Entrepreneurial Commercialisation

Course aim

The aim of this course is to equip students to demonstrate advanced and integrated understanding in the complex field of entrepreneurial commercialisation, to demonstrate the ability to analyse and evaluate commercialisation situations, and to plan and execute professional project-based research in this field, with the aim of developing a realistic commercialisation and marketing plan for a new venture, whether in the for-profit sector, or in the field of social entrepreneurship. Students will be able to interpret and transmit knowledge relating to practical commercialisation to specialist and non-specialist audiences.

Course content

Commercialisation models and processes; models of marketing for new-to-the-market ventures; evaluating the product or service idea and identifying possibilities for product or service development; investigating potential market demand; developing a distribution and pricing framework for commercialising the product or service into a new market; creating a communications program with a particular emphasis on Internet-based technologies and social media; putting together a credible commercialisation and marketing budget and plan to enter the new market.

Textbook(s)

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

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

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

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

Assessment

Case study, Major project, 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
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.