CB371 Marketing Principles
OverviewThis module aims to enable students to understand the social and economic changes that have raised the status of enterprise, small business and entrepreneurial ventures in the global economy. It examines the diverse nature of entrepreneurs, their characteristics and motivations, as well as the barriers and issues facing entrepreneurs when planning and establishing a new venture.
The key topics of the module are:
1) Factors that have influenced the growth of the enterprise culture in the UK.
2) The role and relevance of SMEs in the UK economy; definitions of SMEs; statistical information; Government policies and initiatives, and support agencies.
3) Whether entrepreneurs are born or made; whether enterprise skills can be taught or learned, and whether entrepreneurs differ from business owners and other managers.
4) Enterprise and innovation development in organisations.
5) Differences in attitudes, objectives, skill requirements and business strategies between small and large firms.
6) Surviving the early stages of business development, including failure rates in new and small enterprises and barriers to growth and development.
7) The planning process for starting a new venture – including risks and liabilities; problems and pitfalls, and potential profit and success.
8) The protection of ideas and intellectual capital.
9) Funding a new enterprise, including via 'friends, family and fools', business angels and venture capitalists.
10) Enterprise in different contexts, including corporate enterprise, public sector enterprise and social enterprise.
This module appears in:
Independent study 129
Total hours 150
Method of assessment
Individual Enterprise Idea Summary Proposal (1,500 words)20%
Individual Enterprise Business Model Report (3,000 words) 60%
Group Presentation 20%
Stokes D. and Wilson N. (2010). Small Business Management and Entrepreneurship. 6th edn. Andover: Cengage
Stokes D., Wilson N. and Mador M. (2010). Entrepreneurship. Andover: Cengage
Further indicative readings:
Bragg A. and Bragg M. (2005). Developing New Business Ideas. London: Prentice Hall
Burns, P. (2010). Entrepreneurship and Small Business: Start-up, Growth and Maturity. 3rd edn. Basingstoke: Palgrave McMillan
Osterwalder A. and Pigneur Y. (2010). Business Model Generation. Hoboken: John Wiley and Sons
Mullins J. (2012). The New Business Road Test: What entrepreneurs and executives should do before writing a business plan. 3rd edn. London: Prentice Hall
On successfully completing the module students will be able to:
8.1 Create an innovative business venture (enterprise) and apply key areas of a business model to evaluate critically its potential viability and long-term sustainability.
8.2 Understand the barriers to start-up enterprise growth and success, and evaluate and apply a range of strategic decisions to maximise the viability of the innovative enterprise.
8.3 Develop a critical awareness of theories underlying the growth and development of enterprises and the stages of the entrepreneurial process.
8.4 Apply theory to practice by leveraging theoretical insights for the development of the innovative enterprise.