成人大片

Program Director Contact Details:
Entrepreneurship & Innovation
Name: Dr Gary Hancock
Email: gary.hancock@adelaide.edu.au

Teaching staff

Semester 1
Name: Dr Hermina Burnett

Short Bio:

Dr. Hermina Burnett was born in the Netherlands, but has lived in Australia for over twenty five years. She arrived in Australia as a primary school teacher, but instead of continuing her career, she joined the ‘migrant dream’ by founding and operating four successful commercial companies. 

Because of her interest in other start-up entrepreneurs like herself and (Not-for-profit) Entrepreneurship in general, Hermina developed a federally funded Not-for-profit ‘Business Incubation’ program for the Northern Metropolitan Region of Melbourne and worked as the general manager of New Business Development Services. This service provided a range of networking events, seminars, counselling and mentoring programs to more than 300 start-up entrepreneurs in their first three years of operation.

Hermina returned to university to undertake an MBA followed by a PhD to further develop and teach Entrepreneurship & Innovation courses at undergraduate and postgraduate levels in Australia and overseas.

Based on her different experiences in for profit and not-for-profit Entrepreneurship practice, teaching and research, her interests and research papers are in Business Incubation, Social Entrepreneurship and Entrepreneurship Education.

Hermina holds a BEd, a Post Grad.Cert in Teaching & Learning Higher Ed, an MBA and a PhD.

Email: hermina.burnett@adelaide.edu.au
Phone: +61 419 552 787

Opening intensive:
Tuesday 8th, Wednesday 9th and Thursday 10th March 2016
9am to 6pm
Nexus10, Level 6, Room 6.01

Closing intensive:
Tuesday 5th, Wednesday 6th and Thursday 7th April 2016
9am to 6pm
Nexus10, Level 6, Room 6.01

New Venture Marketing is an interactive and practical business unit designed for students in the field of entrepreneurship. Creating and growing a new venture is an activity that few are able to do successfully, even though many try. This marketing unit therefore concentrates on a practical as well as theoretical understanding of challenges faced by entrepreneurs. It is centered on marketing principles, how to find new markets and how to build appropriate marketing strategies for the products/services that are necessary to create, develop and sustain a new venture. It also emphasises the importance of globalisation, alliances and networks within and outside of the new venture with whom the business owner is connected.


The key learning objectives of this course are:

To understand the key issues relating to the marketing of an innovation or a product or service for a new venture.

“The aim of Marketing is to know and understand the customer so well, that the product or service fits them and sells itself”. (Peter F. Drucker)

1	Appreciate 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 become familiar with environmental scanning techniques such as Porter’s 5 forces, Utility matrix, TOWS, Blue Ocean strategies, Option strategies
3	Understand market segmentation, identification of 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 and present these to fellow students and industry
6	Develop an Integrated Promotion Plan, a marketing Campaign and/or strategic Marketing plan for a new venture opportunity

No text book is required for this course


The following readings will be made available through MyUni:

Aaker, D.A. and Mills, M.K., 2005, Strategic Market Management, Wiley, Australia. Chapter 10

Allen, K.R., 2009, Launching New Ventures, 5th edition, Houghton Miffilin Company, US.
Chapter 15

Crane, Frederick G. 2013, Marketing for Entrepreneurs, Concepts and Applications for New Ventures, 2nd edition, Sage.
Chapter 10

Frederick, H, O’Connor, A and Donald F. Kuratko, 2013, Entrepreneurship, theory and practice, 3rd edition, Centage, Australia. Chapter 10

Hill, C.W.L., Cronk, T and Wickramasekera, R., 2008, Global Business Today, McGraw-Hill, Australia. Chapter 11

Schaper, M, Volery, T, Weber, P and Lewis, K., 2011, Entrepreneurship and small business, 3rd Asia-Pasific edition, Wiley, Australia. Chapter 6

In addition to the above reading list, there is a broad range of materials that cover and complement the topic areas discussed in this course. A reading list will be available on MyUni to assist you with sourcing and locating additional materials. There is no prescribed text that you must obtain, but as a general text, I recommend:

Crane, Frederick G. 2013, Marketing for Entrepreneurs, Concepts and Applications for New Ventures, 2nd edition, Sage.

Or there is of course the classic overall text on Marketing:

Kotler, P, Burton, S, Deans, K, Brown, L & Armstrong, G 2012, Marketing, 9th edition, Pearson.

Library Resources
The 成人大片’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. The University Library web page is:  
From this link, you are able to access the Library's electronic resources.

MyUni is the 成人大片'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 (see: )

MyUni is the 成人大片'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 (see: )

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).

This is a draft schedule and session dates are a guide only. The timetable may be changed during the course delivery if necessary.

Intensive day	Content	Preparations
Day 1	Introduction of Intensive Block 1 What is Marketing? Marketing Research
1	Introduction -  Overview of the course and outline of syllabus, assignments and      assessment - Confidentiality and personal backgrounds - MyUni tools
2	Exploring the Marketing Process -  What is marketing? -  Marketing philosophy -  Difference between marketing and selling -  Marketing concepts -  Marketing as an essential part of  Entrepreneurial Activity	Frederick, O’Connor and Kuratko, Ch 10 Video Youtube
3	Market Research - What to research? - Primary market research - Secondary research - Qual/Quant methods - Analysis and Reporting - Strategy formulation	Schaper, Volery, Weber and Lewis, 2011, Chapter 6
4	Exploring Market Potential and Profitability -  Group activity in class -  Overview of the elements of an opportunity screen -  Guidelines for individual presentation -  Knowing your audience	Marketing test
Day 2	Marketing is creative and Innovative Environmental and Industry Analysis Analysing the Competition
5	- Being a Creative and Innovative Marketer
6	Industry and Market Dynamics - Dimensions of environmental analysis: the importance and impact of    environmental factors - Market analysis: size and growth - Managing your products /services through Life Cycle theory	Porters 5 forces Frederick, O’Connor and Kuratko, Ch 10 Porter, 1979
7	Identifying and analysing the customer - Market forces- Porters 5 forces - Who are your competitors - Competitor strengths and weaknesses - Competitive position - What are your strengths -TOWS analysis - Creating a sustainable competitive advantage (SCA) for your new    products/services	Schaper, Volery, Weber and Lewis, 2009, Ch 6 Weihrich, 1982 Porter, 2008 D’Aveni, 2007
Day 3	Analysing the customer Attracting and reaching customers Buyer Matrix Model Marketing proposals
8	Identifying and analysing customers -  Who is the customer? -  Customer identification and segmentation -  Selecting target markets -  Needs and wants of the target customer	Schaper, Volery, Weber and Lewis, 2009, Ch6
9	Attracting and reaching customers -  Customer motivations to buy (drivers) -  When customers buy -  Where customers buy
10	Developing a Buyer Matrix Model	Kim & Mauborgne, 2004
11	Marketing Opportunity Proposals -  Individual student presentations and feedback -  Review of intensive block 1 and discussion	Assignment 1a Due  5% No PowerPoint allowed.
Day 4	Introduction Intensive Block 2 Marketing Mix Strategy The Marketing Plan
12	Review - Assignment discussion
13	Marketing Mix - Product - Pricing strategies - Promotion (Communication methods) - Placement (Distribution channels to market) - People & Processes	Pricing sheet
14	Developing a marketing plan - How to create an effective marketing plan - Marketing stages of growing ventures - The role of personal selling in a marketing strategy - Managing customer relationships (CRM)	Allen, 2009, Chapter 15
15	Ethical Marketing… is it possible?
Day 5	Differentiating Marketing Strategies Branding  Ethical Marketing
16	Successful Marketing Strategies -  Strategy formulation -  Low cost strategies -  Blue Ocean strategies -  Outdoor Strategies	Aaker and Mills, 2005, Chapter 10 Hutter & Hofman, 2011 Kim & Mauborgne, 2005
17	Branding -  Building strong brands -  Brand equity -  Brand loyalty
18	The Integrated Promotion Plan	Crane, F, 2013, Chapter 10
Day 6	Entering Foreign Markets; Global Marketing
19	Entering global markets - Exporting - Importing - Turnkey projects - Franchising - Joint ventures - Wholly owned Subsidiaries - Greenfield or Acquisition?	Hill, Cronk and Wickramasekera, 2008, Chapter 11
20	Strategic Marketing Group project Class Presentations of group projects	Assignment 2a Due  10%
21	Wrap up and review - Review main points for block 1 and 2 - Structuring the major assignments

An overview of the course assessment appears in the following Table. Details appear in the following section:

#	Assessment	Length	Weighting	Due Date	Learning Outcomes
1	Market Opportunity Proposal (Individual)	2 minute oral proposal plus 750 word written proposal (2 pages)	10% (5% oral presentation & 5% written proposal)	see MyUni	1, 2, 3, 5
2	Marketing Challenge (Team)	Report max. 3500 words (10 pages)	30% (10% oral presentation & 20% written report)	see MyUni	1, 2, 3, 4, 5, 6
3	Examination of theory	2-hour	30%	see MyUni	1, 2, 3, 4
4	Strategic Marketing Project (Individual)	Report max. 2500 words (7 pages)	30%	see MyUni	1, 2, 3, 4, 5, 6
	Total		100%

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 Turn-It-In as per University policy (see below).

Students should attend all classes in order to pass the course. There is considerable experiential learning in workshops during the intensive classes that build your knowledge and thus enable you to be successful in this course.

Course results are subject to moderation by the ECIC Board of Examiners

Assessment 1: Marketing Opportunity Proposal (Individual assignment)

Weighting: 10% (5% Oral presentation and 5% written proposal)
Length: Max 750 words  (2 pages, 12 font, 1.5 spacing)
Due Dates: Oral presentation: see MyUni
Written proposal: see MyUni

Submission Details: Online through MyUni; Oral Proposal in class

Task:
This assignment comprises a two minute oral presentation of a marketing proposal for a new product (or service).

You are required to present your marketing ideas to an interested audience with the primary aim to win support and conduct detailed market research on it. This is also your chance to attract team members for assignment two and showcase your skills and abilities. The idea (product or service) is to be positioned as a real business case and you will need to convince your audience of the perceived potential market share for it.

NO USE OF POWERPOINT SLIDES PERMITTED

The product/service that you want to enter into the market place could be from your workplace, be known to you through your environment, family or friends, or be totally new.

As a minimum your oral presentation and proposal should include:
• A detailed description of the product or service you are marketing
• A description of the industry and market
• An estimate of the size of that market (market potential)
• Identification of the potential customers and/or end users
• Identification of the Competition
• How much are you selling this product / service for? Why?
• How are you going to promote this new idea? 
• Financial potential (ROI)

You need to choose your words well as you have only about 2 minutes. This does not mean however, that you should not thoroughly prepare for this assignment, as I might allow up to an additional 5 minutes for Q & A time (class size depending).

In addition, you need to prepare a short written version of your proposal (max 750 words). Your written proposal should address at least all the points included in your presentation as above and further include an outline of the tasks to be undertaken to conduct further market research on this product/service.

Scope:
This assignment will assess your understanding of the course objectives 1, 2, 3, 5

Length and Presentation:
The written proposal must not be more than two pages long and not exceed 750 words.
Oral presentation – two minutes with up to 5 minutes for questions

Criteria by which your assessment will be marked:
The oral presentation will be assessed against the following criteria:
• Engagement with the reader/audience
• Extent of preparation
• The structure of both presentation and proposal
• The professionalism of your presentation without the use of powerpoint slides and
• The persuasiveness of your argument

The proposal will include an assessment of the extent to which the key content areas are covered succinctly and accurately.

Learning objectives with this assessment (refer to section 2.1): 1, 2, 3, 5


Assessment 2: Marketing Challenge (Team assignment)
Weighting: 30% (Oral presentation: 10%  Report 20%)
Length: Max. 3500 words (10 pages, plus cover sheet and appendices).
Due Dates: see MyUni

Submission Details: Online through MyUni

Task:
This is a group assignment undertaken by a minimum of 2 and maximum of 4 students.

This year, I am providing you with a choice of 2 team assignments

Choice 1

Microsoft has bold ambitions to create more personal and intelligent computing experiences that empower billions of people to
achieve more. A key target of this ambition is to have 1 billion active Windows 10 devices by 2018, with a substantial contributor being our mobile platform and Lumia devices. Recently this motion has been propelled by the announcement of Microsoft's flagship Lumia devices, launching with Windows 10 as the first of its kind to market.

The Challenge:
How would you propose over the next 12 months to increase the market share of Lumia devices in Australia?

Guidelines: 

Budget and Timeframe: The campaign must drive increased market share of Lumia devices in the next 12 months (till June 2017). The budget is $500,000AUD, this money may be used for a variety of activities including (not limited to) research, demand generation campaigns and co-marketing activities.

Objective Market growth: Reminder that to gain share, sales must exceed the average smartphone market growth rate, so we’d like to see how you would do this both strategically and creatively.

Product knowledge: Microsoft’s phone range varies from affordable to premium models, so when devising a strategy to grow our share, identify your target audience and justify the decision to match them with a product type, and demonstrate an understanding of their behaviours and needs.

Market Analysis: 79% of Australians currently own a Smartphone, utilizing a framework. Analyse the current Australian consumer market for Smartphones and define who your target market will be. The powerhouse duopoly, Apple and Samsung, collectively hold 73% share in the Australian market. Although Apple are currently winning the local device competition. Android remains the
dominant OS with 52% over the past year, followed by Apple on 38% and Windows on 8%.

Report: You must submit one report per group (groups can be 1 - 4 people). The report should be 10 pages (no +/- 10%) size 12 font, 1.5 spacing. This does not include a cover page, a reference list (Harvard style) or any appendices. Please state your group name in the document header and the names of each group member and your University, on the cover page.

Choice 2

Lincoln College is a privately owned, not for profit residential college located in North Adelaide for tertiary students that have moved away from home to study.  Lincoln prides itself on its leading pastoral care and academic support programs, with its residents achieving significantly higher pass rates than the general university population. The college is also a vibrant community where friendships are formed over food, sports and social activities. Lincoln College is keenly aware of the need to remain relevant and competitive in a changing market. Competition is growing with new operators entering the student accommodation
market albeit with more limited offerings in terms of community life, and personal and academic support.

The Challenge:
We invite you to develop a marketing plan (incl integrated promotion plan) that addresses and can further develop our brand and our unique selling points. 
 
Guidelines:

Objective: Market growth and modern outlook: What does Lincoln College seek to achieve in the future to stay ahead of the
competition? How can Lincoln stay relevant and modern in today’s changing society? Clearly state our marketing objectives, keeping in mind that a promotion plan must have a measurable impact and drive a return on investment.
 
Market analysis and Target Market: clearly identify the local but also International market Lincoln College operates in and could further expand into in the future and identify the most important target audiences (segmentation strategies). Currently, some students are local, but many come from all over Australia and also from Malaysia.

Budget and Timeframe: Develop a marketing budget keeping in mind that the College is a not-for-profit organisation. This budget may be used for a variety of activities including (not limited to) an integrated promotion plan.

Report: You must submit one report per group (groups can be 1 - 4 people). The report should be 10 pages (no +/- 10%) size 12 font, 1.5 spacing. This does not include a cover page, a reference list (Harvard style) or any appendices.  Please state your group name in the document header and the names of each group member on the cover page.

Note*: During the second intensive your team will be given an opportunity to share and present a summary of your challenge. Please, base this presentation on clearly articulated conclusions drawn from your research and analysis.

Each team must use the PECHA KUCHA format of 20 slides x 20 seconds; please go to the link  to view
examples.
 
Scope:
This assignment will assess your understanding of the course objectives 1, 2, 3, 4, 5 and 6.

Reports are to be posted to the MyUni grade centre. In addition, a hard copy can be brought into class. The report should be submitted as an electronic version in WORD.

No report will be accepted in Adobe Portable Document Files (pdf) (they cannot be electronically marked).

Criteria by which your assignment will be marked:

The team’s creative spirit (10)
Creative execution and originality of the chosen challenge
Incorporate a variety of digital and social communication channels

Value Proposition (10)
Demonstrate alignment with the vision and values of chosen challenge
Utilise creativity in core value proposition
Ability to uniquely and relevantly showcase the innovation in Microsoft’s technologies or the multi-cultural and vibrant lifestyle at Lincoln College

Understanding the Market (20)
Analyse the current industry and the trends that are taking place  
Competitive platform analysis  
Demonstrate your insights into the chosen audience
Clear justification of how your message resonates with the value proposition and how this will resound with the market

Practicality and Execution (30)
Identify the objectives and detail how strategies will be executed
Realistic use of appropriate budget and time frame as specified
The plan utilises a variety of execution strategies that are relevant to the consumer market. Plan must drive increased profile and market share of Lumia or Lincoln College

Report Style (10)
The team’s ability to develop a professional report that is coherent, fluid, logical and reads well as one document
Appropriate length of 10 pages.
Tone, grammar, clarity of argument.

Academic performance (20)
Ability to find, access and interpret available literature (Referencing, citing unit reading/lecture materials). Originality and ability to apply other concepts (strategies discussed in lectures, e.g. Blue Ocean/ buyer matrix, quality/value/innovation strategies) that reflect the appropriateness of the strategies chosen.

Learning objectives with this assessment (refer to section 2.1): 1, 2, 3, 4, 5 and 6 

 
           
Assessment 3: Strategic Marketing Project (Individual)
Weighting:        30%
Length:             Max 2500 words (7 pages, 12 font and 1.5 spacing)
Due Date:          see MyUni
Submission Details:     Online through MyUni

Task:  

Your project layout is as follows:

 1.   Conduct detailed industry and market analysis on a new or your chosen product/service using some of the tools discussed in
class for example: Buyers Matrix, TOWS, Blue Ocean Strategies 
2.    Explain why you are using the chosen tools
3.    Conduct primary and secondary research on your chosen product
4.    The project should have at least three entrepreneurial marketing strategies that will help succeed a new venture or improve the sales of the existing product and thus a company’s turnover
5.    Write a succinct report on this research project covering an introduction, market analysis section, strategies proposed and a conclusion.


Scope:
This assignment will assess your understanding of the course objectives 1, 2, 3, 4, 5 and 6


Length:
The body of the report should not exceed 2500 words; however, appendices may be used for supporting documents or analysis to the extent that is appropriate. The report should be submitted as an electronic  version in WORD. No report will be accepted in Adobe Portable Document Files (pdf) (they cannot be electronically marked).

 Criteria by which your assessment will be marked:
·        Your ability to find, access and interpret available literature relating to the assessment
·        Your ability to recognise important aspects of marketing theory, principles and concepts
·        Your ability to apply the topics presented in the course
·        Originality and ability to present your findings in a clear succinct manner
·        Ability to draw sound conclusions from your investigation
·        Ability to create new market strategies
·        Ability to make clear recommendations based on the analysis and conclusions
·        The inclusion of external data
·        The inclusion of additional research
·        Succinctness and businesslike presentation

Learning objectives with this assessment (refer to section 2.1): 1, 2, 3, 4, 5 and 6.
 
Assessment 4:  Exam (Individual)
Weighting:       30%
Date:    see MyUni
Submission Details:     In class exam

Task:
You will be expected to complete a combination of short answer and essay type questions for this exam. Questions will be designed to test your knowledge of topics relevant to this course. You can expect the exam to cover between four and eight of the
following topic areas:

Market research
Environmental analysis
Market analysis
Identification of customer
Competition analysis
Creating sustainable competitive advantage
Marketing mix
Marketing Plan
Integrated Promotion Plan
Blue Ocean strategies
Differentiation strategies
Global marketing


Scope:
This exam will assess course objectives 1, 2, 3 and 4.

Length and Presentation:
Completed on paper in the timeframe of the exam (two hours). Worksheets will be provided as relevant.

Criteria by which  your assessment will be marked:
·      Depth of your knowledge of the selected topic areas
·      The extent to which you are able to relate analytical tools to the opportunity assessment task
·      Your understanding of risk relative to commercial opportunities in terms of markets and/or technology
·      Your ability to frame opportunity within the context of feasibility and sustainability
·      Clarity of written expression
·      Succinct presentation of ideas and concepts

 
Learning objectives with this assessment (refer to section 2.1): 1, 2, 3 and 4.

All text based assignments must be submitted via MyUni.
Please refer to step by step instructions:

There are a few points to note about the submission of assignments:

• Assignment Submission:  Assignments should not be emailed to the instructor; they must be lodged via the MyUni Course site (unless specified to do both). Note that assignments may be processed via TURNITIN, which is an online plagiarism prevention tool.
• Cover Sheet:  Please submit, separate to your assignment, the completed 成人大片 Assessment Cover Sheet 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.
• Extensions of Time:  Any request for an extension of time for the submission of an assignment should be made well 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 extenuating circumstances and proof, such as a doctor’s certificate, may be required.
• 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 & Remarking
Resubmission of an assignment for remarking 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.