1. Describe the marketing tools available to an entrepreneur
Knowledge and Understanding

2. Design a digital marketing mix to launch a new product.
Analysis

3. Identify and apply appropriate strategies and measures to ensure continued success in a range of organisations.
Problem Solving

Element 1 - Group Report to produce an outline marketing plan for the launch of the new business idea – 2,000 words (80%).

Element 2 - Individual reflection on your student experience when working on the Group Report – 500 words(20%).

(both elements test all Learning Outcomes).

Effective marketing is increasingly important in the successful launch of a new business. This module provides you with the foundations of marketing which are then adapted for use in a small enterprise. Practical in its design, the module will give you the opportunity to explore how you could bring a new business idea to the market.
Entrepreneurial marketing addresses how a new business comes to market and specifically the marketing processes which underpin this process.
Initially you will be introduced to the concept of innovation and creativity and how this feeds into the new product launch.
You will then progress to learn about the process of marketing planning specifically for a small business. This will include:

A review of the situational analysis including internal strengths and external challenges.
This will then progress to a review of feasibility and financials together with the collection of primary market research.

Once all of the required information has been collected you will then study marketing as a function, consumer behaviour and the segmentation of the market.
A target market will be selected and a positioning statement created.
You will then be able to design a marketing mix to appeal to the identified target market. The marketing mix will include a strong digital theme, including the use of social media and other digital platforms.

The learning strategy for full-time/part-time on-campus and corporate delivery modes requires students to commit to 150 learning hours (including assessment). Of this there will be 36 hours of class or workshop support and 114 hours of independent and self-directed study for students working alone or as part of a learning group.

The tutor led sessions will tend to follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of case based work both individually and as part of a learning group. Formative assessment will be provided throughout the module. Digital tools will be used to enhance learning.
Students will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the tutor.

Baines, P. & Fill, C. 2014, Marketing, 3rd edn, Oxford University Press, Oxford

Jobber, D. & Fahy, J. 2006, Foundations of marketing, 2nd edn, McGraw-Hill Education, Maidenhead.
Open Textbook Library (free online)
Sanders,G. L. (no date), Developing New Products and Services, State University of New York at Buffalo ISBN 13: 978-1-4533436-0-9 (https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=125)

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice-based case examples

Effective marketing is increasingly important in the successful launch of a new business. This module provides you with the foundations of marketing which are then adapted for use in a small enterprise. Practical in its design, the module will give you the opportunity to explore how you could bring a new business idea to the market.