MKT730: The Module Seeks to Build a student’s Awareness of “Entrepreneurship” - Marketing Assignment

Internal Code: MAS6985

Marketing Assignment

The aim of this module is to examine marketing and management principles from the perspective of the practicing entrepreneur/manager. It seeks to build the students awareness of entrepreneurship and to provide them with a framework for engaging with and assessing the viability of an innovative project or new venture or the development of an existing one. The module pushes the boundaries of extant research and seeks to examine aspects of entrepreneurial marketing management decision-making within small to medium-sized enterprises. The module explores the pertinence of established marketing models in an entrepreneurial SME context and whether there is a basis for developing new theories at the marketing/entrepreneurship interface that better explain marketing practice in such a context.