Entrepreneurial Marketing

Subject MKTG20007 (2016)

Note: This is an archived Handbook entry from 2016.

Credit Points: 12.5
Level: 2 (Undergraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2016:

Semester 2, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 25-Jul-2016 to 23-Oct-2016
Assessment Period End 18-Nov-2016
Last date to Self-Enrol 05-Aug-2016
Census Date 31-Aug-2016
Last date to Withdraw without fail 23-Sep-2016

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: One 2-hour lecture and a 1-hour tutorial per week
Total Time Commitment:

3 hours per week plus a minimum of 6 hours per week in self directed study


MKTG10001 Principles of Marketing


MKTG10001 Principles of Marketing

Recommended Background Knowledge:

Please refer to Prerequisites and Corequisites.

Non Allowed Subjects:

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

Core Participation Requirements:

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability


Dr Robin Canniford



Subject Overview:

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.

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

  • 2 hour end-of-semester examination (60%)
  • Group presentation (Assignment 1) due Week 5 (10%)
  • Group written assignment (Assignment 2) of 3000 words due Week 10 (20%)
  • Presentation of group assignment (Assignment 2) due Week 11-12 (10%)
Prescribed Texts:

You will be advised of prescribed texts by your lecturer.

Breadth Options:

This subject potentially can be taken as a breadth subject component for the following courses:

You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
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.

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