Principles of Entrepreneurship

Universidade do Sul de Santa Catarina

Course Description

  • Course Name

    Principles of Entrepreneurship

  • Host University

    Universidade do Sul de Santa Catarina

  • Location

    Florianópolis, Brazil

  • Area of Study

    Business, Business Administration, Entrepreneurial Management, International Business, Leadership

  • Language Level

    Taught In English

    Hours & Credits

  • Contact Hours

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    General Course Description

    This course aims to provide a broad overview and introduction to significant aspects of entrepreneurship, such as: business opportunity research & evaluation, planning and proposal preparation, new venture finance, marketing, managing a growing business, and entrepreneurship in the Brazilian context. Course methodology includes experiential learning, whereby students develop a real business proposal and present it to Brazilian investors.

    Course Objectives

    Students will:

    • Understand the factors related to entrepreneurship - What is entrepreneurship? Where and how to generate ideas? Learn the mindset of an entrepreneur and how ideas are generated.
    • Learn how to start a business - Does the idea have enough potential? Know the steps for starting a business whilst also learning how to evaluate an idea for commercial success.
    • Understand business financing - Sources, instruments, financing mix. Know what types of funding, where to obtain them, and most importantly, how to pitch for funding, as well as be aware of the control vs. funding tradeoff.
    • Learn Business plan formats and components in the Brazilian context.
    • Develop financial projections and gain an understanding of financial requirements and model analysis.
    • Manage investor due diligence and understand best practices when presenting for funding.
    • Business management: Recruitment and pay for new employees; Learn how and when to outsource certain tasks.
    • Learn Branding, advertising and promotion techniques for the entrepreneur. Customer discovery, validation, and social media strategies.

    Required Readings

    KAPLAN, Jerry. Startup: A Silicon Valley Adventure. São Paulo: Cultura Editores Associados, 1998.

    GUILLEBEAU, Chris. $100 Startup: Reinvent the Way You Make a Living, What You Love, and Create a New Future. New York: Crown Publishing Group, 2012.
    DOLABELA, Fernando. O Segredo de Luísa. São Paulo: Picture, 1999.

    Course Contents

    Class 1: Welcoming Class

    Content: Course introduction - key themes to be addressed, scheduled activities and methods of assessment; introduction to entrepreneurship aspects.

    Class 2: Lecture

    Content: Students will receive a visit from an entrepreneur who will give a talk about the challenges pertaining to the professional and personal aspects of starting your own business.

    Class 3: The Entrepreneur Vision

    Contents: To understand how an idea can came true, the students will analyze the Las Vegas “very beginning” and discuss the difficulties associated with building the “Flamingo Casino Hotel”.
    Video:  Ben 'Bugsy' Siegel documentary.

    Class 4: Benchmarking

    Contents: Benchmarking in business.
    Text reading: How to use Benchmarking?

    Class 5: Class Excursion

    Contents: Visiting “AÇAILANDIA FOOD TRUCK”

    Class 6: Entrepreneurship Project

    Contents: The students (together as a work group) will present the results of their benchmarking research and propose a business idea based in their conclusions.
    Seminar: During this presentation the students will be evaluated. It will be part of their overall final mark - seminar presentation.

    Class 7: Class Excursion

    Contents: Visiting “Parque Ambiental Tractebel” – *There is a project for a food park at this location.

    Class 8: Suppliers

    Contents: Identify the suppliers to the “Entrepreneurship project”. Practical task – create a suppliers list and contact them during the class.

    Class 9: Class Excursion

    Contents: Visiting Suppliers

    Class 10: Entrepreneurship Project

    Contents: The students (together as a work group) will present the results of the supplier researches and propose the list of suppliers.
    Seminar: During this presentation the students will be evaluated. It will be part of their overall final mark - seminar presentation.

    Class 11: Business Cost Structure

    Contents: Learn to budget all     the costs to start the “Entrepreneurship project” and draw up the contract with suppliers.

    Class 12: Marketing Mix

    Contents:  Definitions about Product, Price, Place and Promotion to be implemented at the “Entrepreneurship project”.

    Class 13: Check learning

    Contents: Final Exam – Evaluation.

    Class 14: Class Excursion

    Contents: Visiting “AÇAI NO PONTO” at Balneário Camboriú Shopping.

    Class 15: Entrepreneurship project

    Contents: The students (together as a work group) will present the results of the marketing mix definitions.
    Seminar: During this presentation the students will be evaluated. It will be part of their overall final mark - seminar presentation.

    Class 16: Lecture

    Contents: Presentation of a case study from a local entrepreneur.

    Class 17: Hiring a Business Consultant

    Contents: Visit from a professional business consultant who will give guidance about the “Entrepreneurship project” final presentation for the investors.

    Class 18: Entrepreneurship project – Final Presentation

    Contents: Presentation of the students Business Proposal to the investors.


    • 40% - Lecture attendance and participation: Students’ full attendance and punctuality are essential to the learning objectives of the course. Students are expected actively participate in class – ask questions, contribute comments on the texts and overall materials analyzed in the course, and partake in classroom discussions. Every student’s participation will be evaluated.
    • 20% - Exam: The exam will cover theoretical and practical knowledge of course material and content up to the day of the exam.
    • 40% - Final in-class Seminar presentation: Each student will present an original business proposal, specifically designed for the Brazilian investors, during class.

    Attendance Policy

    • To be approved, the student must have a minimum of 70% of improvement and 75% of class attendance.
    • The student cannot be absent on up to 25% of classes. In case of injury or sickness the absence of the student will not count if he presents a medical certificate. In this context, the classroom assignments shall be sent via e-mail to him/her. When the student returns to class, the professor is instructed to pay extra attention to him/her in the process of catching up with the class.
    • Possibility of dropping or adding classes: Please note that courses are determined prior to the student's arrival on-site.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations