Farhad Rostamian, Instructor of ENG 188

ENGR 188 Course Overview

Engineering Entrepreneurship Certificate

Description of the Course

Seminar, four hours; outside study, eight hours. Special topics in engineering for undergraduate students taught on experimental or temporary basis, such as those taught by resident and visiting faculty members. May be repeated for credit with topic or instructor change. Letter grading.

Background students will need

Entrepreneurial Product Development is a new course designed for those interested in

innovations related to making new products, particularly in the current global environment

fascinated with entrepreneurship. There are no pre‐requisites. This is not a course in

engineering, and previous experience in making new products is not required. However some

familiarity of technological concepts and applications would be valuable.

About the Instructor

Farhad Rostamian () has spent most of his career in

creating and fostering innovative products and solutions and managing them for sustainable

growth across industries such as semiconductors, consumer electronics, sensors, imaging,

medical devices, software and digital media. A quad bruin, Farhad has degrees from UCLA

schools of engineering and business. He has significant experience in fortune 100s, as well as

start‐ups and growth stage companies: fast‐paced organizations characterized with innovation

and competition in complex global ecosystems. He has held various senior positions in

technology development, commercialization and management, end‐to‐end operations,

business and product strategy, international business, and digital innovations in companies

such as Xerox, Photobit, Micron and Interlink. In these roles he successfully took more than 25

high‐tech products to market generating $500M annually and 35% market share, including such

iconic products as the Pill camera and the camera for Apple’s first iPhone. Farhad is currently at

the Entrepreneurship Department at the UCLA Anderson School of Management, teaching

courses on new product development. Utilizing his vast industry knowledge and expertise in

new product creation, he brings real world examples of products and companies into the

course. He turns the classroom into a place where student teams can be creative and practical

about pursuing ideas and ventures and continues to mentor them post‐graduation. Farhad is a

world traveler (40+ countries) and an avid scuba diver (250 dives) in many tropical waters

around the world. He is passionate about coral and oceanic health and biodiversity.

 

Syllabus

New products and services are the lifeblood of any company: a start‐up in a garage, a farm, a

laboratory, or a well‐established corporation. Additionally, new products, and the innovations

related to making and marketing such products are the cornerstone of any flourishing

economy. Without creating a new product, there is no start‐up company to create new jobs.

Likewise, without disruptive innovations to expand the product portfolio, any modern

corporation can quickly succumb to competition ‐ especially from an innovative company (or

individual) conjuring up a new way to disrupt their industry. It’s not uncommon to witness

industry pioneers and giants lose significant market share, or even be totally dis‐intermediated.

This phenomenon has been intensified with the advancements in digital economy. Digital

economy has significantly altered the speed and the scope of innovations across all industries

and markets. Recognizing the need for product innovation, entrepreneurs and established

corporations allocate all or significant amount of their human and capital resources in the

creation of new products. However, not all such products will ever make it to the market; even

if they enter the market, not all will reach the mainstream adoption, and yet a smaller

percentage can stand the test of time and achieve significant market share or resilient

popularity. As innovation has become one of the key drivers of making new products, in this

course we will examine the process of innovation and new product development and discuss

the related paradigms and success factors (through the cases and class discussions).

Examples of critical concepts and relevant topics covered:

 Invention and Innovation

 Elements of Marketing Strategy

 Entrepreneurship Process (agile start‐up)

 Ideation and Validation

 Business Models, Scaling and Monetization

 Digital Innovation and Disruption

 Intellectual Property and its Protection

 Coverage of Ecosystems, Product Strategy, Product Platforms, Product line Extension

and Life Cycle Management

 Topics in Product Management, Agile Development, Defining New Products, Making

MRDs and PRDs

 Discussions on Sharing and On‐demand Economy, Autonomous Cars, Social Media, ARVR,

 

Text Books:

Text book 1: (abbreviated to NPM)

New Products Management

ISBN-10:007802904X

Edition: 11th, 2015

Authors: C. Merle Crawford, C. Anthony Di Benedetto

Text book 2: (abbreviated to TSW)

The Start-up Way

ISBN-10: 1101903201

Author: Eric Ries