MKT42350 Marketing Innovat &Entrepreneu

Academic Year 2017/2018

This course is for all marketing students who are interested in the fields of innovation and entrepreneuship, both in small firms and large established companies. It explores the challenges faced by marketers, business managers and consultants in conceiving, developing and bringing new ventures and innovative new products or services to market. It introduces marketing students to the vocabulary and mindset of entrepreneurial thinking. It will cultivate an appreciation for the market related factors to consider in new venture creation and innovation activities.
We will adopt a user-centric design mentality to all aspects of marketing innovation and entrepreneurship and discuss how this mentality may meet different challenges in different industry contexts. The course will rely primarily on case studies and interactive lectures, but it will also include several hands-on exercises (both in and out of class) and guest lectures that will provide students will a 'real feel' for the innovation game.

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Curricular information is subject to change

Learning Outcomes:

This course will be a vital complement to students' existing marketing knowledge by developing insights and skills regarding the development, launch, and management of ventures and innovations.
Through this course, students will
(1) gain an appreciation for the market related issues of entrepreneurial and innovation strategy
(2) deepen their insights into adoption and diffusion processes and how managers can shape these
(3) consider how to 'sell' a new venture to potential investors and employees
(4) broaden their managerial perspectives from a narrow focus on the customer to the ecosystem
(5) practice entrepreneurial and innovation thinking in different scenarios and contexts.

Student Effort Type Hours
Lectures

36

Field Trip/External Visits

12

Specified Learning Activities

90

Autonomous Student Learning

60

Total

198

Requirements, Exclusions and Recommendations

Not applicable to this module.



 
Description % of Final Grade Timing
Assignment: Individual Field Project

30

Unspecified
Group Project: Group Case Studies

30

Throughout the Trimester
Continuous Assessment: Individual case papers

20

Throughout the Trimester
Attendance: Individual attendance and contribution

10

Throughout the Trimester
Presentation: Group Strategy Presentation

10

Throughout the Trimester

Compensation

This module is not passable by compensation

Resit Opportunities

In-semester assessment

Remediation

If you fail this module you may repeat, resit or substitute where permissible

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