In this module, learners will:
- Learn about entrepreneurial mindset and how to apply it within a start-up or an established company
- Apply design thinking principles to drive innovation and enable the identification of opportunities
- Learn about start-up marketing and social media strategies
- Differentiate entrepreneurship from intrapreneurship and social entrepreneurship
- Identify the cultural, structural and leadership attributes that enable entrepreneurial behaviour
- Produce an innovation and marketing audit report for a company of choice

Online sessions (18 hours: 9 sessions of 2 hours each)
There will be 18 hours of class related teaching, which will include lectures and practical skills development.

Online assessment clinics (2 hours)
To help learners develop the assessment there will be 2-hour clinic where learners can discuss progress, share a draft of their work and receive formative feedback.

Independent Learning (180 hours)
The tutor will provide resources through the virtual learning environment which will include videos and presentations as well as links to useful websites. Other academic learning will be achieved through reading around the subject area. The tutor will suggest useful texts, though many others will be suitable and can be found in our e-library. If you require help understanding any of the concepts, you may contact the tutor for assistance.

1. Innovation and Marketing Audit Report (100%) – This 2500-word report will evaluate how the company you have chosen to audit is managing innovation and marketing, identify which areas of the process are successful and where improvements could be implemented. This will involve using different methods of analysis and comparing data to inform your conclusions and recommendations.

The learning strategy for this module is based around learners committing a total of 200 hours of activities towards achieving the learning outcomes. These will be split between 20 hours of direct contact with a tutor and 180 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.

The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

1. Demonstrate a knowledge of the concepts, theories and practice of entrepreneurial growth and leadership.
Knowledge & Understanding

2. Critically assess research relating to entrepreneurship, social entrepreneurship and intrapreneurship Learning

3. Examine the role of the entrepreneur, and demonstrate the ability to recognise opportunity, and undertake business planning and resource allocation.
Analysis
Enquiry

4. Demonstrate knowledge and a critical understanding of start-up marketing and social media strategies to meet business objectives.
Communication
Analysis
Problem Solving

5. Evaluate innovation models and their evolution with growth of organisations.
Communication
Analysis
Problem Solving

VLE learning support material to be provided for independent /self-directed learning
Module handbook
Academic journals and industry magazines
Selected contemporary problem/practice-based case examples

Barringer, B.R. (2016). Entrepreneurship: successfully launching new ventures, Pearson Education.

Burns, P. (2016). Entrepreneurship and small business: start-up, growth and maturity, Palgrave.

Hisrich, R. D., Peters, M. P., & Shepherd, D. A. (2017). Entrepreneurship, McGraw-Hill Education.

Mazzarol, T. & Rebound, S. (2019). Entrepreneurship and Innovation: Theory, Practice and Context, Springer

McGarth, R.G. & McMillan, I. (2000). The Entrepreneurial Mindset: Strategies for Continuously Creating Opportunity in an Age of Uncertainty, HBR Press

Meyer, M. H., & Crane F. G. (2014). New venture creation: an innovator's guide to entrepreneurship, SAGE.

Rae, D. (2015). Opportunity-centred entrepreneurship, Palgrave.

Ryan, D. & Jones, C. (2012). Understanding digital marketing: marketing strategies for engaging the digital generation, VLEBooks.

Smith, P.R. & Zook, Z. (2011). Marketing communications: integrating offline and online with social media, VLEBooks

This module is primarily designed for SME employees, students and graduates who are interested in innovation and entrepreneurial activities. The module is also relevant for people who would like to analyse the digital marketing and innovation strategies of their own business or other organisations.

You don't need to have a background in innovation or marketing to succeed in this module. This module will equip you with all the knowledge and skills required to investigate growth strategies of other companies, learn from them and apply the learning to your own setup.

Participants of the module will experience the life of an innovator. They will work within the secure environment of a university but will be encouraged to critically analyse the current markets to find new opportunities.

Through several real-life exercises and interactive discussions, we will take the participants through several aspects of business innovation and marketing to highlight common mistakes that businesses make and possible solutions. The focus will be on experiential learning so you will be expected to apply the knowledge gained through this course to practical scenarios.