BA (HONS) BUSINESS ADMINISTRATION

BA (HONS) EVENT MANAGEMENT & MARKETING

SCHOOL OF BUSINESS
MODULE GUIDE

April 2015
IICP: BEVUH (5FBS1348)
IICP: BBDUH (6FBS1030)
MKT3205
Marketing for the Small Enterprise

Contents:
No.
1.

Item
Module Leader and teaching team .....

Page
2

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MGT4225: Business and Commercial Awareness

2.

Module Description ...

3.

Learning Outcomes ...

.

4.

Format of delivery & Usage of Blackboard ..

.......

5.

Mode of Assessment and Assessment Details ...

6.

Mapping of Learning Outcomes to the Assessment ..

7.

Grading Criteria ..

8.

Important Reminders on Academic Misconduct ..

.

.9.

Serious Adverse Circumstances ..

..

10.

Assessment Deadline and Extensions ...

11.

Weekly Lesson Schedule ..

12.

Reading List & Key Text

..

13.

UH StudyNet
..

14.

Important Note
...

1. Module Leader and Teaching Team

Campus

Name

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Room

Email Address

Consultation

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No.

IICP

Lum Li Sean

IICS

S.Srikaanth

Hours
Tuesday
10 12 noon
lisean.lum@newinti.edu.my

Fridays
10 12 noon

srikaanth.siva@newinti.edu.m
y

ICS

To avoid a wasted trip and disappointment please make an appointment first (preferably by
email) rather than just turning up.

2. Module Description
This module explores the issues of marketing and marketing research in the context of dynamic
and complex small business environments. It will therefore introduce and examine a wide range
of issues including: opportunity recognition and marketing research, new product development
(NPD), pricing, promotion, networking and word-of-mouth, relationship and services marketing,
sales and selling, and distribution.
3. Learning Outcomes
Module Aims:The aims of this module are to enable students to understand the issues related to the marketing
for various forms of organization, including, sole trader, small business or social enterprise.

Successful students will typically have

(a) knowledge and understanding of:

1. approaches to marketing favoured by managers in smaller scaled enterprises,

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2. the opportunities for creativity in small organisations, from the sole self-employed to
medium sized organisation.
3. Some of the current issues and problems in marketing confronting entrepreneurs and
owner managers.
4. And an international/multinational perspective for smaller enterprises.

(b) skills & attributes in, and be able to:

1. identify, analyse and present a complex range of marketing issues for the small
enterprise both individually and as part of a team
2. compare and contrast approaches in a range of small business environments, and
3. explore the role and constraints of marketing in the development of small scale
business.

4. Format of Delivery and Usage of BlackBoard

The module will be delivered in the following manner:
Lecture: 3 hours per week 14 weeks
Tutorial: 1 hour per week 14 weeks
You will be able to access course materials via Blackboard. This includes the following:
Lecture Notes Available in advance of the lecture for students to study
Tutorial Questions
Details of your coursework and assessments
Students are expected to download and read materials provided on Blackboard before the lecture.
Students need to attend every lecture as topics will be discussed with practical examples and
underpinning theories. Tutorials are provided to enhance students problem solving skills.
Students need to familiarize yourself with the Blackboard module as other resources will be
added throughout the semester to support you with your studies.

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There are important group formations in week 2. Failure to attend will mean you will be joining
a group of students who already know each other.
5. Mode of Assessment and Assessment Details
Coursework: 40%

Group Presentation 30%

Individual Synopsis 10%

Final Examination: 60%

The examination consists of 2 hours, closed book:

Section A answer 1 Question (40 marks)
Section B: Answer any 2 (30 marks each) out of 3 questions.

A suggested format from the UHBS ASU is provided with the Week 1 Teaching Materials.
Students are advised to use the ASU Guides to help with assessments, for example: Essay
Writing, Report Writing, Academic Writing Style, Critical Evaluation, Harvard Referencing,
Reflective Writing, Oral Presentations, Group Work.
Appendix 1 of the Module Guide shows the assessment verbs and grading criteria. This is for
information only. Specific grading criteria for all coursework on this module will be released
with the coursework briefings. Questions on the grading and wording used in the coursework
briefings should be addressed to the Module Leader.
Students obtaining less than 20% for the module overall, will not normally be eligible for a
referral, they will have to re-enrol on the module in the next academic year (FREN).

6. Mapping of Learning Outcomes to the Assessment

Learning Outcomes
1. Knowledge and understanding of
approaches to marketing favoured by
managers in smaller scaled
enterprises.
2. Knowledge and understanding of the
opportunities for creativity in small
organisations, from the sole selfUPDATED 14th April 2015

Group
Report

Reflective
Essay

Exam

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employed to medium sized

organization.
3. Knowledge and understanding of
some of the current issues and
problems in marketing confronting
entrepreneurs and owner managers.
4. Knowledge and understanding of an
international/ multinational
perspective for smaller enterprises.
5. Be able to identify, analyse and
present a complex range of marketing
issues for the small enterprise both
individually and as part of a team.
6. Be able to compare and contrast
approaches in a range of small
business environments.
7. Be able to explore the role and
constraints of marketing in the
development of small scale business.

7. Grading Criteria
Grading criteria for student coursework on this module are provided in the Appendix. Grading
criteria for each assignment will be provided in the assessment brief.
8. Important Reminders on Academic Misconduct
Cheating, plagiarism, collusion and other forms of misconduct
Plagiarism, cheating, collusion and other forms of misconducts are regarded as very serious
offences. Allegations of assessment offences will be investigated by the School Academic
Dishonesty Committee. Any attempt to gain unfair advantage in any assessment will be
penalized. All students need to sign a declaration stating that they will not plagiarise on the cover
sheet for coursework assessment and for open book examinations.
The above terms may be defined as follows:

cheating is trying to or managing to gain an unfair advantage in an assessment;

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plagiarism is the use of someone elses words, work, conclusions or ideas without
acknowledgement of the source for a quotation it includes failure to use inverted commas
or other formatting to delimit the quotation .

collusion is working together when you are supposed to be working individually. This could
happen on group work if two or more people work together;

other is basically anything else that is deemed as misconduct, these include things like
falsification of data, submitting the same piece of work for two different assessments without
acknowledgement, doing research that does not have ethics approval, breach of a
professional/commercial confidence, helping another student to commit an offence

Students are advised to ensure that they know how to reference using Harvard Referencing
System, and that all material used in their coursework is correctly referenced to indicate the
source.
TURNITIN Students MUST submit all essay type assignments through turnitin. Your class ID
and password will be provided to you by your lecturer. The turnitin reports should be printed and
submitted together with your assignment.
INTI reserves the right to viva students as a method to test that work produced is the students
own work.
Below are some of the recommended penalties for academic misconduct as set out in the
UPRSA13 (UH University Policies and Regulations)

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NB: i) The above table was extracted from the HBS-INTI Joint Operations Manual, (21st Nov 2014), pg 26.
ii) At INTI, the Academic Dishonesty Committee will represent the Vice Chancellor and all decisions will be presented at the UH Board
of Examiners.

9. Serious Adverse Circumstances

'Serious adverse circumstances' are significant circumstances beyond a students control that
would have affected the students ability to perform to their full potential if they were to submit
or attend assessments at the appointed time. If, despite such circumstances, you decide to
sit/submit an assessment, the University will not normally accept a claim of serious adverse
circumstances in respect of that assessment.
If there are Serious Adverse Circumstances that have affected your assessment(s), you must
communicate to the Lecturer and the Head of Programme. Such an appeal must be made in
writing and an appeal form completed with validated supporting documents, e.g. medical
certificate, death certificate. This appeal should be submitted ONE week before the coursework
deadline or the scheduled examination time. In the event of an emergency, this appeal must be
submitted within 72 hours of the affected coursework deadline or examination date.
10. Assessment Deadline and Extensions
Coursework submitted up to one (1) week after the published deadline will receive a maximum
numeric grade of 40. Work submitted later than one (1) week after the deadline will be awarded a
fail grade.
Only the lecturer has the discretion to grant individual extensions to coursework deadlines for
their module. Appropriate evidence will need to be provided to them ahead of the original
deadline (as stipulated in Section 9), and students should ensure that they make an appointment
to discuss their extension request with their lecturer.

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11. Weekly Schedule

In this section, you will find a week by week schedule for this module. Please note that there are
sometimes unforeseen circumstances, such as staff illness, that may necessitate some changes to
this schedule (e.g. out of topics). The lecturer will make every effort to communicate these
changes to you in good time.
No.

Week
Beginning

Topics
(This may subject to change)

20th April 2015

Lecture 1:
Introduction to the Module, Marketing and Small
Business

27th April 2015

Lecture 2
The Problems Small Business Face

4th May 2015

Lecture 3
Market and Marketing Research and Intelligence

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Tutorial

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11th April 2015

Lecture 4
Idea Generation and Innovation

18th April 2015

Lecture 5
Product and Branding Decision for Small Enterprise

25th April 2015

Lecture 6
Promoting The Business, Networking And Word Of
Mouth (WoM)

1st June 2015

Lecture 7
Social Media

8th June 2015

Lecture 8
Sales and Selling Strategies for Small Enterprise

15th June 2015

Lecture 9
Pricing for Small Enterprise

10

22nd June 2015

Lecture 10
Location and Distribution Strategies for Small
Enterprise

11

29th June 2015

Lecture 11
International Marketing Strategies for Small
Enterprise

12

6th July 2015

Lecture 12
Marketing Planning

13

13th July 2015

Presentation

14

20th July 2015

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Semester Break

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15

27th July 2015

16

3th Aug 11th

August 2015

Examination Revision

Examination Week

12. Reading List & Key Text

Main text:
Katz, JA & Green, RP (2011), Entrepreneurial Small Business, 3rd Ed, London, McGraw-Hill.
Deakins, D & Freel, M (2009), Entrepreneurial and The Small Firm, 5th Ed, London, McGrawHill.
Supporting text:
Scarborough, NM (2012), Effective Small Business Management, 10th Ed, Essex, Pearson.
Internet websites deemed relevant and appropriate should be reviewed and utilized where
appropriate.
13. UH StudyNet
The University of Hertfordshire will email you the login name and password for this account.
Kindly refer to your email account that you registered with INTI upon admission to the
programme. Students are encouraged to fully utilize the materials provided in this website. The
Centre for Academic Skills Enhancement (CASE) has plenty of resources to assist students in
academic writing and the Harvard Referencing System.
14. Important Note
The information given in this Module Guide is believed correct, but INTI reserves the right, at its
discretion, and for any reason, to make changes to the Guide, syllabus and/or module without
prior notice.

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