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Unit information: Enterprise in 2015/16

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Unit name Enterprise
Unit code EENGM8892
Credit points 10
Level of study M/7
Teaching block(s) Teaching Block 1 (weeks 1 - 12)
Unit director Professor. David Bull
Open unit status Not open




School/department Department of Electrical & Electronic Engineering
Faculty Faculty of Engineering

Description including Unit Aims

The programme covers key aspects of enterprise. The subject areas will be closely coupled to the CDT research themes. Practical examples will be drawn from directly relevant industries and case studies. This will place the student experience firmly in the context of communications technology area, highlighting typical problems found in the industry. The course will allocate at least 30% of teaching time to practical exercises drawn from industry, including from industry sponsors where appropriate. The course will include coverage of: Entrepreneurial skills; Creativity, innovation and brainstorming; Turning research into business; Market selection & research; Product strategy & roadmaps; Marketing promotion & market entry; Advanced finance and funding strategies; IP strategy; Modern Business models; Marketing messaging; Human resources & teams. Students will emerge with skills in: Personal communications; Business operation; Marketing, sector awareness and market communications; Personal networking and social networks; Strategy development and strategic thinking; Leadership and team building.


A goal of the CDT is to produce PhO graduates who are equipped to become future leaders of industry either as entrepreneurs or as senior innovation leaders in industry. In this context, the aims of this unit are to develop:

  • Team leadership and entrepreneurial skills
  • Proficiency in public communications
  • General business skills and an understanding of different business models
  • An understanding of markets and market research and barriers to entry
  • Competent financial skils, with an understanding of investment criteria
  • An understanding of Intellectual Property
  • Awareness of product strategies and roadmaps
  • Competence with team building and Human resource issues
  • Excellent networkin skills

Intended Learning Outcomes

Having completed this unit, students will be able to:

  1. State and explain essential facts, concepts and principles relating to enterprise in the context of the electronics and communications sectors, in order to position their work in the wider multidisciplinary engineering and application context.
  2. Outline the challenges of team leadership and the requirements of an entrepreneur, showing competence in team building and human resource issues
  3. Demonstrate general business skils including selling, negotiating, and an understanding of different business models
  4. Carry out market, selection, research and entry analysis
  5. Apply basic financial skills including funding and investment criteria
  6. Explain IP protection and licensing
  7. Explain product strategy, road maps and process development
  8. Demonstrate business plan structuring, writing and presentation skills

Teaching Information

  • 20 hours taught
  • 10 hours closely supervised case studies
  • Self-learning and individual research

Assessment Information

Business plan, 75% (All ILOs)

Presentation and business pitch to panel, 25% (All ILOs)

Reading and References

Detailed notes provided by lecturer.