MKX5123

Marketing innovation and planning

(BUS)

Lawrie Dooley

6 points + Peninsula + Second semester + Equivalent of 156 hours including a 5 day camp, 58 hours research prior to camp and 56 hours research after camp + Prerequisite: MKX9160 + Corequisite: MKX5121, MKX5441

Synopsis: This subject is designed to give students the ability to develop entrepreneurial business plans for new products and new ventures in the wine, food and beverage industries. The emphasis is on understanding planning from the perspective of an entrepreneur. Topics covered include: the entrepreneurial process, opportunity screening, team building, the entrepreneurial mind, financing innovation and entrepreneurship, shaping an entrepreneurial strategy, developing and presenting the entrepreneurial business plan.

Assessment: Class presentation: 15% + Review paper on innovation and entrepreneurship (3500 words): 35% + Business plan (5000 words): 50%