Entrepreneurship

Entrepreneurship
Assessment Type:

There are two individual assignments of 2,000 words each. Each assignment is worth 100 marks which is 50% of the available marks for the module as a whole. Students’
are to present in report format.

Indicative Assessment Requirements for the Module;-
There are two individual assignments (of 2,000 words each). Students’ are to submit in report format via Turn-it-in on or before the due time and date (see your
student portal for time and date). There are two submission links on the portal one for assignment 1 and one for assignment two. Please ensure you put the right
assignment in the right submission box.
Learning Outcomes for the module are coded L1 to L7 below.

Upon successful completion of the module the students will be able to:
L1. Identify and determine the driving forces in a new venture.
L2. Analyse how successful entrepreneurs and investors create, find, and differentiate profitable and durable opportunities; in particular, how they tell these
opportunities apart from just “other good ideas”.
L3. Evaluate and determine how successful entrepreneurs and investors create and build value for themselves and others.
L4. Identify and determine the necessary financial and non-financial resources available for new ventures; the criteria used to screen and evaluate proposals, their
attractiveness and risk, and know how to obtain start-up and early growth capital.
L5. Determine the critical tasks to be accomplished, the hurdles to be overcome during start-up and early growth, and what has to happen to ensure success.
L6. Apply the opportunity screening criteria to actual start-up ideas, and subsequently develop a business plan suitable for presentation to investors and industry
participants.
L7. Develop and analyse integrated financial projections for a start-up venture.

Assignment Question 1
Learning Outcomes to be achieved: L1, L2, L4, L5 and L6 (see Learning Outcomes listed above).

Subject:
Select a small firm of your choice and present it as a case study in the form of a written report. Demonstrate whether you consider the original vision and mission set
for the business at the start up stage by the entrepreneur have been met and/ or adhered to. Use analytical frameworks in your work. Suggest improvements to pricing
and methods of entrepreneurial pricing.

Task:

ASSIGNMENT 1 (2,000 words)

Select a small firm of your choice in the business to business or business to consumer sectors’ that has been trading for no more than 10 years and present it as a
business case study in written report format. The firm can be in any country not just the UK. The firm can be in any sector and may be a service industry or
manufacturing enterprise. In the report cover the history of the business, the growth of the business, the nature of the business, the main target markets and segments
served by the business, the objectives set for the next five years, the original vision and mission set for the new venture by the entrepreneur and evaluate and
comment on whether the original vision and mission set at the start-up stage have been met and /or adhered to. Use analytical frameworks and appropriate academic and
conceptual models in your case study. (500 words)

Using the case study you have constructed from the above task as a vehicle for discussion and analysis and using appropriate evaluative frameworks critically appraise
and discuss the organisation’s approach to pricing. Cover all aspects of pricing including promotional, discount pricing and the price quality relationship if
applicable. You should cover pricing methods employed by the firm and pricing policy. Suggest how a more entrepreneurial approach to pricing might be used by
management to improve turnover, net profit margins, cash flow and the reputational marketing of the firm. Present your suggestions and recommendations in the form of
24 months business plan for pricing strategy objectives, targets and implementation. Use analytical frameworks in your work. (1,500 words)

Total 2,000 words – 100% of the available marks for assignment 1 – present in report format)
STUDENT GUIDELINES FOR ASSIGNMENT CRITERIA RE: QUESTION ONE
• Use a specific small firm venture and develop this venture as a short CASE STUDY (500 words). Cover the history, nature of the business, target markets, the
objectives, vision and mission set for the new venture. Evaluation and comments on whether the original vision and mission set at the start-up stage have been met and
/or adhered to. Use of analytical frameworks in the work. (Up to 25 marks)

• Students’ should use the business start-up case developed in the first part of assignment 1 in considering the use of pricing within the firm in the rest of
the assignment. (Up to 12 marks)

• Critical analysis and imaginative entrepreneurially based suggestions and recommendations for future pricing improvements together with a clear rationale and
justification. (Up to 15 marks)

• Demonstrating and employing your knowledge of entrepreneurship and your entrepreneurial skills developed on the course within the assignment. (Up to 13 marks)

• Demonstrate a good grasp of entrepreneurial theory and practice in the construction and content of the business report on achieving improved entrepreneurial
pricing strategies to improve cash flow, profit margins and the reputational marketing of the enterprise. (Up to 13 marks)

• Conceptual models and academic frameworks should be used to support the points made in the report where appropriate. (Up to 12 marks)

• Write in report format and produce a case study and management report of professional quality in terms of content, structure and standard of presentation. (Up
to 10 marks)

• Additional material can be placed in the appendix. The appendix does not count in terms of the word length requirements. Only relevant additional material to
support the written work in the actual report should be included in the appendix.

• Similar examples may be used as such examples have been covered on the program. A critical discussion and examination is required for the above points.
TOTAL = 100 MARKS
Your work must be presented in a report format style. As an academic piece of work you are expected to link theory and practice. Make full use of the academic and
other literature to support the points made. Give a critical discussion and evaluation of the different positions held in the literature evidence. You should take care
to ensure that the work you submit has a high standard of structure and presentation. You must acknowledge the sources of information and evidence using the Harvard
referencing system. All assignments are subject to the University’s regulations on plagiarism and must be submitted in electronic form for checking.

Guidelines to students’

Criteria for excellent/good, average, poor/inadequate answers

Excellent/ good answer

Excellent and good students’ will use a specific small firm and develop this firm as a short CASE STUDY. They will cover the history, nature of the business, the
objectives, vision and mission set for the new venture. They will provide an evaluation and produce comments on whether the original vision and mission set at the
start-up stage have been met and /or adhered to. Students’ will use analytical frameworks’ in the work. Students’ will provide a critical analysis and imaginative
entrepreneurially based suggestions and recommendations for future pricing improvements together with a clear rationale and justification. Excellent and good students’
will demonstrate their knowledge of entrepreneurship and their entrepreneurial skills developed on the course within the assignment. They will be expected to provide a
logical and cogent critical discussion and provide an answer containing academic and conceptual depth. The difference between excellent and good is likely to be in the
areas of the extent of criticality provided in the discussion, the degree of focus on the specific question asked, structure and provision and critical evaluation.

Average answer

• Average students’ will produce a short small business case study but such a case is likely to be less well structured and less informative than with the case
of excellent and good students above. They are likely to discuss price and will put forward some suggestions as to how the pricing strategy of the enterprise may be
improved in the future. They may mention cash flow and the effect of pricing policy on the perceived reputation of the enterprise. The suggestions made may lack the
entrepreneurial imagination and depth given by excellent and good students’ discussed above. Average students’ may not adhere completely to the specific question given
and answers may lack focus and be rather general in nature. Answers may lack the degree of criticality and entrepreneurial focus asked for in the question.

Poor/ inadequate answer

• Poor and/ or inadequate answers’ are likely to be too generic with the candidate failing to answer the specific question set. There is likely to be a small
business case study but this may be poorly constructed and lack focus. There may well be a discussion on pricing and future pricing improvements but this discussion
may be superficial and lack critical depth. There will be little critical examination or discussion and the answer will be more descriptive than analytical. There will
be limited evidence of the ability to apply entrepreneurial skills and knowledge. The difference between a poor but marginally successful answer and a inadequate
answer that fails to achieve the required standard for a pass grade is like to be one of degree in terms of structure, the level of focus, critical examination and
critical discussion provided.

STUDENT GUIDELINES FOR ASSIGNMENT STRUCTURE

Please ensure that your assignment has:
• A table of contents
• A list of figures and/ or list of tables where appropriate
• Introduction/ Executive summary
• Literature Review- and Critical Analysis
• Conclusions
• References / Presentation
• Bibliography
• Appendices if appropriate
• TOTAL = 2,000 WORDS
It is emphasised that this report is to be the work of the individual student and should reflect individual entrepreneurial ideas; comprehension of the tasks involved;
views; critical awareness; use of theory; interpretation and judgements; use of evidence; evaluation and a systematic approach to the use of research.

The above requirements are indicated as the required areas of focus for you to articulate your individual responses. The submission of your work for assessment should
be organised, clearly structured in the order outlined above.

CRITERIA IN TERMS OF CONTENT, TOPIC KNOWLEDGE, UNDERSTANDING AND SYNTHESIS, APPLICATION, ANALYSIS, EVALUATION AND RECOMMENDATIONS, REFERENCING AND PRESENTATION FOR
ASSIGNMENT 1 ARE PROVIDED ON THE PAGE BELOW:
MARK 29 or less 30 – 39 40 – 49 50 – 59 60 – 69 70 +

CONTENT:
Has the question been answered?
Vague, random, unrelated material Some mention of the issue, but a collection of disparate points Barely answers the question – just reproduces what
knows about the topic Some looseness/
Digressions Well focused Highly focused
TOPIC
KNOWLEDGE
Is there evidence of having read widely, use of appropriate and up to date material to make a case? No evidence of reading.
No use of theory – not even hinted at implicitly. No evidence of reading.
An implicit hint at some knowledge of theory, etc. No evidence of reading. Very basic theories mentioned but not developed or well used. Some reading evident,
but confined to core texts. Good reading.
Good range of theories included. Excellent reading.
Well chosen theories.
UNDERSTANDING & SYNTHESIS
Are ideas summarized rather than being reproduced, and are they inter-related with other ideas?
No theory included. Vague assertions/poor explanations. Long winded descriptions of theory.
Some long winded sections.
Some quotations but stand alone.
Some inter- connections. Good summary of theory.
Good use of quotations that flow with narrative.
Good inter-connections. Succinct, effective summaries of theory. Excellent choice and threading of quotations into argument. Good counterpoising of a range of
perspectives.
APPLICATION
Does it show appropriate use of theory in a
practical situation? No examples No/limited/
inappropriate examples Few examples Uneven examples Good examples Excellent range of examples.
ANALYSIS
Does it identify the key issues, etc in a given scenario, proposal or argument? Vague assertions about issues. Largely descriptive with no identification and analysis
of central issues. Limited insight into issues. Some good observations. Good, detailed analysis. Comprehensive range of issues identified and discussed
fully.
EVALUATION & RECOMMENDATIONS
Does it critically assess material?
Are there a workable and imaginative solutions? No evaluation. Uncritical acceptance of material. Some evaluation but weak. Little insight. Good
interpretation. Some but limited sophistication in argument.
Good critical assessment. Independent thought displayed. Full critical assessment and substantial individual insight.
REFERENCING
Thorough and accurate citation and referencing No referencing No referencing Limited/poor referencing Some inconsistencies in referencing
Appropriate referencing Appropriate referencing
PRESENTATION
Logical and coherent structure to argument and effective presentation
No structure apparent.
Poor presentation.
Poor structure.
Poor presentation. Acceptable, but uneven structure.
Reasonable presentation. Reasonable structure.
Good presentation. Good argument.
Well presented material. Excellent argument.
Very effective presentation format.

ASSIGNMENT 2
Learning Outcomes to be achieved: L1, L2, L3, L5 AND L7 (see Learning Outcomes listed above).

Subject:
Critically evaluate how the management of the firm developed in the case study in assignment 1 collects and makes effective use of information and intelligence. Put
forward entrepreneurial suggestions as to how the marketing intelligence and insight position might be improved in the format of a management report. Suggest
entrepreneurially based improvements for the collection of information and its use by management.

Task:

ASSIGNMENT 2 (2,000 words)

Using the case study for the start-up company developed and discussed in assignment 1 critically evaluate how the firm collects and uses information. Cover sources and
methods of collection. Demonstrate and critically appraise how such information and intelligence is used by the management of the enterprise. Having critically
appraised the firm’s information gathering and utilisation ability and capability put forward entrepreneurial suggestions as to how management might be able to improve
the marketing information and intelligence position of the firm in the future including collection and use of information. Take budget and other constraints into
consideration given the nature and size of the enterprise. Put your suggestions in the form of a management report to be discussed by senior staff. Use examples of
what you consider to be entrepreneurially based market intelligence in your work and use the case study as a vehicle for discussion. Explain why you consider such use
to be entrepreneurially based with reference to available literature. (2,000 words)

Total 2,000 words – 100% of the available marks for assignment 2 –present in report format)

Learning Outcomes to be achieved: L1, L2, L3, L5 AND L7 (see Learning Outcomes listed below).
STUDENT GUIDELINES FOR ASSIGNMENT CRITERIA RE: QUESTION TWO

• Students’ should use the business start-up case developed in the first part of assignment 1 in considering the use of information and intelligence within the
firm in the rest of the assignment. (Up to 12 marks)

• Critical analysis and imaginative entrepreneurially based suggestions and recommendations for future market intelligence and insight improvements together with
a clear rationale and justification. (Up to 25 marks)

• Taking budget and other constraints often faced by a small firm into account when making suggestions and recommendations for improving the research and
intelligence capability of the enterprise. (Up to 13 marks)

• Demonstrating and employing knowledge of entrepreneurship and your entrepreneurial skills developed on the course within the assignment. (Up to 15 marks)

• Demonstrate a good grasp of entrepreneurial theory and practice in the construction and content of the business management report on achieving improved
entrepreneurial intelligence and market/ business research strategies to improve the future performance of the enterprise. (Up to 13 marks)

• Conceptual models and academic frameworks should be used to support the points made in the report where appropriate. (Up to 12 marks)

• Produce a management report on proposals to improve the marketing intelligence capability of the enterprise of professional quality in terms of content,
structure and standard of presentation. (Up to 10 marks)

• Additional material can be placed in the appendix. The appendix does not count in terms of the word length requirements. Only relevant additional material to
support the written work in the actual report should be included in the appendix.

• Similar examples may be used as such examples have been covered on the program. A critical discussion and examination is required for the above points.
TOTAL = 100 MARKS

Your work must be presented in a report format style. As an academic piece of work you are expected to link theory and practice. Make full use of the academic and
other literature to support the points made. Give a critical discussion and evaluation of the different positions held in the literature evidence. You should take care
to ensure that the work you submit has a high standard of structure and presentation. You must acknowledge the sources of information and evidence using the Harvard
referencing system. All assignments are subject to the University’s regulations on plagiarism and must be submitted in electronic form for checking.

Guidelines to students’

Criteria for excellent/good, average, poor/inadequate answers

Excellent/ good answer

• Excellent and good students will provide a robust critical explanation and discussion of the importance of information and intelligence to the small
entrepreneurial firm. They will provide an academically detailed account of the nature of market intelligence and research along with a critical discussion of the
importance of information, research and intelligence to the small start-up firm in a number of important areas. Students’ will provide a detailed critical analysis and
imaginative entrepreneurially based suggestions and recommendations for future market intelligence and insight improvements together with a clear rationale and
justification. Budgetary and other constraints associated with a small business will be taken into account in the report provided. Entrepreneurial principles will be
applied to the subject area and feature throughout the answer. The management report provided will be informative and of a professional standard. The difference
between excellent and good is likely to be in the areas of the extent of criticality provided in the discussion, the degree of focus on the specific question asked,
structure and provision and critical evaluation.

Average answer

• Average answers will contain a coverage of the nature and importance of information, research and intelligence to the small entrepreneurial firm although the
treatment is likely to be less academic and less robust than answers provided by excellent and good students’ discussed above. There will be some appreciation of the
different uses that market intelligence can be put to and some relevant examples may be used. However average answers are likely to be more descriptive and lack the
critical depth asked for in the answer. There is likely to be less entrepreneurial depth in the answers given. Overall answers are likely to be less robust
conceptually and more superficial analytically. Students’ may not concentrate their answer on the case study developed in assignment 1. The literature will be less
well used to support the position the student arrives at regarding appropriate entrepreneurial methods of collecting and utilising market intelligence to improve
future business performance.

Poor/ inadequate answer

• Poor and/ or inadequate answers in both parts are likely to be too generic with the candidate failing to answer the specific question set. There will be little
critical examination or discussion and the answer will be more descriptive than analytical. Students’ may not make specific use of the case developed in assignment one
or answer in the context of a small firm specifically especially in the area of resources and budget and other constraints associated with the smaller firm. There may
be less entrepreneurial content in the answers provided. Suggestions and recommendations may lack sufficient justification. The management report produced is likely to
be less well structured and professionally presented. The difference between a poor but marginally successful answer and an inadequate answer that fails to achieve the
required standard for a pass grade is like to be one of degree in terms of structure, the level of focus, critical examination and critical discussion provided.

STUDENT GUIDELINES FOR ASSIGNMENT STRUCTURE
Please ensure that your assignment has:
• A table of contents
• A list of figures and/ or list of tables where appropriate
• Introduction/ Executive summary
• Literature Review- and Critical Analysis
• Conclusions
• References / Presentation
• Bibliography
• Appendices if appropriate
• TOTAL = 2,000 WORDS
It is emphasised that this report is to be the work of the individual student and should reflect individual entrepreneurial ideas; comprehension of the tasks involved;
views; critical awareness; use of theory; interpretation and judgements; use of evidence; evaluation and a systematic approach to the use of research.

The above requirements are indicated as the required areas of focus for you to articulate your individual responses. The submission of your work for assessment should
be organised, clearly structured in the order outlined above.

CRITERIA IN TERMS OF CONTENT, TOPIC KNOWLEDGE, UNDERSTANDING AND SYNTHESIS, APPLICATION, ANALYSIS, EVALUATION AND RECOMMENDATIONS, REFERENCING AND PRESENTATION FOR
ASSIGNMENT 1 ARE PROVIDED ON THE PAGE BELOW:
MARK 29 or less 30 – 39 40 – 49 50 – 59 60 – 69 70 +

CONTENT:
Has the question been answered?
Vague, random, unrelated material Some mention of the issue, but a collection of disparate points Barely answers the question – just reproduces what
knows about the topic Some looseness/
Digressions Well focused Highly focused
TOPIC
KNOWLEDGE
Is there evidence of having read widely, use of appropriate and up to date material to make a case? No evidence of reading.
No use of theory – not even hinted at implicitly. No evidence of reading.
An implicit hint at some knowledge of theory, etc. No evidence of reading. Very basic theories mentioned but not developed or well used. Some reading evident,
but confined to core texts. Good reading.
Good range of theories included. Excellent reading.
Well chosen theories.
UNDERSTANDING & SYNTHESIS
Are ideas summarized rather than being reproduced, and are they inter-related with other ideas?
No theory included. Vague assertions/poor explanations. Long winded descriptions of theory.
Some long winded sections.
Some quotations but stand alone.
Some inter- connections. Good summary of theory.
Good use of quotations that flow with narrative.
Good inter-connections. Succinct, effective summaries of theory. Excellent choice and threading of quotations into argument. Good counterpoising of a range of
perspectives.
APPLICATION
Does it show appropriate use of theory in a
practical situation? No examples No/limited/
inappropriate examples Few examples Uneven examples Good examples Excellent range of examples.
ANALYSIS
Does it identify the key issues, etc in a given scenario, proposal or argument? Vague assertions about issues. Largely descriptive with no identification and analysis
of central issues. Limited insight into issues. Some good observations. Good, detailed analysis. Comprehensive range of issues identified and discussed
fully.
EVALUATION & RECOMMENDATIONS
Does it critically assess material?
Are there a workable and imaginative solutions? No evaluation. Uncritical acceptance of material. Some evaluation but weak. Little insight. Good
interpretation. Some but limited sophistication in argument.
Good critical assessment. Independent thought displayed. Full critical assessment and substantial individual insight.
REFERENCING
Thorough and accurate citation and referencing No referencing No referencing Limited/poor referencing Some inconsistencies in referencing
Appropriate referencing Appropriate referencing
PRESENTATION
Logical and coherent structure to argument and effective presentation
No structure apparent.
Poor presentation.
Poor structure.
Poor presentation. Acceptable, but uneven structure.
Reasonable presentation. Reasonable structure.
Good presentation. Good argument.
Well presented material. Excellent argument.
Very effective presentation format.

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