SCHOOL OF ARTS AND COMMUNICATION

BMM3013: Starting and Business and

Fundamentals of Marketing

Semesters 1 & 2 2021-22

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Welcome to Starting and Business and Fundamentals of
Marketing
We're going to study how to start a small business and principals of marketing.

On this module you will study:

What is a small business? How is a business established in the UK, what constraints and
opportunities face small businesses? The principle of competitive advantage and how it
pertains to every business. This will include an introduction to SWOT analysis methods. The
modern business environment. Business plans. Sustainability (financial and environmental)
for business. Finally, an introduction to the principles of business finance.

The marketing aspect of the module will begin with market research techniques. This will
include research into new / burgeoning markets, establishing a base line understanding of a
market. What are the ‘4 P’s’ of marketing? Developing a simple marketing plan.

Finally, the course will conclude with an overview of how the internet and advanced
communications technology has facilitated small businesses, how businesses use
social media, and how these may be harnessed to reach an audience for your business.

Once you have done this module you will be able to:

Demonstrate an understanding of the key issues surrounding the foundation of a business

Show understanding of the role of marketing in a modern business

Undertake simple research into a new market area and present the research

Apply principles of marketing to a real-world case

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 MODULE GUIDE
1. Module Code and Title:

BMM3013: Starting and Business and Fundamentals of Marketing

2. Where and When:

Online/On-Campus
3. Module Leader:
Yasmeen Mansur
4. Module Leader Contact Details & Availability:

Office: Academic Office

Email: [email protected]
Office hours: Day / time(s): Monday to Friday 9:00 - 18:00

5. Module Team Tutors / Contact Details:

Dr. Zahid Khalid – Zahid@ scholarsschool.ac.uk

Dr Abdel Rahman Alfar- [email protected]

Dr Paul Turner- [email protected]

Madiha Hassan- [email protected]

Viana Hassan - [email protected]

Michelle Gialanze - [email protected]

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 6. Learning Outcomes and Summary of Content:

On successful completion of the module, Students will be able to:

1 Demonstrate an understanding of the key issues surrounding the foundation of a business
2 Show understanding of the role of marketing in a modern business
3 Undertake simple research into a new market area and present the research
4 Apply principles of marketing to a real world case

Moduel Value:

Core: Students are required to take:

BMM3113 Academic Skills and Studying with Confidence Sem 1 & 2 30 credits
BMM3103 Project Sem 2 30 credits
BMM3003 Introduction to Business Operations & Management Sem 1 & 2 30 credits
BMM3013 Starting a Business and Fundamentals of Marketing Sem 1 & 2 30 credits

In thie module, the students will examine the modern business environment and how 'start-up'
businesses grow as technology advances. They will focus on sustainability and the opportunities or
limitations small businesses face, as well as developing their own concepts and business plans
through a series of lectures, workshops, course work and group work.

7. Learning and Teaching Strategies

This module will be delivered through a combination of lectures, workshops, course work and group work.
The key principles of developing a business will be presented alongside the development of a business
plan by the students for a business that THEY may wish to pursue. This will include the use of research
tools, looking at modern commerce platforms, and understanding markets that are relevant to the students
in the cohort.

Case studies will be used to demonstrate how the students may develop their own business plan. A core
text will be used, and will be augmented by reference to other materials relevant to the students.

Learning will be supported with materials posted on Moodle, and Panopto videos. In addition, social media
shall be used to provide an alternative communications model for the student body to support the
perception that starting a business is an enterprise they may wish to engage in.

The assessment model supports continual engagement with the course.

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8. Weekly Breakdown of Sessions

WEEK Description of activities and sessions

Week 1 What is a small business? How is a business established in the UK, what
constraints and opportunities face small businesses?
Professional discussion on different small businesses.
(LO 1)

Week 2 The principle of competitive advantage and how it pertains to every

business.

Professional discussion around businesses in the market and their

competitive advantages

(LO 1)

Week 3 SWOT analysis methods. The modern business environment. Business

plans.
SWOT analysis of a example business and it application
(LO 1)
Week 4 Sustainability (financial and environmental) for business. Finally, an
introduction to the principles of business finance.

Case study on business sustainability

(LO 1)

Week 5 The marketing aspect of the module will begin with market research techniques.

Group discussion on market research techniques

(LO 2)
Week 6 This will include research into new / burgeoning markets, establishing a base line
understanding of a market.

Presentation based on the market research done by the students

(LO 2)
Week 7 What are the ‘4 P’s’ of marketing? Developing a simple marketing plan.
Case studies of different companies Marketing mix
(LO 2)

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 Week 8 Based on the research into market area, students will discuss

and present the knowledge to the other students

(LO 3)
Week 9 Finally, the course will conclude with an overview of how the internet and
advanced communications technology has facilitated small businesses

Case study and professional discussion on the small businesses and marketing
technologies

(LO 4)
Week 10 How businesses use social media, and how these may be harnessed to reach an
audience for your business.

Professional discussion and group opinion on social media for small businesses

(LO 4)

Please note that this schedule is indicative only and may be subject to change.

9. Assessment and Deadlines

ASSESSMENT PERIODS

To be decided Semester 1 Assessment period

To be decided Semester 2 assessment period

To be decided Project submission date

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 RE-ASSESSMENT PERIODS

To be decided Notification of Project results via e-Vision

To be decided Re-assessments submission date (all modules except for Project)

Re-assessment submission date (Project)
nd
To be decided 2 Re-assessment submission date (all modules except for Project)

To be decided Notification of re-assessment results published via e:Vision

To be decided nd
2 Re-assessment submission date (Project)

Resit periods

The re-assessment date for all modules will start in September. Foundation Year students may be eligible
for a second re-assessment. Specific dates are listed above.

If you do not submit for the specified period, you will forfeit your resit attempt.

Assessment
Any choices of assessment components available to students must be clearly indicated, with the alternatives detailed in separate rows.

Component form Magnitude Weighting Timing Learning

(eg. Essay or Online test) (eg. 2,000 words and/or (Which semester and Outcomes
Each must be entered in a separate row or 2 hours) approximate timing
and be easily classifiable into one of the Pass/Fail within it, eg. mid- / assessed
three categories of Written exams, end) (eg. 1, 2)
Coursework and Practical exams.
Business Plan 2000 words Pass / Fail End of 3&4
Semester 1
Business Plan Poster 15 minutes Pass / Fail End Semester 1,2,3&4
presentation 2
FOR YEAR-LONG MODULES – please indicate in the following boxes, the assessment(s), if the module is only
studied for one semester.

NA

Do all individual components need to be passed to pass the module overall? Yes
Not
Can this module be condoned for marginal failure?
applicable
Not
Can this module be compensated?
applicable

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*Not applicable if the module is undergraduate and over 20 credits
**Not applicable if the module is Level 5, 6 or 7 (as there is no PLA available)
Further details relating to assessment
(eg. the make-up of any portfolio, non-standard marking criteria, ‘qualifying marks’ and marking schemes, how ethical approval is
obtained for any research element of the module and how any research proposal or feasibility study contributes to the
assessment and grading of the module)

The business plan will be submitted at the end of the Second Semester and represent a simple
piece of market research, and an application of the principles of the course as outlined week by
week.
The choice of poster presentation in this module at the end of semester 2 is meant to mirror
some of the key aspects of establishing a business in a low-tension environment. The student
will not have to prepare a PowerPoint slide, but will instead be expected to summarise their
business plan as designed using a simple poster / infographic. This should be appropriate for
the student target audience intended to enrol on this module.

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10. Assessment Criteria Grid

Pass Fail

Mark criterion 1 You have demonstrated the ability to present module You have not demonstrated the ability to present module specific
specific content effectively to an appropriate audience. content effectively to an appropriate audience.

Mark criterion 2 You have sufficiently employed academic skills and You have not sufficiently employed academic skills and
conventions to achieve the learning objective(s) that the conventions to achieve the learning objective(s) that the task
task assesses. assesses.

Mark criterion 3 You have managed to present a well-structured piece of You have not managed to present a well-structured piece of
assessment work. assessment work.

Mark criterion 4 Your work draws upon academic sources in an appropriate Your work does not draw upon academic sources in an
way. appropriate way.

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11. Resources

Core
Hall, Jones, Raffo, Anderton, Chambers, Gray (2008) Business Studies (4th Edition) Pearson,
London

Burns (2016) Entrepreneurship and Small Business; Start Up, Growth and Maturity. London,
Palgrave

Recommended
Tuten, Solomon (2018) Social Media Marketing 3rd Edition. Los Angeles, SAGE Folinas,
Fotidadis (2018) Marketing and Supply Chain Management. London, Routledge Njissen
(2017) Entrepreneurial Marketing. London, Routledge

12. Academic Support

Academic Support Officers (ASO) are available Monday to Friday (9:00 - 18:00). The meeting
can be booked with the lecturers on their available days as shown in the section 4 & 5. ASOs
will be able to book a meeting between lecturer and a student with the available slots.

13. Action taken/Changes made in response to student feedback

Will be considered in the next semester.

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