| Unit name | Entrepreneurial and Small Business Marketing |
|---|---|
| Unit code | EFIMM0063 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Mr. Kent |
| Open unit status | Not open |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Economics, Finance and Management |
| Faculty | Faculty of Social Sciences and Law |
This unit focuses on the development of effective marketing for Small & Medium Sized Businesses, and Start-Ups. Typically, these organisations are resource critical and have limited capabilities to engage in competitive marketplaces. This module addresses the critical marketing success factors for “doing it better” and achieving business success. It also highlights the role of the entrepreneur in delivering innovation and stakeholder value through marketing.
You will have an opportunity to engage with case studies, simulation exercises and activities such as the elevator pitch. The fundamental aim is to actively engage and enthuse students about the role and development of entrepreneurs in contemporary small business-related topics that reflect real life experiences. Insights from a variety of successful entrepreneurs will be included in the module.
On completion of this unit, students will be able to:
LO 1: Develop a comparison of and an appreciation of the nature of small business marketing and the critical success factors that impact on growth.
LO 2: Consider, choose and employ appropriate marketing tools to gain an understanding of an SME’s marketing competencies and its underpinning environment(s).
LO 3: Evaluate the level of anticipated successfulness of a new entrepreneurial project and recommend appropriate modifications.
LO 4: Critically appraise the role and practice of the entrepreneur in the development and growth of a successful small business.
Digital literacy
Locating and evaluating appropriate digital information sources
Digital formative activities
Opportunities for using appropriate digital technologies in the completion of assessment 2 (poster)
Knowledge and enterprise
Students will be expected to participate in a range of in-class discussions and activities to consider theory, research and practice related to employee relations issues and concerns
Students will be expected to participate in a classroom debate of a contemporary entrepreneurial marketing issue. This will require background research on the topic, engagement with a range of perspectives and a willingness to debate an issue from one of these perspectives.
Students will be expected to prepare for and participate in a class-based simulation exercise using an elevator pitch tool.
Global citizenship
Group working both in class and for assessment 1: “Developing a new marketing opportunity”
The nature of entrepreneurial marketing transcends national boundaries and students will be researching, evaluating and discussing from a range of perspectives the theory and evidence in the context of international markets; cultural issues affecting behaviour; and international distribution issues.
Students will be expected to evaluate and to articulate personal (and potential future professional) values on entrepreneurship.
Blended Learning
1. In this module students will have access to all produced course documents on Blackboard. This will include the module guide, assessment briefings, PowerPoint presentations, handouts and classroom activities/exercises.
2. Formative assessment opportunities will be available online through exercises/ case studies/ worksheets/online self-test opportunities on Blackboard.
3. On-line collaborations will be structured around the above exercises so that students will have opportunities to collaborate with others in the cohort.
4. Assessment two involves an individual-based paper focusing on the developing area of entrepreneurial marketing.
5. All classes will involve interactive learning opportunities including for example discussions / questions and answers/ debating activities / case studies/ elevator pitch.
The unit structure offers 30 contact hours in total. The remaining 170 learning hours will be spent in independent study and in the preparation of assessment.
Groupwork (30%): Assessment 1 “Marketing a new small business / start-up idea”. Students are required to work in groups - of 3 to 5 persons of their choice per group - to analyse a given market and identify potential opportunities and critical success factors (ILO 1, 2, 4). They are required to develop an evidence-based proposal for a new product/service and take it as far as possible through the new product development process, highlighting the potential for product/service/brand/market development over a range of time horizons (ILO 1, 2). This assessment involves a 15-minute presentation summarising the way to market a small business or start-up idea and a 1000-words report that will be submitted by each group.
One mark per group will be given, which will be also awarded at an individual basis across group members, unless contribution of any members of the group is not equal. Evidence of equality of contribution will be be provided by the students on submission date of the groupwork (peer assessment). While working in groups, students will be asked to have 3 meetings minimum and report progress of groupwork and participation rate from each individual. One consultation meeting with the tutor will be held in teaching week 4.
Individual coursework (70%): Assessment 2 involves an individual-based project report (3000-words long) developed at/with an existing local small business / real start-up (ILO 2, 3). Students may find information on companies/organisations via Bristol Chamber of Commerce or other governmental bodies supporting business.
Core text for this Unit
Nijssen, E. J. (2017). Entrepreneurial marketing: an effectual approach. Taylor & Francis.
Recommended reading
Drucker, P. (2014). Innovation and entrepreneurship. Routledge.
Blackburn, R., De Clercq, D., & Heinonen, J. (Eds.). (2017). The SAGE Handbook of Small Business and Entrepreneurship. SAGE.
Academic and Practitioner Journals
Entrepreneurship, Theory and Practice
Journal of Business Venturing
International Small Business Journal
International Journal of Entrepreneurship and Innovation
International Journal of Entrepreneurial Behavior and Research
Journal of Business and Industrial Marketing
Harvard Business Review
The Economist
