Spring

Unit(s) of Assessment	Weighting Towards Module Mark (%)
Portfolio	100

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.

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.

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

• 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

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.

11.04.2008