A Model For University-Industry Collaboration: The Center for...
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A Model ForUniversity-Industry Collaboration:
The Center for Analog and Mixed SignalIntegrated Circuit Design at WPI
John McNeillElectrical and Computer Engineering Dept.
Worcester Polytechnic [email protected]
http://ece.wpi.edu/analog
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2McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Presentation Overview
• Background• Industry-University Partnership• Center Overview• Operational Details• Advice• Conclusion
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3McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Background: Personal1979-1983 A.B. Engineering, Dartmouth College
1983-1986 Design Engineer, Analogic Corp.
1986-1990 Design Engineer / Engineering Manager,Adaptive Optics Associates (AOA)
1990-1991 MSEE, University of Rochester
1991-1994 PhD, Boston University
1994-2004 Assistant / Associate Professor, WPI
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4McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Background: WPI
• Founded 1865– USA's 3rd-oldest technological university
• Located in Worcester, Massachusetts– 1 hour from Boston
• Full-time enrollment: ~ 2700 Undergrad, ~ 500 Grad (~220 FT Faculty)
– Small size allows close faculty interaction• University with core focus on science, engineering,
and management of technology• Grants bachelor's, master's and doctoral degrees
in 30+ disciplines
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5McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Background: Curriculum• "Technological humanist"
–Prepare students for entire career and life path• Projects (Close collaboration with faculty mentor)
–Humanities Project• Express creativity in nontechnical fields
–Interdisciplinary Project• Society-technology interface.• Option: Global sites from London to Bangkok
–Disciplinary Project (Capstone)• Obtain professional-level design experience• Integrate, apply, knowledge• Solve “ real-world” problems
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6McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Presentation Overview
• Background• Industry-University Partnership
– Goals– Traditional Research Model– Collaborative Design Center
• Center Overview• Operational Details• Advice• Conclusion
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7McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Industry / University Partnership: Goals
• Industry– Technical
• Stay current with "cutting edge" research• Explore / develop "back burner" ideas
– Human Resources• Identify good engineers to hire!
• University– Intellectual Mission (Research)
• "Create knowledge"– Customer Service (Education)
• Instruction, research relevant to needs ofstudent, industry constituencies
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8McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Traditional Research Model
• Targeted– Support 1
graduate student– Single project
• Disadvantages:– High cost– Lost opportunity
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9McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Collaborative Design Center
• Consortium– Take advantage of
common interests– Free flow of
information,contact amongmembers
– Pooling resourcesallows reducedentry cost
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10McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Presentation Overview
• Background• Industry-University Partnership• Center Overview
– Organization– Benefits for Students– Benefits for Sponsors– Choices for Faculty
• Operational Details• Advice• Conclusion
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11McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Center Overview
• The Center for Analog and Mixed Signal ICDesign at WPI conducts graduate research andundergraduate projects in all aspects of mixedsignal IC design.
• These activities are conducted in anenvironment that supports the complete "realworld" integrated circuit design process.
• The Center is supported by contributions frommember companies, who help to determine thedirection of Center research.
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12McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Design Center Overview: Organization• Membership: Company pays $35,000 annual fee• Student / faculty participation:
– 16 students/year: 4 capstone teams, 4 MS– 4 faculty involved
• Advisory Board– Representatives from member companies– One-day meetings in fall, spring– Review progress, choose future projects– Direct interaction with students
• Project Ideas– Proposed by companies, faculty– Sponsors select (Advisory board vote)
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Benefits to Students• Better Project Quality/ Definition
– Project credibility– "Customer" = Easier to motivate students
• Real World Constraints– Professor not the bad guy– Compete with sponsor's competitors– Students live with real cost / budget constraint
• Networking– Talk to “real engineers”– Better exposure in hiring process
• Grad-Undergrad Interaction– "Analog lab" environment
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14McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Benefits to Corporate Sponsors
• Access to graduating seniors, M.S. students• Better evaluation of engineering competence
– Lab vs. interview situation• Increase pool of students with mixed signal IC
design experience• More awareness of sponsor's company among all
students in ECE• Influence direction of research• Awareness of and access to new technologies• Influence curriculum development• Networking
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15McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Benefits Choices for Faculty
Advantages• Better projects for
project-basedcurriculum
• Recruit best studentsinto your program
• "Real world"relevance
• Like winning a grantevery year
Disadvantages• Emphasis in
education-researchbalance?
• MS-PhD balance?
• Too much emphasison application?
• Volatility of short-term companyinterests!!!
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16McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Membership History
• Looks like stock market !• Difficult for companies to spend money on
"recruiting" during layoffs ...
1998 1999 2000 2001 2002 2003 2004
5432
MEMBERS
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17McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Presentation Overview
• Background• Industry-University Partnership• Center Overview• Operational Details
– Communication– Intellectual Property Policy
• Advice• Conclusion
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18McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Communication: Fall Meeting
• Poster presentations: Status of work in progress– Graduate projects
• Progress: 6 months• "Critical design review"
– Undergraduate projects• Progress: 1 month• Feedback / "course correction"
• Determining General Research, Project Priorities– Input from members, faculty– General research direction– Specific project proposals for
recruiting students
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19McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Communication: Spring Meeting
• Poster presentations: Completed work– Direct sponsor interaction with students– Assess technical, communication skills– Open to all students (recruiting)
• Choosing Research/Projects for Upcoming Year– Faculty
• Present proposed projects for coming year• Provide results of recruiting, student interest
– Advisory Board• Vote on which projects will be carried out
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20McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Intellectual Property Policy
• Research results equally available to all members– Consortium NOT for proprietary research!
• Members may request nominal delay inpublication of results– Not a problem: tJOURNAL >> tCORPORATE
• Ownership of discoveries, inventions, etc.– Whoever pays for patent expenses– WPI and/or subset of interested sponsors
• All members entitled to non-exclusive,royalty free license
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21McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Presentation Overview
• Background• Industry-University Partnership• Center Overview• Operational Details• Advice
– Starting a Center– Industry Contacts– Selling to Sponsors– Recruiting Students
• Conclusion
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22McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Starting a Center
• Talk to / get ideas from as many people as you can:• People at your institution doing something similar• People at other institutions doing something similar
– Acknowledgment: Terri Fiez, CDADIC, OSU• Contacts at potential sponsors / member companies• Consider teaming with other faculty
– Within department:Cover several subdisciplines
– From other departments:Interdisciplinary
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23McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Starting a Center: Industry Contacts
Quantity Rules
• To get 1 good idea, you need 10 bad ideas• To make 1 sale, you need to live through 10
rejections• To get 1 sponsor ...
• If a potential contact isn’t producing, spend timeelsewhere!
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24McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Industry Contacts: Where to get them?
• Anywhere and everywhere!– Former students– Former employers/employees– Your PhD advisor's contacts– Help from colleagues in your department– People who see your publications– People who see you at ...
• Conferences• Local professional society talks
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25McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Selling Your Center To Sponsors
• Any contact to get you in the door– Engineering, Human Resources, anything
• Work your way up corporate food chain– "This will make you look good for your boss"– Find the person in organization who can say
"This is a good idea - let’s spend $35,000 on it!"– Title different depending on organization
• Work your way back down corporate food chain– Whoever’s actually interested in technical work– Point of (frequent) contact once work is
happening
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26McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Selling Your Center To Sponsors
"$35,000 is a lot of money"• Compare to cost of hiring process
– Key: Sponsor access to students withexperience, interest in company's field
– Curriculum, research less important– Cheap compared to recruiting / headhunter cost
• Don't be afraid to ask for a lot of money– Sponsor's attitude:
Little money committed = low priority– Find good partners; OK if bad partner says no!
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27McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Educating Sponsors: Expectations
• Be aware of industry biases / constraints– Ideal: Instant, cost-free product development– 18 months = eternity
• Manage sponsor expectations– Cultivating long term relationship– Not product development– Not on critical path
• Example: Educational mission of capstone project– Teach design process
• Time for students to brainstorm, research, ...– Not "get something done"
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28McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Recruiting Students
• Two words: FREE FOOD– Student recruiting event after Fall meeting
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29McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Recruiting Students
• Two words: FREE FOOD– Student recruiting event after Fall meeting
• Two more words: FREE CLOTHING– Analog Lab T-shirts
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30McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Recruiting Students
• Two words: FREE FOOD– Student recruiting event after Fall meeting
• Two more words: FREE CLOTHING– Analog Lab T-shirts
• Another two words: OPEN HOUSE– Invite students in department to presentations– See ongoing projects; cool place to work
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31McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Recruiting Students
• Two words: FREE FOOD– Student recruiting event after Fall meeting
• Two more words: FREE CLOTHING– Analog Lab T-shirts
• Another two words: OPEN HOUSE– Invite students in department to presentations– See ongoing projects; cool place to work
• Teach courses in your area with enthusiasm– Frequently mention related, high quality,
sponsored projects– Lecture examples from industry / project work
• Most important: Student word-of-mouth,positive peer "buzz"
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32McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Presentation Overview
• Background• Industry-University Partnership• Center Overview• Operational Details• Advice• Conclusion
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33McNeill, “A Model for University-Industry Collaboration …,” EWME2004
Conclusion
• Collaborative Design Center– Serves needs of constituencies:
Students, Sponsors, Faculty• Selling to Sponsors
– Benefits not features!– Know their needs, constraints– Be clear about your educational mission
• Sometimes "no" is the right answer!• Working with Students
– Create environment that attracts best students– Expect success: Believe in your students