TM206 CS 1st Sem SY 2011-12

8/3/2019 TM206 CS 1st Sem SY 2011-12

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TECHNOLOGY MANAGEMENT CENTERUniversity of the Philippines, Diliman

Prof. Edison D. CruzExecutive Director

Technology Management 206Second SY 2011-2012

Technology Marketing and Commercialisation

http://images.businessweek.com/ss/05/12/nextgen_hardware/index_01.htm?chan=technology_sprb_nextgen

8/3/2019 TM206 CS 1st Sem SY 2011-12


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University of the PhilippinesTECHNOLOGY MANAGEMENT CENTER

Diliman, Quezon City

TECHNOLOGY MANAGEMENT 206TECHNOLOGY MARKETING AND COMMERCIALIZATION

Second Semester SY 2011-2012

Some markets are fraught with uncertainties and turbulence. Such anenvironment confronts managers marketing and commercializingtechnological innovations. This course aims to explore and analyse theissues involved in technology marketing and commercialization. It alsodiscusses frameworks that could assist managerial decision-making with

regard to market uncertainties and product complexities.

The course will address the following topics:

• Innovation and Commercialization• Technology opportunities and product development strategies• Financial and Intellectual property strategies for technology start-

ups• Issues related toward the transition from R&D to Operations• various categories and patterns of innovation, and their marketing

implications•

the necessity of (and difficulties in) embracing a customer-orientation• techniques used to gather marketing research/intelligence in

technology-driven industries• use of strategic alliances and partnerships in marketing technology• modified approach to the 4 Ps (product, place, promotions and

pricing decisions); and• regulatory and ethical considerations in technological arenas.

If you will be working or are currently working in a high technology industry,then this course has a lot to offer to you.

I look forward to exploring with you and the rest of your class as we navigatethrough the challenges of dealing with fast-paced and turbulent markets. Ihope that, at the end of the course, you will have as much fun and learning asI would.

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TECHNOLOGY MANAGEMENT 206TECHNOLOGY MARKETING AND COMMERCIALIZATION

First Semester SY 2011-2012

COURSE OVERVIEW


Technology Management Center Advanced Science and Technology Institute Building

University of the PhilippinesDiliman, Quezon CityTel. Nos. Tel. Nos. (632) 426-2765 ; 622-9155

Cellular no. 0917563-1665Fax No. (632) 426-2765

Email: [email protected], and [email protected]

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Course Description

This course focuses on managerial issues confronting companies commercialisingand marketing high technology products in emerging, turbulent and fast-pacedenvironments.

Course Objectives

At the end of the course, students are expected to develop an understanding of:

• Innovation and Commercialisation• Technology opportunities and product development strategies• Financial and Intellectual property strategies for technology start-ups• Issues related toward the transition from R&D to Operations• the essential features of high-technology industries• various categories and patterns of innovation, and their marketing

implications• the necessity of (and difficulties in) embracing a customer-orientation• techniques used to gather marketing research/intelligence in technology-

driven industries• use of strategic alliances and partnerships in marketing technology• modified approach to the 4 Ps (product, place, promotions and pricing

decisions)• Regulatory and ethical considerations in technological arenas.

Course Prerequisite:

The student should have completed the requirements of TM 201 (Overview of Technology Management) before enrolling in this course.

Textbook

• “Marketing of High-Technology Products and Innovations”. By Jakki Mohr, etal (Third edition)

• Marketing Management by Philip Kotler et al or Marketing 7the edition byKerin, Berkowitz, Hartley and

• “Bringing New Technology to Market” by Kathleen R. Allen

References:

•

Any Strategic Management textbook• Student Writing Handbook 5 th edition by Sharon Sorenson

Supplemental Readings:

Students are also required to read the additional articles that will be assigned fromtime to time.

Composition of Final Grade5

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Final Exam 25%Industry Study and Presentation* 20%Marketing Plan Presentation* 20%Best Practice Research and Presentation* 20%Recitation/Attendance 15 %

Total 100%**

*Peer evaluation will be the bases for assessing individual student’s contribution.

Grade Equivalents

97-100 1.00 75-79 2.2593-96 1.25 70-74 2.5089-92 1.50 65-69 2.7585-88 1.75 60-64 3.0080-84 2.00 Below 60 5.00

Consultation Hours

Mondays, Wednesdays and Fridays: 10:30-12:00 am; or by appointment at theTMC, ASTI Bldg. (Consultation via land line and email is encouraged.)

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TECHNOLOGY MANAGEMENT CENTER

University of the Philippines, Diliman

Prof. Edison D. CruzDirector

Technology Management 206


Technology Marketing andCommercialization

Meetings Topic Activities

Session 1 Overview of the courseAdministrative Matters ObjectivesAt the end of the session, the student shallhave (1) understood the relevance of TM 206within the MTM curriculum, (2) known therequirements for completing the coursesuccessfully, and (3) articulated his/her ownexpectations from the course and theprofessor.

Reference: Course Syllabi

Expectation Setting for both students andProfessor

Session 2July 8

• Mohr et al (chapters 1-2)• Allen (chapters 1 and 3)• Marketing Management Book

o Marketing for the 21 st Centuryo Developing Marketing

Strategies and Plans

• Division of the classinto 5 groups for thepurpose of groupoutputs

• Lecture, Discussionand Video Showing

Session 3 • Mohr; chapters 3, 4 and 5• Marketing Textbook

o Gathering Information andscanning the environment

o Market Research andForecasting Demand

• Lecture, Discussionand Video Showing

• Requirement per student: pleaseemail to me your student profile witha scanned photo;with pertinentstudent details:Name, nickname,student number,office contact

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details, company,position in thecompany.

Session 4• Mohr et al (chapters 6 and 7)• Allen (chapters 4)• Marketing Management Textbook

o Creating Customer Satisfactionand Loyalty

o Analyzing Consumer andBusiness Markets

o Identifying market segmentsand targets

o Building strong brandso Creating Market Offerings

(product and service strategies)

Lecture and Discussion

Session 5• Mohr; chapters 8 and 9• Allen (chapters 5,6 and 7)• Marketing Management Textbook

o Pricing strategieso Distribution channel strategies

Lecture, Discussion and

Video showing

Session 6 • Mohr et al: chapters 10 to 12• Marketing Management

o Promotions andCommunications Strategy

Lecture, Discussion andVideo showing

Session 7 • Industry Study Presentationso Groups 1, 2 and 3

Reports should besubmitted on the day of presentation

Session 8• Industry Study Presentations

o Groups 4 and 5

Reports should besubmitted on the day of thepresentation

Session 9 • Allen (chapters 8 to 11)Lecture, Discussion andVideo showing

Session 10 Free session for preparation of marketing plans

Session 11 • Marketing Plan Presentationso Groups 4 and 5

Group Presentations,Discussion and submissionof report

Session 12• Marketing Plan Presentations Group Presentations,

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o Groups 1, 2 and 3 Discussion and submissionof report

Session 13Free Session for research and preparation of Best practice Studies

Session 14• Best Practices Study Presentations

o Groups 1, 2 and 3


Session 15 • Best Practices Study Presentationso Groups 4 and 5


Session 16 Final Examinations

Last Day for Dropping the Course: September 12, 2011

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Second Semester SY2011-12


COURSE METHODOLOGY

I consider you as my active partner in the learning process. I expect you to beprepared to engage in all the learning activities. I look forward to your contributionsto class discussions and toward a positive learning environment.

The course involves the following learning activities: lectures; discussions; videoshowings; case analysis and presentation; and team endeavours (industry studyand presentation, research on best practices in technology commercialisation andthe marketing plan and presentation for a high technology product). Videos areutilized to offer students with additional insights into a particular concept; takestudents on-site to a real business situation; and to hear from real managers.

The course is designed to facilitate learning using the following methods:

1. Team-based approach. Managers in today’s corporations essentially work inteams. You are either current managers or future managers. Thus, you knowthat goals could be achieved more effectively and efficiently through team effort(whether in a corporate environment or a formal educational setting).2. Project approach. There are two comprehensive team outputs required: theindustry study and the marketing plans. These two projects provide you withopportunities to apply what you have learned from the classroom to existingbusiness situations.3. Field-based approach. Aside from the videos that show professionalstackling real managerial issues, the field-based approach will enable you toaugment your classroom learning with research. You will use your researchoutputs for the team projects and the individual current events analysis andpresentation.

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TECHNOLOGY MANAGEMENT CENTER

University of the Philippines, Diliman





COURSE POLICIES AND REQUIREMENTS

Class Preparation

You should have read the assigned materials before each session so that you couldparticipate during class discussions. I value your insights and opinions based onyour work experience, previous training and the readings. I encourage you toconsistently contribute to quality class discussions (in addition to the industry studyand current events presentations.

Class Attendance

The university rules with regard to class absences will be observed. I hope that youwill avoid absences in order maximize learning productivity. If you were absent for a session (for whatever reason), I advise you to consult with me or with your other classmates to find out what transpired during the missed session.

Course Requirements and Grading Scheme

Your grade will be based on three factors: a) individual performance; b) group performance

and c) peer performance rating. Individual performance is based on the written examinationresults, current events presentation and recitation/attendance. Group performance depends onthe results of the industry study and presentation as well as the group project. The weight per activity is as follows:

Final Exam 25%Industry Study and Presentation* 20%Marketing Plan* 20%Best Practice Report 20%Recitation/Attendance 15 %

Total 100%**

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*Peer evaluation will be the bases for assessing your individual contribution.

Grade Equivalents

97-100 1.00 75-79 2.2593-96 1.25 70-74 2.5089-92 1.50 65-69 2.7585-88 1.75 60-64 3.0080-84 2.00 Below 60 5.00

Examination

There will be a final exam worth 25 percent of your final grade. The final exam willinvolve essay questions and will not be a take home exam.

Submission of Outputs

Please submit outputs on time. Being able to meet deadlines and deliveringquality work are the hallmarks of a professional.

Code of Ethics

You are a mature student. I would appreciate if you would contribute towardestablishing and nurturing a positive and healthy learning environment. Pleaseobserve and follow university rules and regulations. Also, please value academic

integrity as well as discipline, commitment and responsibility.Please be reminded also about the university’s policies against plagiarism .Paraphrase and/or appropriately acknowledge the work of others (that was used) inorder to avoid committing the offence.

Cellular phones and other electronic gadgets

Please turn off cellular phones and other gadgets which sound (during class hours)could distract the Professor and your fellow students.

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TECHNOLOGY MANAGEMENT CENTER University of the Philippines, Diliman




Technology Marketing andCommercialisation

THE INDUSTRY STUDY AND PRESENTATION

Introduction. Each group will analyze a Philippine industry categorized astechnology intensive and present their study on dates stated in the course schedule.An industry is defined as a group of firms producing similar products or services.Please make sure that you get my approval of your choice of industry before youstart work on this endeavor.

Objectives. The objectives of the exercise are:

• To provide a clear linkage between on the one hand, concepts andframeworks discussed in class, and on the other hand, industry applications;

• To familiarize the students with various high-technology industries andcompanies, and provide real-world examples of class concepts; and

• To provide students with an opportunity to scan and analyze the taskenvironment of a local industry.

• To provide students with opportunities to further hone their research, writing,presenting and project management skills.

Major Issues. You are advised to refer also to any Strategic Management textbook (preferably a 2005 or 2006 edition). The industry analysis should cover thefollowing key areas:

1. Industrial Structure. This portion requires you to gather data on andconduct an analysis of:• The number of firms that compete in the industry;• The degree of concentration within the industry. Is the industry

dominated by a few very large firms (heavily concentrated) or is it made up of a large number of firms none of whom have adominant position within the industry?

• The average or typical size of the firms in each of theindustries as measured by sales volume.

• The average profitability of the members of each of theindustries measured by the profit-to-sales ratio.

• Information on the relative capital or labour intensity of the firms.

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2. Industry Value Chain (determine the industry groups needed to take aproduct from its raw material state to a final product in demand by a finalconsumer; analyse where in the chain market power resides and why?)and Forces driving industry competition (Use Michael Porter’s approach).

3. Macro-environmental trends. This portion requires you to discuss andanalyse the impact on the industry of the following factors (in case theindustry competes in overseas markets, your analysis should have acorresponding dimension):• Social, cultural, demographic and environmental forces;• Political, governmental and legal forces;• Technological forces; and• Economic forces.

4. Market segments. In this portion, discuss the industry’s various marketsegments and their corresponding customer buying characteristics;

products and existing and emerging technologies.5. Opportunities and Threats to the Industry.

Key Questions . The following key questions should be answered:1. Is the industry growing? Growth is measured by sales volume, number of

employees, units produced, number of new companies entering theindustry, and so forth.

2. Where are the opportunities? Does the industry provide opportunities for new businesses with strategies involving new products and/or processes,

innovative distribution, or new marketing strategies?3. What is the status of any new technology? How quickly does the industryadopt new technology, and does technology play a significant role in thecompetitive strategy of firms in the industry?

4. How much does the industry spend on research and development?Expenditures on R&D will tell you how important technology is, how muchyou will need to spend, and how rapid the product development cycle is.

5. Who are the major competitors? Which firms dominate the industry?6. Are there young, successful firms in the industry? This will give you an

indication of how formidable the entry barriers are and whether or not theindustry is growing rapidly.

7. What does the future look like? What appears likely to happen over the

next five years? What are the trends and patterns of change?8. Are there any threats to the industry? Is there any chance that newtechnology will render obsolete either the industry or that segment of theindustry in which you’re doing business?

9. What are the typical margins in the industry? Looking at gross margins inthe industry gives you an indication of how much room there is to makemistakes.

Grading . Your grade will be determined by the following:

• Thoroughness and analysis of primary and secondary data (30%)

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• Insightful analysis of the critical issues in the industry (you must tie analysiswith class concepts); (30%)

• Organization and Clarity (10%)• Effectiveness of oral presentation (30%)

Industry Study Format . The following is the required format for the output.

1. Covering Page. One Page.2. Table of Contents.3. Executive Summary. In this portion, you are expected to discuss the

highlights of the entire industry study. (Use about 3 pages.)4. Industrial structure (Use about 4 pages)5. Industry Value Chain and Forces Driving Competition (6 pages)6. Macro-environmental trends. (Use about 5 pages)7. Market segments (and corresponding customer buying characteristics;

products and existing and emerging technologies. (Use about 8 pages)8. Conclusion: Opportunities and Threats. (Use about 4 pages)9. Bibliography. (Please make sure that you properly acknowledge the

contribution of others in your bibliography. Cite accurately all your sources of information (interviews, websites, trade reports, year end reports, etc.)

10. Exhibits, Figures and Tables. Your output should have a minimum of 15exhibits, figures and tables. You must include a picture or illustration of theproducts (if tangible) and a service blueprint (for intangible offerings).

Additional notes with regard the conduct and preparation of the report.

1. You should utilize a variety of sources of data. Secondary data are availablefrom the Government and private publications and websites. Interviews withmanagers and industry analysts will also help you identify and analyse critical issues.

2. Be sure to be prepared before conducting interviews. Respondents are mostprobably busy and can give you only a limited amount of time. You are remindedto be polite and to express appreciation to the interviewees for their time.

3. You should consult me in case of any difficulty. It is possible that someinformation required/ exhibits are not available or confidential.

4. Use the active voice in writing to the extent possible.5. Acknowledge all sources in the reference section. Also identify intervieweesand their organization and position in the reference section.

6. Properly label exhibits and make sure that they are properly referred to in thetext.

7. Make sure that you have a table of contents that include the references and exhibits

8. Utilize headings and sub-headings generously (ex. Main heading: 1. Markets;subheadings: 1.1. Market Segments; 1.2 Buying Behaviour; 1.1.2 , 1.1.3, etc.).There should be a minimum of one heading/sub-heading every 2 pages.

9. Use page numbers with headings/subheadings (eg. Emerging Technologies p.22; Value Chain p. 34; Competitive Analysis p. 35, etc.); put the

headings/subheadings in the upper right hand corner of the page.15

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10. Use arial font (size 12) and single spacing between lines. The margin should beas follows: top and bottom should be 1 inch while the sides should be 1.25inches.

11. Proofread paper before submission.12. Use high quality bond paper and laser printer.13. In the covering page , print (center) the following:

• Title (Industry Study of _________)• This report on the Study of the (state the industry) was submitted on (state

the date) as part of the Requirements in TM 206 Technology Marketing andCommercialization.

• This Industry Study was conducted by (state the names of the teammembers) under the supervision of Prof. Edison D. Cruz.” You should signover your printed name.

• Masters in Technology Management• Technology Management Center, University of the Philippines, Diliman,

Quezon City

14. You should submit two copies of the report. I will give one copy (unmarked andwithout a grade) to the UP TMC library.

15. The graded copy of your report will not be returned to you. If you wish to knowthe results of your industry study, you may set an appointment with me.

Industry Study Presentation . One session (around 60 minutes) will be devoted toeach industry presentation and the ensuing open forum. The presentation, per se,should not exceed 30 minutes. (If the presenting team goes beyond the half hour limit, I will get the impression that your group did not prepare thoroughly.) Another

half hour will be devoted to an open forum. Aside from the showing of visual aidsused during the presentation, presenting group should provide a hard copy of thevisual aids to other groups and myself either before or immediately after thepresentation. Please take note of the additional guidelines below:

• Each member of the presenting group should discuss a portion of theindustry study. You are all future managers and leaders. The oralpresentation gives you more opportunities to further hone your skills inpresenting and arguing your ideas before your peers.

• Presentations must be done in a business-like manner, as if your group ispresenting to the top management of the company that is interested ininvesting in the industry studied. Presenting team should be in businessattire. The use of multi-media presentation is encouraged. Each group is

responsible for arranging whatever equipment is necessary for their presentation.• Assessment of industry study presentations. The effectiveness of the oral

presentations will determine 30% of the output results. This portion will begraded on the basis of the following criteria:

Organization, Clarity and Delivery 60 ptsQuality of Presentation Materials 40 pts

Total 100 pts.

Peer evaluation . You are required to evaluate (both quantitatively and qualitatively)16

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your peers. I will use this peer evaluation (both quantitative and qualitative) indetermining your individual performance for the industry study. The following is thecriteria for the quantitative evaluation: quality of contribution is 50%; attitude is 25%;and attendance is another 25%. The possible range of grades (total) is as follows:70 points (fair); 80 points (good); 90 points (very good) and 100 points (excellent).For the qualitative evaluation, the student conducting the assessment should writearound 3 statements describing the performance of the student with regard to thequality of his/her contribution, his/her attitude toward the study and his/her attendance during meetings. The peer evaluations should be submitted inside asealed letter envelope.

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Guidelines for Preparing and Presenting the Marketing Plan

Introduction. The Marketing Plan is another group effort. You will work with thesame team members in the industry study activity. Your job is to formulate amarketing plan for a high technology offering.

You have two options. You can do a marketing plan for a new product for acompany and or for a new product based on a DOST developed technology.Please make sure that you seek my approval first before embarking on the groupproject.

If you will do one marketing plan for a new product of a company, you will assumethe role of a product development team of an established company. The other project requires you to assume the role of entrepreneurs who will source their technologies from those developed by advanced science and technologyresearchers of the DOST. Access to sufficient information is crucial for thesuccessful completion of this project. If you are confident of securing access to dataand information about a high-tech product from a firm, then go for it.

If you collaborate with a private firm, you will most probably find that they alreadyhave a marketing plan for their high-tech product. In that case, your marketing planshould embody the improvements necessary to enhance the product’s performancein the market.

The marketing plan (whether in collaboration with a private firm and/or a DOSTagency) should highlight the linkage between concepts discussed in class and realworld situation.

Objectives. The objectives of the exercise are:

• To provide a clear linkage between on the one hand, concepts andframeworks discussed in class, and on the other hand, industry applications;

• To reinforce student’s learning through the formulation of a marketing planfor a high-tech product; and

• To provide students with opportunities to further hone their research, writing,collaboration and project management skills.

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Marketing Plan Format . Please refer to Appendix A of Kerrin’s book. Kindly followthe format suggested (elements of the plan).

Grading. Your grade will be determined by the following:

• Thoroughness and insightful analysis of primary and secondary data (in theevaluation of the internal and external environment and the discussion of markets and customers) (30%);

• Identification and discussion of critical issues with regard to theproduct/technology offering (you must tie analysis with class concepts) (30%)

• Internal consistency of the Marketing Strategy and the latter’sappropriateness to the situational analysis (30%)

• Organization and Clarity (10%)

Additional Notes with regard the Preparation of the Marketing Plan.

16. You should utilize a variety of sources of data. Secondary data are availablefrom the Government and private publications and websites. Interviews withmanagers and industry analysts will also be helpful.

17. Be sure to be prepared before conducting interviews. Interviewees are mostprobably busy and can give you only a limited amount of time. You are remindedto be polite and to express appreciation to the interviewees for their time.

18. You should consult me in case of any difficulty. It is possible that someinformation required/ exhibits are not available or confidential.

19. Use the active voice in writing to the extent possible.

20. Acknowledge all sources in the reference section. Also identify intervieweesand their organization and position in the reference section. I intend to verify your sources.

21. Properly label exhibits, figures and appendices and make sure that they are properly referred to in the text.

22. Make sure that you have a table of contents that include the references and exhibits

23. Utilize headings and sub-headings generously (ex. Main heading: 1. Markets;subheadings: 1.1. Market Segments; 1.2 Buying Behavior; 1.1.2 , 1.1.3, etc.).There should be a minimum of one heading/sub-heading every 2 pages.

24. Use page numbers with headings/subheadings (eg. Pricing Strategies p. 22;Channels of Distribution p. 34; Promotions p. 35, etc.); put the

headings/subheadings in the upper right hand corner of the page.25. Use arial font (size 12) and single spacing between lines. The margin should beas follows: top and bottom should be 1 inch while the sides should be 1.25inches.

26. Proofread paper before submission.27. Use high quality bond paper and laser printer.28. In the covering page , print (center) the following:

• Title (Marketing Plan for _________)• This Marketing Plan for (state the product) was submitted on (state the date)

as part of the Requirements in TM 206 Technology Marketing andCommercialization.

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• This Study was conducted by (state the names of the team members) under the supervision of Prof. Edison D. Cruz.” You should sign over your printedname.

• Masters in Technology Management• Technology Management Center, University of the Philippines, Diliman,

Quezon City29. You should prepare at least 3 copies of your output. You should submit two

copies of the Marketing Plan. I will give one copy (unmarked and without agrade) to the UP TMC library. I will grade the second copy and keep it. Youshould give another copy of your output to the DOST or the private firm (if youpromised them). It is important that you honor your promise (if you made them)so that future students’ request for collaboration would also be entertained.

Peer evaluation . Each student is required to evaluate (both quantitatively andqualitatively) his or her peers. Please refer to annex 1 for guidelines.

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TECHNOLOGY MANAGEMENT CENTER University of the Philippines, Diliman





RESEARCH ON BEST PRACTICES WITH REGARD TECHNOLOGY

COMMERCIALIZATION

1. Each group will tackle one major area in technology commercialization.The following are the assignments:

a. Group 1: Technology Assessmentb. Group 2: Technology Valuationc. Group 3: Intellectual Property Managementd. Group 4: Spin-0ffs, start-ups and Regular and Venture

Financing

e. Group 5: New Product Development2. Each group shall submit a report (hard and soft copies; electronic copyin CD) and also present their research. The objective of the exercise isto find out existing practices in commercialization technologies fromvarious countries and identify and recommend best practices for Philippine companies. The report should contain an executivesummary; review of related articles, literature and case studies, andsummaries of interviews; and recommendations. The case studiesshould present actual practices from Asia, U.S., and Europe. Theinterviews should cover practitioners in the Philippines.

3. Each group presentation should not exceed half and hour so that therewill be ample time for an open forum.

Peer evaluation. Students are required to evaluate (both quantitativelyand qualitatively) your peers. I will use this peer evaluation (bothquantitative and qualitative) in determining your individual performance for the industry study. The following is the criteria for the quantitativeevaluation: quality of contribution is 50%; attitude is 25%; and attendanceis another 25%. The possible range of grades (total) is as follows: 70points (fair); 80 points (good); 90 points (very good) and 100 points(excellent). For the qualitative evaluation, the student conducting theassessment should write around 3 statements describing the performance

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of the student with regard to the quality of his/her contribution, his/her attitude toward the study and his/her attendance during meetings. Thepeer evaluations should be submitted inside a sealed letter envelope.

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Technology Management Center University of the Philippines, Diliman





PEER EVALUATION

Each student is required to evaluate (both quantitatively and qualitatively) his or her peers. You should give credit to deserving team members. The quantitative andqualitative peer evaluation should be conducted for the industry study/presentationand the group project. I will use this peer evaluation (both quantitative andqualitative) in determining individual performance for the group outputs.

The following is the criteria for the quantitative evaluation: quality of contribution is50%; attitude is 25%; and attendance is another 25%. The possible range of grades(total) is as follows: 70 points (fair); 80 points (good); 90 points (very good) and 100points (excellent). (Please reproduce annex 1 for quantitative peer performanceevaluation). For the qualitative evaluation (please use a separate sheet), the studentconducting the assessment should write around 3 statements describing the positive(or negative) traits of the team member that helped in the attainment of the group’sobjectives (or hindered the group’s productivity). The peer evaluations should besubmitted inside a sealed letter envelope.

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Annex 2Guide for Assessing

“Organization, Clarity and Delivery” in Presentations(for use by Professor)

Course: TM 206 Technology Marketing and CommercializationSection:Title of Case:Group No.Group Members:

1. Individual Student Assessment

Name of Speaker:

Topic Handled:

Appearance (Well groomed? In business attire?)

Started on time?

Materials well organized?

Visual aids (Supported key points of presentation?)

Spoke at a volume and pace that suited the audience?

Captured the audience's attention from the start?

Spoke fluently, spontaneously and confidently throughout the presentation?

Made eye contact with all sections of the audience?

Exhibited enthusiasm and interest for his/her presentation?

His/her presentation interested the audience and stimulated ensuing discussion?

Remained calm and courteous when responding to hostile questions?

His/her replies (to questions from audience) were direct to the point and held theinterest of the other students?

2. Team Assessment

Started on time?24

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Presentation structure was evident?

Exhibited enthusiasm and interest?

Was able to emphasize key points?

Well prepared? Smooth transition between speakers?

Effective use of visual aids?

Gave handouts to the audience after the presentation?

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TM206 CS 1st Sem SY 2011-12

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