Subject details

At the completion of this subject students will be able to:

  1. demonstrate understanding of the interface between marketing and entrepreneurship within existing small and medium sized enterprises
  2. develop understanding of marketing approaches and techniques appropriate to entrepreneurial ventures
  3. understand the role of strategic marketing, operations, human resource management and financing within the entrepreneurial process
  4. build an understanding of the 'marketing driven' and 'market driving' new venture creation process.
  • Topics
    • Introduction to Entrepreneurship Identifying new business opportunities
    • Creativity and innovative ideas generation and pathways to entrepreneurial
    • The sustainable business plan and how to structure a business plan
    • Social entrepreneurship and entrepreneurial sustainable development
    • Screening new business venture opportunities
    • Building a new venture team
    • Marketing entrepreneurial ventures
    • Legal issues and intellectual property protection
    • Funding requirements for entrepreneurial ventures
    • Managing entrepreneurial growth and beyond
    • Managing entrepreneurial family ventures
    • Developing entrepreneurship in established organisations
    • Revision of unit content
  • Study resources
    • Instructional Methods
      • Chat Rooms
      • Disscusion forum/Discussion Board
      • Embedded Multimedia
      • Online Quizzes/Tests
      • Online assignment submission
      • Podcasting/Leacture capture
      • Standard Media
      • Web links

Entry Requirements


Note: Level 3 subjects normally assume a moderate level of prior knowledge in this area, e.g. from studying related Level 1 and 2 subjects or other relevant experience.

Special requirements

No special requirements

This subject develops knowledge and understanding of marketing in the smaller enterprise. Students will develop an in-depth understanding of the interface between marketing and entrepreneurship. In particular, students will develop an advanced level of knowledge of the entrepreneurial process including how to recognise opportunities, unlock market development potential and facilitate the satisfaction of exchange relationships within the context of competitive environments and financial constraints.

Students will be required to complete an oral elevator pitch as a part of one of the assessment tasks related to the associated business plan.

  • Assignment 1 - Assignment (20%)
  • Assignment 2 - Assignment (25%)
  • Assignment 3 - Assignment (20%)
  • Assignment 4 - Assignment (35%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject.

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