Entrepreneurial Commercialisation for New Ventures

Course aim

The aim of this course is to give students insights into the underlying principles and concepts of the commercialisation of new products and services, and their diffusion into national markets by new for-profit or not-for-profit business ventures that have limited resources.

Course content

Commercialisation processes; the differences between the diffusion and marketing of entrepreneurial and established products and services; models of market diffusion and product or service positioning and targeting; target market selection and evaluation; developing a practical diffusion and communication plan to launch an innovation into a new market.

Textbook(s)

Schindehutte, M, Pitt, L & Morris, M 2008, Rethinking marketing: the entrepreneurial imperative, 1st edn, Pearson, New York

Prerequisite(s)

36 units

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST (INTENSIVE)
Seminar	3 hours x 10 sessions
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
EXTERNAL, CITY WEST, ONLINE
External	3 hours x 10 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Continuous assessment, Examination, Group project, Project

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.