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Multimedia University: Faculty of Management

BCE 7010: Commercialization and Entrepreneurship

Lecturer: Assoc. Prof. Dr. Kamarulzaman Ab. Aziz.


Contact details:
Email: kamarulzaman.aziz@mmu.edu.my
Room: FOM BR 2004/0014
Ext.: 5686
Consultation:
By Appointment
This course aims to instil awareness that research ideas could be commercialized. Armed with
this knowledge, students can inevitably carry out more research relevant to industry so that
commercialization of the preconceived ideas is made possible in the near future.
References:
Kenji Uchino (2010). Entrepreneurship for Engineers. CRC Press: Boca Raton.
Jay Mitra (2012). Entrepreneurship, Innovation and Regional Development: An
Introduction. Routledge: London.
DeGeeter & Melvin (2008). Technology Commercialization Manual: Strategy, Tactics,
and Economics for Business Success. Med-Launch Inc.
Kuratko (2009). Introduction to Entrepreneurship. 8th Edition. South-Western Cengage
Learning: USA.
Assessment:
Coursework - 100%
Assignment 1 30%
Assignment 2 40%
Assignment 3 30%

Coursework:
Assignment 1:

My Master/Doctoral Research: Value and Commercial Potential


This assignment requires you to reflect on your master/PhD research. This assignment is
an individual assignment. You are to give a brief introduction to the work, aim and scope.
Then discuss the value of the work in terms of its novelty and importance. Finally, reflect
on the commercial potential of the work (the findings, outputs or possible applications
created based on the work).
In other words, the report should be structured along the following sections:
Introduction to your master/doctoral work
Research aim, scope and expected output

Research motivation
Research significance and importance
o Novelty brief review of state of the art
o Research gap
o Research problem
Assessment of commercial potential of the work
o What are the expected findings, outputs or possible applications created
based on the work
o Who are the key stakeholders those who will use or benefit from the
research output
o Does the work have any commercial potential? Please elaborate.
o If yes, do you have any intention to pursue the commercial potential?
o Reasons/justifications
Concluding remarks
References

Please write no more than 5000 words, excluding references. Please submit both hard and
softcopy of the essay.
Assignment 2:

Entrepreneurship Workshop
Participate in the Start-up Weekend MMU, an interactive workshop held to drive the
entrepreneurial culture in the university.
Date: 14 16 August 2015
Venue: MPH
Assignment 1 can serve as an input for your active participation in the workshop. Upon
completion, please submit a 3 pages (maximum) report on the programme, its activities,
and your performance. Include pictorial evidence as well as other supporting material as
appendix in your report.
Assignment 3:

My Master/Doctoral Research: Commercialization Strategy


The project is designed to ground the theoretical knowledge learned as well as provide
practical application insights on research commercialization. The exercise is also
designed to highlight the importance of entrepreneurial skills and mind-set for
commercializing IP.
Following is the brief:
Following from the first assignment, you are to write a report outlining how you would
commercialize your research output/innovation. Start by reviewing your research
output/innovation, its market feasibility analysis (you may also include the technical
feasibility analysis) and your proposed commercialization strategy (with justification). If
you feel that your work has no commercial potential, you may select other research
project you are familiar with for the report.

The report should be structured along the following sections:


1. Introduction
2. The Innovation
The what, how, why, when, etc.
The underlying technology, design/technical specifications, the features,
benefits, advantages, potential, etc.
The inventor, IP ownership, etc.
3. The Market Feasibility Analysis
Market potential (Identification of potential customers and their dominant
characteristics (e.g., age, income level, buying habits), Potential market
share (as affected by competitive situation), Potential sales volume, Sales
price projections), Market testing (Selection of test , Actual market test ,
Analysis of market ), Product Desirability, Product Demand, Marketing
planning issues (Preferred channels of distribution, impact of promotional
efforts, required distribution points (warehouses), packaging
considerations, price differentiation).
4. The Technical Feasibility Analysis (Optional)
Crucial technical specifications (Design, Durability, Reliability, Product
safety, Standardization), Engineering requirements (Machines, Tools,
Instruments, Work flow), Product development (Blueprints, Models,
Prototypes), Product testing (Lab testing, Field testing), Product
Desirability and Product Demand.
5. The Proposed Commercialization Strategy
o Sale, licensing, startup, spinoff, merchandising, etc.
o Justification for the proposed strategy
o The implementation plan.
7. Conclusion
8. Reference List
9. Appendix
For any supporting material (e.g.: survey form, interview transcripts,
diagrams, etc) or additional notes
Please write no more than 5000 words, excluding references and appendices. Please
submit both hard and softcopy of the essay.
Class Policies:
Important dates:
Assignment 1 submission deadline, 5pm, Friday, Week 6, 7th August 2015.
Assignment 2 submission deadline, 5pm, Friday, Week 8, 21st August 2015.
Assignment 3 submission deadline, 5pm, Wednesday, Week 14, 30th Sept 2015.
All assignments must not exceed Turnitin Similarity Index of 20%.
If any student feels that they will not be able to meet the dateline please inform the
lecturer two weeks before the due date.
Late submission of assignments will be penalised at the rate of 20% per day.

~ Thank You ~