ENTREP 2012 - Driving Decisions: New Venture Marketing
North Terrace Campus - Semester 1 - 2020
General Course Information
Course Code ENTREP 2012 Course Driving Decisions: New Venture Marketing Coordinating Unit Entrepreneurship, Commercialisation & Innov Centre Term Semester 1 Level Undergraduate Location/s North Terrace Campus Units 3 Contact Intensive: 36 to 40 hours Available for Study Abroad and Exchange Y Incompatible ENTREP 2002, TECHCOMM 2002 Course Description How do you get your startup to stand out in a crowded market? Marketing for a fledgling entrepreneurial startup can be significantly different to traditional marketing approaches. You investigate market segmentation, product selection, pricing decisions, distribution, promotional strategy and activities and how these variables work together to develop and operationalise a detailed marketing plan for a new venture. You cultivate skills and knowledge to identify which key marketing techniques and theories are most suitable for new ventures, though these methods and practices can be equally applicable to existing organisations.
Course Coordinator: Dr Wendy Lindsay
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesOn successful completion of this course, students will be able to:
1 Apply 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 be familiar with environmental scanning techniques 3 Undertake market segmentation, identify 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 6 Develop an Integrated Promotion Plan, a marketing Campaign and/or 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) Deep discipline knowledge
- informed and infused by cutting edge research, scaffolded throughout their program of studies
- acquired from personal interaction with research active educators, from year 1
- accredited or validated against national or international standards (for relevant programs)
1-4 Critical thinking and problem solving
- steeped in research methods and rigor
- based on empirical evidence and the scientific approach to knowledge development
- demonstrated through appropriate and relevant assessment
1-6 Teamwork and communication skills
- developed from, with, and via the SGDE
- honed through assessment and practice throughout the program of studies
- encouraged and valued in all aspects of learning
5, 6 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
1, 2, 4, 5, 6 Intercultural and ethical competency
- adept at operating in other cultures
- comfortable with different nationalities and social contexts
- able to determine and contribute to desirable social outcomes
- demonstrated by study abroad or with an understanding of indigenous knowledges
3, 5 Self-awareness and emotional intelligence
- a capacity for self-reflection and a willingness to engage in self-appraisal
- open to objective and constructive feedback from supervisors and peers
- able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
Required ResourcesNo text book is required for this course
Readings will be made available through MyUni.
Recommended ResourcesThere is a broad range of materials that cover and complement the topic areas discussed in this course.
The following are recommended resources:
Crane, Frederick G. 2013, Marketing for Entrepreneurs, Concepts and Applications for New Ventures, 2nd edition, Sage.
Or there is the classic overall text on Marketing:
Kotler, P, Burton, S, Deans, K, Brown, L & Armstrong, G 2012, Marketing, 9th edition, Pearson.
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. Access to the Library's electronic resources.
Online LearningMyUni 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.
Learning & Teaching Activities
Learning & Teaching ModesThis course is offered in blended learning mode with the face-to-face component offered as intensives.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.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).
Learning Activities SummaryThis is a draft schedule, that may change during the course delivery if necessary.
Session Content 1 Introduction 2 Exploring the Marketing Process 3 Creativity and Marketing 4 Market Research 5 External Influencers 6 Identifying the customer 7 Reaching the Customer 8 Developing a Buyer Matrix Model – Buyer Matrix Exercise 9 Customer Relationships Management 10 Marketing Opportunity Proposals 11 Review 12 Marketing Mix 13 Developing a marketing plan 14 Ethical Marketing… is it possible? 15 Successful Marketing Strategies 16 Strategy Options 17 Branding 18 The Integrated Promotion Plan 19 Entering global markets 20 Strategic Marketing Team project – Class Presentations of team projects 21 Wrap up and review
Specific Course RequirementsThis course requires you to present mature and well-reasoned work that addresses the principles of marketing, marketing strategies and marketing applications in a professional business context. Of prime importance is to show insight into marketing strategies and take a critical approach in the design and development of a marketing research project or market strategy report.
You will need to read more widely on the topic then the list of references provided and beyond hits found on Google or YouTube.
Your work will need to be succinct and clearly written and presented. Do not labour the point, regurgitate theory or address irrelevant issues. Appropriate examples or cases may be used to illustrate your point as they can serve to strengthen your arguments.
Keep to the word limits and do not ramble. In every instance present your work as if it is a submission to a Board of Directors – succinct, clear, structured and reasoned.
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment SummaryDue to the current COVID-19 situation modified arrangements have been made to assessments to facilitate remote learning and teaching. Assessment details provided here reflect recent updates.
An overview of the course assessment appears in the following Table. Details appear in the following section:
# Assessment Task Task Type Length Weighting Learning Outcomes 1 Marketing Proposal Individual 2-minute oral proposal plus
750 word written proposal
(5% oral presentation &
5% written proposal)
1, 2, 3, 5 2 Marketing Challenge Group Report max. 3500 words
(10% oral presentation &
20% written report)
1, 2, 3, 4, 5, 6 3 Strategic Marketing Project Report max. 2500 words
30% 1, 2, 3, 4, 5, 6 4 Examination Individual 2-hour 30% 1, 2, 3, 4 Total 100%
Assessment Related RequirementsIt 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.
Font 12, Line spacing of 1.5 lines. 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 Turnitin.
Students should attend all classes in order to pass the course. There is considerable experiential learning during classes that build your knowledge and thus enable you to be successful in this course.
Course results may be subject to moderation by the Assessment Review Committee.
Assessment DetailAssessment 1: Marketing Opportunity Proposal (Individual assignment)
Weighting: 10% (5% Oral presentation and 5% written proposal)
Task: This assignment comprises a two minute oral presentation in class 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.
The written proposal should address at least all the points included in your presentation and further include an outline of the tasks to be undertaken to conduct further market research on this product/service.
Assessment 2: Marketing Challenge (Team assignment)
Weighting: 30% (Oral presentation: 10% Report 20%)
Task: This is a group assignment undertaken by a minimum of 2 and maximum of 4 students.
Undertake an online research project analysing a number of successful and failed marketing strategies.
Develop a Marketing Campaign for the branding of a new product that can enter the international market. (product needs approval of the lecturer)
Note*: During the second intensive your team will be given an opportunity to share and present a summary of your analysis in the form of a Pecha Kucha presentation. Please, base this presentation on clearly articulated conclusions drawn from your research and analysis. A PECHA KUCHA format consists of 20 slides x 20 seconds and is based on visuals with very few words; please go to the link www.pechakucha.org to view examples.
Assessment 3: Strategic Marketing Project (Individual)
Task: Based on desk research and survey interviews (primary market research) with business owners and/ or (potential) customersyou may introduce a new product to the market and design a Marketing Plan 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 design an Integrated Promotion Plan.
Assessment 4: Exam (Individual)
Task: You will be expected to complete a combination of short answer and essay type questions.
All text based assignments must be submitted via MyUni:
- Assignment Submission: Assignments should not be emailed to the instructor; they must be lodged via the MyUni Course site (unless specified to do both).
- Cover Sheet: Please include in the assignment a completed University of Adelaide Assessment Cover Sheet (found in MyUni, under Modules) 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.
- Assessment extensions request: An application for Assessment Extension should be made 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 medical, compassionate or extenuating circumstances. See sections 3 and 7a) i. in particular on assessment extensions in the Modified Arrangements for Coursework Assessment (MACA) Policy.
- 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: of an assignment 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.
- Appealing a mark or grade: If you are dissatisfied with your mark or grade, you may request a review or re-mark. There must be academic or procedural reasons for your request, so you can’t simply request a re-mark because you are disappointed with your result. For more information on the process see Assessment Grievance: Appealing a mark or grade
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.
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.
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This section contains links to relevant assessment-related policies and guidelines - all university policies.
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- Assessment for Coursework Programs
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