This module aims to provide students with a comprehensive understanding for all the macro and micro factors that can affect a start up company. The knowledge provides the student with the foundations to assess the feasibility of a business idea and develop a marketing plan for a start-up.
Introduction to the marketing and Entrepreneurship interface
Bringing innovation to market, Communication with key stakeholders, internal marketing and integration of marketing within the firm, Socially responsible marketing
The nature of business opportunity
creativity and opportunity recognition, researching a new business idea, evaluating customer needs, searching for a competitive advantage.
Planning for a new venture
What is a business strategy? Product range, market scope and competitive approach, the role of the marketing plan
Planning for a new venture
The role of marketing in venture development: attracting finance, attracting staff, support service available, building a customer base, franchising, new product development and brand extensions, product lifecycle, marketing channels and pricing issues
Marketing in action
Marketing within a limited budget.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 50 |
| Formal Examination | 50 |