Module: Enterprise and Marketing

Module details

  • Module code

    0IFY6
  • Module leader

    David Bozward
  • Module credits

    15
  • Min study time

    150 hours
  • Contact hrs

    60 hours
  • Teaching Period

    Semester 2

Module content

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.

Module outcomes

To pass this module, students must be able to:

  1. Explain the factors involved in running a successful enterprise
  2. Explore marketing decisions and their impact on business and enterprise
  3. Use a range of media to present information and data that will inform business decisions

Assessment

Assessment Description Weighting
Coursework Infographic analysis 50%
Practical Video pitch 50%

Key texts

  • 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.

Plus

Marketing Week - http://www.marketingweek.com