Schedule, GEB 6518.0001, Spring 2015, Main Campus

Class Session Date Topic and Agenda Come to class prepared to discuss or be evaluated on the following material listed for each class session.
1 1/15
  • Course welcome and introductions
  • Syllabus and schedule review
  • Schilling, Chapter 1: Introduction (also discuss the author and discussion question #3)1
  • Kelley, Introduction (also discuss the author and IDEO)
  • Defining Innovation and Strategy
  • Innovation Funnel Video:
2 1/22
  • Schilling, Chapter 2: Sources of Innovation (discussion questions #2 and #3)
  • Case: Business Innovation: The MTR’s eInstant Bonus Project
  • Finalize student teams
3 1/29
  • Schilling, Chapter 3: Types and Patterns of Innovation (discussion questions #3 and #5)
  • Schilling, Chapter 4: Standards Battles and Design Dominance (discussion questions #3 and #4)
  • Case: Capitec Bank: Leveraging Banking Innovations to Attract Wealthier Customers
  • Discuss team project details 
4 2/5
  • Challenge Course from 6pm to 830pm — Report to class just outside the Recreation and Wellness Center (RWC) just to the east side of the climbing tower and facing the leisure pools at 6pm or sooner. Remember to wear athletic clothing and sneakers, wear no jewelry, and bring a water bottle as well as something to take notes with at the end of the session.
4 2/12
  • Outdoor Adventure Post-Event Feedback
  • Schilling, Chapter 5: Timing of Entry (discussion questions #1 and #2)
  • Kelley, Chapter 1: The Anthropologist
  • Kelley, Chapter 2: The Experimenter
  • Kelley, Chapter 3: The Cross-Pollinator
  • BMW Film Example
5 2/19
  • Schilling, Chapter 6: Defining the Organization’s Strategic Direction (discussion questions #1, #2, and #5)
  • Case: Netflix
  • Kelley, Chapter 4: The Hurdler
  • Kelley, Chapter 5: The Collaborator
  • Kelley, Chapter 6: The Director
  • Case: HR 500 Plus Scanner – Rapid Commercialization or Bust at Kodak
  • Review for Exam 1
  • You may take your exam immediately after class if desired.
*** 2/19 thru 3/3
  • Exam 1 must be taken in the BA2 Testing Lab between 2/19 at 9:00 pm and 3/3 at 8:30 pm. No materials allowed. See lab hours and other important details at
  • Exam 1 details: 120-minute time limit; 250 total points: 60 multiple choice @ 2.5 points each, 8 short answers @ 8 points each; 7 short answers @ 5 points each. Multiple choice are primarily from Schilling text. Short-answer are all from class discussions with about 80% from case discussions.
  • Midterm Instructor Evaluations
  • Note: No Class Meeting on 2/26 to allow for exam preparation and testing center arrangements
6 3/5
  • Review of Exam 1 Results
  • Schilling, Chapter 7: Choosing Innovation Projects (discussion questions #1, #4, and #5) 
  • Schilling, Chapter 8: Collaboration Strategies (discussion questions #2 and #3)
  • Harvard – Connect and Develop: Inside Procter & Gamble’s New Model for Innovation
  • Video on Open Innovation at P&G
7 3/19
  • Note: No Class 3/12 -Spring Break
  • Team Project Proposal Due
  • Schilling, Chapter 9: Protecting Innovation (discussion questions #1, #3, and #4)
  • Schilling, Chapter 10: Organizing for Innovation (discussion questions #2 and #3)
  • Case: Novartis in India: Innovation versus Affordability; discussion will focus on weak versus strong IP protection, especially in emerging markets
8 3/26
  • Kelley, Chapter 7: The Experience Architect
  • Kelley, Chapter 8: The Set Designer
  • Kelley, Chapter 9: The Caregiver
  • Kelley, Chapter 10: The Storyteller
  • Kelley, Chapter 11: In the Mix
9 4/2
  • Guest Speaker – Andrea Wesser – UCF Venture Lab; Topic and Exercise: Open Innovation2
  • Case: Air Asia X: Can the Low Cost Model Go Long Haul?: discussions will focus on (1) disruptive innovation in new markets, (2) balancing exploitation / efficiency and exploration / growth, and (3) branding / positioning issue for non-local markets.
10 4/9
  • Guest Speaker – Tommy Bennett, Unikey
    Schilling, Chapter 11: Managing the New Product Development Process (discussion questions #1 and #6)
  • Schilling, Chapter 12: Managing the New Product Development Teams (discussion questions #2 and #4)
  • Schilling, Chapter 13: Crafting a Deployment Strategy (discussion questions #1 and #2)
  • Discussion of Marketing Innovation
11 4/16
  • Case: GE Money Bank: The M-Budget Card Initiative: discussions will focus on value innovation, complementary leadership, and the ambidextrous organization
  • Discussion of Red Ocean / Blue Ocean and Game Theory
  • Review for Exam 2
*** 4/16 thru 4/22
  • Exam 2 (60 multiple choice questions @ 2.5 points; 14 short answer questions at 6, 7, or 8 points each; 180 minutes) must be taken in the BA2 Testing Lab between Thursday 4/16 at 9pm and Wednesday 4/22. No materials allowed. See lab hours and other important details at
12 4/23
  • Review of Exam 2 Results
  • Team Presentations
  • Assessments from Team Presentation
  • Course summary, final thoughts
Final Exam Period 4/30: 7:00 pm to 9:50 pm
  • No class scheduled since final exam was taken on student’s own time outside of class prior to final exam period.
  •  Final Grades available on MyUCF

Update Log:

  • 1/15: Initial Version
  • 1/16: Confirmed 4/2 guest speaker Andrea Wesser; clarified no class meeting on 2/26
  • 1/20: Confirmed 4/9 guest speaker Tommy Bennett, confirmed Challenge Course session on 2/5
  • 2/12: corrected schedule error, combined sessions with the same date, eliminated the HR500 case study
  • 3/11: combined all class presentations to Session 12 as discussed in class.

—- Schedule Notes:

1Schilling discussion question numbers are for end-of-the chapter questions. Don’t get confused with other questions throughout the chapters.

2About Our Guest Speakers:

Andrea Wesser Program Manager, University of Central Florida, Office of Research & Commercialization Although trained as an engineer, Ms. Wesser’s chief responsibilities have been involved in technology economic development for the Southeastern US, state of Florida and the Central Florida region. She has assisted hundreds of entrepreneurs, research faculty and students over nearly ten years in starting technology companies, pursuing federal funding for R&D and generating revenues. She has represented the University of Central Florida, as well as State of Florida, at international conferences regarding regional economic development and technology commercialization. Her market research and observations in renewable energy technology and nanotechnology commercialization have been presented in front of the US Senate, and she has co-authored over $500M in proposals to appoint nationally recognized research centers from connecting universities, government and private sector entities. She currently manages US Department of Energy and Department of Labor sponsored programs, MegaWatt Ventures and Florida Cleantech Acceleration Network, which assist energy and environment companies throughout the SouthEastern US. Ms. Wesser also worked for several microtechnology focused start-ups, most notably a National Labs’ spin-out for state of the art batteries, Planar Energy Devices. While Product Line Manager, she lined up Fortune 1000 company and US military customers, won a R&D 100 and World Technology Award for the company, and participated in the development of their awarded $4M ARPA-E funding. In 2010, she was awarded a SBIR from the National Institutes of Health to develop an innovative wound care treatment and sensor device. The grant enabled her to launch her own start-up, PharmAcute, to design devices that treat geriatric, paraplegic, and other patients suffering from chronic pressure ulcers.

Tommy Bennett is the Director of Hardware Engineering and manages all aspects of Unikey engineering efforts.  Mr. Bennett has extensive experience in product development in the commercial, medical, and military markets.  Mr. Bennett’s broad technological background includes product development in lasers and optics, fingerprint biometrics, and GPS/GSM tracking devices.  By having experience in conceptual design through to domestic and overseas manufacturing, Mr. Bennett plays an integral role in Revolutionizing the Key.  Mr. Bennett holds an undergraduate degree in Electrical Engineering from the University of Central Florida.

Glenn Granger biography Glenn is the author of Raindancing : How Rational beats Ritual. The book sets out the case for using data to inform marketing decision making. Glenn argues for what he calls ‘Rational marketing’, contrasting this new approach with the ineffective and all too prevalent gut feel and intuition that reigns in marketing today. Glenn has spent the last 20 years in the field of marketing analysis, measuring the return on investment from all forms of marketing & sales activity, and advising clients on future marketing and business strategies. He has worked in over 30 countries and has worked across a diverse group of industry sectors for clients such as Novartis, Johnson & Johnson, Sony, BT, Cadbury’s, Honda, Campbell’s, Kelloggs. Glenn also has experience in the public sector. In his capacity as an expert in marketing effectiveness, Glenn was asked to evaluate the marketing effectiveness for the UK Government’s Department of Health marketing group, working across campaigns such as tobacco, stroke, sexual health, alcohol and obesity. Glenn spent his early career working for Price Waterhouse, ZS Associates, The Henley Centre (part of WPP) and SmithKline Beecham. In 1997, Glenn co-founded and was the managing partner for Edge Consulting – a firm specialising in marketing analysis and optimisation strategies. Edge was acquired by the consulting company Accenture in 2002 in order to broaden and deepen the capabilities of the newly established Accenture Marketing Sciences group. Glenn played a pivotal role in building out the group and was responsible for sales, innovation and delivery across EMEA in his role as EMEA Marketing Sciences Director. Glenn is currently the CEO of marketingQED. The marketingQED vision is to empower the marketing community by providing the means to allow marketers to make well informed, rational decisions rather than rely on gut feel and intuition. The firm has developed a suite of easy to use marketing effectiveness software for use by marketing teams to accurately link the effect of the marketing mix to market performance. This allows marketing teams to unlock the potential of mass consumer data and deliver dramatically improved return on marketing mix decisions. Glenn holds an MA in mathematics from the University of Oxford and an MA in Philosophy from the University of London.