Entrepreneurial Commercialisation - City West and Online in SP4, 2011

This course is also an elective in the MBA program. Course code BUSS 5299 (was previously called Entrepreneurial Marketing G)

Next scheduled: This course is scheduled in SP4 (in internal face to face and on-line delivery modes). Refer to the detailed course timetables. Put the seminar and workshop dates in your diary!

If you have any difficulties in applying, or in enrolling, or wish to enrol after the cut-off date, then please contact Kellie Willason in the School of Management, preferably by e-mail, or by phone (8302 0935).

Pre-requisite(s): None, but you will find it easier if you have completed Entrepreneurial Foundations and if you have studied marketing in the past.

Course Coordinator: Peter Balan.

Course home page: follow this link Please note that the key dates (census and withdrawal dates) for all courses are on the "Class Timetable" page that you can access from the course home page.

Teaching and learning arrangements

The course will be run in intensive mode at City West, and is also offered in external or online mode.

Although the teaching and learning arrangements may look similar to the undergraduate course "Entrepreneurial Commercialisation for New Ventures", there are significant differences in the way that the course is developed, presented and assessed. In addition, check the answers to FAQ for this course for detailed comments about the course.

Aim

To develop an understanding of the concepts and practice of marketing in entrepreneurial ventures when introducing new products and services into local and international markets, especially with limited resources.

Innovative marketing is a requirement for any business. This course addresses the concepts and practice of marketing in entrepreneurial ventures when introducing new products and services into local and international markets, especially with limited resources. It also includes considerations of marketing new technologies in situations of high market uncertainty, the relationship between marketing and the commercialisation process, marketing as co-creation of value with the customer, and the linkages between marketing, entrepreneurship and culture. There is a focus on how to build relationships to support local and international marketing and the financial implications of marketing decisions.

On completion of the course the student should be able to:

recognise the problems and issues that face the manager who is dealing with the marketing of new products or services developed by an entrepreneurial enterprise;
explain the role of marketing practices in the process of developing an idea into a new product or service targeting international markets;
describe the frameworks and decision making tools to successfully manage strategic and operational decision-making in the area of marketing in an entrepreneurial venture.

Syllabus

Entrepreneurial marketing - low-cost approaches for effective marketing mix planning and implementation under conditions of rapid change and high risk and uncertainty;
Marketing, entrepreneurship and culture;
Marketing in the entrepreneurial era;
Dealing with technological and market uncertainty;
Marketing and the commercialisation process;
Supply-side marketing;
Organisation and management of the interface between marketing, R & D and production;
Marketing as co-creation of value with the customer;
Collaboration and strategic partnering approaches and practice for building relationships to support local and international marketing;
Financial implications of marketing decisions;
Using marketing advisors and support services.

Teaching and Learning Arrangements

The seminars for the face to face course will be delivered in intensive mode. The on-line course will be conducted over roughly the same total number of weeks as the face to face course.

Lecture/seminar sessions for internal delivery are conducted over four days, and these are followed by optional workshops conducted over the next 4 weeks (check the detailed timetable). Altogether, these formal sessions are equivalent to a standard semester-long course. Lecture/seminar and workshop sessions are supplemented by independent study, and project work. This course therefore requires 120 hours of student time - which is the same as a standard term-long course.

Assessment

Individual Case Study Report (1000 words): 15%

Individual Case Study Report (3500 words): 70%

Individual Case Study Presentation: 15%

Textbooks

Schindehutte, M, Pitt, L & Morris, M 2008, Rethinking Marketing: The Entrepreneurial Imperative, Pearson, New York

Sessions and modules

This course will consist of four sessions. Each session will consist of several modules, with each module lasting about one hour. Each module has 5 main components:

1. Introduction to the topic - not covering anything substantive: the exact topic covered by this module, how it links in with previous and forthcoming topics, resources available for it (textbook, readings, etc.), and work required. Ends with initial questions from students.

2. Lecture on the topic. The key issues, and how they fit together. This is an overview, and does not go into detail (that is left for students reading.

3. Exercise on this topic - working alone, or in small teams, each with 3 or 4 students.

4. Feedback from groups to whole class, with responses by lecturer.

5. Comment by lecturer on practical outcomes, contribution to theory, and answers to further questions.

Details of sessions and modules

Sessions	Modules
Session 1: Commercialisation and marketing	Introduction to the course The commercialisation process The marketing essentials Models of marketing - Galaxy
Session 2: Entrepreneurial marketing	Entrepreneurial aspects of marketing Entrepreneurial positioning and targeting
Session 3: Preparing for the marketing plan	The marketing planning process Secondary market research Primary market research
Session 4: Key marketing decisions	Adoption of innovation - identifying your first customer Specifying the product or service Distribution channels Entrepreneurial pricing Communications planning
Session 5: Getting the message to the customer	Communicating with customers Direct marketing Marketing through networks Trade shows and exhibitions Social network marketing Website marketing
Session 6: Assembling the marketing plan	Budgeting for marketing Putting together the marketing plan Course review
Session 7: Personal presentation skills

Workshops

Following the main sessions will be a series of workshops, in which students work on their marketing plan. Throughout these workshops, the lecturer will be present to answer any questions and give assistance.

Frequently asked questions

This page answers most of the questions asked by intending students.

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