Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Enterprise Development
Module Code	CM361
School	School of Communications
Online Module Resources
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

Array

Learning Outcomes

1. Identify the key attributes of entrepreneurship;
2. Analyse the business career of an entrepreneur;
3. Recognise milestones in the development of a new business;
4. Identify the causes of business failure in given situations;
5. Construct a viable business proposition;
6. Prepare a basic business plan;
7. Select an appropriate legal structure for a particular business situation
8. Identify and access sources of new venture finance;
9. Describe the strengths, weaknesses, opportunities and threats for a business proposition;
10. Communicate a business plan in a clear manner.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	35	Weekly class and tutor consulation
Assignment	30	Case Study Assignment
Assignment	35	Group Project
On-line learning	40	Use of course-related material on Moodle
Independent learning	90	General research and reading
Library	20	Accessing academic and PR industry journals
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Entrepreneurship.
What is an entrepreneur?;Key attributes of an entrepreneur;Who is an entrepreneur?;Attitudes and behaviours of entrepreneurs;The entrepreneurial team;Classic entrepreneurship: the startup;Impact of new technologies;Enlighted serendipity;Case studies in entrepreneurship..

Business Failure.
Irish insolvency statistics;Causes of SME failure;Avoiding business failure;Failure doesn't mean finish;The bounceback factor;Secrets of success;Case studies in business failure;Case studies in business recovery..

Structures, Banking, Insurance & Taxation.
Options in business structures;Objectives in choosing a business structure;Sole trading;Partnerships;Limited companies;Co-operative enterprises;Legal requrements and responsibilities;Business names;Enterprise banking;Enterprise insurance;Taxation (PAYE & PRSI, VAT, corporation tax, income tax);Case studies illustrating business structures..

Communication Skills.
Defining communications;The communication process;Lingustic communication;Non-Verbal Communication (NVC);Sensory reception;Perception;Effective presentations;First impressions;Communication aprehension;Knowing your audience;Structuring a message;Storytelling;Timing;Script / Notes / Prompts / Solo;The use and misuse of PowerPoint;Handling questions;Communication exercises..

New Business Planning.
Does size really matter?;Advantages and disadvantages of small businesses;Challengs for small business in Ireland;The business plan;New business planning;Strategic planning;SWOT analysis;SMART goals;Business finance;Simple financial planning for business..

Dragon's Den.
In-class presentation of business plans;Questioning underpining assumptions;Testing financial models;Assessing the contribution of all participants;Offering alternative approaches;Would classmates invest in this enterprise?.

Industry Speakers.
Mary Bleahene (F.R. Kelly & Company);Fred Crowe (speech-writers.com);Frank Hannigan (Pathfinder Consultancy);Matt Porter (Keddington Data Networks); Other guests to be advised..

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Essay	A case study of a chosen entrepreneur	60%	Week 7
Project	Conceive, develop, present and submit a viable (group-based) business proposition for a chosen new enterprise.	40%	Sem 1 End

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Branson, Richard: 2008, Business Stripped Bare: Adventures of a Global Entrepreneur, Virgin Books, London,
Burns, Paul: 2007, Entrepreneurship and Small Business, 2nd edition, Palgrave Macmillan, Basingstoke,
Caan, James et al: 2009, Dragons Den: Your road to success, Harper Collins, London,
Chell, Elizabeth: 2008, The Entrepreneurial Personality: A Social Constructio, 2nd Edition, Routledge, London,
Deakins, David and Freel, Mark: 2009, Entrepreneurship and small firm, 5th edition, McGraw Hill Higher Education, London,
Flannery, Pearce: 2008, Grabbing the Oyster! Anecdotes and advice from icons of Irish business, Oak Tree Press, Dublin,
Kenny, Ivor: 1987, In Good Company: Conversations with Irish leaders, Gill & McMillan, Dublin,
Kenny, Ivor: 2005, Achievers: Visionary Irish leaders who achieved their drea, Oak Tree Press, Cork,
Kuratko, Donald F.: 2007, Entrepreneurship: theory, process and practice, 7th edition, South Western College Publishing, New York,
Levis, Kieran: 2009, Winners and Losers: Creators and casualties of the age of the Internet, Atlantic Books, London,
Stross, Randal: 2008, Planet Google: how one company is transforming our lives, Atlantic Books, London,
Sweeney, Brody: 2008, Making Bread: The real way to start up and stay up in business, 2nd edition, Liberties Press, Dublin,
Sweeney, Brody: 2008, Small to Tall: how to grow your company, Gill & McMillan, Dublin,