bmgt 6011 entrepreneurial business management
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Oxford Brookes Business School Undergraduate Programme:
BMGT 6011 Entrepreneurial Business Management
Module Handbook Semester 1 and 2, 2021-22
Oxford Brookes Business School
Module Leader: Maciej Czastka Office: 8201
Contents Module introduction ................................................................................................................................................. 3
Module Leader’s introduction ............................................................................................................................. 3
Module leader contact details ............................................................................................................................. 3
Study plan: .............................................................................................................................................................. 4
Semester 1: ........................................................................................................................................................ 4
Semester 2: ........................................................................................................................................................ 5
Reading List ............................................................................................................................................................ 6
Outline Syllabus ...................................................................................................................................................... 7
Learning outcomes .................................................................................................................................................. 7
Assignments and marking criteria: .......................................................................................................................... 8
Assignment 1: Pitch (individual) (15%) ............................................................................................................... 8
Assignment 2: Case study (individual) (25%) ..................................................................................................... 9
Assignment 3: Market analysis (individual) (15%) .............................................................................................. 9
Assignment 4: Evaluation report and presentation ........................................................................................... 10
Assignment 4.1: Business venture evaluation report (30%) ........................................................................ 11
Assignment 4.2: Presentation (10%) ............................................................................................................ 12
Assignment 4.3: Self Evaluation (5%) .......................................................................................................... 12
Contact with your tutor: ......................................................................................................................................... 14
Email: ........................................................................................................................................................... 14
Office hours: ................................................................................................................................................. 14
WeChat group: ............................................................................................................................................. 14
Student website forum: ................................................................................................................................. 14
Regulations ........................................................................................................................................................... 14
Resit Requirements .......................................................................................................................................... 15
Authenticating your coursework ....................................................................................................................... 15
Guidelines on using others to check your work ..................................................................................................... 15
University regulation C1.1.4 Academic Conduct Regulations ............................................................................... 16
Appendix 1: Marking Rubric .................................................................................................................................. 17
Assignment 1: Pitch.......................................................................................................................................... 17
Assignment 2: Case study ................................................................................................................................ 17
Assignment 3: Market/concept analysis ........................................................................................................... 19
Assignment 4.1: Evaluation report.................................................................................................................... 20
Assignment 4.2: Presentation .......................................................................................................................... 21
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Module introduction
Module Leader’s introduction
Welcome to Entrepreneurial Business Management Module! I am happy to introduce you to
the world of entrepreneurship. Until few decades ago business studies ignored the role of
small companies and ventures. Now we know that individual initiative is bread and butter of
modern economies. Currently, due to new technologies, access to capital and information
barriers of entry have declined and more people than ever can become business owners.
This purpose of this module is to help you be part of this process, understand your role as
future employers, covering all significant aspects of running new venture such as: market
research, business model and business plan creation, managing intellectual property,
financial and legal aspects of new business. Content will include some theoretical
information, but I would like to focus mostly on practice and give you a chance to test your
ideas.
Good luck!
Module leader contact details
Name: Maciej Czastka
Room: 8201
email: [email protected]
Office hours: By appointment
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Study plan:
Following you will find general information regarding the module content. In first semester it
will focus on more theoretical aspects of setting and running new venture supplemented with
real life examples of both successful and failed initiatives. Semester 2 is, on the other hand
focus on practical application, critical thinking and financial aspects of the entrepreneurship
and help you design feasible business venture idea.
Semester 1:
Semester 1
Week 1 Introduction (Entrepreneurship
in today’s world) + assessments
The week 1 would focus on:
1. Introduction to the assignments
2. Define entrepreneurship and
entrepreneur/theories of entrepreneurship
Seminars would include discussions, analysis of case
studies and include self-assessment in the context of
defined entrepreneurial traits. Students will be asked
to list their ideas to improve upon those traits.
Week 2 Generating business
ideas/recognizing and
opportunity
We will discuss the sources if inspiration; how does
one come up with business idea? Techniques that
could boost the creative thinking/types of innovation
During seminars we will analyse existing ideas,
discuss possible inspiration and evaluate those ideas
from the perspective of Chinese market.
Week 3 Refining your idea – feasibility
analysis
First screening of your idea. Feasibility analysis
During seminars we will apply techniques that would
allow moving from recognizing an opportunity to
business idea.
Week 4 Guest speaker: Bartosz Ziolek, CEO of Amber Global Consulting,
Lecturer at EMBA program at Warsaw School of
Economics; almost 15 years of experience in doing
business in China
Topic: TBC
Seminars would expand on the content
Week 5 Understanding market/industry
Business plan and industry and
competitor analysis
Introduction to the elements of business plan and
ways to collect information form the market – primary
research. Start planning for your own business.
During seminars, your will work in groups to build your
first drafts of business plans and plan for market
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analysis.
Week 6 Q&A: last class before
assignment 1 deadline
Classes focuses mostly on the answering
questions related to the assignment
We will continue on competitor and industry analysis.
Week 7 Building teams and groups +
ideas generation
Assignment 2 introduction and group building. By the
end of this week you should, as a group, have some
good ideas of future venue that you would like to
explore further in the semester – team building and
brainstorming activities.
Week 8 Creating Business Model: Introduction to the elements of business model using
CANVAS.
During seminars we will analyse models of the
existing businesses and attempt to filling our own (as a
group assignment)
Week 9 Disciplined Entrepreneurship
and IPR management
Discussion over the design and Intellectual Property
Right in the context of Chinese regulations
Drafts deadline and individual consultations
regarding assignment 2
Week 10 Funding and growth
models
Introduction to ways you can finance your venture and
grow you company (internal and external)
Week 11 MIT Clean Energy Start-
up
MIT simulation of Clean
Energy start-up
Week 12 Review and Q&A: last class
before assignment 2 deadline;
finalize individual scope of
market analysis
Class focused on answering students questions
regarding assignment 2.
Students in the group need to finalize the scope for
individual market analysis assignment (assignment 3)
and confirm it with tutor.
Semester 2:
Semester 2
Week 1 Introduction to semester 2/review
Week 2 Legal, CSR, Values, Q&A/Assignment 3 deadline; finalize the list of
appendices for assignment 4
Week 3 Financial management and statements
Week 4 Operations
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Week 5 Getting Financing and Funding
Week 6 Marketing + branding
Week 7 Growth and Exit
Week 8 Bringing it all together (Q&A)
Week 9 Guest speaker – searching for investors
Week 10 Presentations - practice
Week 11 Review and Q&A: last class before assignment 4 deadline
Week 12 Presentations
Reading List
General texts:
Adams, R. & Spinelli, S. (2012) New Venture Creation: Entrepreneurship for the 21st
century. (9th ed.) New York: McGraw-Hill.
Barringer, B.R. & Ireland, D. (2012) Entrepreneurship: Successfully launching new
ventures. (4th ed.) Upper Saddle River, N.J: Prentice Hall.
Bygrave, B, & Zacharakis, A. (2010) Entrepreneurship. (2nd ed.) New Jersey: John
Wiley.
Carter S, Dylan Jones-Evans, Enterprise and Small Business_ Principles, Practice
and Policy, (2012) Pearson,
Grebel, T., (2004), Entreprenurship, A new perspective, London: Routledge Taylor
and Wiley Group,
Hatten, Timothy S., Small Business Management, Entrepreneurship and Beyond 5th
edition, (2012), South-Western Cengage Learning
Start-up:
Aulet, B. (2013). Disciplined Entrepreneurship: 24 steps to a successful startup. 1st
ed. New Jersey: John Wiley & Sons.
Blank, S. and Dorf, B. (2012). The Startup Owner's Manual. 1st ed. Pescadero,
Calif.: K&S Ranch, Inc.
Wasserman, N. (2012). The Founder's Dilemmas: Anticipating the pitfalls that can
sink a startup. 1st ed. New Jersey: Princeton University Press.
Business model:
Osterwalder A & Pigneur Y (2010), Business Model Generation, Wiley.
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Creative thinking and idea generation:
Ceserani Jonne, Big Ideas: Putting the Zest Into Creativity and Innovation at Work,
Kogan Page Business Books (2003)
De Bono Edward, Serious Creativity: Using the Power of Lateral Thinking to Create
New Ideas (1992) HarperBusiness
Other required or supplementary reading sources and audiovisual materials will be
provided via student website.
Outline Syllabus
Module will cover the following topics:
Theories of Entrepreneurship, innovation
Business start-up and growth
Strategic decisions
Evaluating the Entrepreneur & the Business
Business model evaluation
Market and Marketing
Operations
Financial Planning
Accounting documents
Intellectual Property Rights Management
Growth Models
Internationalisation
Leadership
Venture Capital
Learning outcomes
Upon completion of the module, students should be able to:
1. Select & apply appropriate analytical concepts & frameworks to provide support for a
novel & untried venture proposal
2. Understand the range of technical and managerial issues faced by those engaged in
entrepreneurial start-up ventures
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3. Appreciate the factors contributing to the success and failure of innovative and
entrepreneurial business organisations
4. Reflect on the application of entrepreneurship theory, based on experience in a
practical setting
5. Apply empirical research, analysis, decision making and evaluation techniques to an
open-ended research problem
6. Integrate marketing, operational, financial management and accounting techniques in
order to plan and control a business venture
7. Practise a variety of business communication techniques in support of a venture
proposal
Assignments and marking criteria:
Assignment 1: Pitch (individual) (15%)
Learning outcomes: 1, 4, 5, 7
Purpose is to present your business idea in an interesting and compelling way. It has to be
short and strictly up-to-the point, cover all significant information to interest potential
investors.
The assignment should be presented in form of a poster that would allow to provide
commentary. Poster needs to be visually attractive and you are allowed to use any software
that can save document as PDF (e.g., Canvas, Piktochart, Powerpoint). The poster needs to
be submitted electronically to the student website before the deadline
Word limit: 250
Format: PPT slide or PDF
Deadline: Semester I, week 6
Poster should include:
- Clear explanation of what the venture is (what product or service it offers)?
- How feasible and valuable the venture potentially is?
- What is the value proposition?
- Competition and how your venture addresses or differentiates the value
proposition of the competition.
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Assignment 2: Case study (individual) (25%)
Learning outcomes: 1, 2, 3, 4, 5
Venture analysis (individual). Students are asked to provide an analysis of existing
organization started by entrepreneur.
Work smart! Use this as opportunity to further research your business idea (for group
assignment). You can choose a company that works in similar industry.
Case study should cover:
1. Company analysis: products, services, environment in the time of the launch,
unique sales points, funding etc.
2. Analyze strategic decisions of entrepreneur which would refer to: target market,
brand management, pricing, sourcing, e-commerce, funding.
3. Critically evaluate those decision and evaluate them connecting to the theories
discussed during the classes
4. How your analysis connects to your own group venture and how your analysis
can help your group.
Word count: 2000; no appendices
Deadline: Semester 1, Week 12
The analysis need to be submitted to the student website.
Formatting:
Include title page that would include: module number and name, title, word count.
For academic purposes ALL secondary research material must be carefully referenced using
the Harvard Standard.
For your marker’s convenience, please use the Garamond font, size 12, justified text, 1.5
line spacing, 2.54cm margins all round, and either line breaks or indents from paragraph to
paragraph.
Assignment 3: Market analysis (individual) (15%)
Learning outcomes: 1, 2, 4, 7
Prepare a market/concept analysis which develops and evaluates a specific business model
relating to a value proposition targeting a specific market segment. You should include
some direct market research with prospective customers to help you to evaluate the
suitability of the market/concept you are considering. Each member of your group must
evaluate a different market/concept.
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You can analyze different business models, products, services or different markets for the
same products. Discuss the scope of your analysis with partners within the group.
Before the market analysis you are required to consult the scope of each group member with
your tutor so to avoid overlap.
Word count: 1000 (not including appendices). Appendices should include the data
analysis, questionnaires, refer to your models.
Deadline: Semester 2, week 2
Assessment criteria: o Is the target market clearly defined and logically selected? o Is the core service/product clearly defined? o Is value proposition clearly defined? o Is the business model clearly structured? o Has the primary research been done thoroughly and calculated correctly?
Formatting:
Include title page that would include: module number and name, title, word count.
For academic purposes ALL secondary research material must be carefully referenced using
the Harvard Standard.
For your marker’s convenience, please use the Garamond font, size 12, justified text, 1.5
line spacing, 2.54cm margins all round, and either line breaks or indents from paragraph to
paragraph.
You have to submit both your analysis and original, primary data (if any) that you collected
during your study (in EXCEL file).
Assignment 4: Evaluation report and presentation
Learning outcomes: All
This assignment combines 3 elements: business proposal (30%) and presentation (10%)
and self-evaluation feedback (5%).
Business proposal and presentation: Half of the point for each element will be awarded
for the group effort (mark will be the same for the whole group), and half of the points will be
awarded for individual performance (appendix to the report, presentation performance).
Self-evaluation feedback: document submitted several times during semester that will
allow you to reflect on your own performance, set your own personal and group goals but
most of all monitor your progress.
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Assignment 4.1: Business venture evaluation report (30%)
You must research, draft and submit as a team an evaluation of your venture. This
document should be presented in the form of a business report to potential investors as
to whether to launch this new venture.
You can include weaknesses of the venture and whether you should proceed or not. The
main document is to be completed and submitted by the group. It is to be a maximum of 11
pages (sides) of content (1 of which is to be the Executive Summary) and must include:
- Executive Summary (not more than one page)
- Business Details (a clear explanation of the business concept, objectives and
strategy).
- A clear value proposition including market size and definition, and key
elements of;
o Industry and Market Analysis
o Customer value proposition
o Marketing Strategy
o Operations
- Resources including key elements of;
o Management Team and Company Structure
o Financing (funding strategy and requirements)
o Financial Projections (key figures, including a growth strategy)
o Risks and Strategic Options (including exit strategy)
o Key Milestones
In addition, the report should include title and contents pages and a full reference list
(in Harvard format) – these pages are not included in the page limit.
In addition, the report must include appendices (one per member of your team) which will
provide more detailed supporting analysis on specific areas for example:
Industry analysis
Target market
Finance
Technology adoption
Supply chain management
NOTE: You must provide your seminar leader/consultant with a list of the titles for the appendices, together with the name of the assigned author for each appendix for approval. You should use academic theory, concepts and frameworks to support your evaluation, as appropriate. However, it is not necessary to include explanations of mainstream academic theory, concepts and frameworks used if these concepts have been introduced on the module – it can be assumed that the reader is aware of these. The group piece of work and all appendices should be submitted as a single coherent document.
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Team should also provide evaluation of the team members based on their engagement in the process of writing the report (according to format provided by your tutor).
Assessment Criteria
The assessment criteria set out below will be used for both the main report (group-work) and the appendices (individual work).
Business Concept Evaluation Format
The Evaluation must be presented in the following format:
Word-processed in a format suitable for a business report with appropriate headings and structure.
o The assignment must have a front cover stating: o Business Concept Name
o Module number
o Module name
o Student numbers of the group members clearly indicating which part of the assignment was done by whom
For academic purposes ALL secondary research material must be carefully referenced using the Harvard Standard.
Assignment 4.2: Presentation (10%)
Your group is required to deliver a presentation in a form of a presentation to potential investors, stakeholders or potential business partners based on your business concept evaluation. Details regarding the format of the presentation will be provided due time. The presentation is to last a maximum of 10 minutes after which there will be time for questions. All members of the team should have the opportunity to contribute to delivering the presentation and answering questions.
Assessment Criteria
The assessment criteria set out below will be used for both the individual and group performance in the presentation. The Presentation will be assessed on:
o The quality of the verbal presentation. o The quality of supporting materials presented and/or distributed at the presentation. o The quality of answers provided to questions after the presentation. o The following outcomes demonstrated used the above:
Assignment 4.3: Self Evaluation (5%)
360-degree peer evaluation feedback:
Several times during the module you will be asked to provide feedback reflecting upon your
own performance. This is a form of 360-degree feedback. You will be asked to evaluate your
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colleagues on a scale of 0-5 (where 5 is excellent performance) in the following areas
(marking criteria):
Communication: how well you have communicated with the group, how well your ideas were included and discussed by the group
Delivery: how included you were in group discussions, how strong was your work load comparing to other group members
Process: how included you were in the process, did you participate in group meetings and discussion
Personal development: to what extent group work developed your ideas, skills and abilities; to what extent you have achieved your personal goals for the module and assignments (skills not related with group work and cooperation)
Group development: to what extent group work developed your ideas, skills and abilities (communication, cooperation, assertiveness);
You will be asked to reflect on your performance, cooperation with peers, personal
development, communication.
Examples of such form:
Criteria Score
1 (Poor) 2 3 4 5 (Good)
1. Communication
Comment
2. Delivery
Comment
3. Process
Comment
4. Personal Development
Comments
5. Group development
Comments
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Contact with your tutor:
There are four ways you are encouraged to contact module leader: via email, in
person during office hours, WeChat group and Online forum (on student website).
Email:
Email address: [email protected]
Email is the preferable way to contact your tutor. Avoid asking questions last minute
because it can take up to 2 working days to receive answers
Office hours:
Office no: 8201
Time: By appointment
WeChat group:
WeChat group will be created for all students of the EBM. You feel free to discuss
issues related with the module and ask questions. WeChat provides convenient way to make
announcements and communicate efficiently but, please be aware of time of your inquiries.
Avoid asking question late at night and at the weekends.
Student website forum:
I highly recommend you to use forum on student website to answer your questions.
Answers to the most frequent question will be published on the website forum.
Regulations
Exceptional Circumstances Policy
If circumstances outside of your control (for example, medical circumstances) affect your
ability to meet an assessment deadline or attend an assessment event (e.g. examination,
presentation) then it is ESSENTIAL that you access and utilise the Exceptional
Circumstances Policy.
Please see the Programme Handbook for an outline of the principles and operation of the
Exceptional Circumstances Policy within Oxford Brookes University and links to the
University Regulations.
Where can I find out more?
The advice and guidance landing page link is https://www.brookes.ac.uk/students/your-
studies/exceptional-circumstances/
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As already advised in the Submissions information for this Module Handbook, students may
exceptionally secure a 24 hour grace period if last minute untoward circumstances affect
your ability to submit on time. Please note over-use of this facility will be reviewed
Resit Requirements
All students who do not pass, at the first attempt, an assessment will be entitled to a resit.
Each assessment component has its own resit task, so you would only have to resubmit the
task(s) for the coursework(s) or examination which you did not pass.
The full mark for any assessment component of assessment passed at first sit will go
forward to be combined with any capped marks achieved at resit in accordance with
weightings stipulated in the module description
Please also see Programme Handbook for details of the Resit and Retake Policy within
Oxford Brookes University and links to the University Regulations.
Guidance on the University policy on Resits and Retakes can be found here:
https://www.brookes.ac.uk/students/your-studies/resits-and-retakes/
Authenticating your coursework
You must be able to demonstrate that the course work you submit for assessment is your
own. You must therefore keep all working documents (electronic and paper) that you used or
created while preparing the assignment, such as photocopies of sources and internet pages,
your own notes on your reading and preparation and where primary research has been
conducted, completed questionnaires or interview schedules, details of the process of
analysis, field notes and so on. Most importantly, you should keep the early developing
drafts of your coursework as evidence of the originality of your work by saving each revision
to a file with a different name. This material should be kept until after the module results
have been published on “Student Information”
Guidelines on using others to check your work
If you are not too confident in the accuracy of your written English, you may want to ask
someone to help you by checking your work. However it is important that this is not done in
such a way that you are committing academic misconduct, which could result in disciplinary
action. University guidance can be found at:
http://www.brookes.ac.uk/Documents/Regulations/Current/Other/E21-Guidance-on-
Proofreading/
In addition, if a checking or proofreading service is used, the Faculty of Business requires
you to declare this at the front of your work, giving the name of the person who did this for
you.
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University regulation C1.1.4 Academic Conduct Regulations
Please ensure you are familiar with the regulations in relation to Academic Integrity. The
University takes this issue very seriously and students have been expelled or had their
degrees withheld for cheating in assessment. It is important that students having difficulties
with their work should seek help from their tutors rather than be tempted to use unfair means
to gain marks. Students should not risk losing their degree and undermining all the work
they have done towards it. You are expected to have familiarised yourself with these
regulations.
https://www.brookes.ac.uk/regulations/current/appeals-complaints-and-conduct/c1-1/c1-1-4/
Please also see https://www.brookes.ac.uk/students/student-disputes/student-
conduct/academic-misconduct/
Appendix 1: Marking Rubric
Assignment 1: Pitch
Criteria 70%+ 60-69% 50-59% 40-49% Fail
Clarity of
definition of the
venture (45%)
The core product or service (and its key features) are clearly identified; It is clear what type of venture this is; A value proposition for a defined target market is clearly identified.
The core product or service (and its key features) are identified. It is clear to a degree what type of venture this is; A value proposition for a defined target market is identified.
The product or service (and some of its key features) are identified. It is clear to a limited degree what type of venture this is. A value proposition for a target market is identified to an extent.
The product or service is identified, but its key features are unclear. It is not entirely clear what type of venture this is; A value proposition for a target market is not clearly identified
It is unclear what the product of service is. It is unclear what type of venture this is; A value proposition for a target market is not identified.
Potential of the
venture (45%)
There is clearly significant opportunity for growth in terms of customers/value that the venture will generate. Key competitors are acknowledged and competitively addressed successfully.
There is significant opportunity for growth in terms of customers/value that the venture will generate. Competitors are acknowledged and competitively addressed.
There is some opportunity for growth in terms of customers/value that the venture will generate. Competitors are acknowledged to some extent and/or competitively addressed to some extent.
Opportunity for growth in terms of customers/value that the venture will generate is limited and/or competitors are not acknowledged.
There is limited or no opportunity for growth in terms of customers/value and competitors are not
Presentation,
Use of English
Well-judged balance of attention given to different sections. .Structure, content, and formatting adheres to assessment guidelines
Structure, content, and/or formatting does not adhere to assessment guidelines.
English excellent throughout.
Use of English facilitated understanding Use of English did not hinder understanding, except for occasional instance.
Use of English frequently hindered understanding of points being made.
Assignment 2: Case study
Criteria 70%+ 60-69% 50-59% 40-49% Fail
Historical Focused and highly credible analysis of key
Structured analysis of key points in the launch and
A coherent analysis of key points in the launch and
Limited analysis of key points in the launch and
No credible analysis of key points in the launch and
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background
(25%)
points in the launch and growth of this venture in its early years. A clear theme links events to outcomes. Fully referenced.
growth of this venture in its early years. Good links to outcomes for the business. Fully referenced
growth of this venture in its early years. Some links to outcomes for the business. Properly referenced
growth of this venture in its early years. Unclear how these events link to outcomes for the business. Some references.
growth of this venture. A list of events without credible justification for selection. Poor referencing
Key strategic
decisions +
referencing
(25%)
Analysis of key strategic decisions is focused and coherent; makes striking and creative use of theory; comprehensively supported by relevant references to current theory; fully referenced in Harvard format.
Analysis of key strategic decisions is structured and coherent; makes good use of theory; well supported by relevant and mostly up-to date references to current theory; fully referenced in Harvard format.
Analysis of key strategic decisions is coherent; makes some use of theory; supported by some references to theory; fully referenced in Harvard format.
Analysis of key strategic decisions is weak or descriptive and lacks a clear structure; uses some theory but links to the subject are sometimes unclear; referenced in Harvard format, but with errors.
Analysis omitted or lacks depth with little or no mention of relevant theory; poor referencing
Evaluation of
decision and
reflection of
what they tell
you about the
venture (25%)
Identifies how critical issues and challenges were resolved and what this tells us about the entrepreneur; fully referenced in Harvard format; critiques theory in light of evidence from the case and reflects on meaning.
Shows how some important issues and challenges were resolved and what this says about entrepreneurship; fully referenced in Harvard format; uses evidence to reflect upon contrast between with theory
Outlines how some issues and challenges were resolved; fully referenced in Harvard format; some reflection on the agreement or gaps between theory and the case.
Gives some indication of how issues and challenges were resolved, but unclear why those issues were identified; referenced in Harvard format but with errors; little mention of agreement or gaps between theory and case.
Content is very descriptive, and/or fails to identify the issues and challenges that were faced by the venture; poor referencing; no mention agreement or gaps between theory and the case.
How the
findings help
your business
(15$)
Clear analysis of appropriately selected factors is used to derive insightful conclusions that are shown to be highly relevant to decisions relating to the development of ventures being considered by your group.
Analysis of relevant factors is used to derive appropriate conclusions that are shown to be relevant to decisions relating to the development of ventures being considered by your group.
Analysis of some factors is used to derive conclusions that are shown to have some relevance to decisions relating to the development of new ventures. Specific relevance to factors relating to your group not clearly identified.
Some conclusions are reached, though not clearly related to findings in the report. General relevance to decisions relating to the development of new ventures. Specific relevance is provided. Little relevance to factors relating to your group identified.
Conclusions are not reached or are not based on analysis. Relevance to decisions relating to the development of new ventures not demonstrated.
Presentation,
formatting, use
of language
(10%)
Well-judged balance of attention given to different sections. .
Structure, content, and formatting adheres to assessment guidelines
Structure, content, and/or formatting does not adhere to assessment guidelines.
English excellent throughout.
Use of English facilitated understanding Use of English did not hinder understanding, except for occasional instance.
Use of English frequently hindered understanding of points being made.
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Assignment 3: Market/concept analysis
Criteria 70%+ 60-69% 50-59% 40-49% Fail
Clarity of factors to be investigated:
(20% of marks
as guide only)
The proposed core product or service (and its key features) are clearly identified. The proposed target market is clearly identified with a convincing rationale for its selection. The proposed value proposition for the target market are clearly identified and justified. The proposed business model is clearly structured and justified.
The proposed core product or service (and its key features) are identified. The proposed target market is identified with a rationale for its selection. The proposed value proposition for the target market are identified and justified to a degree. The proposed business model is structured and justified
The proposed product or service (and some of its key features) are identified. The proposed target market is identified to an extent with a limited rationale for its selection. The proposed value proposition for the target market is identified and/or justified to an extent. The proposed business model is structured and justified to some extent
The proposed product or service is not entirely clear. The proposed target market is unclear with a limited rationale for its selection. The proposed value proposition for the target market is unclear and/or not justified. The proposed business model is not well-structured and/or unjustified.
The proposed product or service is unclear. The proposed target market is unclear with a limited rationale for its selection. The proposed value proposition for the target market is unclear and not justified. The proposed business model is unstructured and/or unjustified
Research:
(45% of marks
as guide only)
The research carried out to evaluate the idea is appropriate and includes direct communication with potential customers. The analysis of the evidence communicates the findings clearly and appropriately.
The research carried out to evaluate the idea is appropriate to an extent and includes some direct communication with potential customers. The analysis of the evidence communicates the findings clearly and appropriately to some extent.
The research carried out to evaluate the idea is appropriate to a limited extent and includes limited communication with potential customers. The analysis of the evidence communicates the findings clearly and appropriately to a limited extent.
The research carried out to evaluate the idea is either inappropriate or does not include communication with potential customers or the analysis of the evidence does not communicate the findings clearly and appropriately
The research carried out to evaluate the idea is inappropriate or does not include communication with potential customers. The analysis of the evidence does not communicate the findings clearly and appropriately.
Conclusions:
(25% of marks
as guide only)
The analysis of the evidence leads to appropriate conclusions relating to the viability and appropriateness of the market/concept being analysed.
The analysis of the evidence leads to conclusions relating to the viability and appropriateness of the market/concept being analysed to an extent.
The analysis of the evidence leads to conclusions relating to the viability and appropriateness of the market/concept being analysed to a limited extent.
The analysis of the evidence leads to conclusions relating to the viability and appropriateness of the market/concept being analysed to a very limited extent.
The analysis of the evidence does not lead to conclusions relating to the viability and appropriateness of the market/concept
Presentation,
formatting, use
Well-judged balance of attention given to different sections. .
Structure, content, and formatting adheres to assessment guidelines
Structure, content, and/or formatting does not adhere to assessment guidelines.
English excellent Use of English facilitated understanding Use of English did not Use of English frequently
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of language
(10%)
throughout. hinder understanding, except for occasional instance.
hindered understanding of points being made.
Assignment 4.1: Evaluation report
Criteria 70%+ 60-69% 50-59% 40-49% Fail
Research and
use of Literature
(25%)
Evidence of research and reading from a wide range of appropriate literature and other appropriate sources, plus excellent use of primary sources, leading to the provision of data and information that is entirely relevant, accurate and timely.
Evidence of research and reading from a fairly wide range of appropriate literature and other appropriate sources, plus good use of primary sources, leading to the provision of data and information that is almost all relevant, accurate and timely.
Evidence of research and reading from a satisfactory range of literature and other sources, plus use of primary sources, leading to the provision of data and information that is mostly relevant, accurate and timely.
Evidence of some research and reading from acceptable literature and sources, plus limited use of primary sources, leading to the provision of a limited set of relevant, accurate and timely data and information.
Little or no evidence of research and reading from acceptable literature and sources, plus no effective use of primary sources, leading to insufficient or no relevant, accurate and timely data and information.
Analysis and
Evaluation
(50%)
Excellent analysis of subject addresses relevant issues in an interesting manner. Displays creative use and interpretation of evidence. Excellent argumentation. Insightful use of theory, models and frameworks to support argument leading to compelling conclusions.
Good analysis of subject addresses relevant issues well. Displays strong ability to use and interpret evidence. Good argumentation. Good use of theory, models and frameworks to support argument leading to effective conclusions.
Satisfactory treatment of the subject, recognising relevant issues. Displays reasonable ability to use and interpret evidence. Satisfactory argumentation developed making some use of theory, models and frameworks to support analysis. Conclusions based on prior evidence/argument.
Limited but acceptable description of situation, failure to recognise some essential issues, shows limited ability to evaluate, limited use of relevant theory, models and frameworks. Conclusions unclear and/or generally with limited support from prior evidence/argument.
Inaccurate and unacceptable description of situation, little recognition of essential issues, shows little or no ability to evaluate, very little or no effective use of theory, models and frameworks, various aspects of the question not directly addressed. Conclusions not based on evidence or argument or no conclusions
Coherence,
Structure and
Presentation
(25%)
Extremely well-structured and articulated argument. Excellently presented report in accordance with guidelines. Completely accurate notation used for referencing.
Well-structured and articulated argument. Well-presented report in accordance with guidelines. Accurate notation used for referencing.
Appropriately structured and coherently articulated argument. Presented in accordance with guidelines. Mainly accurate notation used for referencing.
Not effectively structured. Some aspects lack clarity. Some errors relating to guidelines. Several errors in notation used for referencing.
Poorly structured or no structure. Argument unclear and lacks coherence. Presented with errors relating to guidelines. Major errors in notation used for referencing.
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English excellent throughout.
Use of English facilitated understanding
Use of English did not hinder understanding, except for occasional instance.
Use of English frequently hindered understanding of points being made.
Assignment 4.2: Presentation
Criteria* 70%+ 60-69% 50-59% 40-49% Fail
Following
presentation
objectives
Objectives of presentation were clear and relevant to the audience at the beginning; were well focused on objectives at all times.
Objectives stated clearly at the beginning and relevant to the audience; managed to keep mostly focused on objectives
Objectives should be stated more clearly at the beginning and or / be more relevant to the audience; lost some focus on objectives.
Objectives not stated clearly at the beginning and / or should much more relevant to the audience; often lacked focus on objectives
Objectives not established throughout and / or objectives of very limited relevance to the audience
Presentation
(coherence and
quality of the
arguments)
Presented a clear, coherent and very persuasive line of argument; content remained focused and relevant to objectives; able to sustain argument in discussion and negotiation.
Presented a largely clear, coherent and persuasive line of argument; most of content was focused and relevant to objectives; able to sustain much of the argument in discussion.
Presented an argument that lacked clarity or coherence in places, so not entirely persuasive; some less relevant content; tended to lose track of argument in discussion and negotiation
Presented an argument that lacked clarity or coherence in several places, so not very persuasive; some irrelevant content; found it difficult to sustain argument throughout discussion.
Presented an argument that was unclear and incoherent in many places, so was not at all persuasive; much irrelevant content; unable to sustain argument in argument and discussion
Effectiveness of
performance
(25%)
Outstanding performance creating confidence in team’s capacity to deliver; members made valuable, enthusiastic contributions; discussion demonstrated excellent preparation and common purpose.
Effective performance that indicated team’s capacity to deliver; team members made useful, enthusiastic contributions; discussion and demonstrated thorough preparation and common purpose
Performance that raised questions over team’s capacity to deliver in some areas; team members made variable contributions; discussion revealed a few flaws in subject knowledge, preparation and common purpose.
Performance raised doubts over team’s capacity to deliver; team members made several errors and / or lacked enthusiasm; discussion revealed flaws in subject knowledge, preparation and common purpose
Performance undermined confidence in the venture; team members appeared unprepared and / or lacked enthusiasm; discussion revealed major flaws in subject knowledge, preparation and common purpose.
*The same criteria will refer to both team and team members separately.