Postgraduate

Modules

Modules

NBS8518 : Small Business Marketing and Management

Semesters
Semester 2 Credit Value: 10
ECTS Credits: 5.0

Aims

To give students an understanding of the important factors influencing small business sustainability.

To understand the importance of effective marketing in enhancing small firm performance and how to devise marketing plans for small businesses.

To help develop an understanding of the entrepreneurial profile and the skills required to run a small business.

To critically examine theories associated with small business performance.

The module recognises the importance of the small business sector to developed and emerging economies, paying particular attention to marketing and management issues.

Outline Of Syllabus

The syllabus is grounded in the exploration of the small business and its operating environment. It enables the students to explore the theories and techniques of customer led design. As part of the syllabus students will create a business model canvas, as well as developing a marketing strategy that embraces up to date digital marketing techniques to maximise small business sustainability.

1. Contextualising the Small Business and their role in the UK economy
2. The Business Start-up Process & Introduction to the Customer Development Model
3. Generating and assessing ideas
4. The small business environment & the role of the entrepreneur
5. Creating a business model canvas
6. Creating a sustainable marketing plan
7. Developing a digital marketing strategy
8. Key issues affecting a small business: leadership & management
9. Managing finance and financial planning in a small business
10.Internationalisation and the small business

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion130:0030:00N/A
Scheduled Learning And Teaching ActivitiesLecture102:0020:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Guided Independent StudyIndependent study125:0025:00N/A
Total100:00
Jointly Taught With
Code Title
NBS8918Small Business Marketing and Management
Teaching Rationale And Relationship

The lectures are taught through a combination of formal lectures, supported by class discussion, case studies and guest speakers. Students are required to assess ideas and new business formation and expected to partake in class discussion and activities. This will be linked to the assessed work giving students an opportunity to produce a marketing plan for a small business

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Case study2M80Group work. Construct a marketing plan for a small business - 3000 words (will include an element of peer review)
Reflective log2M20Individual reflection based upon students' learning of marketing planning activity through the module - 1000 words
Assessment Rationale And Relationship

Constructing a marketing plan allows students to apply their understanding of the subject and gain practical experience in designing a marketing plan.

Reading Lists

Timetable