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Integrated Curriculum: Integrated Curriculum: Lessons from 12 years of Lessons from 12 years of
CrossCross--Functional LearningFunctional Learning
Frédéric Brunel Nitin Joglekar
Jonathan Hibbard
Baltimore Baltimore ---- October 2005October 2005
MK
OM
FEIS 323
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse Delivery Critical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse Delivery Critical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
Basic IssuesBasic IssuesThe Traditional WayThe Traditional Way
The RealityThe Reality
FALL SEMESTER SPRING SEMESTER
First Year --SM121: Management as a SystemSM121: Management as a System
-EC101: Introductory Microeconomics -WR100: Writing Seminar -MA120:Applied Math for Social & Management Science
--SM122: Management as a SM122: Management as a SystemSystem-EC102: Introductory Macroeconomics -Two CAS Electives
Second Year
-AC221: Financial Accounting -SM221: Probabilistic and Statistical Decision Making for
Management-OB221: The Dynamics of Leading Organizations-One CAS Elective
-AC222: Managerial Accounting -SM222: Modeling Business Decisions and Market
Outcomes-LA245: Introduction to Law -One CAS Elective
Third Year --SM323 Cross Functional CoreSM323 Cross Functional Core
FE323: Financial ManagementMK323: Marketing ManagementIS323: Introduction to Information SystemsOM323: Operations Management
Four Courses – may choose from SMG electives, remaining CAS electives and/or free electives.
Fourth Year
Four Courses – may choose from SMG electives, remaining CAS electives and/or free electives.
--MG422: Strategy & PolicyThree Courses – may choose from SMG electives,
remaining CAS electives and/or free electives.
Undergraduate Curriculum OverviewUndergraduate Curriculum OverviewCollaboration – Team Learning
Experiential Learning
Cross-Functionality
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse Delivery Critical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
SM323: The Cross SM323: The Cross FunctionalFunctional CoreCore
Junior Year--> 4 Required Courses
12 year History ~ 145 sections~ 950 projects ~ 550 students per yearSignificant evolution of course structure & technology
Past 3 years: 40(+) faculty involved
Pedagogy Research OpportunityDetailed Data on 167 Projects
MK
OM
FEIS 323NPD
Project
~ 6,000 students
Learning PhilosophyLearning Philosophy
Experiential learningCross-Functionality Team Learning
Students assigned to teams at ‘Random’Formal team contractingTeam grade and “blind” peer evaluationsWeb based measurement tools Evaluated on coaching and counseling as well as overall performance
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse Delivery Critical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
Course StructureCourse Structure
14 Weeks ~ 210 class hours + 16 exam hours14 Weeks ~ 210 class hours + 16 exam hoursAM or PM sectionsAM or PM sections23 x 223 x 2--hour sessions for each functionhour sessions for each function6 x 46 x 4--hour common sessions (all faculty)hour common sessions (all faculty)3 sessions with Center for Team Learning3 sessions with Center for Team LearningEnd of term product showcaseEnd of term product showcaseCommon (across sections) reviews and examsCommon (across sections) reviews and exams
A Matrix (+) Delivery StructureA Matrix (+) Delivery Structure
Section Coordinator
Section Coordinator
Section Coordinator
Marketing
Coordinator
Finance
Coordinator
Operations
Coordinator
I.S.
Coordinator
4 Faculty Member Teaching Team
4 Faculty Member Teaching Team
4 Faculty Member Teaching Team
Section Coordinator 4 Faculty Member Teaching Team
Up to 14 sections per year
Course Design TeamCourse
Coordinator
Center for Team
Learning
Center
Coordinator
+ TA + TA+ TA + TA
Example of SM323 CalendarMonday Tuesday Wednesday Thursday Friday
6-Sept 7 8 9 10-Sept
CS 1: Overview of New Product Process
OM 1:Introduction to OM FE 1: Time Value of Money I OM 2: Product Design
Labor Day Generating New Product Ideas Team Intro Assignment & Team Contracts
Pre-clearance Procedures for New Product Ideas MK 1: Introduction to Marketing IS 1: Introduction to Information
Systems MK 2: Marketing Strategy
13-Sept 14 15 16 17-Sept
OM 3: Product Design FE 2: Time Value of Money II FE 3: Time Value of Money III OM 4: Product Design
CS 2: New Product Review Workshop
Team ContractsDue to Your PTA
MK 3: Marketing Environment and Ethics
IS 2: Strategic Information Technology Planning IS 3: Management Decision Making MK 4: Buying Behavior
Mon-20-Sept Tue - 21 Wed - 22 Thu -23 Fri - 24-Sept
OM 5: Design Review FE 4: Bonds OM 6: Supply Chain I FE 5: Stocks OM 7: Supply Chain II
MK 5: Market Segmentation IS 4: E-Commerce: Doing Business on the Web
MK 6: Marketing Research Methods
IS 5: Introduction to Data Management
MK 7: Market Segmentation Workshop
27-Sept 28 29 30 1-Oct
OM 8: Strategic Assessment of Supply Chains
FE 6: Stock andBond Review
OM 9: Supply Chain - Capacity Management FE 7: Ratios Workshop OM 10: Supply Chain/ Make-Buy
MK 8: Forecasting Demand IS 6: Data Modeling &Database Design I
MK 9: Marketing Research Analytics
IS 7: Data Modeling & Database Design II
MK 10: Questionnaire Design Workshop
Mon 4-Oct Tue-5 Wed - 6 Thu - 7 Fri -8-Oct
OM 11: Quality Management FE 8: NPV and Other Investment Criteria OM 12: JIT & Flexibility FE 9: Cash Flows I: Making Capital
Investment Decisions
Team Feedback Session I Team's CTL Actions PlansDue to Your PTA
MK 11: New Product Development IS 8: Why is the Data so Important? MK 12: Product Strategies IS 9: Informational Requirements
Workshop
11-Oct 12 13 14 15-Oct
IS / FE MK / OM FE 10: Cash Flows II
Columbus Day EXAM 1 EXAM 1
5 -10pm Details to be Posted
5 -10pm Details to be Posted
IS 10: Introduction to SystemsAnalysis & Design
Mon 18-Oct Tue-19 Wed-20 Thu-21 Fri-22-Oct
CS 3: Business Development Workshop
CS 4: Business Development Workshop OM 13: Location Planning FE 11: Sensitivities (case)
Details to be Posted
BDW Memo Assignment MK 13: Pricing Strategy IS 11: Continue Systems Analysis and Design
Set Up Meeting with PTA
25-Oct 26 27 28 29-Oct
OM 14: Job Design FE 12: External Financing Needs (case)
OM 15: Supply Chain Workshop FE 13: Risk and Return I FE 14: Risk and
Return II
MK14: Marketing Arithmetic IS 12: Hardware and Software Resources
MK 15: Integrated Marketing Communications
IS 13: Continue Hardware and Software Resources
IS 14: Web Interface & Design
Mon 1-Nov Tue-2 Wed-3 Thu-4 Fri-5OM 16: Process Improvement FE 15: Portfolios OM 17: Aggregate Planning FE 16: CAPM
IS 15: Systems Design Workshop IS 16: Telecommunications I MK 16: IMC Planning MK17: Questionnaire Results
Workshop
8-Nov 9 10 11 12-Nov
OM 18: Technology Management I FE 17: WACC I OM 19: Technology
Management II FE 18: WACC II
Team Feedback II Veteran's Day Team's CTL Actions Plans
MK 18: Promotion Plan Workshop IS 17: Telecommunications II MK 19: Sales Projection
Workshop IS18: IS Costing
Mon 15-Nov Tue-16 Wed-17 Thu-18 Fri 19-Nov
OM 21: Capacity Planning & Job Design Workshop FE 19: Base Case OM 20: Technology
Management III FE 20: Options
MK 20: Personal Selling IS 19: Information System Costing Workshop MK 21: Marketing Channels IS 20: Security and Privacy Issues
22-Nov 23 24 25 26-Nov
FE 21 Integrated Workshop
FE 22 Integrated Workshop Thanksgiving
Mon 29-Nov Tue-30 Wed 1-Dec Thu-2 Fri 3-DecOM 22: Service Operations
Business Plan Business Plan Business Plan Business PlansIS22: Access Prototype
Workshop Preparation Day Preparation Day Preparation Day DUE @ 2 PM
6-Dec 7 8 9 10-Dec
Mandatory Attendance Mandatory Attendance 5 -10pm 5 -10pm
OM & MKCourse Wrap-Ups/
Exam Review
IS & FECourse Wrap-Ups/
Exam ReviewIS & FEEXAM 2
OM & MKEXAM 2
Mon 13-Dec Tue 14 Wed 15 Thu 16 Fri 17-Dec
Presentation Prep Day CS 5: Business Plan Presentations
CS 6: Business Plan Presentations
Peer/Team Evaluation Due by 3:00 pm
CS 7: SM323 Product Showcase 4-6pm
Culminates with a Product ShowcaseCulminates with a Product Showcase
5 FunctionalWorkshops 12
FunctionalWorkshops
Week 1 Week 14
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse Delivery Critical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
Example of JustExample of Just--InIn--Time Time Cross Functional IntegrationCross Functional Integration
Focus Group
H. of Q.
Surveys
Segmentation Sales Forecasting
Capacity Planning
Scenario Analysis
Financial Projections
Capital Requirement
Procurement System
Inventory System
Product Design
Supply Chain
Make/Buy
GradingGrading
Students receive 4 gradesStudents receive 4 gradesMid terms and finalsMid terms and finals
Students must pass each functionProject counts as 40% of the grade in Project counts as 40% of the grade in each courseeach coursePeer evaluations used to adjust Peer evaluations used to adjust individual grades individual grades
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse DeliveryCritical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
Pedagogy: Types of ProjectsPedagogy: Types of Projects
Only B2C products Only B2C products Tangible ProductsTangible ProductsProduct must not exist or be patentedProduct must not exist or be patentedNo No ““star warsstar wars”” technologiestechnologiesNo low cost knock offNo low cost knock offNo products that need special market infrastructureNo products that need special market infrastructure
Project ExamplesProject Examples
Limited product space helps teaching & support
Differentiable, technologically simple products thatsolve specific market needs
Products that non-engineering students can master
Product is pretext…. Project is real product
Only B2C products Only B2C products Tangible ProductsTangible ProductsProduct must not exist or be patentedProduct must not exist or be patentedNo No ““star warsstar wars”” technologiestechnologiesNo low cost knock offNo low cost knock offNo products that need special market infrastructureNo products that need special market infrastructure
Pedagogy: Types of ProjectsPedagogy: Types of Projects
A Semester LongA Semester LongSemester Project !Semester Project !
CommonSessions
CommonSessions
CommonSessions
5 FunctionalWorkshops 12
FunctionalWorkshops
Week 1 Week 14
Supporting Processes and Supporting Processes and TechnologiesTechnologies
Custom BooksCustom BooksSpecially written casesSpecially written casesWeb Sites Web Sites –– (Almost) Paper less course(Almost) Paper less course
Workbook (200+pages)Electronic problemsDatasetsQuestion bankCommunication toolsTeam pages
Team Learning AssistantTeam Learning AssistantData Bases Data Bases –– Physical Archive of Past ProjectsPhysical Archive of Past ProjectsExplicit Course PoliciesExplicit Course PoliciesNew TechnologiesNew Technologies
Codified and Self–sustaining
Knowledge
Team SupportTeam Support
Team SupportTeam Support
Team SupportTeam Support
Balancing Curricular Tension Balancing Curricular Tension ---- ExampleExample
Sales Forecasting
Focus Group
Surveys
Segmentation
Product Design
Teaching the standard content of an intro Marketing course?
Teaching project based content?
Culture & CommitmentCulture & Commitment
StudentsStudentsStart anticipating CORE in their freshman year
Boot Camp mentalityGreat experienceNever learned so much
Student Government publishes “survival guides”
FacultyFacultyCross trainingSteep learning curveToo much work
- 78 hours in class- High out of class contacts hours
Set up costs are high
Dean’s OfficeFosters “Continuity”Coordination SupportExtra Teaching Credits
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse Delivery Critical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
Measures of SuccessMeasures of Success
ExternalExternalAward at DSIRecruiters recognitionSponsorship by ATT
InternalInternalHas become the defining course in curriculum
Known as “CORE” even though we have 12 core coursesCourse Folklore, Culture and Anticipation that starts with FreshmenCourse ratings have been high and improving
Measures of SuccessMeasures of SuccessExternally Administered Survey of Graduates (n=1100)(12 to 18 months after course – two year running averages)
#1, # 2 and #4 (out of 12 core classes) “most useful courses for personal development” are SM323 components
Agree86%
Neutral9%
Disagree5%
Agree83%
Neutral11%
Disagree6%
Fig 1. “SM323 was an impactfullearning experience”
Fig 2. “SM323 prepared me to work on teams”
Concerns & Open QuestionsConcerns & Open Questions
StudentsStudentsSome students do not fully understand the course goals
Ability to separate product idea, learning, and functional concepts
Some students are not ready (?) for team based learning
FacultyFacultyBalancing of functional and cross-functional learning
Continuous Improvement-what is the next change?
Preparation for electives
Do some students fare better or worse ….?
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse Delivery Critical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
Course Data set *Course Data set *
Collected over 4 semesters Collected over 4 semesters (n= 1101 students)
Team AssessmentIndividual contribution to content Individual contribution to processTeam cohesiveness
Project grade (167 teams) & Individual Grade adjustmentsStudent grades on exams for each course Demographic data for each student (gender, concentration, incoming GPA, domestic vs. international, transfer …)
* We thank over 40 colleagues / UG Office Funded by a grant from CTL/ General Electric
Drivers of Team PerformanceDrivers of Team Performance
Consistent with Conventional Wisdom:Consistent with Conventional Wisdom:Team Talent is Linked to Team Performance
AveragePriorGPA
TeamProjectGrade
++
Drivers of Team PerformanceDrivers of Team Performance
Consistent with Conventional Wisdom:Consistent with Conventional Wisdom:Working well together is linked to team performance
Team Cohesion
TeamProjectGrade
++
Drivers of Team PerformanceDrivers of Team Performance
Talent Matters, but it is not the averageTalent Matters, but it is not the averageChampion and weakest Link are the drivers
Working well together is still key
Team Cohesion
TeamProjectGrade
++Max Prior
GPA
MinPriorGPA
++
++
Evidence of Team Learning Evidence of Team Learning
Individual Performance across eight functional exams Individual Performance across eight functional exams is boosted by belonging a cohesive project teamis boosted by belonging a cohesive project team
Team Cohesion
Student Performance
on Exams
++StudentPrior GPA
++
Team Learning By Student GPATeam Learning By Student GPA
Low Teaming Quality High Teaming Quality
High IncomingGPA Student
Low IncomingGPA Student
IndividualExam
Scores
TeamTeamLearningLearning
Ongoing Data AnalysesOngoing Data Analyses
Other drivers of individual performanceOther drivers of individual performanceGenderDomestic/ internationalTransfer studentsConcentrations
Other drivers of team performanceOther drivers of team performanceContent versus process contributionTeam size
CompositionGenderInternationalTransfer
SummarySummary
A coordination challenge but A coordination challenge but ……Big pay offBig pay off
Experiential and team learningStrong course ratings EmployersUnique offering
Data set: opportunity for systematic testingData set: opportunity for systematic testing
MK
OM
FEIS 323
AgendaAgendaCurriculum Orientation
Cross Functional Course DesignCourse PhilosophyCourse StructureCourse Delivery Critical Success factors
Measures of Course Success
On-going Research ProjectResults on Team Learning
Questions and Answers
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