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Unit information: Enterprise Case in 2020/21

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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

Description including Unit Aims

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 Information

Lectures, Group meetings and Workshops.

Assessment Information

The unit will be assessed by

(i) an individual 3000 word marketing plan worth 50%,

(ii) an interactive project worth 50%.

The marketing plan intends to assess the application and evaluation of different management tools and techniques (ILOs 1, 2, 3 & 4: understanding of the basic management functions, mainly analysing, planning, managing, and controlling; overview of the particular conditions that companies face when attempting to develop competitive advantages; critical reflection of case studies and their own experiences). The interactive project intends to demonstrate the ability to apply management concepts in practical environments (ILOs 1-6: developing and implementing competitive advantage, management functions, performance management and strategic thinking).

Reading and References

  • Understanding Enterprise, Entrepreneurship and Small Business, Simon Bridge and Ken O'Neill, Palgrave Macmillan, ISBN: 978-0230308091, 2012.
  • Effective Small Business Management, Richard Hodgetts and Donald Kuratko, Harcourt College Publishers, ISBN: 978-0470003435, 2000.