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Marketing, Entrepreneurship & Innovation - MAN00022I

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  • Department: The York Management School
  • Module co-ordinator: Prof. Deborah Roberts
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2022-23
    • See module specification for other years: 2021-22

Module summary

This module will provide an underpinning and a critical understanding of marketing concepts and theories, in relation to entrepreneurship and innovation. Understanding the role of marketing in new venture creation and in its management has an important role to play in emerging competitive markets or in early start-ups relevant for 21st century business initiatives.

Module will run

Occurrence Teaching period
A Spring Term 2022-23

Module aims

This module aims for the students to develop:

This module offers a detailed and comprehensive introduction to the important elements involved in the understanding of marketing philosophy, principles and practice. Key areas are integrated to provide a strong base to build from, to enable students to develop an understanding of the important role of strategic decision-making in marketing. Specifically, there is emphasis in this module upon;

  • encouraging students to think critically and creatively about issues, opportunities and dilemmas in range of marketing contexts and
  • in developing an appreciation and application of strategic development and planning, by gaining knowledge and awareness of the range of tools and approaches available for marketers to embrace within 21st century organisations and in international business contexts.

This module will provide an underpinning and a critical understanding of marketing concepts and theories, in relation to entrepreneurship and innovation. Understanding the role of marketing in new venture creation and in its management has an important role to play in emerging competitive markets or in early start-ups relevant for 21st century business initiatives.

Crucially, students will acquire a range of skills, abilities and develop an aptitude for innovative and creative thinking applicable in new venture creation. Critical abilities will be developed and explored through discussion and debate, as well as through a range of activities and case studies - to understand and examine the range of current practice (both locally and in international) of the contexts in which new ventures are developed now and for the future. An aim of this module is in providing opportunities for the development and application of the venture creation process an entrepreneur may experience, and in the development of both academic knowledge and transferable skills.

Module learning outcomes

· Understand the role and key concepts involved in marketing and in its relationship to innovation

· Realise the importance of venture creation in relation to the economic and competitive business context

· Gain knowledge of current entrepreneurial development and practice

· Develop skills and an aptitude for innovation and creative thinking

· Understand and gain insights as to the role of innovation in new venture creation

· Acquire insights into what is involved in being an entrepreneur

· Be able to formulate and apply key entrepreneurial concepts in new venture creation process and marketing to practical project and application

· Develop knowledge and critical understanding of marketing theoretical underpinnings in relation to innovative strategic development.

Module content

Indicative lecture Topics:

 

  • Defining Innovation and Entrepreneurship
  • Entrepreneurial and Innovation Goals and Context
  • Creativity
  • Sources of Innovation
  • The Marketing Case/Writing MarketingPlans/
  • Leadership/Teams/Networks
  • Developing New Products and Services
  • Creating New ventures
  • Creating Value

Assessment

Task Length % of module mark
Essay/coursework
2500 word essay		 N/A 100

Special assessment rules

None

Reassessment

Task Length % of module mark
Essay/coursework
2500 word essay		 N/A 100

Module feedback

Students will receive written feedback on the formative assessment. They will also receive a feedback sheet with detailed comments on their summative assessment. Turnaround time for summative assessment is 6 weeks. At the end of term the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to the students.

Indicative reading

Indicative textbook:

Bessant, J and Tidd, J (2016) Innovation and Entrepreneurship, 3rd Edition, Wiley.

Indicative Journals:

. Business Strategy Review

Entrepreneurship, Theory and Practice

Harvard Business Review

Journal of Business Venturing

Journal of Marketing Management

Journal of Product and Brand Management

Journal of Product Innovation Management

Journal of Strategic Marketing

Strategic Entrepreneurship Journal


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.