University of Technology Sydney

24983 Start-up Data, Marketing and Sales

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2021 is available in the Archives.

UTS: Business
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

This subject develops market analysis, marketing and sales knowledge and skills for entrepreneurs and innovators. The topics covered provide a basic understanding of how to collect and interpret data about markets, customer behaviour, experiences and sales. This information is used in a start-up environment for developing a path to market for new ventures and for launching new and innovative products or services. Students learn about market segmentation, marketing and sales strategies and how use analytical techniques to make evidence-based decisions and develop data driven start-ups.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Apply key concepts of data analysis, marketing and sales to support business decisions making
2. Analyse the factors that influence demand for products and services for early stage enterprises
3. Create marketing and sales strategies for early stage enterprises
4. Demonstrate knowledge of ethical and professional sales

Contribution to the development of graduate attributes

This subject is designed to provide students with a deep understanding of market analysis, marketing and sales relevant for early stage enterprises and innovation projects. Students develop knowledge and skills of contemporary marketing concepts and factors that determine demand for products and services and learn how to develop the strategies and professional salesmanship to successfully enter new or established markets.

This subject contributes to the development of the following graduate attributes:

  • Critical thinking, creativity and analytical skills
  • Communication and interpersonal skills
  • Attitudes and values

This subject also contributes specifically to develop the following Program Learning Objectives for the Master of Business Administration in Entrepreneurship:

  • Research and synthesise data in order to identify and assess business opportunities (1.1)
  • Use data and analytical tools to evaluate businesses (1.2)
  • Demonstrate proficient applications of creative thinking and strategic planning (2.1)
  • Develop, present and discuss a valid business case in a specific context (3.1)
  • Apply negotiating skills for optimal results (4.2)

Teaching and learning strategies

The subject is offered in intensive block mode over four full days using a mix of a case study and best practice approach involving flipped learning and interactions with entrepreneurs. Delivery of teaching and learning materials, lectures, webinars and discussions are supported by online learning and communication tools and the UTS learning management system. The face to face classes engage students in group work, discussions and exercises to reflect upon and revise the content.

Content (topics)

  • Data management
  • Data analytics
  • Market analysis
  • Products, services and experiences
  • Customer behaviour
  • Value and satisfaction
  • Social marketing
  • Digital marketing
  • Marketing strategy
  • Relationships and networks
  • Selling and sales
  • Brands

Assessment

Assessment task 1: Quiz (Individual)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 30%

Assessment task 2: Case study (Individual)

Objective(s):

This addresses subject learning objective(s):

1, 2 and 4

Weight: 40%

Assessment task 3: Report (Group)

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

Weight: 30%

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

Essential readings will be made available online.

Recommended texts

  • Lodish, Leonard M. (2015) Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, 2nd Edition. Pearson.
  • The Joshua Principle. Revised edition, July 2014. Tony J. Hughes.

References

  • Eyebobs Case. Hess, Edward D; Glinska, Gosia, Harvard Business Review 2009.?Trainer, Author and Entrepreneur? Journal of Enterpreneurship Education, University of Portland 1999, Volume 2 p76.
  • Conceptualizing the Role of Media in Market Orientation. Peter C Andersen, Penny M Simpson. 2015 International Journal of Management Sciences and Business Research, Vol 4 Issue 1
  • Enrepreneurial Pricing: the cinderella of marketing strategy. Leyland F Pitt, Pierre R Berthon, Michael H Morris. J of Management Decision 1997. Vol 35, issue 5. p344-50
  • Collaborative marketing in a premium wine region: the role of horizontal networks. Lewis G.K., Byrom. J, Grimmer, M. International Journal of Wine Business Research. Vol 27, Issue 3 p203-19
  • Financing Innovative Enterpreneurship. Alinejad, M. Balaguer, A., Hendrickson, L. 2015. Australian Government Research Paper 8/2015
  • Use Customer cash to finance your startup. Mullins,J. HBR July Aug 2013.
  • The lean startup: how today's entrepreneurs use continuous innovation to create radically successful businesses.RIES, E. (2011).

Other resources

Throughout the session students have access to the UTS Venture Lab located at level 2 of the UTS Business School.