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Unit information: Enterprise Case in 2017/18

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Unit name Enterprise Case
Unit code INOV30002
Credit points 10
Level of study H/6
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Fornes
Open unit status Not open

Transdisciplinary Group Project 1: Being Human

Design and Systems Thinking



School/department Centre for Innovation
Faculty Faculty of Arts


The unit aims to give students a starting point in the management, growth, and development of an enterprise. In this context, the unit will analyse how, from the micro (organisation) and macro (institution) level perspectives, enterprises can create sustainable competitive advantages.

In order to achieve this, the unit will take students through the main functional areas of enterprise management. An understanding of the particular features of management will be presented to provide students with technical skills and conceptual frameworks to implement sustainable growth and development strategies. Fundamental concepts for planning and running an enterprise will be addressed, including market analysis and marketing, competitor analysis, pricing, profitability forecasting, risk management, and legal issues.

As an essential part of the unit, students will be asked to analyse and present solutions to real enterprise issues. During these tasks, they will face challenges such as making decisions in the absence of perfect information, allocating resources, leading multi-disciplinary teams, defending their findings, or asking for resources to implement their enterprise plans.

Intended learning outcomes

At the end of the unit, it is expected that students will be able to:

  1. Summarise the particular conditions that companies face when attempting to develop competitive advantages,
  2. Summarise and document the basic enterprise management functions,
  3. Apply the methods, tools and techniques of enterprise management,
  4. Reflect critically on case studies and their own experiences,
  5. Apply strategic thinking for sustainable enterprise growth and development.

Teaching details

10 x 2-hour seminars

Assessment Details

The unit will be assessed by (i) an individual 2500 - word essay worth 65% critiquing case studies/ business models and (ii) a business model creation and presentation in groups worth 35% (which will include peer assessment).

The essay intends to assess the application and evaluation of different management tools and techniques (ILO 1, 2 & 4: understanding of the basic management functions, mainly analysing, planning, managing, and controlling; overview of the particular conditions that companies face when attempting to develop competitive advantages; critical reflection of case studies and their own experiences). The group exercise intends to give a holistic view of management while at the same time develop teamwork and leadership skills (ILOs 3-5: hands-on experience in enterprise management, the ability to reflect on their own previous experience, and skills to think strategically).

Reading and References

  • Understanding Enterprise, Entrepreneurship and Small Business, Simon Bridge and Ken O'Neill, Palgrave Macmillan, ISBN: 978-0230308091, 2012.
  • Effective Small Business Management, Richard Hodgetts and Donald Kuratko, Harcourt College Publishers, ISBN: 978-0470003435, 2000.