Entrepreneurship and New Business Ventures
Gold Coast, Australia
Area of Study
Business, Entrepreneurial Management
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
This course provides you with an in-depth understanding of the entrepreneurial process. It includes how to recognise new business opportunities, screen these for commercial and/or social viability, unlock market potential, and facilitate the satisfaction of customer demand in the context of competitive environments and financial constraints. This course requires you to work in groups to identify a market opportunity and to develop a formal business plan for the launch of a new business.
Entrepreneurship is the process of identifying opportunities, assessing them for feasibility and marshalling resources to start a new business venture. This course develops your knowledge and understanding of entrepreneurship, which can help you to start your own new business venture or enhance the innovativeness of an existing business, such as a family-based one. The course culminates in the writing and presentation of a formal business plan for a new business venture.
Some students from within the course will have the opportunity to apply to participate in the 'Global Immersion Course' coordinated with a Chinese univrsity. This focuses on the application of enterprise skills applied in an intercultural context within Asia.
The aims of this course are:
- To build an understanding of the 'marketing driven' and 'market driving' new venture creation process;
- To assist students in developing an effective business concept that can be tested;
- To develop marketing approaches and techniques appropriate to entrepreneurial ventures including building brand values, internet marketing, interpersonal influence strategies, lead user approaches, viral marketing, m-marketing, product launches and WOM;
- To develop critical problem solving and analytical skills through completing an EM feasibility/tactics analysis for a new venture;
- To develop students primary and secondary market research skills;
- To develop and demonstrate advanced problem solving and decision making skills through practical market feasibility exercises
- To develop an appreciation of customer-focused approaches to opportunity recognition and product concept development;
- To assist in the application and integration of marketing practice and theory;
- To develop an understanding of the role of strategic marketing, operations, human resource management and financing within the entrepreneurial process;
- To effectively present new venture proposals to a panel of academic and industry experts;
- Build knowledge through a team action learning approach; and
- Develop specific skills and competencies needed by professionals in industry.
- Thus, this course contributes to the development of the generic skills of the Griffith graduate in the areas of effective communication, problem-solving, critical evaluation, creativity and innovation. Furthermore, ethical workplace and professional behaviour will be promoted throughout the course.
After successfully completing this course you should be able to:
1 Demonstrate an understanding of the interface between marketing and entrepreneurship in new venture creation and within existing small and medium sized enterprises
2 Illustrate an understanding of the process and application of a 'customer focused' opportunity recognition approach and how this is applied in the development of a plausible business model that is sustainable
3 Deduct an understanding of how to integrate material from other marketing units.
4 Illustrate critical thinking, research, written and verbal communication skills.
5 Demonstrate an appreciation of the importance, nature and evolution of 'market driven' entrepreneurship methodologies and tactics so as to promote an understanding of marketing managers' responsibilities in this process.
Case Study-Weighted 20%/100
New Venture Concept Statement and Elevator Pitch-Weighted 35%/100
Final Exam-Weighted 45%/45
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
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.