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2010/1 Module Catalogue
Module Provider: School of Management Short Name: MA308
Level: M Module Co-ordinator: HALLIDAY SV Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability


Assessment Pattern

Unit(s) of Assessment

Weighting Towards Module Mark (%)



Module Overview

This module is designed to link the core business discipline of marketing to the concept of entrepreneurship. The module is divided into two distinct elements, firstly the principles of marketing are covered, and customised to the entrepreneurial context; secondly skills and competences specific to the entrepreneurial application of marketing are developed. The module also creates an opportunity to facilitate ‘real life’ decision-making and enhances a wide range of creative skills, study skills, such as independent research, analytical skills as well as critical thinking and practical communication skills.

Module Aims

This module is designed to provide students with the knowledge and application of marketing in a range of entrepreneurial contexts. The key objective is that students should develop an understanding of the role of marketing as a business philosophy in the entrepreneurial setting.  Marketing is viewed as a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics. It is also seen as a creative and experiential perspective on businesses and their customers, meeting changing customer needs through innovation.  Recent trends in marketing are incorporated in this module.

Learning Outcomes

On successful completion of this module the students will be able to: 

  • Analyse the strategic position of a range of products and services in a changing external environment
  • Synthesise relevant marketing and entrepreneurship knowledge and be able to apply these concepts to marketing cases
  • Appreciate and put into practice the underlying perspectives of entrepreneurial marketing
  • Creatively develop planning processes in the context of succesful communication between organisations and customers, actual and prospective
Module Content
  • Marketing as a philosophy
  • Entrepreneurship as a concept
  • Analysing the internal, external and global marketing environments
  • Marketing in the context of SME's
  • Management and Marketing competencies
  • Brand management and elements of the marketing mix
  • Marketing decisions
  • Relationship marketing and networks for entrepreneurial marketers
  • Processes of leading change in a marketing context
  • Creative marketing
  • International aspects and marketing ethics
  • The entrepreneurial marketing planning process
Methods of Teaching/Learning

The teaching and learning strategy is designed to provide a framework of contemporary knowledge and theories supported by examples from industry.  The current issues and debates will be highlighted so that the students are able to apply critical thinking to the literature and to practice.

The teaching and learning methods are based on a series of lectures and tutorials and, where appropriate case studies, guest lectures and field trips.

Selected Texts/Journals


Entrepreneurship Marketing- Principles and Practice of SME Marketing ed. S Nwanko and A Gbadamosi
pubd by Routledge ISBN 97804155736-4

Bjerke, Björn (2002), Entrepreneurial marketing : the growth of small firms in the new economic era / Björn Bjerke, Claes M. Hultman, Edward Elgar Cheltenham 
McDonald M & Christopher M (2003), Marketing – a complete guide. Palgrave MacMillan, Basingstoke, 
Welsch Harold P. (2004) ed. Entrepreneurship : the way ahead: Routledge, New York See chapter seven, The Emergence of Entrepreneurial Marketing.   (2004)

Bateson, John, E.G. and Hoffman, K. Douglas (1999), Managing services marketing: text and readings, 4th ed, Texas: Dryden Press
Baron, Steve and Harris, Kim (2003), Service Marketing: Text and cases, 2nd edition, Palgrave
Brassington, F. and Pettit, S. (2002), Principles of Marketing (3rd ed), Harlow: Pearson Education
Bruce Buskirk, Molly Lavik (2004), Entrepreneurial marketing: real stories and survival strategies, Thomson, South-Western, Ohio
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2002), Principles of Marketing, (3rd European ed), Harlow; Pearson Education
Wood, B.M. (2003), The Marketing Plan: A handbook with CD-ROM, New Jersey: Prentice Hall (ISBN 0-13-175947-7) OR without CD-ROM (ISBN 0-13-061317-7)
Mudie, P, (1997), Marketing: An Analytical Perspective, London: Prentice Hall
Palmer, A. (2005), Principles of Services Marketing, (4th ed), Maidenhead; McGraw-Hill
Richardson, P. (2001), Internet marketing: Readings and Online Resources, London: McGraw-Hill Irwin
Capon, N. and Hulbert, J.M. (2001), Marketing Management in the 21st Century, Prentice-Hall
Lodish, Leonard M., Lee Morgan, Amy Kallianpur, (2001), Entrepreneurial marketing: lessons from Wharton's pioneering MBA course, Wiley, New York

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