TECHCOMM 2002 - New Venture Marketing

North Terrace Campus - Semester 1 - 2014

The aim of this course is to enable students from a variety of backgrounds to understand how to develop and operationalise a marketing plan for new ventures. The skills and knowledge learnt will enable a student to identify which marketing techniques and theories are most suitable for new ventures, no matter whether they are a new business or within an existing organisation. Objectives: On completion of this course, students should be able to; Describe the contents of a marketing plan; Develop their own marketing plan suitable for a new venture; Operationalise a marketing plan and undertake basic marketing activities. Syllabus: Market segmentation, Product selection, Pricing decisions, Distribution and Promotional strategy and activity

  • General Course Information
    Course Details
    Course Code TECHCOMM 2002
    Course New Venture Marketing
    Coordinating Unit Entrepreneurship, Commercialisation & Innov Centre
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Course Description The aim of this course is to enable students from a variety of backgrounds to understand how to develop and operationalise a marketing plan for new ventures. The skills and knowledge learnt will enable a student to identify which marketing techniques and theories are most suitable for new ventures, no matter whether they are a new business or within an existing organisation.
    Objectives:
    On completion of this course, students should be able to; Describe the contents of a marketing plan; Develop their own marketing plan suitable for a new venture; Operationalise a marketing plan and undertake basic marketing activities.
    Syllabus:
    Market segmentation, Product selection, Pricing decisions, Distribution and Promotional strategy and activity
    Course Staff

    Course Coordinator: Dr Gary Hancock

    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 became 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 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.

    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
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

    Opening intensive:
    Monday 7th, Tuesday 8th & Wednesday 9th April
    9am-4pm
    5.01, Level 5, Nexus 10

    Closing intensive:
    Monday 12th, Tuesday 13th & Wednesday 14th May
    9am-4pm
    5.01, Level 5, Nexus 10
  • Learning Outcomes
    Course Learning Outcomes
    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 and 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.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1,3,6
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 2,4
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 5,6
    Skills of a high order in interpersonal understanding, teamwork and communication. 4,5
    A proficiency in the appropriate use of contemporary technologies. 1,2
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 4
  • Learning Resources
    Required Resources
    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
  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    Workload

    No information currently available.

    Learning Activities Summary

    No information currently available.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary

    No information currently available.

    Assessment Detail

    No information currently available.

    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; 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.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

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