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1 - 2 of 2 results for: gsbgen 520

GSBGEN 520: Designing Solutions by Leveraging the Frinky Science of the Human Mind

The thrust of this seminar is about designing effective and innovative solutions by leveraging deep insights into the workings of the human brain, specifically the instinctual brain. Designing solutions for organizations¿for example, "How do we design effective solutions that will foster innovation and risk-taking in large organizations?" Designing solutions for markets so as to identify potentially disruptive new-business ideas; for existing organizations, fostering a competitive advantage, loyalty, customer life-time-value, etc. Designing solutions for customer engagement and behavior change. Designing solutions for leaders, who need to be effective at making decisions and, arguably even more important, influencing others' decisions. The seminar will explore these topics by unraveling the workings of the human brain, leveraging frameworks that essentially capture the way instinctual brain systems shape our decisions, experiences and behaviors. Filled with mini-case studies and examples to illustrate the various topics, the seminar features an individual as well as a group project that is geared toward applying the learnings to identifying a potentially disruptive business idea.
Units: 2 | Grading: GSB Letter Graded
Instructors: Shiv, B. (PI)

MKTG 536: Entrepreneurial Ventures in Luxury Markets

The broad goal of this Bass Seminar is to apply the key concepts covered in The Frinky Science of the Human Mind ( GSBGEN 520)* for identifying and proposing new ventures in the "luxury" space. For this course, "luxury" will be viewed in a broader than usual fashion, namely creating distinctive differences to fundamentally change an otherwise mundane product category. An example of such a view will be the venture, Mr., an upscale barbershop in San Francisco, started by two GSB alums, Kumi Walker and Sean Heywood. Another example will be Voss, an upscale brand in the bottled water category. Students in this course will work in groups to identify promising opportunities in the "luxury" space early in the quarter. The groups will then hone their new venture ideas through meetings with entrepreneurs, experts in private equity, product design, etc., who will serve as guest speakers in this course. In this regard, each session will be structured to begin with a guest speaker followed by a br more »
The broad goal of this Bass Seminar is to apply the key concepts covered in The Frinky Science of the Human Mind ( GSBGEN 520)* for identifying and proposing new ventures in the "luxury" space. For this course, "luxury" will be viewed in a broader than usual fashion, namely creating distinctive differences to fundamentally change an otherwise mundane product category. An example of such a view will be the venture, Mr., an upscale barbershop in San Francisco, started by two GSB alums, Kumi Walker and Sean Heywood. Another example will be Voss, an upscale brand in the bottled water category. Students in this course will work in groups to identify promising opportunities in the "luxury" space early in the quarter. The groups will then hone their new venture ideas through meetings with entrepreneurs, experts in private equity, product design, etc., who will serve as guest speakers in this course. In this regard, each session will be structured to begin with a guest speaker followed by a brainstorming/ discussion session. The final deliverable will be a business plan that is put together by each group for a new venture in the "luxury" space.nnn*Students who could not take GSBGEN 520 are strongly encouraged to attend preparatory sessions that will be scheduled in the first week of December. Such students may also contact the instructor (shiv_baba@ gsb.stanford.edu) to see if they can sit in on some of the GSBGEN 520 sessions that will be relevant for this Bass Seminar.
Units: 2 | Grading: GSB Letter Graded
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