Description
During this such a detailed outline about lingnan university department of marketing and international business.
2nd
Term 2015-2016
1
LINGNAN UNIVERSITY
DEPARTMENT OF MARKETING AND INTERNATIONAL BUSINESS
Course Outline for 2015-16 Semester 2
Course Title : Be Your Own Boss - Entrepreneurship
Course Code : CLA9004
Number of Credits : 3
Mode of Tuition : Sectional
Category : Core Curriculum
(“Creativity and Innovation” Cluster)
Instructor : Dr. Esther L.Y. Li
Office : SEK101/09
Office Hours : 1:30-3:00pm every Wednesday
5:00-6:30pm every Wednesday
3:30-4:30pm every Friday
Email : [email protected]
Brief Course Description
People in every nation have enormous entrepreneurial qualities and aspirations, and that spirit is finding
its way into nearly all world markets. The adoption of the entrepreneurial mindset grows exponentially in
countries like India, China, Korea, Mexico, South Africa, and those in the former Soviet bloc. To prepare
the next generation of entrepreneurial leaders, this subject focuses on understanding the entrepreneurial
process, the establishment as well as the management of a new business venture. Both conceptual issues
(understanding decision to become an entrepreneur, and developing successful business ideas), and
practical issues (financing, managing, and growing a venture) will be covered.
Learning Outcomes
On completion of this course, students will be able to:
1. Develop an understanding of the characteristics and attitudes of successful entrepreneurs, and enhance
one’s ability to engage in entrepreneurial behavior by fostering an appreciation of one’s real talents,
strengths and weakness and ways of exploiting them;
2. Have an appreciation of the entrepreneurial process by which real business opportunities – not just
ideas – can be discovered and selected;
3. Recognize critical issues concerning preparation of a proper legal foundation for new ventures,
venture team creation, and fund-raising issues faced by entrepreneurs;
4. Understand the critical issues in entrepreneurial management and strategies for managing rapid
growth;
5. Identify a business idea and write a feasibility report that communicates the viability of that idea for a
new business; and
6. Develop the communication and critical thinking skills needed to present and respond to critical
questions related to business models under discussion.
2nd
Term 2015-2016
2
Required Text
Barringer, Bruce R. and Ireland R. Duane, Entrepreneurship: Successfully Launching New Ventures,
Pearson Education Inc., 5
th
edition (2016)
Indicative Content
Note: ‘Chapters’ refer to the set text Entrepreneurship: Successfully Launching New Ventures, Pearson
Education Inc., 5
th
edition (2016)
Week Topics Covered Ch.
1 Introduction to Entrepreneurship 1
2 Recognizing Opportunities and Generating Ideas 2
3 Feasibility Analysis 3
4 Developing an Effective Business Model 4
5 Industry and Competitor Analysis 5
6 Writing a Business Plan 6
7 Preparing a Proper Ethical and Legal Foundation 7
8 Assessing a New Venture’s Financial Strength and Viability 8
9 Building a New-Venture Team 9
10 Getting Funding or Financing 10
11 Unique Marketing Issues Confronting New Ventures 11
12 The Importance of Intellectual Property 12
13 Preparing for and Evaluating the Challenges of Growth 13
14
Course review
14
Importance of Academic Honesty
Students shall be aware of the University regulations about dishonest practice in course work and the
possible consequences as stipulated in the Regulations Governing University Examinations.
2nd
Term 2015-2016
3
Measurement of Learning Outcomes
1. Real entrepreneurial cases on funding application require students to take up the role of venture
capitalist and apply conceptual knowledge in making judgments over
strength of the new venture team,
strength of the opportunity,
strength of the industry, and
strength of the business model under investigation.
Additional research tasks require students to collect information from web sites on the latest
news on the involved new ventures applying for funding. The conceptual analysis together with
research findings all related specifically to entrepreneurship should help students decide whether
a particular venture should or should not be funded.
2. Product/service feasibility reports require students to develop original new concept statements,
collect target customers’ feedback to revise and strengthen the concept, and test the finalized
concept’s overall feasibility through a survey of target customers’ perceptions over product
desirability and purchase intention. Student will learn about the processes by which real business
opportunities – not just ideas – can be discovered and selected.
3. Final examination requires students to apply past learning in addressing examination questions
under the entrepreneurship perspective.
Assessment Design
Continuous Assessment 50%
Group assignment
- “You be the VC” Funding Decision (20%)
Individual assignment
- Product/Service Feasibility Report (25%)
Learning Activities Preparation and Class participation* (5%)
Final Examination 50%
Total 100%
* Note on Participation:
Taking an active part in class and group discussions or demonstrating clear leadership in your
group projects/presentations adds to participation marks. You lose participation marks for low
attendance, consistent lateness, disturbing behaviour etc.
2nd
Term 2015-2016
4
Guidelines for Group Assignment on Funding Decision for an Emerging Enterprise:
An individual group will take up the role of venture capitalist and apply conceptual
knowledge in making judgments over strength of the new venture team, strength of the
opportunity, strength of the industry, and strength of the business model of a real enterprise
under investigation, and decide whether a particular venture should or should not be funded.
Each group will present their analysis and funding decision to the other groups, and respond
to critical questions related to their judgment and decision. Each presentation will take no
longer than 25 minutes.
Group analysis should be tabulated and handed in to the instructor BEFORE presentation.
Comment/Score
strength of the new venture team 1 2 3 4 5
strength of the opportunity 1 2 3 4 5
strength of the industry 1 2 3 4 5
strength of the business model 1 2 3 4 5
Average Score
_________ out of 5
2nd
Term 2015-2016
5
Guidelines for Individual Assignment on Product/Service Feasibility Report:
An individual student is required to conduct a feasibility analysis for a product/service of
his/her own choice.
The output is a feasibility report (8 pages double-spaced) consisting of two parts.
In the first part, you should describe how you collect relevant target customers’ feedback
to arrive at the final concept statement. Specifically, you need to write up an original
concept statement consisting of:
a description of the product or service being offered,
the intended target market,
the benefits of the product or service,
a description of how the product will be positioned relative to similar ones, and
a description of how the product or service will be sold and distributed.
After the concept statement is developed, you should show it to at least 5 people who
can provide seasoned feedback. You can then use the resultant feedback findings to test
the potential viability of this product/service concept. You should revise the concept
statement to come up with an even more attractive finalized product/service concept.
In the second part, you should collect opinions from a set of 30 target customers
concerning their perceived desirability of the finalized product/service concept. Then,
you write up your report by summarizing the perceptions over various aspects of product
desirability, and likelihood of purchase at various price levels, to arrive at the ultimate
decision of feasibility.
Each student should hand in a product/service feasibility report during class on 15
April 2016 (FRIDAY)).
2nd
Term 2015-2016
6
Class Schedule
Week
Ch
WED 9:30 – 11:00; MBG11
FRI 13:30 – 15:00; MBG12
In-Class
Learning
Acts
(FRI)
Venture Capital Funding Presentation
(WED)
PART I: Decision to Become an Entrepreneur
20/1 1 Introduction to Entrepreneurship
LA1
Part II: Developing Successful Business Ideas
27/1 2 Recognizing Opportunities and
Generating Ideas
LA2
2/2 3
Feasibility Analysis
LA3
3/2 4 Developing an Effective
Business Model
LA4
Chinese New Year Holidays * (8-12 February 2016)
17/2 5 Industry and Competitor
Analysis
1
st
“YOU BE THE VC” 4.2: Mango Health
(App reminder for medicine)
24/2
**
6
Sports Day (24 February 2016)
Writing a Business Plan
2
nd
“YOU BE THE VC” 1.1: Wello
(Online trainer)
Part III: Moving from an Idea to an Entrepreneurial Firm
2/3 7 Preparing a Proper Ethical and
Legal Foundation
9/3 8 Assessing a New Venture’s
Financial Strength and Viability
3
rd
“YOU BE THE VC” 5.1: Beyond Meal
(Plant-based food)
16/3 9 Building a New-Venture Team
LA5
23/3
***
10
Getting Funding or Financing
Easter Monday (25 March 2016)
4
th
“YOU BE THE VC” 2.1: Nature Box
(Snack subscription)
Part IV: Managing and Growing an Entrepreneurial Firm
30/3 11 Unique Marketing Issues
Confronting New Ventures
LA6
6/4 12
The Importance of Intellectual
Property (I)
5
th
“YOU BE THE VC” 8.2: How do you
roll? (Build your own sushi)
13/4 12 The Importance of Intellectual
Property (II)
LA7 Feasibility Report Due on 15 April (Friday)
20/4 13
Planning for and Evaluating the
Challenges of Growth
6
th
“YOU BE THE VC” 12.1: KaZam
Balance Bike (Teaching kids to ride)
27/4 Course Review and Exam Briefing
2nd
Term 2015-2016
7
LA Learning Activities
LA1 Introduction to
Entrepreneurship
(CH 1)
Make a list of 3 things that you are passionate about (e.g. art, music, fitness,
spending time the family). Don’t worry if they don’t seem like logical choices for
dream businesses. Now brainstorm business ideas that might align with each of
your passions.
LA2 Recognizing
Opportunities and
Generating Ideas
(Ch 2)
PREPARE: Read “Savvy Entrepreneurial Firm”
-Evaluate Xhale’s idea and Vestagen’s idea on all 4 dimensions of an opportunity.
Rank each idea on a scale of 1 to 5 (5 is high), and explain how strongly it satisfies
the four dimensions.
LA3 Feasibility
Analysis
(Ch 3)
PREPARE: Read Case “Tommy John”
- Make a list of people whom Tom talked to when developing his prototype. What
insights does this list provide?
- Write a concept statement for Tommy John
- Complete a First Scree analysis for Tommy John
LA4 Developing an
Effective
Business Model
(Ch 4)
PREPARE: Read “Savvy Entrepreneurial Firm”
-Evaluate on a scale of 1 to 10 (10 is high) the 4 separate components (core
strategy, strategic resources, partnership network, and customer interface) of the
business model each of the following businesses:
Warby Parker
Shopkick
SunRun
-How strong of a business model does the company have? Explain your answer.
LA5 Assessing a New
Venture’s
Financial
Strength and
Viability
(CH 8)
PREPARED: Read “Savvy Entrepreneurial Firm”
-Which of the three CEO will you hire?
-Ask your friends to explain their choices to you.
LA6 Getting Funding
or Financing
(Ch 10)
According to information in the chapter, the three areas that receive the most
funding from business angels are software, health care services / medical
devices and equipment, and biotech. Why do you think business angels are
attracted to start-ups in these areas? Why wouldn’t someone starting a new soup
and salad restaurant, for example, be equally interesting to a business angel?
LA7 Creating
Meaningful Value
and
Differentiation
from Competitors
(Ch 5)
PREPARE: Read “Savvy Entrepreneurial Firm”
-In what ways do each of the following three companies’ features redefine the
customer experience in their industries:
HomeMade Pizza Company
Hot Mama
J. Hilburn?
2nd
Term 2015-2016
8
Entrepreneurship – Product/Service Feasibility Report
Individual Assessment and Marking Rubric
Assessment
Criteria
% Outstanding
(8-10)
Acceptable
(5-7)
Under-performing
(0-4)
Students are able to
generate original
product/service
ideas or concepts
40 Demonstrate originality
via solid consideration of
the four hallmark
properties of successful
business ideas, consisting
of: attractiveness,
durability, timeliness, and
value-added.
Demonstrate
originality via some
consideration of
properties of
successful business
ideas.
Fail to demonstrate
originality via proper
consideration of
properties of
successful business
ideas.
Students are able to
collect target
customers’
qualitative feedback
to revise and
strengthen the
concept.
20 Manage to collect a lot of
meaningful feedback from
target customers to
improve the initial concept
in many significant
important ways.
Manage to collect
some meaningful
feedback from target
customers to improve
the initial concept in
some important ways.
Fail to collect
meaningful feedback
from target
customers to improve
the initial concept.
Students are able to
test the finalized
concept’s overall
feasibility through a
survey of target
customers’
perceptions over
product desirability
and purchase
intention.
20 Use all findings from
buying intention survey to
decide desirability of
product concepts, and
demand sufficiency.
Use some findings
from buying intention
survey to decide
desirability of product
concepts, and demand
sufficiency.
Fail to use findings
from buying
intention survey to
decide desirability of
product concepts,
and demand
sufficiency.
Students are able to
write up a feasibility
report that
summarized what
the student learnt
about the processes
by which real
business
opportunities can be
discovered and
selected.
20 A fully professional
feasibility report with
good formatting, use of
tables and charts,
referencing and
appendices, covering
important aspects of new
product/service concept:
Description of
features of the new
offering;
Identification of new
niche segments;
Spelling out of the
benefit appeals;
Description of
positioning; and
Introduction of the
management.
A satisfactory feasible
report although
missing some key
elements or lacking in
structure or grammar
A poor report,
confusing in
structure or grammar.
Fails to provide
adequate tables,
charts, referencing or
appendices
Total Score 100
doc_429896286.pdf
During this such a detailed outline about lingnan university department of marketing and international business.
2nd
Term 2015-2016
1
LINGNAN UNIVERSITY
DEPARTMENT OF MARKETING AND INTERNATIONAL BUSINESS
Course Outline for 2015-16 Semester 2
Course Title : Be Your Own Boss - Entrepreneurship
Course Code : CLA9004
Number of Credits : 3
Mode of Tuition : Sectional
Category : Core Curriculum
(“Creativity and Innovation” Cluster)
Instructor : Dr. Esther L.Y. Li
Office : SEK101/09
Office Hours : 1:30-3:00pm every Wednesday
5:00-6:30pm every Wednesday
3:30-4:30pm every Friday
Email : [email protected]
Brief Course Description
People in every nation have enormous entrepreneurial qualities and aspirations, and that spirit is finding
its way into nearly all world markets. The adoption of the entrepreneurial mindset grows exponentially in
countries like India, China, Korea, Mexico, South Africa, and those in the former Soviet bloc. To prepare
the next generation of entrepreneurial leaders, this subject focuses on understanding the entrepreneurial
process, the establishment as well as the management of a new business venture. Both conceptual issues
(understanding decision to become an entrepreneur, and developing successful business ideas), and
practical issues (financing, managing, and growing a venture) will be covered.
Learning Outcomes
On completion of this course, students will be able to:
1. Develop an understanding of the characteristics and attitudes of successful entrepreneurs, and enhance
one’s ability to engage in entrepreneurial behavior by fostering an appreciation of one’s real talents,
strengths and weakness and ways of exploiting them;
2. Have an appreciation of the entrepreneurial process by which real business opportunities – not just
ideas – can be discovered and selected;
3. Recognize critical issues concerning preparation of a proper legal foundation for new ventures,
venture team creation, and fund-raising issues faced by entrepreneurs;
4. Understand the critical issues in entrepreneurial management and strategies for managing rapid
growth;
5. Identify a business idea and write a feasibility report that communicates the viability of that idea for a
new business; and
6. Develop the communication and critical thinking skills needed to present and respond to critical
questions related to business models under discussion.
2nd
Term 2015-2016
2
Required Text
Barringer, Bruce R. and Ireland R. Duane, Entrepreneurship: Successfully Launching New Ventures,
Pearson Education Inc., 5
th
edition (2016)
Indicative Content
Note: ‘Chapters’ refer to the set text Entrepreneurship: Successfully Launching New Ventures, Pearson
Education Inc., 5
th
edition (2016)
Week Topics Covered Ch.
1 Introduction to Entrepreneurship 1
2 Recognizing Opportunities and Generating Ideas 2
3 Feasibility Analysis 3
4 Developing an Effective Business Model 4
5 Industry and Competitor Analysis 5
6 Writing a Business Plan 6
7 Preparing a Proper Ethical and Legal Foundation 7
8 Assessing a New Venture’s Financial Strength and Viability 8
9 Building a New-Venture Team 9
10 Getting Funding or Financing 10
11 Unique Marketing Issues Confronting New Ventures 11
12 The Importance of Intellectual Property 12
13 Preparing for and Evaluating the Challenges of Growth 13
14
Course review
14
Importance of Academic Honesty
Students shall be aware of the University regulations about dishonest practice in course work and the
possible consequences as stipulated in the Regulations Governing University Examinations.
2nd
Term 2015-2016
3
Measurement of Learning Outcomes
1. Real entrepreneurial cases on funding application require students to take up the role of venture
capitalist and apply conceptual knowledge in making judgments over
strength of the new venture team,
strength of the opportunity,
strength of the industry, and
strength of the business model under investigation.
Additional research tasks require students to collect information from web sites on the latest
news on the involved new ventures applying for funding. The conceptual analysis together with
research findings all related specifically to entrepreneurship should help students decide whether
a particular venture should or should not be funded.
2. Product/service feasibility reports require students to develop original new concept statements,
collect target customers’ feedback to revise and strengthen the concept, and test the finalized
concept’s overall feasibility through a survey of target customers’ perceptions over product
desirability and purchase intention. Student will learn about the processes by which real business
opportunities – not just ideas – can be discovered and selected.
3. Final examination requires students to apply past learning in addressing examination questions
under the entrepreneurship perspective.
Assessment Design
Continuous Assessment 50%
Group assignment
- “You be the VC” Funding Decision (20%)
Individual assignment
- Product/Service Feasibility Report (25%)
Learning Activities Preparation and Class participation* (5%)
Final Examination 50%
Total 100%
* Note on Participation:
Taking an active part in class and group discussions or demonstrating clear leadership in your
group projects/presentations adds to participation marks. You lose participation marks for low
attendance, consistent lateness, disturbing behaviour etc.
2nd
Term 2015-2016
4
Guidelines for Group Assignment on Funding Decision for an Emerging Enterprise:
An individual group will take up the role of venture capitalist and apply conceptual
knowledge in making judgments over strength of the new venture team, strength of the
opportunity, strength of the industry, and strength of the business model of a real enterprise
under investigation, and decide whether a particular venture should or should not be funded.
Each group will present their analysis and funding decision to the other groups, and respond
to critical questions related to their judgment and decision. Each presentation will take no
longer than 25 minutes.
Group analysis should be tabulated and handed in to the instructor BEFORE presentation.
Comment/Score
strength of the new venture team 1 2 3 4 5
strength of the opportunity 1 2 3 4 5
strength of the industry 1 2 3 4 5
strength of the business model 1 2 3 4 5
Average Score
_________ out of 5
2nd
Term 2015-2016
5
Guidelines for Individual Assignment on Product/Service Feasibility Report:
An individual student is required to conduct a feasibility analysis for a product/service of
his/her own choice.
The output is a feasibility report (8 pages double-spaced) consisting of two parts.
In the first part, you should describe how you collect relevant target customers’ feedback
to arrive at the final concept statement. Specifically, you need to write up an original
concept statement consisting of:
a description of the product or service being offered,
the intended target market,
the benefits of the product or service,
a description of how the product will be positioned relative to similar ones, and
a description of how the product or service will be sold and distributed.
After the concept statement is developed, you should show it to at least 5 people who
can provide seasoned feedback. You can then use the resultant feedback findings to test
the potential viability of this product/service concept. You should revise the concept
statement to come up with an even more attractive finalized product/service concept.
In the second part, you should collect opinions from a set of 30 target customers
concerning their perceived desirability of the finalized product/service concept. Then,
you write up your report by summarizing the perceptions over various aspects of product
desirability, and likelihood of purchase at various price levels, to arrive at the ultimate
decision of feasibility.
Each student should hand in a product/service feasibility report during class on 15
April 2016 (FRIDAY)).
2nd
Term 2015-2016
6
Class Schedule
Week
Ch
WED 9:30 – 11:00; MBG11
FRI 13:30 – 15:00; MBG12
In-Class
Learning
Acts
(FRI)
Venture Capital Funding Presentation
(WED)
PART I: Decision to Become an Entrepreneur
20/1 1 Introduction to Entrepreneurship
LA1
Part II: Developing Successful Business Ideas
27/1 2 Recognizing Opportunities and
Generating Ideas
LA2
2/2 3
Feasibility Analysis
LA3
3/2 4 Developing an Effective
Business Model
LA4
Chinese New Year Holidays * (8-12 February 2016)
17/2 5 Industry and Competitor
Analysis
1
st
“YOU BE THE VC” 4.2: Mango Health
(App reminder for medicine)
24/2
**
6
Sports Day (24 February 2016)
Writing a Business Plan
2
nd
“YOU BE THE VC” 1.1: Wello
(Online trainer)
Part III: Moving from an Idea to an Entrepreneurial Firm
2/3 7 Preparing a Proper Ethical and
Legal Foundation
9/3 8 Assessing a New Venture’s
Financial Strength and Viability
3
rd
“YOU BE THE VC” 5.1: Beyond Meal
(Plant-based food)
16/3 9 Building a New-Venture Team
LA5
23/3
***
10
Getting Funding or Financing
Easter Monday (25 March 2016)
4
th
“YOU BE THE VC” 2.1: Nature Box
(Snack subscription)
Part IV: Managing and Growing an Entrepreneurial Firm
30/3 11 Unique Marketing Issues
Confronting New Ventures
LA6
6/4 12
The Importance of Intellectual
Property (I)
5
th
“YOU BE THE VC” 8.2: How do you
roll? (Build your own sushi)
13/4 12 The Importance of Intellectual
Property (II)
LA7 Feasibility Report Due on 15 April (Friday)
20/4 13
Planning for and Evaluating the
Challenges of Growth
6
th
“YOU BE THE VC” 12.1: KaZam
Balance Bike (Teaching kids to ride)
27/4 Course Review and Exam Briefing
2nd
Term 2015-2016
7
LA Learning Activities
LA1 Introduction to
Entrepreneurship
(CH 1)
Make a list of 3 things that you are passionate about (e.g. art, music, fitness,
spending time the family). Don’t worry if they don’t seem like logical choices for
dream businesses. Now brainstorm business ideas that might align with each of
your passions.
LA2 Recognizing
Opportunities and
Generating Ideas
(Ch 2)
PREPARE: Read “Savvy Entrepreneurial Firm”
-Evaluate Xhale’s idea and Vestagen’s idea on all 4 dimensions of an opportunity.
Rank each idea on a scale of 1 to 5 (5 is high), and explain how strongly it satisfies
the four dimensions.
LA3 Feasibility
Analysis
(Ch 3)
PREPARE: Read Case “Tommy John”
- Make a list of people whom Tom talked to when developing his prototype. What
insights does this list provide?
- Write a concept statement for Tommy John
- Complete a First Scree analysis for Tommy John
LA4 Developing an
Effective
Business Model
(Ch 4)
PREPARE: Read “Savvy Entrepreneurial Firm”
-Evaluate on a scale of 1 to 10 (10 is high) the 4 separate components (core
strategy, strategic resources, partnership network, and customer interface) of the
business model each of the following businesses:
Warby Parker
Shopkick
SunRun
-How strong of a business model does the company have? Explain your answer.
LA5 Assessing a New
Venture’s
Financial
Strength and
Viability
(CH 8)
PREPARED: Read “Savvy Entrepreneurial Firm”
-Which of the three CEO will you hire?
-Ask your friends to explain their choices to you.
LA6 Getting Funding
or Financing
(Ch 10)
According to information in the chapter, the three areas that receive the most
funding from business angels are software, health care services / medical
devices and equipment, and biotech. Why do you think business angels are
attracted to start-ups in these areas? Why wouldn’t someone starting a new soup
and salad restaurant, for example, be equally interesting to a business angel?
LA7 Creating
Meaningful Value
and
Differentiation
from Competitors
(Ch 5)
PREPARE: Read “Savvy Entrepreneurial Firm”
-In what ways do each of the following three companies’ features redefine the
customer experience in their industries:
HomeMade Pizza Company
Hot Mama
J. Hilburn?
2nd
Term 2015-2016
8
Entrepreneurship – Product/Service Feasibility Report
Individual Assessment and Marking Rubric
Assessment
Criteria
% Outstanding
(8-10)
Acceptable
(5-7)
Under-performing
(0-4)
Students are able to
generate original
product/service
ideas or concepts
40 Demonstrate originality
via solid consideration of
the four hallmark
properties of successful
business ideas, consisting
of: attractiveness,
durability, timeliness, and
value-added.
Demonstrate
originality via some
consideration of
properties of
successful business
ideas.
Fail to demonstrate
originality via proper
consideration of
properties of
successful business
ideas.
Students are able to
collect target
customers’
qualitative feedback
to revise and
strengthen the
concept.
20 Manage to collect a lot of
meaningful feedback from
target customers to
improve the initial concept
in many significant
important ways.
Manage to collect
some meaningful
feedback from target
customers to improve
the initial concept in
some important ways.
Fail to collect
meaningful feedback
from target
customers to improve
the initial concept.
Students are able to
test the finalized
concept’s overall
feasibility through a
survey of target
customers’
perceptions over
product desirability
and purchase
intention.
20 Use all findings from
buying intention survey to
decide desirability of
product concepts, and
demand sufficiency.
Use some findings
from buying intention
survey to decide
desirability of product
concepts, and demand
sufficiency.
Fail to use findings
from buying
intention survey to
decide desirability of
product concepts,
and demand
sufficiency.
Students are able to
write up a feasibility
report that
summarized what
the student learnt
about the processes
by which real
business
opportunities can be
discovered and
selected.
20 A fully professional
feasibility report with
good formatting, use of
tables and charts,
referencing and
appendices, covering
important aspects of new
product/service concept:
Description of
features of the new
offering;
Identification of new
niche segments;
Spelling out of the
benefit appeals;
Description of
positioning; and
Introduction of the
management.
A satisfactory feasible
report although
missing some key
elements or lacking in
structure or grammar
A poor report,
confusing in
structure or grammar.
Fails to provide
adequate tables,
charts, referencing or
appendices
Total Score 100
doc_429896286.pdf