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Unit information: Enterprise Case in 2021/22

Unit name Enterprise Case
Unit code INOVM0014
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 1 (weeks 1 - 12)
Unit director Ms. Cole
Open unit status Not open




School/department Centre for Innovation
Faculty Faculty of Arts


The unit aims to give students a starting point in the management, growth, and development of an enterprise. In this context, the unit will analyse how early stage enterprises can grow and develop through the creation of sustainable competitive advantage and sound operating practices.

In order to achieve this, the unit will take students through a number of functional areas of enterprise management. An understanding of particular features of management will be presented to provide students with technical skills and conceptual frameworks to implement sustainable growth and development strategies. Fundamental concepts for planning and running an enterprise will be addressed, including market analysis and marketing, competitor analysis, pricing, profitability forecasting, risk management, and legal issues.

As an essential part of the unit, students will be asked to analyse and present solutions to real enterprise issues. During these tasks, they will face challenges such as making decisions in the absence of perfect information, allocating resources, leading multi-disciplinary teams, defending their findings, or asking for resources to implement their enterprise plans.

Intended learning outcomes

At the end of the unit, it is expected that students will be able to:

  1. Summarise the particular conditions that companies face when attempting to develop competitive advantages,
  2. Summarise and document the basic enterprise management functions,
  3. Summarise the factors affecting companies' performance,
  4. Apply the methods, tools and techniques of enterprise management,
  5. Reflect critically on case studies and their own experiences,
  6. Apply strategic thinking for sustainable enterprise growth and development.

Teaching details

Teaching will be delivered through a combination of synchronous and asynchronous sessions, including lectures, group meetings and workshops supported by collaborative and self-directed learning.

Assessment Details

Marketing Plan, 3000 words or equivalent, (50%). [ILOs 1-4]

An individual marketing plan covering the application and evaluation of different management tools and techniques.

Team Project, 3000 words or equivalent, (50%). [ILOs 1-6]

A team-produced piece demonstrating the ability to apply management concepts in practical environments.


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. INOVM0014).