Entrepreneurial Marketing (MKTG20007)

Undergraduate level 2Points: 12.5On Campus (Parkville)

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Overview

Availability
Semester 2
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This subject is designed to provide a strong foundation in market development and entrepreneurship by reconciling the practical and theoretical concepts of going to market. This will involve an examination and understanding of various topics including: idea generation, market analysis, funding, pricing, customer alignment, and channel management. The emphasis of this course will be on the application of marketing paradigms to increase entrepreneurial success.

Intended learning outcomes

On successful completion of this subject a student should be able to:



  • Critically evaluate the viability of new market entry
  • Analyse marketing theory and frameworks in formulating business start-up strategy
  • Analyse marketing related issues unique to start-ups and small business
  • Construct a marketing plan for new business ventures

Generic skills

On successful completion of this subject, students should have improved the following generic skills:
• Critical thinking; objective creativity,
• Synthesis of data and other information;
• Evaluation of data and other information; receptiveness to alternative ideas.
• Oral communication; written communication;
• Collaborative learning; problem solving;
• Team work; application of theory to practice; accessing data and other information from a range of sources.

Last updated: 14 March 2025

Eligibility and requirements

Prerequisites

Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Semester 1 (On Campus - Parkville)
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
 12.5

Corequisites

Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Semester 1 (On Campus - Parkville)
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
 12.5

Non-allowed subjects

Students may not gain credit for both 325-301 Business-to-Business Marketing and MKTG20007 Market Development and Entrepreneurship.

Recommended background knowledge

Please refer to Prerequisites and Corequisites.

Inherent requirements (core participation requirements)

The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.

Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home

Last updated: 14 March 2025

Assessment

Additional details

  • 2 hour end-of-semester examination (60%)
  • Group presentation (Assignment 1) due Week 5 (10%)
  • Group written assignment (comprised of 4 students) (Assignment 2) 4000 words due Week 10 (20%)
  • Presentation of group assignment (Assignment 2) due Week 11-12 (10%)
  • To pass this subject students must pass the end of semester examination.

Last updated: 14 March 2025

Dates & times

  • Semester 2
    Principal coordinatorRobin Canniford
    Mode of deliveryOn Campus (Parkville)
    Contact hoursOne 2-hour lecture and a 1-hour tutorial per week
    Total time commitment170 hours
    Teaching period24 July 2017 to 22 October 2017
    Last self-enrol date 4 August 2017
    Census date31 August 2017
    Last date to withdraw without fail22 September 2017
    Assessment period ends17 November 2017

    Semester 2 contact information

    rcan@unimelb.edu.au

Time commitment details

170 Hours

Last updated: 14 March 2025

Further information

  • Texts

    Prescribed texts

    You will be advised of prescribed texts by your lecturer.

  • Breadth options

    This subject is available as breadth in the following courses:

  • Available through the Community Access Program

    About the Community Access Program (CAP)

    This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.

    Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants

    Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.

Last updated: 14 March 2025