esade

Building disruptive sustainable innovations through Rambla of Innovation: from idea to prototype (2235.YR.014612.1)

General information

Type:

OPT

Curs:

2,3,4

Period:

S semester

ECTS Credits:

4 ECTS

Teaching Staff:

Group Teacher Department Language
Year 2 Ferran Blanch Colino Marketing ENG

Group Teacher Department Language
Year 3 Ferran Blanch Colino Marketing ENG

Group Teacher Department Language
Year 4 Ferran Blanch Colino Marketing ENG

Workload distribution

Session 1: Course Pourose & Resources (Prof. Ferrran Blanch).
S1 Pre-Work:
- Read the Syllabus.
- Personal research about La Rambla de la Innovació.
S1 Session:
1.0: Course Introduction.
- Introduction to the B.D.S.I.
1.1: Process
- B.D.S.I. process to follow session by session:
o Sustainability.
o Disruptive innovation versus iterative innovation.
o Business model.
- What we expect from you?
- Resources that you have.
1.2: Challenge
- Challenge: Presentation of the company and description of the
challenge.
S1 Post Work:
- Understand Company and challenge (group research).

Session 2: Understand: Context, Competition & Consumer (needs and
Problems). (Prof. Ian Collingwood).
S2 Pre-Work:
- Videos.
S4 Session:
- How to carry out qualitative user research.
- Design Thinking methodology.
- Other tools.
S2 Post Work:
- Identify key stakeholders, identifying problem owners, empathy mapping,
journey mapping.

Session 3: Understand Consumer (Prof. Ian Collingwood).
S3 Pre-Work:
- Secondary Sources Consumer Analysis.
S3 Session:
- How to identify insights from the research data.
- Identifying problems and needs.
- Defining problem statement
S3 Post Work:
- Develop your problem statement.

Session 4: Introduction to Digital Fabrication Technology. (Prof. Mat
Laverne - Fab Lab.).
S4 Pre-Work:
- TBD
S4 Session:
Bootcamp 1.
- Makers. What is Fab Lab?
- New technologies to use.
S4 Post Work:
- TBD

Session 5: Prototyping Technology. (Prof. Mat Laverne - Fab Lab.).
S5 Pre-Work:
- None
S3 Session:
Bootcamp 2.
3D Printing & 3D Design.
S5 Post Work:
- TBD

Session 6: Dream it. (Prof. Ian Collingwood).
S6 Pre-Work:
- Define your "dream?: Be ready to defend your solution.
S6 Session:
- Turning identified problems and needs into a starting point for ideation.
- HMW questions. Selecting your HMW questions.
- Explore alternative solutions.
S6 Post Work:
- Re-define your "dream?.

Session 7: Shape it. (Prof. Mat Laverne).
S7 Pre-Work:
- TBD.
S7 Session:
- How to get user feedback using rough prototypes.
- Working on your prototype.
S7 Post Work:
- Finish prototyping.
- Testing and iterate.

Session 8: Make it. (Prof. Ferran Blanch).
S8 Pre-Work:
- Business model draft description.
S8 Session:
- Business Model description.
S8 Post Work:
- Define your BM.

Session 9: Launch it & Growth it (Prof. Ferran Blanch).
S9 Pre-Work:
- None
S9 Session:
- Viability, financial data and KPIs.
- How to growth it in the future (scalability).
- Preparing the presentation. Pitch.
S9 Post Work:
- Finish your solution.

Session 10: Solution of the Challenge. (Prof. Ferran Blanch).
S10 Pre-Work:
- Work on the presentation.
S10 Session:
- Presentation of the solution to the company.

COURSE CONTRIBUTION TO PROGRAM

The modern-day multi-dimensional sustainability challenge has created not only some long-term survival threats but numerous business opportunities also. Despite the enourmous challenges of the COVID-19 pandemic, the worlds is well-positioned to take great steps forward, consumer is looking for new solutions always with a positive and sustainable impact. In this context of complexity companies must go out from their confort zone and be disruptive. But, often disruption comes from things that we cannot no do.
This course investigate and discuss management techniques and programs to do things that we cannot do.

Course Learning Objectives

The target audience of this course is students who wants to do impact their organisations. Thus, our goals for this course are:
- to gain deeper understanding of the new technologies on the maker culture in a sustainable context.
- to understand and frame problem.
- to develop skills to define and solve strategic marketing issues in the context of sustainable business challenges and opportunities.
- to develop collaboration and communication Skills by defining the problem, working in a team for a sultion and defending a solution.
- to become able to provide sustainable, disruptive and reliable innovation for a company.

Methodology

You are expected:
1) to think like a globally-minded strategist who can see through the execution,
2) to identify the problems looking for solutions with the current state of your knowledge,
3) to define many interrelated problems and decide which one(s) to attack with the limited time and information available,
4) to appreciate differing perspectives, and
5) to take both position and action, not just report findings.
The Learning by Making Together approach will follow differente steps:
- Listen without restrictions.
- Understand Context, Competition & Consumer from "doers&makers?perspective.
- Dream it.
- Shape it.
- Make it.
- Launch it & Growth it.
- Defend it.

For you, therefore, the learning method in this course represents the following set of unique challenges:
- The classroom is the most important part of your learning experience. You should always be prepared to actively participate in the classroom discussions. You are expected to carefully study the assigned materials prior to the class meetings.
- You will be challenged to establish your "presence? in the classroom (Note that the "presence? and "attendance? are two different things: to establish your "presence,? you have to attend.) As you will find out, your peers and instructor will challenge you to bring your best to the classroom.

- The group management. Working in groups is always difficult but the best way to go far.

Course Structure
Typically for each session you have a pre-work to do, the session and a post work to follow.

Ground Rules
As already communicated, your active participation is not only encouraged but also expected. Sharing your perspective and experience with your peers will enrich our learning experience and make the sessions dynamic. Your mature and professional conduct is always expected.
Your instructors will be available for group or individual consultations and tutorials during the course. If needed, please feel free to contact them by email to schedule an appointment.
A learning area will be available in the Intranet. There, you would find instructions for the sessions, communications, bibliography, etc. The students are responsible to be familiar with the content and updates of the learning site.

Attendance Policy
Class attendance is mandatory
Attendance is defined as being present and prepared when the faculty member
begins the class and staying engaged throughout the entire course. connecting
late, leaving during or early from platform class, or being unprepared or
distracted by non-course related matters diminishes not only the student's
experience, but that of her/his colleagues. It is each individual student's
responsibility to maintain the quality of the classroom environment.

Punctuality
ESADE requires both faculty and students to be punctual in attending classes.

Assessment criteria

70% Team Work assignment (group grade)
30% Class Attendance and contribution (individual grade)
IMPORTANT: Each group must submit the assignment at the course Moodle site according moodle duedate. No late submission will be accepted. No exceptions. Failure to meet the deadline results in zero (0) point for the assignment.
Peer Evaluation:
As a principle, the Group Report Assignments are group grade assignments and each individual in the same group would receive the same grade. However, at the end of the course, each one of you will be asked to evaluate the rest of your group members according to their contribution to the Group Report Assignments. Significant deviations in peer evaluation in instructor's judgment could result in either adding/subtracting or maintaining the Group Report Assignments grade for individuals.
Class participation:
Grading class participation is necessarily subjective and judgmental. However, I try to make it as "objective as possible.? Some of the criteria for evaluating effective class participation include: Is the participant prepared? Do comments show evidence of analysis of the case? Do comments add to our understanding of the situation? Does the participant go beyond simple repetition of case facts without analysis and conclusions? Do comments show an understanding of theories, concepts, and analytical tools presented in class lectures or reading materials? Is the participant an active and participative listener? Note that an active and participative listener is different from a passive listener who remains silent (with or without a charming smile) for the entire session. The question is: "Is the participant willing and trying to interact and engage with other class members?? If you are a good participative listener, you are expected to engage in and contribute to the dialogue sooner than later. We can find evidencefor having been an active and participative listener by evaluating the following questions when a student makes a comment:
- "Are the points made relevant to the ongoing discussion??
- "Are they linked to the comments of others??
- In other words, "Was he/she really listening preceding class discussion?? Is the participant an effective communicator? Are the thoughts, perspectives, and concepts presented in an understandable, concise, and convincing way?

Bibliography

Required Materials:
Packet of cases and readings (available through Moodle).
Reference Textbooks:
Digital fabrication
- Gershenfeld, N., Gershenfeld, A. and Cutcher-Gershnfeld (2017): Designing
Reality. How to Survive and Thrive in the Third Digital
revolution. Basic Books (Chapters 1 & 2)
- Tomas Diez, Fab City Whitepaper Locally productive, globally connected
self-sufficient cities: https://fab.city/uploads/whitepaper.pdf
- Lang, D. (2013). Zero to Maker. Learn (Just Enough) to Make (Just
About) Anything. From Make: Magazine
- Vander, J. (2017). The Ultimate Guide to Designing, Prototyping and Mass
Manufacturing Your Product Idea. (www.jcadusa.com)
- Redwood, B., Schöffer, F. & Garret, B. (2018). The 3D Printing Handbook.
3D Hubs

Design Thinking
- Article: Design Thinking by Tim Brown, Harvard Business Review 2008
- Article: Why Design Thinking Works by Jeanne Liedtka, Harvard Business
Review 2018
- Podcast: How to prototype a new business, Creative Confidence podcast
series with Joe Gerber
- Book & Toolkit: This is service design doing. Applying service design
thinking in the real worlds. A practitioner's handbook. (See also the free
online method library at https://www.thisisservicedesigndoing.com)
- Video: Creativity in Management by John Cleese, (approximately minutes
13:15-26:50)
- Book:jh Brown, T. (2019). Change by Design. How Design: How Design
Thinking Transforms Organizations and Inspires Innovation. Ideo.com
- Sanders, L., Stappers, P.J. (2013). Convivial Toolbox: Generative
Research for the Front End of Design. BIS Publishers.

Timetable and sections

Group Teacher Department
Year 2 Ferran Blanch Colino Marketing

Timetable Year 2

From 2023/9/14 to 2023/10/5:
Each Thursday from 10:45 to 13:15. (Except: 2023/9/28)

From 2023/11/2 to 2023/12/7:
Each Thursday from 10:45 to 13:15.

Tuesday 2024/1/30 from 8:00 to 8:15.

Group Teacher Department
Year 3 Ferran Blanch Colino Marketing

Timetable Year 3

From 2023/9/14 to 2023/10/5:
Each Thursday from 10:45 to 13:15. (Except: 2023/9/28)

From 2023/11/2 to 2023/12/7:
Each Thursday from 10:45 to 13:15.

Tuesday 2024/1/30 from 8:00 to 8:15.

Group Teacher Department
Year 4 Ferran Blanch Colino Marketing

Timetable Year 4

From 2023/9/14 to 2023/10/5:
Each Thursday from 10:45 to 13:15. (Except: 2023/9/28)

From 2023/11/2 to 2023/12/7:
Each Thursday from 10:45 to 13:15.

Tuesday 2024/1/30 from 8:00 to 8:15.