Entrepreneurial Commercialisation

Course aim

To develop an understanding of the concepts and practice of marketing in entrepreneurial ventures when introducing new products and services into local and international markets, especially with limited resources.

Course content

Marketing in the entrepreneurial era; dealing with technological and market uncertainty; marketing and the commercialisation process; supply-side marketing; the organisation and management of the interface between marketing, R & D and production; marketing as co-creation of value with the customer; marketing, entrepreneurship and culture; collaboration and strategic partnering approaches and practice for building relationships to support local and international marketing; entrepreneurial marketing - low-cost approaches for effective marketing mix planning and implementation under conditions of rapid change and high risk and uncertainty; financial implications of marketing decisions; using marketing advisors and support services.

Textbook(s)

Schindehutte, M, Pitt, L and Morris, M 2008, Rethinking Marketing: The Entrepreneurial Imperative, Pearson, New York

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	3.5 hours x 6 sessions
Workshop	3 hours x 4 weeks
INTERNAL, CITY EAST
Lecture	3.5 hours x 6 sessions
Workshop	3 hours x 4 weeks
EXTERNAL, CITY WEST, ONLINE
External (Teleconference)	1 hour x 8 weeks
External (Online staff consultation)	2 hours x 8 weeks
External (Moderated online student discussion group)	2 hours x 8 weeks

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

Assessment

Case study, Report presentation

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
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
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* 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.