"Marketing Theories for SMEs"

Entrepreneurial Marketing: Examining Relevance of Established Marketing Theories in SME Context

The development of established or traditional marketing theories, developed within the context of larger, more bureaucratic enterprises, has guided management practice within those enterprises over several decades. This module challenges the relevance of established marketing models in an entrepreneurial context and seeks to examine the tensions that exist at the interface between the two paradigms. It examines whether a basis for developing new thinking at the marketing/entrepreneurship interface exists that better explains marketing practice in such a context and indeed beyond.

The aim of this module are to explore the boundaries of extant research at the marketing/entrepreneurship

interface and to examine emerging aspects of entrepreneurial marketing management decision-making,

particularly within the entrepreneurial context of the small to medium sized enterprise.

What you should be able to do by the end of this module.

Successful participants will be able to:

Develop new insights to and understanding of the practice of marketing within an entrepreneurial context, including new business venturing, the growth-oriented firm and the social enterprise

Critically evaluate extant marketing theories and concepts, but particularly at the marketing and entrepreneurship interface, including marketing management in circumstances of rapid innovative change, limited resources, including incomplete information and competitive challenges

Develop insights to and understanding of inspirational leadership guided by entrepreneurial marketing practice within different contexts, including, for example, new business venturing, growing businesses and social enterprise

Demonstrate skills in effective communication using a variety of media and in managing circumstances defined by creative, innovative and entrepreneurial actions

Assessment Guidance

Word count includes the title page, contents page, in-text references and citations, tables, reference list and appendices.
Your work should include references to relevant journal articles and other good quality informationsources, and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the ‘Guide to Referencing in the Harvard Style’. We encourage you to make good use of all the support services offered by your Faculty Subject Librarian, further details are in the Learning Support Services Section.
You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band.
In addition,youshould refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, palagiarism, etc.
We recommend the use ofStudiositywhich offers constructive feedback on draft written submissions within 24hrs.

This Assessment Due Date and Time is final, and a late submission will be penalised by the deduction of marks (see course handbook for penalties).
Non-compliance with the word limit will result in a penalty being applied in accordance with the University Word Limit Policy which can be found on your Course Support Area in Blackboard.

Continuous assessment 100%. Please note: This is an INDIVIDUAL assignment

Assignment: Critically examine the relevance of established marketing theory in an entrepreneurial micro/small/medium enterprise, (MSME) context and discuss, in light of current literature, whether there is a basis for developing new thinking at the marketing/entrepreneurship interface that better explains marketing practice in such a context and even beyond. An essential part of completing this assignment will require you to meet, albeit virtually, and interview an entrepreneurial business practitioner who you know or who, through your network of contacts, you can get an introduction to. It may be someone from your village, town or city, someone local. It should be someone who has successfully established a social enterprise, a charity perhaps, or a new business venture or who has successfully grown a small business to medium size.

The MAXIMUM number of words for completing the assignment, including references and appended interview guide, is 5000. Please do NOT exceed this word limit.

Programme participants should use CALIBRI font size 12, single spacing and HARVARD referencing style

Submission date; The assignment should be submitted by Sunday 29th May 2022 @ 23.59pm Via the BBL website.

Coursework 1 BRIEF, the assignment is an INDIVIDUAL piece of work

Detailed assessment guidance will be given during the programme of lectures and will aim to provide advice on the use of media/technologies for this assessment exercise.
Completed assignments must be submitted in Word format via the Turnitin Dropbox in your Blackboard Course Area by the specified date and time outlined in the Key Assessment Information Table above.
All submitted assignmentsshould have the file name:
1. "Surname FirstName BNumber" ,e.g. Brown John B00001234_Assignment

Coursework FEEDBACK

Written feedback on the assessment will be provided via Blackboard in three to four working weeks from the submission date.

Coursework 1 Assessment Rubric / Marking Proforma

To aid student understanding, it is advisable to explain the rubric/marking proforma to your students in an assessment preparation session.

REFLECTIVE LEARNING	8-100 Outstanding	70-84 Excellent	60-69 Very Good	55-59 Good	50-54 Acceptable	0-49 Fail
Content (20)	Exceptional and insightful evaluation and synthesis of issues and material which includes a highly original and reflective approach	Excellence in a critical evaluation and synthesis of issues and material which includes significant levels of original and reflective thinking	A strong demonstration of critical evaluation and synthesis of issues and material	A good and accurate description of main issues and material, with good critical evaluation	An acceptable but limited evaluation and description of main issues and material	Omission of some relevant material Insufficient and largely irrelevant material.
Application of theory (20)	Exceptional and extensive demonstration of evidence and of a relevant and perceptive application of theory, and/or empirical results, where applicable	Excellence and clarity in the presentation of evidence of a relevant application of theory, and/or empirical results, where applicable	Strong evidence of a relevant application of theory and/or empirical results, where applicable	A good and relevant application of theory, and/or empirical results where applicable	An acceptable level of evidence of a relevant application of theory and/or empirical results	Little or no evidence of a relevant application of theory and/or empirical results
Knowledge and understanding (25)	Exceptional demonstration of pertinent knowledge and of an in-depth understanding of key principles and concepts	Excellent demonstration of pertinent knowledge and and of an in-depth understanding of key principles and concepts	Very good demonstration of pertinent knowledge and and of an in-depth understanding of appropriate principles and concepts	Good demonstration of pertinent knowledge and and a sufficiently in-depth understanding of appropriate principles and concepts	Acceptable demonstration of pertinent knowledge and and of an understanding of appropriate principles and concepts	Little or no demonstration of pertinent knowledge or of any reasonable understanding of principles and concepts
Evidence of reading (20)	Exceptional and extensive evidence ofextant research and of integrating appropriate supplementary sources	Excellent and comprehensive evidence of extant research and of integrating appropriate supplementary sources	Very good evidence of extant research and of integrating appropriate supplementary sources	Good thoughrelatively limited evidence of extant research and of integrating appropriate supplementary sources	Adequate evidence of extant research and of integrating appropriate supplementary sources	Little or no evidence of integrating appropriate supplementary sources
Referencing of reading (5)	Exceptional and outstanding referencing practices in evidence	Excellent referencing practices in evidence	Very good demonstration of referencing practices in evidence	Good demonstration of referencing practices in evidence	Adequate demonstration of referencing practices in evidence	Poor and inadequate demonstration of referencing practices in evidence
Presentation, grammar and spelling (10)	Exceptional and outstanding attention to presentation, structure, grammar, spelling and Harvard referencing. An exemplary demonstration of capacity to follow instructions in presenting work	Excellent and disciplined attention to presentation, structure, grammar, spelling and Harvard referencing. An excecllent demonstration of capacity to follow instructions in presenting work	Very good and strong attention to presentation, structure, grammar, spelling and Harvard referencing. A very good demonstration of capacity to follow instructions in presenting work	Good and effective attention to presentation, structure, grammar, spelling and Harvard referencing. A good demonstration of capacity to follow instructions in presenting work	Adequate and acceptable level of attention to presentation, structure, grammar, spelling and Harvard referencing. An acceptable demonstration of capacity to follow instructions in presenting work	Poor and inadequate levels of discipline in terms of presentation, structure, grammar, spelling and Harvard referencing. An unacceptable demonstration of capacity to follow instructions in presenting work