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University of Exeter Business School

Entrepreneur Business Startup

Module titleEntrepreneur Business Startup
Module codeBEMM385
Academic year2023/4
Module staff

Dr William Casely (Lecturer)

Duration: Term123
Duration: Weeks



Number students taking module (anticipated)


Module description

This module underpins the programme and consists of both a strong theoretical and applied approach. In other words, in a pragmatic way, this module provides you with the tools, skills, and the mental framework to successfully create and grow a new venture. It addresses the fundamental pillars of entrepreneurship to empower your wider understanding and will give you a robust understanding of entrepreneurs, the entrepreneurial process, and creating successful new ventures. Centring on theory and practice this module will enable you to create your own startup venture or a new venture within an existing business.

Whilst we understand that you need to turn up with motivation and a burning desire to get started, we also appreciate that entrepreneurship relies on a set of skills that can be continually improved. This module provides a theoretical framework that allows you to reflect on your strengths and weaknesses. Once we have identified what you need to work on, we will support you accordingly, enabling you to become an effective entrepreneur.

Module aims - intentions of the module

By the end of this module students should have a critical understanding of the entrepreneurial mind-set, the nature of entrepreneurship and innovation, the entrepreneurial and innovation process, business model generation, and the requirements for the development and launch of a successful new startup or a new venture within an existing enterprise.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. evaluate the innovation process and the role entrepreneurs play in creating it;
  • 2. explain the defining characteristics of the entrepreneurial mind-set;
  • 3. evaluate what makes for a good opportunity for new venture creation;
  • 4. critically evaluate the role of resources and networks.

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 5. critically evaluate literature within the entrepreneurship and innovation domains;
  • 6. critically evaluative entrepreneurial learning and its role within the entrepreneurial process;
  • 7. reflect on the role of the entrepreneur in new venture creation, identifying key strategies for idea creation/opportunity recognition, evaluation and exploitation;
  • 8. utilise ‘Business Model Generation’ strategies and techniques;
  • 9. critically evaluate marketing theory within the boundary of the entrepreneurship/innovation domain.

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 10. think creatively to generate potential new venture ideas and creative solutions to new venture challenges, through the use of appropriate theory, frameworks, techniques and information resources;
  • 11. collaborate, communicate, co-create, and network;
  • 12. use technologies to source, process and communicate information;
  • 13. think with a global mind-set, understanding the social, financial, and environmental factors that impact business sustainability, and make open and responsible decisions.

Syllabus plan

Content will be delivered in a series of six blocks:

Entrepreneur Business Startup:

  • Entrepreneurship and Innovation Foundations
  • Business Model Generation
  • Entrepreneurial Mind-set
  • Opportunities and creativity, resources and networks
  • Entrepreneurial Marketing
  • Startup & Growth Business Simulation

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching Activity 112Lectures - Subject sessions (5 x blocks of 3 x 7 hours)
Scheduled Learning and Teaching Activity 28Guest Lectures (1 x block of 4 x 7 hours)
Scheduled Learning and Teaching Activity 15Online Lectures
Guided Independent Study139Flipped Learning (Pre learning) – Reading and preparation activities
Guided Independent Study306(51 x 6 hours) To include pre and post session reading and assignment preparation

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Workshop exercises and discussionsIn class (Approximately per day = 60 minutes)1 - 13Verbal
Essay1,000 words7-8Written

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual Business Model Canvas Proposition203,000 words 3,6,7,8,10Written
Video (Individual) 2020 minutes3, 8,10, 12 Written
Essay (Individual)203,000 words6, 7, 2, 11, 13Written
Slide Deck (Individual)2040 slides1, 3, 4, 5, 8, 10, 11, 12Written
Consumer Research Project (Individual)203,000 word Report1, 3, 9, 12, 13Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual Business Model Canvas Proposition (20%)Individual Business Model Canvas Proposition , 3000 words (20%)3,6,7,8,10August resubmission period
Video (Individual) Video (Individual), 20 minutes (20%)3, 8, 10, 12 August resubmission period
Essay (20%)Reflective Essay, 3,000 words (20%) 6, 7, 2, 11, 13 August resubmission period
Slide Deck (20%)Slide Deck, 40 slides (20%) 1, 3, 4, 5, 8, 11, 12 August resubmission period
Consumer Research Project (20%) Consumer Research Project, 3,000 word report (20%) 1,3,9,12,13August resubmission period

Indicative learning resources - Basic reading

Bessant, J.R and Tidd, J (2018) Entrepreneurship. Routledge. ISBN 978-1-119-22186-9

Bygrave, W and Zacharakis, A (2014) Entrepreneurship (3rd ed.) John Wiley & Sons. ISBN 978-1-118-58289-3.

Burns, P (2013) Corporate Entrepreneurship (3rd Ed), Palgrave. ISBN 978-0-230-304034-1

McGrath, R and MacMillan, I (2000) The Entrepreneurial Mindset: Strategies for Continuously Creating Opportunity in an Age of Uncertainty. President and Fellows of Harvard ISBN 0-87554-834-6

Sarasvathy S., Dew N., and Witbank R., Ohlsson A-V. (2011) Effectual Entrepreneurship, Routledge. ISBN-13: 978-1138923782

Ries, A (2011) The Lean Startup, Portfolio Penguin, ISBN-13: 978-0670921607

Ostendwalder A., and Pigneur Y. (2010) Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons. ISBN-13: 978-0470876411

Ostendwalder A., and Pigneur Y. (2014) Value Proposition Design: How to Create Products and Services Customers Want John Wiley & Sons. ISBN-13: 978-1118968055

Blank S., and Dorf B. (2012) The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company, K & S Ranch ISBN-13: 978-0984999309

Ries, A (2013) The Startup Way, Portfolio Penguin, ISBN-13: 978-0241197240

Key words search

Entrepreneurship, Innovation, Corporate Entrepreneurship, New Venture Creation, Effectuation.

Credit value60
Module ECTS


Module pre-requisites


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Last revision date