon Upon Upon Upon Upon Assessed completion of completion of completion of completion of completion of completion of 5% of the 10% of the 30% of the 40% of the 60% of the 80% of the project project project project project project Assessment Assessment 7 8 Outcomes 3.4 A 1, 3.3 B 3.4 A 1, 3.3 B Assessed 7, 3.3 A 3, 3.3 7, 3.3 A 3, 3.3 A4 A4 Content Public Select a Covered Relations distribution strategy Assessment Project Project Format Percentage 10% 10% Weight of Overall Assessment Month Upon At project Assessed completion of culmination 90% of the project 18
  • 19. Assessments for students in Finance and Strategy: Assessment Assessment Assessment Assessment Assessment Assessment 1 2 3 4 5 6 Outcomes 3.3 B 7, 3.3 A 3.3 B 7 3.3 A 3 3.3 A 4 3.4 A 1 3.3 B 7 Assessed 3, 3.3 A 4, 3.4 A1 Content Create a Perform Select a Select a Create capital Identify Covered mission SWOT business business needs sources of statement analysis entity model analysis funding Assessment Project Project Project Project Project Project Format Percentage 5% 5% 5% 10% 10% 5% Weight of Overall Assessment Month Upon Upon Upon Upon Upon Upon Assessed completion of completion of completion of completion of completion of completion of 5% of the 10% of the 30% of the 40% of the 60% of the 80% of the project project project project project project Assessment Assessment Assessment 7 8 9 Outcomes 3.3 B 7, 3.3 A 24.5 C 4, 4.5 3.3 B 7, 3.3 A Assessed 3, 3.3 A 4, 3.4 F 1, 4.5 F 2 3, 3.3 A 4, 3.4 A 1, 4.5 C 4, A1 4.5 F Content Create and Financial Risk Covered manage a ratios assessment budget Assessment Project Project Project Format Percentage 10% 5% 5% Weight of Overall Assessment Month Assessed 19
  • 20. Assessments for students in Research & Development and Manufacturing: Assessment Assessment Assessment Assessment Assessment Assessment 1 2 3 4 5 6 Outcomes 8.2 A 2, 8.2 C 5.1 B 1, 5.1 B 5.1 B 15.1 B 5.1 C 1 5.1 C 1 8.2 A 2, 8.2 C Assessed 2 2 2, 5.1 C 1 2, 5.2 C 1 Content Design First Clinical trials FDA Audits Plant layout Covered process generation Regulations and design product Assessment Teacher Project Project Project Project Project Format observation Percentage 5% 10% 10% 10% 5% 10% Weight of Overall Assessment Month Throughout Upon Upon Upon Upon Upon Assessed the first half completion of completion of completion of completion of completion of of the project 30% of the 50% of the 60% of the 70% of the 90% of the project project project project project Assessment 7 Outcomes 8.2 A 2, 8.2 C Assessed 2 Content Production Covered plan Assessment Project Format Percentage 10% Weight of Overall Assessment Month At project Assessed culmination 20
  • 21. V. Resources Selected business resources: http://www.businessplans.org/businessplans.html http://www.sba.gov/smallbusinessplanner/index.html http://www.tutor2u.net/revision_notes_marketing.asp http://www.tutor2u.net/default2.asp?tree=2253 http://money.howstuffworks.com/market-research.htm/printable http://money.howstuffworks.com/marketing-plan.htm/printable http://www.tutor2u.net/business/marketing/brands_introduction.asp http://www.tutor2u.net/business/marketing/brands_names.asp http://www.tutor2u.net/business/marketing/brands_building_brands.asp http://www.tutor2u.net/business/marketing/brands_extension_stretching.asp http://www.tutor2u.net/business/marketing/brands_positioning.asp http://www.tutor2u.net/business/marketing/brands_types.asp http://money.howstuffworks.com/biz-identity.htm/printable http://money.howstuffworks.com/product-placement.htm/printable http://money.howstuffworks.com/sales-technique.htm/printable http://money.howstuffworks.com/web-advertising.htm/printable http://www.tutor2u.net/revision_notes_strategy.asp http://money.howstuffworks.com/operations.htm/printable http://money.howstuffworks.com/patent.htm/printable http://money.howstuffworks.com/biz-structure.htm/printable http://www.tutor2u.net/revision_notes_people.asp http://www.tutor2u.net/revision_notes_accounting.asp http://money.howstuffworks.com/accounting.htm/printable http://www.tutor2u.net/business/production/break_even.htm http://www.tutor2u.net/revision_notes_production.asp http://www.marketingteacher.com/powerpoint/b.marketing%20planning%202.ppt http://www.marketingteacher.com/powerpoint/c.MKIS%20and%20MR%203.ppt http://www.marketingteacher.com/powerpoint/d.The%20Marketing%20Environment%20and %20Competitor%20Analysis%204.ppt http://www.marketingteacher.com/powerpoint/e.Buyer%20Behaviour%205.ppt http://www.marketingteacher.com/powerpoint/f.Strategic%20development %206.ppt http://www.marketingteacher.com/powerpoint/g.Product%20Decision%207.ppt http://www.marketingteacher.com/powerpoint/h.Pricing%20Decisions%208.ppt http://www.marketingteacher.com/powerpoint/i.Channel%20and%20Distribution %20Tactics%209.ppt http://www.marketingteacher.com/powerpoint/j.Promotions%20Decisons %2010.ppt http://www.marketingteacher.com/powerpoint/k.Implementation%2011.ppt 21
  • 22. VI. Methodology 1. Role playing: Students will take on the role of an entrepreneur in the biotechnology industry specializing in one of the following areas: Research & Development, Human Resources, Finance & Strategy, Marketing, or Manufacturing. 2. Projects: Instructors will employ a project based teaching strategy throughout the project. They will help students to develop a foundation of knowledge then set up the context for the application of student knowledge. 3. Industry experts/guest speakers: industry experts will be asked to share their own knowledge with our students and most importantly, give students feedback that they will use to improve their work. 4. Simulations: Students will use SAP, the world’s leading enterprise resource planning system to simulate business processes. 5. Class discussion: In small groups or as a class, students will use class discussion to express opinions and ideas, make significant connections, clear up misunderstandings, or relate topics to personal experience or current events. 6. Examples and models: Examples and models of project deliverables will be used. 7. Group work: Students will be divided into groups to accomplish a specific task. 8. Presentations: Individual or group presentations involving research and demonstration to the class and/or instructor. 9. Learning packets: Students will use a collection of resources (primarily online) to build a foundation of knowledge in a specific area. 10. Brainstorming: Students will brainstorm to generate ideas for projects and to discover what they know and do not know about a given topic. 11. Student knowledge transfer: Students will be asked to learn a given process, topic or complete a portion of a project. They will communicate their knowledge to the rest of the class. 12. Lecture: This method will be used sparingly. When lectures are necessary, they e will be a brief formal verbal presentations of new topics and background information pertinent to specific topics. VII. Connectivity Biotechnology is a rapidly growing and exciting field, especially in New Jersey. Opportunities for our students in this area will be rewarding and plentiful. There is a need for researchers to focus their efforts on products which the market demands. This project teaches our medical research students to think of the market when deciding which projects to pursue. Students learn which factors will determine if their product will be brought to market including product benefits, the size of the market, and the costs of development and production. 22
  • 23. This project will open our business students’ minds to the opportunities in the biotechnology industry. It also allows them an opportunity to apply their knowledge base from many different business courses. The Bergen County Academies will partner with the New Jersey Economic Development Authority and Rutgers University to bring many industry experts into the classroom. These industry experts will be asked to share their own knowledge with our students and most importantly, give students feedback that they will use to improve their work. Industry standard technologies will be utilized including our state of the art research lab and the world’s leading enterprise resource planning system, SAP. 23