Module overview
This module focuses on creative, innovative and cost effective marketing strategies for new and growing small and medium-sized enterprises (SMEs) and larger entrepreneurial firms; including entrepreneurial decision making in terms of seeking and recognising ‘market opportunities’ and growing the business in highly competitive industries and markets; value creation activities, co-creation with customers and, leveraging additional resources using SME and entrepreneurial networks. The module develops student knowledge and understanding of the role of the entrepreneur and marketing in small-and-medium sized enterprises, as well as entrepreneurial approaches to marketing such as cost-effective routes to market and novel approaches to marketing. Intrapreneurship and entrepreneurial marketing in large companies and a wide of organizational contexts will also be studied.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the nature and the relationship between marketing and entrepreneurship;
- the concepts and theories relevant to entrepreneurial approaches.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- critically evaluate appropriate sources of entrepreneurial marketing opportunity in the marketplace;
- identify and articulate critical sources and drivers of customer value in organisations.
- critically evaluate entrepreneurial response to market changes and delivering cost effective, innovative marketing solutions, both individually and within an entrepreneurial team;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- identify, justify and use appropriate entrepreneurial approaches to formulate effective marketing strategies for new and growing small and medium-sized enterprises (SMEs) and larger entrepreneurial firms;
- communicate the ideas, knowledge and arguments in an effective manner.
Syllabus
- The role and significance of entrepreneurship and new enterprises globally and in local regions.
- Entrepreneurial Marketing in new ventures and small firms.
- The entrepreneur-customer relationship.
- Product commercialization and developing new products for the market
- Creation of customer value and co-creation with customers
- Entrepreneurial networks
- Opportunity recognition
- Entrepreneurial marketing- techniques and practice
- Entrepreneurial marketing and intrapreneurship in large firms
Learning and Teaching
Teaching and learning methods
Module content is taught in lectures and break- out sessions to facilitate group work and discussion. Students are expected to actively engage with the module via background reading, undertake specific exercises, prepare mini-case studies and participate in group work activities and work outside the lecture during and after the lecture teaching. Where possible, the teaching and learning will involve industry speakers and live application cases.
Type | Hours |
---|---|
Preparation for scheduled sessions | 20 |
Revision | 14 |
Teaching | 34 |
Follow-up work | 20 |
Assessment tasks | 50 |
Wider reading or practice | 12 |
Total study time | 150 |
Resources & Reading list
Journal Articles
MIT Sloan Management Review.
International Small Business Journal.
British Journal of Management.
Harvard Business Review.
Entrepreneurship Theory and Practice.
Academy of Management Review.
Strategic Management Journal.
Strategic Entrepreneurship Journal.
Journal of Business Venturing.
Journal of Small Business Management.
Journal of Management.
California Management Review.
Textbooks
Schindehutte, M., Morris, M.H, & Pitt, L.F. (2009). Rethinking Marketing: An entrepreneurial imperative. Prentice Hall.
Sethna, Z., Jones, R., and Harrigan, P. (2013). Entrepreneurial Marketing: Global Perspectives. Emerald.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Class participation
- Assessment Type: Formative
- Feedback:
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Essay | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Essay | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Essay | 100% |
Repeat Information
Repeat type: Internal & External