GUJARAT TECHNOLOGICAL UNIVERSITY (GTU)

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Competency-focused Outcome-based Green Curriculum-2021 (COGC-2021) Semester-V

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Course Title: Entrepreneurship & Start-ups

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(Course Code: 4300021)

1. RATIONALE

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Entrepreneurs have significant impact on our country’s current developing economy. The social expectations towards engineering professionals are certainly emerging as job creators especially with the thrust given to ‘Make in India’ and ‘Vocal for Local’ campaigns. Startup India is a well-known flagship initiative of the Government of India, intended to catalyze startup culture and build a strong and inclusive ecosystem for innovation and entrepreneurship. The last 6 years have witnessed tremendous growth of start-ups i.e. from 733 in 2016-17 to 14000 in 2021-22. This course focuses on the basic roles, skills and functions of entrepreneurship with special attention to startup. The course is directed to help students to enhance capabilities in the field of managing the given task as well as to understand peripheral influencing aspects for starting a new business. It will certainly help students to think in a direction to establish a small industry /start-up and develop /validate it using fundamental know how.

2. COMPETENCY

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The purpose of this course is to help the student to attain the following industry identified competency through various teaching learning experiences:

2.1 Establish a small enterprise/start-up, validate it and make it scalable

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3. COURSE OUTCOMES (COs)

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The practical exercises, the underpinning knowledge and the relevant soft skills associated with the identified competency are to be developed in the student for the achievement of the following COs:

Upon completion of the course, the student will be able to demonstrate knowledge of the following topics:

1. Understanding the dynamic role of entrepreneurship and Startups by Acquiring Entrepreneurial spirit and resourcefulness, quality, competency, and motivation
2. Identify a Business Idea and implement it
3. Select suitable Management practices like leadership and Ownership, resource institutes
4. Overview of Support Agencies and Incubators
5. Building Project Proposal & knowing CSR, Ethics, Ex-Im, & Exit strategies

4. TEACHING AND EXAMINATION SCHEME

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• (*): Out of 30 marks under the theory CA, 10 marks are for assessment of the micro-project to facilitate integration of COs and the remaining 20 marks is the average of 2 tests to be taken during the semester for the assessing the attainment of the cognitive domain UOs required for the attainment of the COs .

Legends: L -Lecture; T - Tutorial/Teacher Guided Theory Practice; P - Practical; C - Credit, CA -Continuous Assessment; ESE - End Semester Examination.

5. SUGGESTED SOFT PRACTICAL EXERCISES (During Theory)

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The entrepreneurial or start-up journey begins by readying for your future dream from college projects and pursuing the same beyond college hours also. It is encouraged to go through COs and identify traits and search for various state and national agencies for your entrepreneurship / startup journey and convert the same into successful product in market.

The following practical outcomes (SPrOs) are the sub-components of the Course Outcomes (COs). Some of the SPrOs marked ‘*’ are compulsory, as they are crucial for that particular CO at the ‘Precision Level’ of Dave’s Taxonomy related to ‘Psychomotor Domain’.

Note

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i. Though the course does not contain any Practical work, a few Practical Exercises can be designed and offered by the respective course teacher to develop the industry relevant skills/outcomes to match the COs. The below table is only a suggestive list.

ii. The following are some sample ‘Process’ and ‘Product’ related skills (more may be added/deleted depending on the course) that occur in the above listed Practical Exercises of this course required which are embedded in the COs and ultimately the competency.

6. AFFECTIVE DOMAIN OUTCOMES

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The following sample Affective Domain Outcomes (ADOs) are embedded in many of the abovementioned COs and PrOs. More could be added to fulfill the development of this course competency.

a. Work as a leader/a team member (while doing a micro-project).

b. Model behavioral practices of an entrepreneur while planning for an enterprise

c. Practice ethics and consider methods/processes that reduce waste and/or possibly conserve environment in designing a new business till it’s commercialization.

The ADOs are best developed through the laboratory/field-based exercises. Moreover, the level of achievement of the ADOs according to Krathwohl’s ‘Affective Domain Taxonomy’ should gradually increase as planned below:

i. ‘Valuing Level’ in 1st year - Planning

ii. ‘Organization Level’ in 2nd year - Model Development

iii. ‘Characterization Level’ in 3rd year - Make it Scalable

7. UNDERPINNING THEORY

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The major underpinning theory is given below based on the higher level UOs of Revised Bloom’s taxonomy that are formulated for development of the COs and competency. If required, more such UOs could be included by the course teacher to focus on attainment of COs and competency.

| 2) Business Ideas and their implementation (Idea to Start-up) | 2a) Finding Ideas and making an activity map
2b) Develop the plans for creating and starting the business
2c) To identify business using the ideation canvas and the business model canvas
2d) To know market research related terms
2e) To know market mix related terms
2f) Learn Product related terminologies
2g) Emphasize on Innovation
2h) Explain concept of Risk and SWOT | 1. Discovering ideas and visualizing the business with Activity map
1.1 Idea Generation
1.2 Product Identification
2. Business Plan - The Marketing Plan and Financial Plan/Sources of Capital
3. Business opportunity identification and evaluation
4. Market research
4.1.1. Questionnaire design
4.1.2. Sampling
4.1.3. Market survey
4.1.4. Data analysis & interpretation
5. Marketing Mix (4Ps - product, price, promotion, place)
5.1.1. Identifying the target market
5.1.2. Competition evaluation and Strategy adoption
5.1.3. Market Segmentation
5.1.4. Marketing, Advertising and Branding
5.1.5. Digital Marketing
5.1.6. B2B, E-commerce and GeM
6. Product Terms - PLC, Mortality Curve and New product Development Steps, Inventory, Supply Chain Management
7. Importance and concept of Innovation, Sources and Process | | 3) Management Practices | 3a) Explain the concept and differences between industry, commerce and business
3b) Describe various types of ownerships in the organization
3c) Explain different types of leadership models
3d) Analyze the nature and importance of various functions of management
3e) Discuss Financial organization Management
3f) Distinguish management and administration | 1. Industry, Commerce and Business
2. Types of ownership in the organization - Definition, Characteristics, Merits & Demerits
3. Different Leadership Models
4. Functions of Management - Merits & Demerits
4.1 Planning
4.2 Company’s Organization Structure
4.3 Directing
4.4 Controlling
4.5 Staffing - Recruitment and management of talent
5. Financial organization and management
6. Differences between Management and Administration |

| 4) Support Agencies and Incubators | 4a) Identify support agencies and current promotional schemes for enterprise and startups
4b) Advocacy to investor
4c) To Explain various Legal Issues | 1. State & National Level Support agencies and Current Promotional Schemes for new Enterprise
2. Start-up Incubation and modalities
3. Communication of Ideas to potential investors - Investor Pitch
4. Legal Issues
4.1. Contracts
4.2. Copyrights
4.3. Insurance
4.4. IPR
4.5. Licensing
4.6. Patents
4.7. Trade Secrets | | 5) Project Proposal & Exit strategies | 5a) To work on the development of a project proposal
5b) Describe social responsibility and relate with economic Performance
5c) Explain managerial ethics
5d) To know Ex-Im Policies
5e) Identify suitable strategies of succession and harvesting | 1. Project Planning
i. Project planning and report
ii. Feasibility study
iii. Project cost estimation
iv. Breakeven point
v. Return on investment and Return on sales
2. Corporate Social Responsibilities and Economic performance
3. Business Ethics
4. Ex-Im policies
5. Succession and harvesting strategy
6. Bankruptcy and avoidance |

8. SUGGESTED SPECIFICATION TABLE FOR QUESTIONPAPER DESIGN

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Legends: R=Remember, U=Understand, A=Apply and above (Revised Bloom’s taxonomy)

Note : This specification table provides general guidelines to assist students for their learning and to teachers to teach and question paper designers/setters to formulate test items/questions to assess the attainment of the UOs. The actual distribution of marks at different taxonomy levels (of R, U and A) in the question paper may slightly vary from above table.

9. SUGGESTED STUDENT ACTIVITIES

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Other than the classroom learning, following are the suggested student-related co-curricular activities which can be undertaken to accelerate the attainment of the various outcomes in this course. Students should make a portfolio i.e. perform at least FIVE from following list of activities individually or in group (not more than 2). They should prepare reports of about 2-5 pages for each activity and collect/ record physical evidence for their portfolio which may be useful for their placement interviews:

i. Develop two products from household waste (attach photographs).

ii. Download product development and innovative films from internet.

iii. Prepare a collage for ‘Traits of successful entrepreneurs.’ / ‘Motivation & Charms of Entrepreneurship’

iv. Invite entrepreneurs, industry officials, bankers for interaction. Interview at least four entrepreneurs or businessman and identify

v. Identify your hobbies and interests and convert them into business idea.

vi. Mock Business Model - Choose a product and design a unique selling preposition, brand name, logo, advertisement (print, radio, and television), jingle, packaging, and labeling for it.

vii. Develop your own website. Share your strengths and weakness on it. Declare your time bound goals and monitor them on the website.

viii. Choose any product/advertisement and analyze its good and bad points/cost sheet/supply chain etc. (individuals should select different ads)

ix. Compare schemes for entrepreneurship promotion of any bank.

x. Visit industrial exhibitions, trade fairs and observe nitty-gritty of business. Get news of Vibrant Gujarat Events. (Upcoming in Jan 2024)

xi. Open a savings account and build your own capital.

xii. Arrange a visit to a Mall, observe products, supply chain management and prepare report.

xiii. Organize industrial visit and suggest modifications for process improvement. Conduct a market survey for a product/project before visit. In the visit collect data on machinery specifications, price, output/hour, power consumption, manpower requirement, wages, raw material requirement, specification, price, competitor’s product price, features, dealer commissions, marketing mix etc. Make a detailed report at the end of the visit.

xiv. Select a social cause, set objectives, plan and work for its accomplishment. Find details about some famous NGOs

xv. Present Own Dream Start-up story as Seminar OR Analyze 2 products from Shark Tank program.

10. SUGGESTED SPECIAL INSTRUCTIONAL STRATEGIES (if any)

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These are sample strategies, which the teacher can use to accelerate the attainment of the various outcomes in this course:

a) Massive open online courses (MOOCs) may be used to teach various topics/subtopics.

b) Guide student(s) in undertaking micro-projects.

c) ‘L’ in section No. 4 means different types of teaching methods that is to be employed by teachers to develop the outcomes.

d) Show animation/video related to course content.

e) Various Apps related to subject topics/sub-topics

f) Other Common instructions as under:

1. Instructors should emphasize more on exemplary and deductive learning.

2. Students should learn to recognize, create, shape opportunities, and lead teams for providing economic-social value to society.

3. Business simulations should be used to enhance behavioral traits of successful intrapreneurs and entrepreneurs amongst students.

4. Emphasis should be on creating entrepreneurial society rather than only setting up of enterprise.

5. They must be encouraged to surf on net and collect as much information as possible.

6. Each student should complete minimum ten activities from the suggested list. Minimum possible guidance should be given for the suggested activities.

7. Students should be promoted to use creative ideas, pool their own resources, finish their presentation, communication and team skills.

8. Alumni should be frequently invited for experience sharing, guiding and rewarding students.

9. Display must be arranged for models, collages, business plans and other contributions so that they motivate others.

10. You may show video/animation film/presentation slides to demonstrate various management functions, traits of entrepreneur etc.

11. Arrange a visit to nearby venture capital firm.

12. Give 1 Mini project and 1 project report for future business to all the students.

13. The following pedagogical tools will be used to teach this course: a) Lectures and Discussions b) Role Playing c) Assignments and Presentations d) Case Analysis e) Quiz on Management and Entrepreneurship g) Mimic/narrate examples from world’s leading businessmen among the students. h) Guide students on how to address issues on environment and sustainability

12. SUGGESTED MICRO-PROJECTS

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Only one micro-project is planned to be undertaken by a student that needs to be assigned to him/her in the beginning of the semester. In the first four semesters, the micro-projects are groupbased (group of 3 to 5). However, in the fifth and sixth semesters , the number of students in the group should not exceed three.

The micro-project could be industry application based, internet-based, workshop-based, laboratorybased or field-based. Each micro-project should encompass two or more COs which are in fact, an integration of PrOs, UOs and ADOs. Each student will have to maintain a dated work diary consisting of individual contributions in the project work and give a seminar presentation of it before submission. The duration of the guidance for micro project should be about 6-8 (six to eight) student engagement hours during the theory/ course. The students ought to submit micro-project by the end of the semester to develop the industry-oriented COs.

A suggestive list of micro-projects/ practical exercise is given here. This has to match the competency and the COs. Similar micro-projects could be added by the concerned course teacher: (It can be a Seminar with bound /hand written notes/ ppts of individual students OR a product/

service portfolio)

1. Entrepreneur Traits and Behavior Modelling

2. Various State and Central Entrepreneurship Promotional Schemes and Start-up Policies

3. Business Model for a Startup and study of Unicorns

4. Make your own Product/Service portfolio/Proposal with USP, logo, advertisement (print, radio, and television), jingle, packaging, labeling and branding for it.

13. SUGGESTED LEARNING RESOURCES

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14. SOFTWARE/LEARNING WEBSITES

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[A] List of Software/Learning Websites

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[B] Films for Self-Study

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(To be seen on Sundays/holidays by students on their own, not to be shown in polytechnics in any case)

i. Any Body Can Dance (2013) ii. Corporate (2006) iii. Do Duni Char (2010) iv. Guru (2007) v. Oh My God (2013) vi. Pirates of Silicon Valley (1999) vii. The Pursuit of Happiness (2006) viii. Rocket Singh (2010) ix. Start-up.com (2001) x. The Social Network (2010) xi. Wall Street (1987) xii. Band Baja Barat (2010) xiii. You’ve Got Mail (1998) xiv. Steve Jobs (2015) xv. Chef (2014) xvi. Office Space (1999) xvii. Erin Brockovich (2000) xviii. The Founder (2016)

15. PO-COMPETENCY-CO MAPPING

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Legend: ‘3’ for high, ‘2’ for medium, ‘1’ for low and ‘-’ for no correlation of each CO with PO.

16. COURSE CURRICULUM DEVELOPMENT COMMITTEE

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GTU Resource Persons

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