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Unit Summary

Unit type

PG Coursework Unit

Credit points

12

AQF level

9

Level of learning

Introductory

Anti-requisites

MNG00716

Unit aim

Deals with the realities confronting entrepreneurial decision making in a contemporary context and introduces students to core marketing concepts - students assess how to harness the creative potential of complex dynamics in a systemic approach that creates, grows and amplifies value throughout the system. The unit explores strategy, entrepreneurship and marketing and provides a framework for understanding relevant theory and its application.

Unit content

The unit is developed around six topics that combined build an understanding of the concept and application of strategic entrepreneurship. Each module represents approximately 20 learning hours. The six topics are:

Week 1 - Entrepreneurship and Innovation

Week 2 - Entrepreneurship in Practice

Week 3 - Marketing Theory

Week 4 - Marketing in Practice

Week 5 - Strategic Planning for Entrepreneurship and Marketing

Week 6 - Global Aspects of Entrepreneurship and Marketing Strategies

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
On completion of this unit, students should be able to: GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 Demonstrate an understanding of core theoretical frameworks that underpin the fields of entrepreneurship and marketing.
2 Evaluate and critique proposed entrepreneurial endeavours and marketing activities through an examination of their theoretical and market foundations.
3 Explain innovation and critique the innovativeness of proposed entrepreneurial endeavours and marketing activities.
4 Assess the integration of entrepreneurial endeavours and marketing activities with a firm's stated strategic imperative.

On completion of this unit, students should be able to:

  1. Demonstrate an understanding of core theoretical frameworks that underpin the fields of entrepreneurship and marketing.
    • GA1:
  2. Evaluate and critique proposed entrepreneurial endeavours and marketing activities through an examination of their theoretical and market foundations.
    • GA5:
  3. Explain innovation and critique the innovativeness of proposed entrepreneurial endeavours and marketing activities.
    • GA2:
    • GA6:
  4. Assess the integration of entrepreneurial endeavours and marketing activities with a firm's stated strategic imperative.
    • GA5:

Prescribed texts

  • A custom made book accompanies this dual themed unit: Scarborough, 2014, Entrepreneurship & Marketing: Critical Concepts, Custom Edition, Pearson Custom Books. ISBN: 9781488610424.
Prescribed texts may change in future teaching periods.