Module Overview

Marketing & Business Development

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.

Module Code

MKTG H2008

ECTS Credits


*Curricular information is subject to change

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 Examination50