This module introduces students to the steps required to set up successful enterprises, and examines the characteristics of a thriving business such as marketing, e-commerce, networking and personnel management. Making use of the RAU’s long track record of successful student entrepreneurship will provide access to live case studies, connections to entrepreneurs and allow for under the skin analysis of the approaches taken. Students will also have access via the Enterprise Society to support further development of these skills alongside their studies.
This module allows students to exercise the skills of accounting and digital literacy that were studied in semester 1.
To pass this module, students must be able to:
- Explain the factors involved in running a successful enterprise
- Explore marketing decisions and their impact on business and enterprise
- Use a range of media to present information and data that will inform business decisions
- Brassington, F. and Pettit, S. (2012) Essentials of Marketing 3rd Ed. Pearson
- Palmer, A. (2012) Introduction to marketing: theory and practice 3rd ed. Oxford University Press
- Ashton, R. (2012) How to start your own business for entrepreneurs. 2nd ed. Prentice Hall Business.
- Bessant, J. and Tidd, J. (2015) Innovation and entrepreneurship. 3rd ed. John Wiley and Sons.
- Burns, P. (2016) Entrepreneurship and small business: start-up, growth and maturity. 4th Ed. Palgrave.
Marketing Week - http://www.marketingweek.com