Name: Hermina Burnett

Short Bio: Dr. Hermina Burnett was born in the Netherlands, but has lived in Australia for over twenty five years. She arrived in Australia as a primary school teacher, but instead of continuing her career, she joined the ‘migrant dream’ by founding and operating four successful commercial companies.

In1999, because of her interest in other start-up entrepreneurs like herself and (Not-for-profit) Entrepreneurship in general, Hermina developed a federally funded Not-for-profit ‘Business Incubation’ program for the Northern Metropolitan Region of
Melbourne and worked as the general manager of New Business Development Services. This service provided a range of networking events, seminars, counselling and mentoring programs to more than 300 start-up entrepreneurs in their first three years of operation.

Hermina also returned to university in 1999 to undertake an MBA followed by a PhD to further develop and teach Entrepreneurship & Innovation courses at undergraduate and postgraduate levels in universities in Melbourne, Perth, Adelaide and overseas.

Based on her different experiences in for profit and not-for-profit Entrepreneurship practice, teaching and research, her interests and papers are in Business Incubation, Social Entrepreneurship and Entrepreneurship Education.

Hermina holds a BEd, a Post Grad.Cert in Teaching & Learning Higher Ed, an MBA and a PhD.

Email: hermina.burnett@adelaide.edu.au

Phone: +61 419 552 787

Opening intensive:
Tuesday 10th, Wednesday 11th and Thursday 12th March 2015
9am-5pm
Nexus10 Level 5, Seminar Room 5.01

Closing intensive:
Tuesday 7th, Wednesday 8th & Thursday 9th April 2015
9am-5pm
Nexus10 Level 5, Seminar Room 5.01

New Venture Marketing is an interactive and practical business unit designed for students in the field of entrepreneurship. Creating and growing a new venture is an activity that few are able to do successfully, even though many try. This marketing unit therefore concentrates on a practical as well as theoretical understanding of challenges faced by entrepreneurs. It is centered on marketing principles, how to find new markets and how to build appropriate marketing strategies for the products/services that are necessary to create, develop and sustain a new venture. It also emphasises the importance of globalisation, alliances and networks within and outside of the new venture with whom the business owner is connected.


The key learning objectives of this course are:

To understand the key issues relating to the marketing of an innovation or a product or service for a new venture.

“The aim of Marketing is to know and understand the customer so well, that the product or service fits them and sells itself”. (Peter F. Drucker)

1	Appreciate marketing theory and principles, especially in the context of entrepreneurial marketing as distinct to traditional marketing
2	Conduct detailed market research (primary and secondary) and become familiar with environmental scanning techniques such as Porter’s 5 forces, Utility matrix, TOWS and Blue Ocean strategies.
3	Understand market segmentation, identification of customers and competitive forces
4	Apply the theoretical market analysis tools to develop an understanding about successful and unsuccessful marketing techniques and strategies
5	Develop tailored marketing strategies appropriate to different products/services in new ventures and present these to fellow students and industry
6	Develop a strategic marketing plan for a new venture opportunity.

No text book is required for this course


The following readings will be made available through MyUni:

Aaker, D.A. and Mills, M.K., 2005, Strategic Market Management, Wiley, Australia. Chapter 10

Allen, K.R., 2009, Launching New Ventures, 5th edition, Houghton Miffilin Company, US.
Chapter 15

Frederick, H, O’Connor, A and Donald F. Kuratko, 2013, Entrepreneurship, theory and practice, 3rd edition, Centage, Australia. Chapter 10

Hill, C.W.L., Cronk, T and Wickramasekera, R., 2008, Global Business Today, McGraw-Hill, Australia. Chapter 11

Schaper, M, Volery, T, Weber, P and Lewis, K., 2011, Entrepreneurship and small business, 3rd Asia-Pasific edition, Wiley, Australia. Chapter 6

In addition to the above reading list, there is a broad range of materials that cover and complement the topic areas discussed in this course. A reading list will be available on MyUni to assist you with sourcing and locating additional materials. There is no prescribed text that you must obtain, but as a general text, I recommend:

Kotler, P, Burton, S, Deans, K, Brown, L & Armstrong, G 2012, Marketing, 9th edition, Pearson.


Library Resources
The University of Adelaide’s Barr Smith Library provides a range of learning resources including texts, journals, periodicals, magazines, and access to online databases and information services. It also offers a virtual library which is accessible via the University’s website. The University Library web page is: http://www.adelaide.edu.au/library/ 
From this link, you are able to access the Library's electronic resources.

MyUni is the University of Adelaide's online learning environment. It is used to support traditional face-to-face lectures, tutorials and workshops at the University. MyUni provides access to various features including announcements, course materials, discussion boards and assessments for each online course of study (see: https://myuni.adelaide.edu.au)

This course is offered in blended learning mode with the face-to-face component offered as intensives.

As a guide, a 3 unit course comprises a total of 156 hours work (this includes face-to-face contact, any online components, and self directed study).

This is a draft schedule and session dates are a guide only. The timetable may be changed during the course delivery if necessary.

Intensive day	Content	Activities
1	Introduction of Intensive Block 1
	1. Overview of course and outline of syllabus, assignments and assessment Confidentiality and personal backgrounds MyUni tools Exploring the Marketing Process
	2. What is Marketing? Marketing philosophy Difference between marketing and selling Marketing concepts Marketing as an essential part of Entrepreneurial Activity
	3. Market Research What to research? Primary market research Secondary research Strategy formulation Dimensions of environmental analysis: the importance and impact of environmental factors
	4. Exploring Market Potential and Profitability Overview of the elements of an opportunity screen Guidelines for individual presentation Knowing your audience Timmons & Spinelli’s screening tool first cut	Group activity in class
2	Environmental and Industry Analysis Analysing the Competition
	5. Industry and Market Dynamics Market Analysis: size and growth Life Cycle theory	Porters 5 forces Frederick, O’Connor and Kuratko, Ch 10
	6. Identifying and analysing the Competition Who are your competitors?Category mapping Competitive position Competitor strengths and weaknesses TOWS analysis Creating a sustainable competitive advantage (SCA)
3	Identifying and analysing the customer
	7. Identifying and analysing the customer Who is the customer? Customer identification and segmentation Selecting target markets Needs and wants Customer motivations Consumer buyer behaviour  From old concepts to new ideas
	8. Marketing Opportunity Proposals Review of intensive block 1 and discussion	Individual presentations and feedback Assignment 1 Due
4	Introduction Intensive Block 2
	9.Review Assignment discussions Project and report preparation Strategy
	10. Different Marketing Strategies Strategy formulation Guerilla marketing Low cost strategies Blue Ocean strategies
	11. Buyer Matrix
	12. Differentiation Strategies Building strong brands Brand loyalty
5	The Entrepreneurial Marketing Plan
	13. Traditional Marketing mix vs new thinking Product mix Pricing strategies Promotion (Communication methods) Placement (Distribution channels to market) People & Processes
	14. How to create an effective marketing plan Marketing stages of growing ventures The role of personal selling in a marketing strategy Managing customer relationships (CRM)
	15. Group assignment discussion
6	Entering Foreign Markets; Global Marketing
	16. Entering global markets Exporting Importing Turnkey projects Franchising Joint ventures Wholly owned Subsidiaries Greenfield or Acquisition?
	17. Strategic Marketing Campaigns with discussion on success and failures	Class Presentations
	18. Wrap up and review Review main points for block 1 and 2 Structuring the major assignments

An overview of the course assessment appears in the following Table. Details appear in the following section:

#	Assessment	Length	Weighting	Due Date	Learning Outcomes
1	Market Opportunity Proposal (Individual)	2 minute oral proposal plus 750 word written proposal	10% (5% Oral presentation & 5% written proposal)	presentation 12/03/2015 written part 17/03/2015	1, 2, 3, 5
2	Marketing Campaign for new product (group)	3000 words max.	30% (10% Oral presentation & 20% written report)	08/04/2015 (pecha Kucha presentation) 15/04/2015 (report)	2, 4, 5
3	Strategic Marketing Project (Individual)	2500 words max.	30%	20/04/2015	1, 2, 3, 5, 6
4	Exam	2 hour	30%	27/04/2015	1, 3, 4
	Total		100%

It is expected that assignments will be typed, using word processing software such as Microsoft Word. Submit your assignments as per the instructions in the following section.

Line spacing of 1.5 lines, and a right-hand margin of 4cm (to enable feedback and comments). If software other than Microsoft Word is used, the file format must be one that can be read using Word, such as .doc or .rtf (rich text format).

Please note: PDF (Acrobat) format is not acceptable unless accompanied by an editable Microsoft Word document or similar.

All assignments may be scrutinised using Turn-It-In as per University policy (see below).

Students should attend all classes in order to pass the course. There is considerable experiential learning in workshops during the intensive classes that build your knowledge and thus enable you to be successful in this course.

Course results are subject to moderation by the ECIC Board of Examiners

Assessment 1: Marketing Opportunity Proposal (Individual assignment)

Weighting: 10% (5% Oral presentation and 5% written proposal)
Length: Max 750 words
Due Dates: Oral presentation: 12/03/2015
Written proposal: 17/03/2015

Submission Details: Online through MyUni; Oral Proposal in class

Task:
This assignment comprises a two minute oral presentation of a marketing proposal for a new product (or service).

You are required to present your marketing ideas to an interested audience with the primary aim to win support and conduct detailed market research on it. This is also your chance to attract team members for assignment two and showcase your skills and abilities. The idea (product or service) is to be positioned as a real business case and you will need to convince your audience of the perceived potential market share for it.

NO USE OF POWERPOINT SLIDES PERMITTED

The product/service that you want to enter into the market place could be from your workplace, be known to you through your environment, family or friends, or be totally new.

As a minimum your oral presentation and proposal should include:
• A detailed description of the product or service
• A description of the industry and market
• An estimate of the size of that market (market potential)
• Identification of the potential customers and/or end users
• Identification of the Competition
• How much are you selling this product / service for? Why?
• How are you going to promote this new idea?
• Financial potential (ROI)

You need to choose your words well as you have only about 2 minutes. This does not mean however, that you should not thoroughly prepare for this assignment, as I might allow up to an additional 5 minutes for Q & A time (class size depending).

In addition, you need to prepare a short written version of your proposal (max 750 words). Your written proposal should address at least all the points included in your presentation as above and further include an outline of the tasks to be undertaken to conduct further market research on this product/service..

Scope:
This assignment will assess your understanding of the course objectives 1, 2, 3, 5
Length and Presentation:
The written proposal must not be more than two pages long and not exceed 750 words.
Oral presentation – two minutes with up to 5 minutes for questions

Criteria by which your assessment will be marked:
The oral presentation will be assessed against the following criteria:
• Engagement with the reader/audience
• Extent of preparation
• The structure of both presentation and proposal
• The professionalism of your presentation without the use of powerpoint slides and
• The persuasiveness of your argument

The proposal will include an assessment of the extent to which the key content areas are covered succinctly and accurately.

Learning objectives with this assessment (refer to section 2.1): 1, 2, 3, 5


Assessment 2: Design a successful Marketing campaign for a new product/service/venture (group assignment)
Weighting: 30%
(Oral presentation: 10%
Report 20%)

Length: Max. 3000 words
Due Dates: 08/04/2015 (oral)
15/04/2015 (report)

Submission Details: Online through MyUni

Task:
This is a group assignment undertaken by a minimum of 2 and maximum of 4 students.

You are to design a Marketing Campaign for a new product/service based on what you have learned through lectures and your own research of successful marketing strategies; those that work and that people talk about, remember or identify with. Consider for example some strategies used through crowd funding or study a campaign that made it into pop or sport culture such as the Pepsi Challenge.

1. Provide at least 2-3 campaign strategies that can have a real impact and help set up a new venture’s company’s perspective, image and/or turnover. Use examples and explain how your strategies will make a difference.

2. Make sure that your campaign is based on critical analysis of at least one successful Australian campaign.

You may use advertisements, newspapers, youtubes and journal articles to back up your campaign design and analysis, but also use your reading materials where appropriate *.

Note*: During the second intensive your team will be given an opportunity to share and present a summary of your campaign. Please, base this presentation on clearly articulated conclusions drawn from your research and analysis. Each team must use the PECHA KUCHA format of 20 slides x 20 seconds please go to the link www.pechakucha.org to view examples.

Scope:
This assignment will assess your understanding of the course objectives 2, 4 and 5.

Length and Presentation:
Reports are to be posted to the MyUni grade centre.
The body of the report should not exceed 3,000 words. Appendices may be used for supporting purposes, but these will not be marked. They are for support of arguments only. The report should be submitted as an electronic version in WORD. No report will be accepted in Adobe Portable Document Files (pdf) (they cannot be electronically marked).

Criteria by which your assignment will be marked:

The standards by which the assignment will be assessed include:
The team’s ability to find access and interpret available literature
The team’s ability to recognise important aspects of marketing theory, principles and concepts
The team’s ability to present research findings in a succinct and useable format
The teams ability to recognise successful and unsuccessful marketing strategies
The teams ability to develop a report that is coherent, fluid, logical and reads well as one document
The team’s creative spirit
Learning objectives with this assessment (refer to section 2.1): 2, 4, and 5

Assessment 3: Strategic Marketing Project (Individual)
Weighting: 30%
Length: Max 2500 words
Due Date: 20/04/2015
Submission Details: Online through MyUni

Task:
Based on desk research and survey interviews (primary market research) with business owners and/ or (potential) customers you may introduce a new product to the market or research an existing product that currently caters for a niche market (e.g. gluten free pasta, pink diamonds, model aeroplanes, boutique brewed beer and suggest three new marketing strategies.

Your project layout is as follows:

1. Conduct detailed industry and market analysis on a new or your chosen product/service using some of the tools discussed in class for example: Buyers Matrix, TOWS, Blue Ocean Strategies
2. Explain why you are using the chosen tools
3. Conduct primary and secondary research on your chosen product
4. Design at least three entrepreneurial market strategies that will set up your new venture or improve the sales of the existing product and thus a company’s turnover
5. Write a succinct report on this research project covering an introduction, market analysis section, strategies proposed and a conclusion.

Scope:
This assignment will assess your understanding of the course objectives 1, 2, 3, 5 and 6.

Length:
The body of the report should not exceed 2500 words; however, appendices may be used for supporting documents or analysis to the extent that is appropriate. The report should be submitted as an electronic version in WORD. No report will be accepted in Adobe Portable Document Files (pdf) (they cannot be electronically marked).

Criteria by which your assessment will be marked:
• Your ability to find, access and interpret available literature relating to the assessment
• Your ability to recognise important aspects of marketing theory, principles and concepts
• Your ability to apply the topics presented in the course
• Originality and ability to present your findings in a clear succinct manner
• Ability to draw sound conclusions from your investigation
• Ability to create new market strategies
• Ability to make clear recommendations based on the analysis and conclusions
• The inclusion of external data
• The inclusion of additional research
• Succinctness and businesslike presentation

Learning objectives with this assessment (refer to section 2.1): 1, 2, 3, 5 and 6.


Assessment 4: Exam (Individual)
Weighting: 30%
Date: 27/4/2015 (see section 1.3 for detail)
Submission Details: In class exam

Task:
You will be expected to complete a combination of short answer and essay type questions for this exam. Questions will be designed to test your knowledge of topics relevant to this course. You can expect the exam to cover between four and eight of the following topic areas:
• Market research
• Environmental analysis
• Market analysis
• Identification of customer
• Competition analysis
• Creating sustainable competitive advantage
• Marketing mix
• Blue ocean strategies
• Differentiation strategies
• Global marketing

Scope:
This exam will assess course objectives 1, 3 and 4.

Length and Presentation:
Completed on paper in the timeframe of the exam (two hours). Worksheets will be provided as relevant.

Criteria by which your assessment will be marked:
• Depth of your knowledge of the selected topic areas
• The extent to which you are able to relate analytical tools to the opportunity assessment task
• Your understanding of risk relative to commercial opportunities in terms of markets and/or technology
• Your ability to frame opportunity within the context of feasibility and sustainability
• Clarity of written expression
• Succinct presentation of ideas and concepts

Learning objectives with this assessment (refer to section 2.1): 1, 3 and 4.
5.4 SUBMISSION
All text based assignments must be submitted via MyUni.
Please refer to step by step instructions: http://www.adelaide.edu.au/myuni/tutorials/files/AssignmentStudentSubmission.pdf

There are a few points to note about the submission of assignments:
• Assignment Submission: Assignments should not be emailed to the instructor but should be lodged via the MyUni Course site. Note that assignments may be processed via TURNITIN which is an online plagiarism prevention tool.
• Cover Sheet: Please submit, separate to your assignment, the completed University of Adelaide Assessment Cover Sheet providing details of yourself and your team members (if applicable), your assignment, the course, date submitted, etc. as well as the declaration signed by you that this is your (your team’s) work. Note that the declaration on any electronically submitted assignment will be deemed to have the same authority as a signed declaration.
• Backup Copy of Assignments: You are advised to keep a copy of your assignments in case the submitted copy goes missing. Please ensure that all assignment pages are numbered. If your assignment contains confidential information, you should discuss any concerns with the Course Lecturer prior to submission.
• Extensions of Time: Any request for an extension of time for the submission of an assignment should be made well before the due date of the assignment to the Course Lecturer. Normally, extensions will only be granted for a maximum of two weeks from the original assignment submission date. Extensions will only be granted in cases of genuine extenuating circumstances and proof, such as a doctor’s certificate, may be required.
• Failure to submit: Failure to submit an assignment on time or by the agreed extension deadline may result in penalties and may incur a fail grade. Note that a late penalty of 5% of the total available marks for that assessment item will be incurred each day an assignment is handed in late. Assignments handed in after 14 days from the due submission date will fail even if a 100% mark is granted for the work.

All text based assignments must be submitted via MyUni.
Please refer to step by step instructions: http://www.adelaide.edu.au/myuni/tutorials/files/AssignmentStudentSubmission.pdf

There are a few points to note about the submission of assignments:

• Assignment Submission:  Assignments should not be emailed to the instructor; they must be lodged via the MyUni Course site (unless specified to do both). Note that assignments may be processed via TURNITIN, which is an online plagiarism prevention tool.
• Cover Sheet:  Please submit, separate to your assignment, the completed University of Adelaide Assessment Cover Sheet providing details of yourself and your team members (if applicable), your assignment, the course, date submitted, etc. as well as the declaration signed by you that this is your (your team’s) work.  Note that the declaration on any electronically submitted assignment will be deemed to have the same authority as a signed declaration.
• Backup Copy of Assignments:  You are advised to keep a copy of your assignments in case the submitted copy goes missing.  Please ensure that all assignment pages are numbered. If your assignment contains confidential information, you should discuss any concerns with the Course Lecturer prior to submission.
• Extensions of Time:  Any request for an extension of time for the submission of an assignment should be made well before the due date of the assignment to the Course Lecturer.  Normally, extensions will only be granted for a maximum of two weeks from the original assignment submission date.  Extensions will only be granted in cases of genuine extenuating circumstances and proof, such as a doctor’s certificate, may be required.
• Failure to submit: Failure to submit an assignment on time or by the agreed extension deadline may result in penalties and may incur a fail grade.  Note that a late penalty of 5% of the total available marks for that assessment item will be incurred each day an assignment is handed in late (Unless otherwise stated in 'Assessment Related Requirements' or 'Assessment Detail' above).  Assignments handed in after 14 days from the due submission date will fail even if a 100% mark is granted for the work.

Resubmission & Remarking
Resubmission of an assignment for remarking after reworking it to obtain a better mark will not normally be accepted.  Approval for resubmission will only be granted on medical or compassionate grounds.