Unformatted text preview: Department of Applied Economics and
BUSINESS MANAGEMENT AND
Pedro David Pérez
Fall 2011 People
Course Support Specialist
Ms. Nancy Bell / 133 Warren Hall / 254-1281
[email protected] Teaching Assistants (335 Warren Hall)
Ken Babcock (head TA) - [email protected]
Taylor Flynn - [email protected]
Courtney Hayward - [email protected]
Sam Koss – [email protected]
Alison Park – [email protected]
William Pereira - [email protected]
Scott Shapiro – [email protected]
James Solomon - [email protected]
Jennifer Werbitsky - [email protected]
Rachel Woloszynski - [email protected]
[email protected] Activities
Lectures (including guest lectures) 45% course
~ 20% grade
Necessary for performing well in both the cases and in final
project Case Studies (including In The Plex)
In 40% course
50% grade Business Firm Analysis Project One dedicated lecture, ~ 25% grade Academic and Professional Development 10% course
5% grade TA office hours and reviews Evaluation
Ten in-class quizzes (best eight); 80 pts Find the proposed quiz schedule in syllabus Business Firm Analysis Group Project; 100 pts Deadline for delivery: Monday December 5th, before noon
before Case Studies; 200 pts Ten case write-ups (two page each, best eight)
One group paper and presentation
In The Plex Book Report
Three “Google” writeups (one page each, best two)
Participation in class discussion Professional Development Activities; 20 pts 80 pts
40 pts Case Study Schedule
11/30 Tata Nano (practice case)
Howard Schultz and Starbucks Coffee Co. –
Understanding Business Problems and Finding Possible
Actions – Google (In The Plex)
Kristen’s Cookies – Operations Management
Fair Trade Coffee – Marketing
Starbucks: Delivering Customer Service - Marketing
Dynashears – Finance
Butler Lumber – Finance
Presenting a Course of Action – Google (In The Plex)
Apple Inc. in 2010 - Strategy
Donna Bookout-Coe –
Human Resources Management
RL Wolfe – Teamwork
The Micromanager - Leadership
Kathy Levinson and E*Trade - Ethics CASE STUDY
A description of a management
situation (a “management story”) A metaphor
A simulation What do you learn from case studies?
SKILLS Philosophies of understanding
Approaches to problems
Management decision making
Persuasion Case studies acquaint the student with a
problem solving procedure. Total Case Process
Individual analysis and preparation
Optional informal small group discussion
End-of-class generalization about learning. Case Analysis Structure: Before Class
2. 3. 4. 5.
6. 7. Scan through the case very quickly
Read the case very carefully, underlining key facts and
writing marginal notes as you go
Note the key problems or issues. One of the problems
will be your focus of solution.
Sort out the relevant considerations for each problem area.
Pay particular attention to your focus of solution.
Do appropriate qualitative and quantitative analysis
Develop a set of recommendations, supported by your
analysis of the case data
Develop two-page writeup. Case Analysis Structure: In Class Presentation by designated groups of
conclusions and recommendations Class discussion Wrap-up Turn-in of writeups. Two Page Writeups
Name, electronic ID and Student ID
Name of Case and date
Analysis: single spaced, 1”x1” margins, 12 pt Times
Roman. ONLY HARDCOPY, PLEASE. Include two
Written as an executive summary. Running description.
Make sure you include the relevant information (problem,
alternatives, recommended solution, and support for
You can append any information you want (ie. copies of
case with your notes, relevant number crunching, etc).
However, the grade will be based on the writeup. Two page writeup – Individual Guidelines
Define Problem Identify and define the problem in 1-2 sentences. This should be a
clear and concise statement. Alternatives (possible solutions) Develop and explain three implementable solutions. Explain the
advantages and disadvantages of each. Consider the solutions’
impacts on: costs, efficiency, output, employee/employer relations,
profitability, competitors (and their likely response), customers’
perceptions, overall firm strategy, feasibility and ease of implementation,
etc. This list is by no means exhaustive – be creative and analytical! Recommendation Select one of your alternatives and justify why you are recommending
this solution. Justification includes highlighting the advantages, and,
just as importantly, explaining why the disadvantages are tolerable
and/or how they can be overcome. Use sound logic and quantitative
analysis, if possible, to defend your solution and explain how it
contributes to the business’ overall strategy. Appendices The appendix will be used for charts or calculations referred to in your
write-up. Not all cases will need an appendix. If you do calculations,
you must clearly show how you arrived at your answer in the appendix.
Pages in the appendix do not count toward the 2 page limit Practice Case:
Knowing that the Nano would face competition in the
near future, should Tata Motors be conservative in its
capacity commitment, and stick to its current planned
annual capacity of 350,000? Alternatively, should the
company cement its first mover advantage by making an
aggressive capacity commitment? If so, how much
annual capacity should the company commit to?
Notice that the above gives you two choices. Think of
one more reasonably independent variable that gives
you a 2x2 matrix with four choices. AEM2200 Fall 2011 In The Plex This semester, AEM2200 students are required to read and write a short report on
the book “In The Plex: How Google Thinks, Works, and Shapes Our Lives”, by
Steven Levy. “In The Plex” is available for purchase at the University bookstore.
Hard copy of the book response is due in class on Monday September 12th.
The book response should be between three to five pages long, double spaced.
The first page should be a summary of the book.
The next one to two pages should be an analysis of one of the chapters. Try to find
additional information that support or counter the points Steven Levy is making.
The final one to two pages should be a personal reaction to the whole book. Is it
relevant? Appropriate? Did you enjoy reading it? Did you learn from reading it?
What where the most important things you learned?
The assignment will be evaluated using the “Checks” scale described in the
Syllabus. Any assignment that does not fulfill the requirements described above will
be returned to the student for rewriting, and upon completion will receive a grade of
“Check - -“(50 pts). Why Study Business Management?
“Modern bureaucracy depends on a particular social
structure: a citizen must not be able to survive on his
or her own, but has to work for someone else.” (Charles
Perrow, “Complex Organizations”, NY:Random House, 1986, p. 49)
Perrow, 85% of U.S. working people work for someone else;
Principles of bureaucratic organization Specialization
Hierarchy AEM2200 strives to empower students by exposing
and explaining a wide range of business management
concepts, skills and activities.
concepts, Objective of the course Business Management, as of Now, has a
CORPORATION (n) - An ingenious device for
obtaining individual profit without individual
responsibility. Ambrose Bierce, 1911 Greed and Fear
Irresponsibility and Deceit
Irresponsibility Taking risks, or passing risks?
BP – Beyond Petroleum?
BP Beyond Worst oil spill in history, with unknowable consequences; Toyota – The disciplined Japanese corporation with
uncompromising quality standards.
uncompromising Toyota estimated that it saved $100 million by negotiating with regulators for a
limited recall of 2007 Toyota Camry and Lexus ES models for sudden
acceleration, the same problem that has since prompted it to recall millions of
cars, documents turned over to a Congressional committee show” NYT, 2/22/10
cars, Goldman-Sachs – The Golden Standard of Investment Banking
Goldman-Sachs The In April 2010, the Securities and Exchange Commission filed a lawsuit
accusing Goldman of securities fraud in marketing a mortgage
investment that was built to fail without fully informing clients of its
provenance. The hedge fund manager who selected contents of the
investment, John A. Paulson, profited mightily, but the banks on the
other side of the deal lost more than $1 billion, according to the suit. Why do McDonalds and WalMart prosper?
“It is better to sell painkillers than to sell vitamins.” Brad Treat, JGSM ’02, SightSpeed, Mezmeriz Focus on providing real perceived value to final
customers McDonalds from “being the world’s best quick-service
restaurant” to “our customers’ favorite place and way to eat;” Tight relationship with customers
Tight “Everyday interactions” The skills that make a person
employable are not so much the
ones needed on the job as the ones
needed to get the job, skills like the
ability to find a job opening, complete
an application, prepare the resume,
and survive and interview.
Occupational Outlook Quarterly
U.S. Department of Labor Behaving Professionally
Create and manage your own
filing Computer based
Personal documents: Building your
resume and C.V.
resume Read and otherwise collect
information Business press: WSJ, Business Week,
Financial Times, NYT, your own local
Business programming: MSNBC,
Nightly Business Report (PBS)
Attend lectures and seminars in your
university and community.
university Network, network, network Making a good first
Focusing on good grooming
Being on time
Practicing good “netiquette”
Practicing good cell phone
Being prepared Time Management
Know what you have to do Keep a “to do” list
Prepare a daily schedule
Prepare weekly and monthly schedules Patiently accumulate successes Space out your work
Defend you study time
Never let a day pass without some achievement Motivate yourself Write weekly goals for yourself
Prepare for the next day the night before
Take time for fun Take-Aways
Business knowledge is a critical professional tool; Understanding/avoiding wage slavery;
Understanding and applying fundamental principles;
Taking rational and responsible risks;
Valuing the “service orientation.” Business knowledge can be divided into: Knowledge of business concepts and activities;
Knowledge of business culture, appropriate behavior
and appropriate personal management skills;
Knowledge of job searching, job getting and job keeping
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- Spring '07
- Management, Business Firm Analysis, Case Analysis Structure, study Business Management