Promotional and marketing planning

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Assessment
Assessment 1: Project 1 – Opportunity Analysis
This assessment comprises a 2000 word research report, identifying emerging business opportunities in a
sector of the student’s choosing, followed by a critical analysis of the options culminating in justified
recommendations for New Venture creation. It is assessed on a range of appropriate criteria, including:
recognition of the importance of an entrepreneurial approach to the process of opportunity spotting /
management; breadth and currency of research sources; appropriate use of analytical methods and
frameworks; evidence of applied innovation; critical thinking, good scholarly practice and presentation.
Assessment 2: Project 2 – Business Plan
This assessment comprises a 3000 word business plan. It is a comprehensively researched proposal for the
formation of a New Venture, together with a clear strategy for growing the business in the medium term.
Assessment criteria will include: clarity of business objectives; proof of market; management and
operational detail; promotional and marketing planning; consideration of funding requirements; justified
financial costings and forecasts; explicit growth strategy; evidence of innovation and entrepreneurial focus;
presentation to a good commercial standard.
Project 1 – Opportunity Analysis
This assessment comprises a 2000 word research report, identifying emerging business opportunities in a
sector of the student’s choosing, followed by a critical analysis of the options culminating in justified
recommendations for New Venture creation. It is assessed on a range of appropriate criteria, including:
recognition of the importance of an entrepreneurial approach to the process of opportunity spotting /
management; breadth and currency of research sources; appropriate use of analytical methods and
frameworks; evidence of applied innovation; critical thinking, good scholarly practice and presentation.
Project 2 – Business Plan
This assessment comprises a 3000 word business plan. It is a comprehensively researched proposal for the
formation of a New Venture, together with a clear strategy for growing the business in the medium term.
Assessment criteria will include: clarity of business objectives; proof of market; management and
operational detail; promotional and marketing planning; consideration of funding requirements; justified
financial costings and forecasts; explicit growth strategy; evidence of innovation and entrepreneurial focus;
presentation to a good commercial standard.
Recommended texts on Entrepreneurship Report
Allen, Kathleen R. (2016) Launching New Ventures. An Entrepreneurial Approach. Cengage Learning; 7th
edition, ISBN: 978-1-305-10250-7
Burns, P. (2010). Entrepreneurship& Small Business. Palgrave Macmillan; 3rd edition, ISBN-10: 0230247806
or ISBN-13: 978-0230247802 Barrow, C. et al (2005).
Enterprise Development The Challenges of starting, Growing and Selling Businesses, Thomson/Cengage,
ISBN: 1-86152-989-9 or 978161529893
Recommended texts on Business Planning
New Venture Creation A Framework For Entrepreneurial Start-Ups by Paul Burns. This is published by
Palgrave Macmillan. This is highly recommended because it combines theories and practice very well.
Business Plans for Dummies (UK edition) by Colin Barrow. This is highly recommended if you are new to
business planning. There is a new edition for 2014, but there are plenty of cheap, used copies on the net!
Launching New Ventures: an entrepreneurial approach (2003) by Kathleen R Allen, publ Houghton Mifflin.
This is a USA text, so legal and taxation issues are not correct … however, strongly recommended, with
copies in the library.
The Definitive Business Plan (2002) by Richard Stutely. Publ Prentice Hall
New Venture Creation: entrepreneurship for the 21st century (2004) by Jeffrey Timmons and Stephen
Spinelli. Publ McGraw Hill
Strategic Entrepreneurship: A Decision-Making Approach to New Venture Creation and Management
(2006) by Wickham, P. A. 4th Ed. London: Prentice-Hall.
Kuratko, D.F. (2009), Introduction to Entrepreneurship (2009) by Kuratko, D.F.. International Edition 8e,
ISBN-13: 9780324590869 / ISBN-10: 0324590865, South Western.

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