The module provides a comprehensive understanding of marketing and business development principles and practices in relation to entrepreneurship and innovation appropriate for the various stages of new venture formation and growth. For start-up and growing enterprises marketing and business development work in tandem to align market opportunities with strategic business objectives by focusing on establishing business relationships or strategic partnerships in addition to generating sales revenue opportunities. The module will evaluate the important role of marketing and business development in new venture creation, growth and internationalisation highlighting it should be an organisational philosophy that puts the customer at the centre of an organisation's strategy and processes.

Content will evaluate the ever-changing turbulent business landscape and its consequences for marketing and business development in an entrepreneurial context. Topics addressed include managing the product/service offering-market fit; market foresights and customer insights for innovation and creating value; consumer psychology and the key principles of B2C and B2B decision-making processes; connecting with the customer; consumer journey mapping; maintaining a competitive advantage and unique selling proposition; brand strategy design and positioning, marketing communication (digital and offline) and how to utilise data and marketing analytics tools in order to make decisions about the effectiveness of the marketing activities being utilised; strategic marketing for partnerships and collaboration on product/service development; devising an effective marketing and business development strategy, managing its implementation and evaluation and customer relationship management.

On successful completion of this module, students will be able to: • Critically evaluate the key theories, frameworks and tools for marketing and business development. • Complete a Marketing and Business Development plan for a growing firm with clearly identifiable implementation and evaluation metrics

On successful completion of this module, students will be able to: • Recognise the competencies to source, analyse and interpret market and customer foresights for transformation into new product/service and marketing strategies • Develop and practice personal branding, selling, negotiation and teamwork skills

On successful completion of this module, students will be able to: N/A

Delivery will combine applied experiential learning approach to integrating theoretical frameworks with a practical application for business growth and development. In addition to lectures, students will benefit from podcasts, webinars and guest speakers from a selection of entrepreneurs, marketing and business development managers and marketing consultants. A focus will be on experiential learning where students will engage in the development of a Marketing and Business Development strategy for an entrepreneurial firm and will present the findings to the client. Further in class exercises will include role-playing selling scenarios, peer critique of work, undertaking and analysing customer journey mapping. These combined methods will challenge students thinking and ability to move into the role of marketer and will deliver on communication, responsible, collaborative, networking and communication skills. The learning encourages personal development and to this end the students undertake a personal branding statement which will be presented and obtain feedback on to enable them to use this branding statement for career development.