Course Information Undergraduate prospectus

Entrepreneurial Marketing

Course summary

Course code: MARK1229
Level: 5
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Matthew Housden



The course aims to :
Equip students with the knowledge and skills to help organisations deal with the challenges of a fast-moving marketplace.
To develop an understanding of the relationship between marketing and entrepreneurship to enable organisations to deliver effective marketing solutions.
To develop and nurture innovation throughout the organisation and within the marketing function.
To explain the role of internal marketing in supporting a culture of innovation and in implementing change programmes

Learning outcomes

On successful completion of this course a student will be able to:

1 Evaluate the relationship between marketing and entrepreneurship
2 Reflect on range of solutions and apply an entrepreneurial response to change and to delivering marketing solutions perhaps within a resource constrained environment
3 Understand the key factors that facilitate and nurture innovation in organisations
4 Evaluate and apply principles of innovation throughout the organisation

5 Understand and apply the concept of internal marketing and cross function collaboration
6 Analyse and apply strategies for market led organisational change

Indicative content

Explain the role internal marketing plays in the successful implementation of plans and supporting innovation.

Discuss the relationship between internal marketing, leadership, Human Resources Management (HRM) and other business functions.

Identify and explain the components of an internal marketing plan.

Illustrate how new ideas and digital media are changing internal marketing approaches.

Analyse the context of change in a given organisation.

Plan and execute a change programme.

Recommend strategies to engage stakeholders in organisational change.

Measure the extent to which a change programme has succeeded in delivering its stated objectives.

Understand the role of marketing in start-ups and Small and Medium Sized enterprises.


Group Work - 30% weighting, 40% pass amrk, Learning outcomes 1, 2, 4 & 5. Outline Details - Outline the changes that are affecting an organisation of your choice Evaluate the extent to which your chosen organisation’s current marketing approaches will be appropriate in developing the organisation’s response to change (b). Compare and contrast these marketing approaches with those of at least two other organisations that operate successfully in business contexts different to that of your chosen organisation. 2000 words.
Formative Assessment - Seminar presentations, Interim group presentation, Submission of draft group report.

Individual Reflection - 70% weighting, 40% pass mark, learning outcomes 1, 3 & 6. Outline Details - Write a briefing paper for the senior management of your chosen organisation. The paper should outline how the marketing function of the organisation covered in the group submission could be reconfigured to increase innovation in response to the developments under discussion in the report produced in your group. 1000 words.

Formative Assessment - Draft submission of report.