ENTREP 2012 - Driving Decisions: New Venture Marketing

North Terrace Campus - Semester 1 - 2022

How do you get your startup to stand out in a crowded market? Marketing for a fledgling entrepreneurial startup can be significantly different to traditional marketing approaches. You investigate market segmentation, product selection, pricing decisions, distribution, promotional strategy and activities and how these variables work together to develop and operationalise a detailed marketing plan for a new venture. You cultivate skills and knowledge to identify which key marketing techniques and theories are most suitable for new ventures, though these methods and practices can be equally applicable to existing organisations.

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Course Details

Course Code	ENTREP 2012
Course	Driving Decisions: New Venture Marketing
Coordinating Unit	Entrepreneurship, Commercialisation & Innov Centre
Term	Semester 1
Level	Undergraduate
Location/s	North Terrace Campus
Units	3
Contact	Up to 3 hours per week
Available for Study Abroad and Exchange	Y
Incompatible	ENTREP 2002, TECHCOMM 2002
Assessment	Individual and group assignments, examination

Course Staff

Course Coordinator: Ms Kate Duryea

Program Director Contact Details: Innovation and Entrepreneurship
Name: Dr Matt McKinlay
Email: matthew.mckinlay@adelaide.edu.au

Teaching Staff

Name: Catherine (Kate) Duryea
Email: catherine.duryea@adelaide.edu.au

Course Timetable

The full timetable of all activities for this course can be accessed from .

Course Learning Outcomes

On successful completion of this course, students will be able to:

1	Apply 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 be familiar with environmental scanning techniques
3	Undertake market segmentation, identify 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
6	Develop an Integrated Promotion Plan, a marketing Campaign and/or strategic Marketing plan for a new venture opportunity

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Attribute 1: Deep discipline knowledge and intellectual breadth Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.	1-4
Attribute 2: Creative and critical thinking, and problem solving Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.	1-6
Attribute 3: Teamwork and communication skills Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.	5, 6
Attribute 4: Professionalism and leadership readiness Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.	1, 2, 4, 5, 6
Attribute 5: Intercultural and ethical competency Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.	3, 5
Attribute 8: Self-awareness and emotional intelligence Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.	4-6

Learning Resources

Required Resources

No text book is required for this course

Recommended Resources

There is a broad range of materials that cover and complement the topic areas discussed in this course.

The following are recommended resources:
Crane, Frederick G. 2013, Marketing for Entrepreneurs, Concepts and Applications for New Ventures, 2nd edition, Sage.

Or there is the classic overall text on Marketing:
Kotler, P, Burton, S, Deans, K, Brown, L & Armstrong, G 2012, Marketing, 9th edition, Pearson.

Internet sites:
Austrade:
Australian Bureau of Statistics:

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. Access to the Library's electronic resources.

Online Learning

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.

Learning & Teaching Modes

This course is offered in blended learning mode.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

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).

Learning Activities Summary

This is a draft schedule, that may change during the course delivery if necessary.

Session	Content
1	Introduction to the Course Marketing Overview Creativity and Marketing
2	Market Research Macro forces (External factors)
3	Micro Forces (Customers, competitors, suppliers and stakeholders) Reaching the Customer
4	Developing a Buyer Matrix Model Details on the Marketing Mix
5	Developing a Marketing Plan Marketing Opportunity Proposals Branding and Integrated Promotion
6	Customer Relationships management Products and Services
7	Successful Marketing Strategies Strategy Options
8	Entering Global Markets
9	Ethical Marketing
10	NO lecture
11	Team Presentations Preparation for Case Study
12	Case Study under time limit

Specific Course Requirements

This course requires you to present mature and well-reasoned work that addresses the principles of marketing, marketing strategies and marketing applications in a professional business context. Of prime importance is to show insight into marketing strategies and take a critical approach in the design and development of a marketing research project or market strategy report.

You will need to read more widely on the topic then the list of references provided and beyond hits found on Google or YouTube.

Your work will need to be succinct and clearly written and presented. Do not labour the point, regurgitate theory or address irrelevant issues. Appropriate examples or cases may be used to illustrate your point as they can serve to strengthen your arguments.

Keep to the word limits and do not ramble. In every instance present your work as if it is a submission to a Board of Directors – succinct, clear, structured and reasoned.

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

#	Assessment Task	Task Type	Length	Weighting	Learning Outcomes
1	Marketing Proposal	Individual	2-minute oral proposal plus 750 word written proposal	10% (5% oral presentation & 5% written proposal)	1, 2, 3, 5
2	Marketing Challenge	Group	Report max. 3500 words 10 min presentation	30% (10% oral presentation & 20% written report)	1, 2, 3, 4, 5, 6
3	Strategic Marketing Project	Individual	Report max. 2500 words	30%	1, 2, 3, 4, 5, 6
4	Case Study	Individual	2 hours	30%	1, 2, 3, 4
	Total			100%

Assessment Related Requirements

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

Course results may be subject to moderation by the Assessment Review Committee.

Assessment Detail

Marketing Opportunity Proposal
You are required to present a new venture marketing idea as if to a potential investor. The primary aim is to win support from the investor for future funding. You need to research the industry and current competition for this idea (what category of product or service it may be, what type of consumer may use it) and support your discussion with facts and research.

Marketing Challenge
Select two Australian new venture companies that have been established in the last five years. Choose one that has been proven to be successful and choose another that is showing some downturn and is less successful or it may even have folded. Analyse both using content taught in this course. Analyse why has one company has done well while another has not succeeded.

Strategic Marketing Project
Design an Integrated Marketing Promotional Plan for a start-up company.

Case Study
Written assignment undertaken in class, answering questions on case study scenarios.

Submission

All text based assignments must be submitted via MyUni:

Assignment Submission: Assignments should not be emailed to the instructor; they must be lodged via the MyUni Course site (unless specified to do both).
Cover Sheet: Please include in the assignment a completed 成人大片 Assessment Cover Sheet (found in MyUni, under Modules) 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.
Assessment extensions request: An application for Assessment Extension should be made 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 medical, compassionate or extenuating circumstances. See sections 3 and 7a) i. in particular on assessment extensions in the Modified Arrangements for Coursework Assessment (MACA) Policy.
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: of an assignment 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.
Appealing a mark or grade: If you are dissatisfied with your mark or grade, you may request a review or re-mark. There must be academic or procedural reasons for your request, so you can’t simply request a re-mark because you are disappointed with your result. For more information on the process see Assessment Grievance: Appealing a mark or grade

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

Final results for this course will be made available through .

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student鈥檚 disciplinary procedures.

The 成人大片 is committed to regular reviews of the courses and programs it offers to students. The 成人大片 therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator

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