From a letter in Financial Times of Feb 3rd 2011:
"During my own executive MBA at Imperial College Business School (2008-10) there was the six-month IED (innovation, entrepreneurship and design) module – the idea behind it was to take a product or service from “just” an idea to the business plan stage. Interestingly (especially as Imperial College is in the FT top 10 for “entrepreneurship”) there was not one lesson on sales. I suggested to the course director that students should pick a product or service and during one weekend go out on the streets of London and sell as much as possible – the students would keep the money they made and the highest grades would be awarded to those who made the most money. I am yet to receive a reply."
See the article referenced here.