El cambio climático y sus consecuencias sobre la supervivencia de

Formative assessment is included through formative feedback, reviews of work and folders and regular meetings with a dissertation supervisor.

21.2 Summative Assessment

Assessment Tasks (including assessment weightings)

One 10 -12,000 word business enterprise dissertation (learning outcomes 1, 2, 4 and 5) and one 2000-3000 word reflection (learning outcome 3).

10,000 - 12,000 word dissertation 80%

2,000 - 3,000 word reflective component 20%

Assessment Criteria

The assessment for criteria is as set out in the Huddersfield University Business School Assessment Guidelines. The guidelines provide criteria for the assessment of coursework.

The principal qualities that markers and examiners are looking for are:

1. Analytical quality and awareness of implications of conclusions and recommendations.

2. The method of approaching the problem. (Here credit is given for suitability of the methodology adopted and acknowledgement of the limitations).

3. Familiarity with relevant literature.

4. Quality and relevance of primary research.

5. Elegance and clarity of exposition and presentation.

6. Elegance, clarity and insight shown by the reflective component.

22. Learning Strategy

Short series of basic research methodology lectures and individual supervision sessions.

APPENDIX 1

Indicative Readings (Latest Editions)

https://library3.hud.ac.uk/myreading/lists/BHS0028

Focussed and prescribed reading will be discussed and agreed between the student and the supervisor. All students will receive a copy of a business enterprise dissertation manual prior to the commencement of the final year.

Module Code BMS 0009

MODULE TITLE ENTREPRENEURIAL MARKETING

Module Scheme Postgraduate

School involved in delivery Huddersfield University Business School Name of Programme(s) MSc Entrepreneurship

Module Leader J Day

Location Department of Management & Marketing Department of Economics & Business Studies

Module Status Dedicated

Module Type Compulsory

Module Rating Masters 15 credits Learning Methods Seminars: 24 hours

Student Study: 126 hours

Pre-requisites None

Recommended Prior Study None

Co-requisites None

Professional Body Requirements None

Barred Combinations None

Module Aims

To examine the entrepreneurial origins and the history and development of modern marketing and its application in different types of organisations e.g. SMEs, not for profit, service organisations, international firms etc.

To investigate the relationship between the subjects of marketing and entrepreneurship, the similarities and differences between the two subjects and how these can be better linked to provide a more entrepreneurial based marketing paradigm.

To encourage students to consider current debates in the marketing literature that extend beyond an operational / marketing management perspective, for example, postmodernist marketing, the role of creativity in marketing, the contribution of Kotler to the development of the subject.

Module Synopsis

The influences on modern marketing thought and practice are examined e.g. entrepreneurship, economics, psychology, sociology, statistics, information science. The entrepreneurial nature of the marketing concept is considered and the relationship between marketing and entrepreneurship is examined in depth from both a conceptual and empirical perspective. Whether marketing is ’formal sequential, systems orientated, disciplined and structured’ whilst entrepreneurship is ‘informal, haphazard, creative, opportunistic and reactive’. The commonalities between good marketers and good entrepreneurs – personal contact networks, creativity, analysis and judgement. Marketing as a codified form of entrepreneurship. The extent

to which the ‘classical’ school as epitomised by Kotler, does or does not properly integrate creativity into the process.

The differences between the practice of marketing by organisations and the philosophical rationale and nature of the subject as a business philosophy and discipline is examined and critically appraised. The practice of marketing within organisations is considered from a philosophic, strategic, tactical and operational standpoint. A critique of the practice of modern marketing is provided and an examination of how the subjects of entrepreneurship and marketing can be better integrated into what might be called ‘entrepreneurial marketing’. The extent to which there is sufficient critical mass for entrepreneurial marketing to be considered a paradigm.

Outline Syllabus

Entrepreneurship within the marketing literature. Marketing as codified, systemised entrepreneurship. Conventional marketing and its links with entrepreneurship. ‘Entrepreneurial marketing paradigms’ and their applications to different types off organisations e.g. SMEs, not for profit, service providers’ etc. The process of intrapreneurship. Opportunity recognition. Personal contact networking. SME verses (Entrepreneurial) SME competencies. Successful and appropriate entrepreneurial practices. Marketing management, marketing planning, innovation and new product/ service development from an entrepreneurial perspective. Entrepreneurial aspects of marketing communications and distribution.

Learning Outcomes

Knowledge and Understanding

On completion of the module the student will:

1 An understanding of the classical and postmodernist marketing concepts and their application in business;

2 An understanding of the relationship between the marketing and the entrepreneurial orientation;

3 For students to appreciate the entrepreneurial nature of marketing as a business philosophy

Ability

On completion of the module the student will be able to:

4 To be able to critically evaluate current marketing practice in many organisations and to be able to formulate possible improvements by examining the marketing entrepreneurship interface and the entrepreneurial marketing approach.

5 To integrate themes and issues on this module with, in particular, the module in Entrepreneurship.

6 To be able to engage competently, and forcibly, in a debate about what constitutes the entrepreneurial marketing paradigm.

Assessment Strategy

One piece of individual work (approximately 5,000 words) weighted at 100%. Covers all learning outcomes.

Full time students will consider a business with which they are either familiar, or can become familiar and then, drawing from the material and topics covered in this module, present their recommendations for an integrated marketing plan for the successful development of their chosen product, service or business unit.

Part-time students will be asked to select one of their organisations’ products, services or business unit.

Learning Strategy

To develop the pedagogic approach by use of formal lectures, seminars and tutorial discussions. The pedagogical aspect of the module is literature based and students will be expected to carry out extensive reading of the available literature. Much of this will be made available to them electronically. The andragogical approach will take the form of individual and small group project work using actual firms and case study materials.

Conventional lectures and the use of seminar discussions, tutorial discussions, individual and group presentations, investigative practical exercises and the use of case studies.

Where it is not possible for a student to do the first assessment with their own organisation, they may substitute another organisation with which they are, or can become, familiar.

Indicative References – Latest Editions

Armstrong, G. and Kotler, P.

Marketing an Introduction, Prentice Hall, Inc. Chaston, I.

Entrepreneurial Marketing: Competing by Challenging Convention, Macmillan Press. Carson, D., Cromie, S., McGowan, P. and Hill, J.

Marketing and Entrepreneurship in SMEs, Prentice Hall

.

Brown, S.

Postmodern Marketing, London: Routledge Brown, S.

Marketing – The Retro Revolution, London: Sage Chisnall P.,

Marketing Research, McGraw Hill. Godin, S.

Permission Marketing, Simon and Schuster .

Jobber, D.

Principles and Practices of Marketing, McGraw Hill. Keegan, W.J. and Green, M.S.

Global Marketing, Prentice Hall Inc. Lancaster, G.A. and Reynolds P.L., Marketing, Macmillan Press Ltd. McKenna, R. Relationship Marketing, London, Century Business.

Reichheld, F.F. and Teal, T.

The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value, McGraw-Hill, July.

Other Information None