ENTREP 2012 - Driving Decisions: New Venture Marketing

North Terrace Campus - Semester 1 - 2021

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.

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Course Details

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
Available for Study Abroad and Exchange	Y
Incompatible	ENTREP 2002, TECHCOMM 2002
Assessment	Individual and group assignments, examination

Course Staff

Course Coordinator: Dr Matthew McKinlay

Program Director Contact Details: Innovation and Entrepreneurship
Name: Dr Wendy Lindsay
Email: wendy.lindsay@adelaide.edu.au

Teaching Staff

Name: Catherine (Kate) Duryea
Email: catherine.duryea@adelaide.edu.au

Course Timetable

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

Course Learning Outcomes

On 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	4-6

Learning Resources

Required Resources

No text book is required for this course

Recommended Resources

There 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.

Internet sites:
Austrade: http://www.austrade.gov.au
Australian Bureau of Statistics: http://abs.gov.au

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. Access to the Library's electronic resources.

Online Learning

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.

Learning & Teaching Modes

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

Workload

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 Summary

This is a draft schedule, that may change during the course delivery if necessary.

Session	Content
	Opening Intensive
1	Introduction to the Course Marketing Overview Creativity and Marketing
2	Market Research Macro forces (External factors)
3	Micro Forces (Customers, competitors, suppliers and stakeholders) Reaching the Customer
4	Developing a Buyer Matrix Model Details on the Marketing Mix
5	Developing a Marketing Plan Marketing Opportunity Proposals Branding and Integrated Promotion
	Closing Intensive
6	Customer Relationships management Products and Services
7	Successful Marketing Strategies Strategy Options
8	Entering Global Markets
9	Ethical Marketing
10	Team Project Presentations
11	Exam Revision and Tips

Specific Course Requirements

This 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 Summary

#	Assessment Task	Task Type	Length	Weighting	Learning Outcomes
1	Marketing Proposal	Individual	2-minute oral proposal plus 750 word written proposal	10% (5% oral presentation & 5% written proposal)	1, 2, 3, 5
2	Marketing Challenge	Group	Report max. 3500 words 10 min presentation	30% (10% oral presentation & 20% written report)	1, 2, 3, 4, 5, 6
3	Strategic Marketing Project	Individual	Report max. 2500 words	30%	1, 2, 3, 4, 5, 6
4	Case Study	Individual	TBA	30%	1, 2, 3, 4
	Total			100%

Assessment Related Requirements

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.

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 Detail

Marketing Opportunity Proposal
You are required to present a new venture marketing idea as if to a potential investor. The primary aim is to win support from the investor for future funding. You need to research the industry and current competition for this idea (what category of product or service it may be, what type of consumer may use it) and support your discussion with facts and research.

Marketing Challenge
Select two Australian new venture companies that have been established in the last five years. Choose one that has been proven to be successful and choose another that is showing some downturn and is less successful or it may even have folded. Analyse both using content taught in this course. Analyse why has one company has done well while another has not succeeded.

Strategic Marketing Project
Design an Integrated Marketing Promotional Plan for a start-up company.

Case Study
TBA

Submission

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

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
This section contains links to relevant assessment-related policies and guidelines - all university policies.
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.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator