Descriptif de module - HES-SO

Descriptif de module
Domaine HES-SO : Economie et services
Filière : Master of Science en Business Administration
1
Intitulé du module
Entrepreneurial Marketing and
International Entrepreneurship
2014-2015
Code
E.MScBA.390.OE33.E.14
Type de formation *
Bachelor
Master
Niveau
module de base
module d'approfondissement
module avancé
module spécialisé
Caractéristique
Type de module
Organisation temporelle
En cas d'échec définitif à un
module principal
module sur 1 semestre
module défini comme obligatoire
module lié au module principal
module sur 2 semestres
pour acquérir le profil de formation
module facultatif ou
semestre de printemps
correspondant, l'étudiant-e est
complémentaire
semestre d'automne
exclu-e de la filière, voire du
Autres
domaine si le règlement de filière le
précise conformément à l'article 25
du Règlement sur la formation de
base (bachelor et master) en
HES-SO
2 Organisation
Crédits ECTS *
5
MAS
Langues(s)
allemand
anglais
français - allemand
français - anglais
EMBA
DAS
CAS
Autres
allemand - anglais
français
français - allemand - anglais
3 Prérequis
avoir validé le(s) module(s)
avoir suivi le(s) module(s)
Pas de prérequis
Autre
Autres prérequis
4 Compétences visées / Objectifs généraux d'apprentissage *
Entrepreneurial Marketing
On successful completion of this course, students should be able to:
o Identify and evaluate marketing issues relevant to new and existing business situations.
o Apply appropriate marketing tools when dealing with marketing issues.
o Understand the components of marketing plans and be able to prepare one.
International Entrepreneurship
The objective of the course is to create an understanding of how entrepreneurs venture into the international business arena. The course draws
heavily on theories in the field of entrepreneurship, strategy, international business. It sets great store by applying theoretical concepts to
practical business problems. This module is designed in such a manner as to provide a cohesive core understanding of the successful
internationalization of a new venture.
Negotiation skills and international discovery behaviour is expected as well, and students will acquire strategies of intercultural communication
and use them in practical tasks from the business world.
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Descriptif de module
Domaine HES-SO : Economie et services
Filière : Master of Science en Business Administration
1
Intitulé du module
Entrepreneurial Marketing and
International Entrepreneurship
2014-2015
5 Contenu et formes d'enseignement *
Entrepreneurial Marketing
Repetition of the traditional marketing theories, including
• the basic concepts of strategic management such as the company mission, financial vs. non-financial goals, functional objectives, SBU
objectives or instrumental objectives;
• analytical tools for the assessment of the company and the micro- and macro-environment such as SWOT, PEST, market segmentation, five
forces model or BCG Model;
• the company internal positioning of the market related activities as a) a management function and b) a functional strategy;
• Central question for marketing such as marketing objectives, target groups, customer benefits and positioning, innovation orientation,
customer relationship management, competitive and cooperative conduct and the marketing mix.
Introduction to entrepreneurial marketing, including
• the specifics of new and small companies such as the lack of economies of scale, limited market image, scarcity of professional managers
or the mixture of personal and business goals;
• the implications and requirements for entrepreneurial marketing such as efficiency, integration, focus, tactical flexibility or improvisation;
• marketing concepts that are associated with entrepreneurial marketing, such as buzz marketing, guerrilla marketing, ambush marketing,
community marketing or viral marketing
Real life use cases
• The students visit a Switzerland-based start up incubator, e.g. Technopark Zurich, and listen to the presentations of at least 5 startups
presenting their marketing strategy, marketing mix and the respective experiences.
• Groups of maximum 4 students analyze one of the start-ups according to the instruments of traditional and entrepreneurial marketing and
work out their recommendations focussing on the existing/recommended marketing mix.
• The groups present their analysis - including the judgement as to how far the marketing activities can be judged "entrepreneurial" - and
recommendations in class and additionally provide the start up with their marketing recommendations.
International Entrepreneurship
The course is an introduction and overview of the field of International Entrepreneurship. This course deals with the critical factors of initiating
and managing new ventures across national borders. Particular attention is paid to the characteristics of entrepreneurs, the opportunity
recognition process, new venture strategies, and market entry strategies; a special emphasis is given to strategies for finding, assessing, as
well as entering foreign markets.
The purpose of this course is to define and analyze the major strategic issues and functions entrepreneurs must understand to effectively
operate in foreign markets. This includes: first risk analysis, second market analysis including assessing tariff and technical barriers to trade,
third analysis of the means needed (time and financial means) for acceding new markets, and, forth operational risk.
In addition, the course will focus on theory development in the area of International Entrepreneurship.
This course makes extensive use of lectures as well as literature analysis and case discussions and presentations, and finally appropriate data
bases. Students are assigned to literature and case-groups. each of which has the responsibility for presenting and leading the discussion of a
particular piece of literature or case.
Students independently build project teams of 4 members and related with an international SME. The students define with the entrepreneur the
theme for case study, will write a case study in a self-directed manner, and present the core topics at the end.
6 Modalités d'évaluation et de validation *
Entrepreneurial Marketing
An entry test which counts for 10% of the final grade will be carried out at the very first lecture.
Lectures are used in different parts of the module to outline general theories, and workshops will be utilized for more detailed examination and
to deepen understanding of theories. The practice of strategizing will be pursued through an advanced project assignment. Students are
expected to be well prepared and to participate actively in discussions during the workshops and different project activities. Moreover, students
will take part in reporting a group assignment with both oral and written presentations.
International Entrepreneurship
An entry test which counts for 10% of the final grade will be carried out at the very first lecture.
The students will contact an international SME, write a case study, produce a clip and present the case study with the entrepreneur at the end
of the semester. The objectives are to 1) increase the understanding of what entrepreneurs and intrapreneurs should and should not do in
guiding a business to success, 2) build the skills in sizing up company resource strengths and weaknesses and in conducting international
strategic analysis in a variety of industries and competitive situations, 3) get valuable practice in identifying strategic issues that need to be
addressed, evaluating strategic alternatives, and formulating workable plans of action, 4) enhance a sense of business judgement and 5) gain
in-depth exposure to different industries and companies, thereby acquiring something close to actual business experience.
7 Modalités de remédiation *
remédiation possible
pas de remédiation
Autres modalités (préciser ci-dessous)
7a Modalités de remédiation (en cas de répétition) *
remédiation possible
pas de remédiation
Autres modalités (préciser ci-dessous)
Autres modalités de remédiation
If grade [3.5; 3.9] and if no previous failing marks in the module. Maximum grade is 4.0
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Descriptif de module
Domaine HES-SO : Economie et services
Filière : Master of Science en Business Administration
1
Intitulé du module
Entrepreneurial Marketing and
International Entrepreneurship
2014-2015
8 Remarques
Grading system: From 6 (very good) to 1 (fail)
9 Bibliographie
- Hollensen, S. (2011): Global Marketing: A decision-oriented approach, 5th ed., London
- Homburg, Ch.; Kuester, S.; Krohmer, H. (2009): Marketing Management - A Contemporary Perspective; Mc Graw-Hill.
- Jones, M. V., Dimitratos, P., Fletcher, M., Young, St. (2009): Internationalization, Entrepreneurship and the smaller firm,
Cheltenham/Northampton.
- Dick, H./Merrett, D.(2007): The internationalization Strategies of Small-Country Firms, Leeds.
10 Enseignants
Nom du responsable de module *
Rico Baldegger
Descriptif validé le *
Descriptif validé par *
R
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