BA (HONS) BUSINESS ADMINISTRATIONBA (HONS) EVENT MANAGEMENT & MARKETING

SCHOOL OF BUSINESSMODULE GUIDEApril 2015

IICP: BEVUH (5FBS1348)IICP: BBDUH (6FBS1030)

MKT3205Marketing for the Small Enterprise

Contents:No.ItemPage

1.Module Leader and teaching team .....2

2.Module Description ...3

3.Learning Outcomes ....3

4.Format of delivery & Usage of Blackboard .........3

5.Mode of Assessment and Assessment Details ...4

6.Mapping of Learning Outcomes to the Assessment ..5

7.Grading Criteria ..5

8.Important Reminders on Academic Misconduct ...6

.9.Serious Adverse Circumstances ....6

10.Assessment Deadline and Extensions ...6

11.Weekly Lesson Schedule ..7

12.Reading List & Key Text ..9

13.UH StudyNet ..9

14.Important Note ...9

1. Module Leader and Teaching Team

CampusNameRoom No.Email AddressConsultation Hours

IICPLum Li Seanlisean.lum@newinti.edu.myTuesday10 12 noon

Fridays10 12 noon

IICSS.Srikaanth srikaanth.siva@newinti.edu.my

ICS

To avoid a wasted trip and disappointment please make an appointment first (preferably by email) rather than just turning up.

2. Module Description

This module explores the issues of marketing and marketing research in the context of dynamic and complex small business environments. It will therefore introduce and examine a wide range of issues including: opportunity recognition and marketing research, new product development (NPD), pricing, promotion, networking and word-of-mouth, relationship and services marketing, sales and selling, and distribution.

3. Learning Outcomes

Module Aims:-The aims of this module are to enable students to understand the issues related to the marketing for various forms of organization, including, sole trader, small business or social enterprise.

Successful students will typically have

(a) knowledge and understanding of:

1. approaches to marketing favoured by managers in smaller scaled enterprises, 2. the opportunities for creativity in small organisations, from the sole self-employed to medium sized organisation.3. Some of the current issues and problems in marketing confronting entrepreneurs and owner managers.4. And an international/multinational perspective for smaller enterprises.

(b) skills & attributes in, and be able to:

1. identify, analyse and present a complex range of marketing issues for the small enterprise both individually and as part of a team2. compare and contrast approaches in a range of small business environments, and3. explore the role and constraints of marketing in the development of small scale business.

4. Format of Delivery and Usage of BlackBoard

The module will be delivered in the following manner:Lecture: 3 hours per week 14 weeks Tutorial: 1 hour per week 14 weeks You will be able to access course materials via Blackboard. This includes the following: Lecture Notes Available in advance of the lecture for students to study Tutorial Questions Details of your coursework and assessments

Students are expected to download and read materials provided on Blackboard before the lecture. Students need to attend every lecture as topics will be discussed with practical examples and underpinning theories. Tutorials are provided to enhance students problem solving skills. Students need to familiarize yourself with the Blackboard module as other resources will be added throughout the semester to support you with your studies.There are important group formations in week 2. Failure to attend will mean you will be joining a group of students who already know each other.5. Mode of Assessment and Assessment Details

Coursework: 40% Group Presentation 30% Individual Synopsis 10%Final Examination: 60% The examination consists of 2 hours, closed book: Section A answer 1 Question (40 marks) Section B: Answer any 2 (30 marks each) out of 3 questions.

A suggested format from the UHBS ASU is provided with the Week 1 Teaching Materials.

Students are advised to use the ASU Guides to help with assessments, for example: Essay Writing, Report Writing, Academic Writing Style, Critical Evaluation, Harvard Referencing, Reflective Writing, Oral Presentations, Group Work.Appendix 1 of the Module Guide shows the assessment verbs and grading criteria. This is for information only. Specific grading criteria for all coursework on this module will be released with the coursework briefings. Questions on the grading and wording used in the coursework briefings should be addressed to the Module Leader.Students obtaining less than 20% for the module overall, will not normally be eligible for a referral, they will have to re-enrol on the module in the next academic year (FREN).

6. Mapping of Learning Outcomes to the Assessment

Learning OutcomesGroup ReportReflective EssayExam

1. Knowledge and understanding of approaches to marketing favoured by managers in smaller scaled enterprises.

YYY

2. Knowledge and understanding of the opportunities for creativity in small organisations, from the sole self-employed to medium sized organization.

YYY

3. Knowledge and understanding of some of the current issues and problems in marketing confronting entrepreneurs and owner managers.

YYY

4. Knowledge and understanding of an international/ multinational perspective for smaller enterprises.

YY

5. Be able to identify, analyse and present a complex range of marketing issues for the small enterprise both individually and as part of a team.

YY

6. Be able to compare and contrast approaches in a range of small business environments.

YYY

7. Be able to explore the role and constraints of marketing in the development of small scale business.YYY

7. Grading Criteria

Grading criteria for student coursework on this module are provided in the Appendix. Grading criteria for each assignment will be provided in the assessment brief.

8. Important Reminders on Academic Misconduct

Cheating, plagiarism, collusion and other forms of misconductPlagiarism, cheating, collusion and other forms of misconducts are regarded as very serious offences. Allegations of assessment offences will be investigated by the School Academic Dishonesty Committee. Any attempt to gain unfair advantage in any assessment will be penalized. All students need to sign a declaration stating that they will not plagiarise on the cover sheet for coursework assessment and for open book examinations.The above terms may be defined as follows: cheating is trying to or managing to gain an unfair advantage in an assessment; plagiarism is the use of someone elses words, work, conclusions or ideas without acknowledgement of the source for a quotation it includes failure to use inverted commas or other formatting to delimit the quotation . collusion is working together when you are supposed to be working individually. This could happen on group work if two or more people work together; other is basically anything else that is deemed as misconduct, these include things like falsification of data, submitting the same piece of work for two different assessments without acknowledgement, doing research that does not have ethics approval, breach of a professional/commercial confidence, helping another student to commit an offence Students are advised to ensure that they know how to reference using Harvard Referencing System, and that all material used in their coursework is correctly referenced to indicate the source.

TURNITIN Students MUST submit all essay type assignments through turnitin. Your class ID and password will be provided to you by your lecturer. The turnitin reports should be printed and submitted together with your assignment.INTI reserves the right to viva students as a method to test that work produced is the students own work.Below are some of the recommended penalties for academic misconduct as set out in the UPRSA13 (UH University Policies and Regulations)

NB: i) The above table was extracted from the HBS-INTI Joint Operations Manual, (21st Nov 2014), pg 26. ii) At INTI, the Academic Dishonesty Committee will represent the Vice Chancellor and all decisions will be presented at the UH Board of Examiners.

9. Serious Adverse Circumstances

'Serious adverse circumstances' are significant circumstances beyond a students control that would have affected the students ability to perform to their full potential if they were to submit or attend assessments at the appointed time. If, despite such circumstances, you decide to sit/submit an assessment, the University will not normally accept a claim of serious adverse circumstances in respect of that assessment. If there are Serious Adverse Circumstances that have affected your assessment(s), you must communicate to the Lecturer and the Head of Programme. Such an appeal must be made in writing and an appeal form completed with validated supporting documents, e.g. medical certificate, death certificate. This appeal should be submitted ONE week before the coursework deadline or the scheduled examination time. In the event of an emergency, this appeal must be submitted within 72 hours of the affected coursework deadline or examination date.10. Assessment Deadline and Extensions

Coursework submitted up to one (1) week after the published deadline will receive a maximum numeric grade of 40. Work submitted later than one (1) week after the deadline will be awarded a fail grade. Only the lecturer has the discretion to grant individual extensions to coursework deadlines for their module. Appropriate evidence will need to be provided to them ahead of the original deadline (as stipulated in Section 9), and students should ensure that they make an appointment to discuss their extension request with their lecturer.

BBDUHMGT4225: Business and Commercial Awareness

UPDATED 14th April 2015Page 10 of 1211. Weekly Schedule

In this section, you will find a week by week schedule for this module. Please note that there are sometimes unforeseen circumstances, such as staff illness, that may necessitate some changes to this schedule (e.g. out of topics). The lecturer will make every effort to communicate these changes to you in good time.No.Week BeginningTopics(This may subject to change)TutorialRemarks

120th April 2015Lecture 1: Introduction to the Module, Marketing and Small Business

227th April 2015Lecture 2The Problems Small Business Face

34th May 2015Lecture 3Market and Marketing Research and Intelligence

411th April 2015Lecture 4Idea Generation and Innovation

518th April 2015Lecture 5Product and Branding Decision for Small Enterprise

625th April 2015Lecture 6Promoting The Business, Networking And Word Of Mouth (WoM)

71st June 2015Lecture 7Social Media

88th June 2015Lecture 8 Sales and Selling Strategies for Small Enterprise

915th June 2015Lecture 9Pricing for Small Enterprise

1022nd June 2015Lecture 10Location and Distribution Strategies for Small Enterprise

1129th June 2015Lecture 11International Marketing Strategies for Small Enterprise

126th July 2015Lecture 12Marketing Planning

1313th July 2015Presentation

1420th July 2015Semester Break

1527th July 2015Examination Revision

163th Aug 11th August 2015Examination Week

12. Reading List & Key Text

Main text:Katz, JA & Green, RP (2011), Entrepreneurial Small Business, 3rd Ed, London, McGraw-Hill.Deakins, D & Freel, M (2009), Entrepreneurial and The Small Firm, 5th Ed, London, McGraw-Hill.Supporting text:Scarborough, NM (2012), Effective Small Business Management, 10th Ed, Essex, Pearson.Internet websites deemed relevant and appropriate should be reviewed and utilized where appropriate.13. UH StudyNet

The University of Hertfordshire will email you the login name and password for this account. Kindly refer to your email account that you registered with INTI upon admission to the programme. Students are encouraged to fully utilize the materials provided in this website. The Centre for Academic Skills Enhancement (CASE) has plenty of resources to assist students in academic writing and the Harvard Referencing System.14. Important Note

The information given in this Module Guide is believed correct, but INTI reserves the right, at its discretion, and for any reason, to make changes to the Guide, syllabus and/or module without prior notice.