Module Descriptors
ENTREPRENEURIAL MARKETING
MKTG40299
Key Facts
Digital, Technology, Innovation and Business
Level 4
30 credits
Contact
Leader: Joe Hazzam
Email: joe.hazzam@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 60
Independent Study Hours: 240
Total Learning Hours: 300
Pattern of Delivery
- Occurrence B, British University Vietnam, UG Semester 2
Sites
- British University Vietnam
Assessment
- GROUP ASSIGNMENT weighted at 50%
- GROUP PRESENTATION weighted at 25%
- CLASS TEST weighted at 25%
Module Details
Module Additional Assessment Details
Summative Assessments
Group Presentation and report Week 12 50% comprising of ;
1. A Group Report ; this will comprise of a Marketing Plan for the launch of the new product including an introduction covering the creative process supporting the initial idea for the new product or service, and an outline costing (50%) . Length 3000 words
2. A Group presentation based on an outline marketing plan for the launch of the new product. Length 20 minutes in total (25%). Completed in Week 12.
3. An Individual Class Test. 25%.
Formative Assessments
Group Report - Outline feasibility study for proposed new product. To include an outline linked to available resources or potential resources. Week 6
Group Presentation and report Week 12 50% comprising of ;
1. A Group Report ; this will comprise of a Marketing Plan for the launch of the new product including an introduction covering the creative process supporting the initial idea for the new product or service, and an outline costing (50%) . Length 3000 words
2. A Group presentation based on an outline marketing plan for the launch of the new product. Length 20 minutes in total (25%). Completed in Week 12.
3. An Individual Class Test. 25%.
Formative Assessments
Group Report - Outline feasibility study for proposed new product. To include an outline linked to available resources or potential resources. Week 6
Module Texts
Baines P, Fill C and Page K, (2011) Marketing, 2nd Edition, Oxford OUP, 978-0-19-957961-7
Blundel R, Lockett N (2011) Exploring Entrepreneurship Oxford OUP 978-0-19-921155-5
Conway S , Steward F (2009) Managing and Shaping Innovation Oxford OUP 978-0-19-926226-7
Blundel R, Lockett N (2011) Exploring Entrepreneurship Oxford OUP 978-0-19-921155-5
Conway S , Steward F (2009) Managing and Shaping Innovation Oxford OUP 978-0-19-926226-7
Module Resources
A range of resources, including, University library and IT facilities, the Internet, journals and databases
Mintel
Mintel
Module Learning Strategies
Students will engage with:
. a mix of lectures/ tutorials/ large and small group activities, plus self directed learning. Learning support material will be provided for independent /self directed learning.
. participation in group activities, including presentations and peer assessment
. directed reading
. undertake their own (contemporary) research
. Guest speakers
. Formative assessment will involve online tests.
. Workshops
. Poster design
. Technology supported activities (e.g. chat rooms, blogs, forums)
. a mix of lectures/ tutorials/ large and small group activities, plus self directed learning. Learning support material will be provided for independent /self directed learning.
. participation in group activities, including presentations and peer assessment
. directed reading
. undertake their own (contemporary) research
. Guest speakers
. Formative assessment will involve online tests.
. Workshops
. Poster design
. Technology supported activities (e.g. chat rooms, blogs, forums)
Module Indicative Content
The content of the module is drawn from 4 themes as follows;
Theme 1 ; Creativity, Innovation and Design. This addresses
. The concept of innovation and creativity.
. New product, service
. Enterprise development.
Theme 2 - Environment and Development. Developing the idea in the environmental context. Addressing areas that may include ;
. Feasibility and financials.
. Financial analysis,
. Market research,
. Operational issues
. Resource implications.
Theme 3 - Delivery to the market. Introduction to the foundations of marketing fundamentals to the launch of a new product, service or enterprise. This will include;
. Marketing as a business function.
. Consumer behaviour
. Segmentation
. Marketing mix
. New and emergent social communications and networks.
Theme 4 - Feasibility and future growth. This provides an introduction to this concept for development at Level 5 and beyond and addresses ;
. Fundamental concepts of developing a business
. Introduction to basic business formats.
. Introduction to strategy.
Theme 1 ; Creativity, Innovation and Design. This addresses
. The concept of innovation and creativity.
. New product, service
. Enterprise development.
Theme 2 - Environment and Development. Developing the idea in the environmental context. Addressing areas that may include ;
. Feasibility and financials.
. Financial analysis,
. Market research,
. Operational issues
. Resource implications.
Theme 3 - Delivery to the market. Introduction to the foundations of marketing fundamentals to the launch of a new product, service or enterprise. This will include;
. Marketing as a business function.
. Consumer behaviour
. Segmentation
. Marketing mix
. New and emergent social communications and networks.
Theme 4 - Feasibility and future growth. This provides an introduction to this concept for development at Level 5 and beyond and addresses ;
. Fundamental concepts of developing a business
. Introduction to basic business formats.
. Introduction to strategy.