D

E P A R T M E N T

O F

A N A G E M E N T

C I E N C E S

BAHRIA UNIVERSITY ISLAMABAD

FALL SEMESTER 2015

COURSE OUTLINE
ENTREPRENEURSHIP

Course Code
Credit Hours
Contact Hours
Section (s)
Instructor
Email
Consultation Time

MKT 640
3
48 Contact Hours (3 Per Week)
BBA-6
Usman Afzal
usman.afzal@bui.edu.pk
As per appointment

TABLE OF CONTENTS
1. Introduction .............................................................................................. 1
2. Course Description .................................................................................... 1
3. Course Objectives ..................................................................................... 1
4. Learning Outcomes ................................................................................... 2
5. Teaching Methodology ............................................................................. 2
6. Text Book and Additional Readings .......................................................... 3
7. Course Management ................................................................................. 3
8. Assessment Criteria................................................................................... 4
9. Expectations and Learning Philosophy ...................................................... 5
10. Course Format and Structure ...................................................................6
11. Ethics and Class Conduct ........................................................................ 9

1. Introduction
Entrepreneurship is a living, dynamic, and multifaceted subject. It is both an art as well as a
science that offers insight for developing and managing your own business. Although
opportunities to become your own boss lie all around, yet these often go unnoticed. This
subject is, accordingly, offered to make you skilful at recognizing the new venture
opportunities around. It is not a dry subject, where everything is known and all you have to do
is memorize it. Rather this subject breathes, and thus requires both the hard headiness of an
analyst along with a firm soul. You are about to embark on this fascinating entrepreneurial
adventure to learn and apply entrepreneurship. This course outline accordingly offers a
signpost and presents the contents that you will consider during your journey.

2. Course Description
Entrepreneurship is a forum that features in-depth, real world stories and examples to enhance
your willingness to set out on an entrepreneurial journey. The course is designed to facilitate
you understand the process of new venture creation. It is about learning to forge ones ideas
into workable business concepts. It is learning about risk and failure and growing from it.
You will explore, assess, and apply the key components of new venture creation. The process
includes evaluating entrepreneurial opportunities, writing and presenting effective business
plans, applying various funding mechanisms, and developing growth and exit strategies.
Along with the concept of entrepreneurship, intrapreneurship (corporate entrepreneurship)
will also be covered to find out how a manager can take a corporate company in a new
direction by introducing something new.
The course focuses on the students development of both hard and soft entrepreneurial skills.
The discussion in the preliminary sessions will predominantly revolve around the cognitive
part of the entrepreneurship process, which will allow the students to understand and
challenge the very logic of how expert entrepreneurs usually make decisions. The latter half
of the course deals with some contemporary analytical tools used in the entrepreneurship
education, coupled with certain tricks of the trade. This is to improve the students skills to
develop a more innovative and sustainable business model for whatever entrepreneurial
pursuit they ever plan to undertake. Given the nature of the subject, the curriculum of this
course also attempts to ensure a substantial exposure to the living practice of entrepreneurship
through assignments, case discussions and the guest speaker sessions.

3. Course Objectives
Clarify the nature, fundamental concepts, and the importance of entrepreneurship.
Enhance the entrepreneurial intentions of the students by improving their willingness to
start a business or to undertake new ventures in an existing firm.
Appreciate the best practices on entrepreneurship, through lectures, contemporary readings,
and case studies.
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 Inspire the students to seek alternative career opportunities by making them evaluate their
respective social and economic environments.
Understand the entrepreneurial process and learn the ways to manage it by working
individually in class and in the form of groups outside the class to conduct multiple field
assignments.
Develop the analytical skills of the students with regard to various stages of the
entrepreneurship process, starting from opportunity identification and idea generation to
business model development and managing venture growth.
Educate the students about the theoretical underpinnings of the entrepreneurship subject
with the aid of practical assignments and projects.

4. Learning Outcomes
This course aims to offer an advanced understanding of entrepreneurship concepts, theories,
and terminologies on both strategic and tactical aspects. The learning outcomes are what you
should be able to do by the end of this course if you participate fully in learning activities. On
successful completion of this course you will be able to:
Demonstrate knowledge of the concepts underlying entrepreneurship.
Realize the varying motives of being an entrepreneur and what it takes to be one. Critically
assess the key differences between entrepreneurial and managerial thinking.
Use different analytical tools to translate a business opportunity into an integrative and
sustainable business model.
Perform a critical analysis of a given business plan, prepare recommendations with respect
to its operational, market and financial feasibility.
Plan for the management of all the relevant functional areas of new venture including
operations, supply chain, information systems, and human resources.
Analyze issues and problems in any entrepreneurial journey and propose well-justified
solutions.

5. Teaching Methodology
Several techniques and methods will be used to facilitate learning during this course. These
methods include face-to-face lectures, class discussions, case studies, student presentations,
and other team activities. The requisite chapter from the text book and any case will be
assigned in advance for each session. Reference cases and readings are carefully selected out
of hundreds of possibilities. Students are expected to read the assigned text from the book and
any reference reading before coming to class so as to actively participate in the class
discussion. It needs to be emphasized here that this course will primarily be based on case
study methodology and inquiry based andragogy.

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6. Text Book and Additional Readings

The importance of a good text book in enhancing the learning process cannot be
overemphasized. Students are recommended to purchase the following text book that will be
followed in this course:
Barringer, B., R. & Ireland, D. (2012). Entrepreneurship: Successfully Launching New
Ventures. New York: Pearson Prentice Hall. ISBN 13: 978-0-13-255552-4
Reference articles, case studies, and other helpful readings will be provided in addition to the
recommended text for each individual session.

7. Course Management
Contact Mechanism:
Please give your email IDs to the CR so he/she can create an e-group and email it to me. This
will be my means of communication with the class.
Attendance:
Attendance is to be taken within 10 minutes of the commencement of the class. Do not be
late. Attendance will be marked in each class for each hour of the class and maintaining a
minimum of 80 percent is mandatory for taking the exams. Presence/Absence noted in each
class is updated on the online system in class and cannot be reversed later. So it is very
important to be punctual. It is your responsibility to keep track of your attendance. Students
are also expected to make meaningful contributions to weekly class discussion and dialogue.
Put simply: Being there is not enough, it is a minimal requirement. Students regular
attendance and active participation is expected in this course.
Students Responsibilities
Students must be able to responsibly manage their own time, discipline, and other resources.
Preparation before sessions is mandatory; punctuality in attendance and submission of
assignments will be essential for doing well. Remember, it takes more than rote learning to do
well in entrepreneurship. Students are expected to embrace creativity, think out of the box
for original ideas, and try to leverage on group dynamics to enhance the learning of subject
matter. Although this course outline provides the major guidelines, students are responsible
for keeping track of course announcements, case reading assignments, and specific dates for
written and other formal course assignments as the course progresses. I will make every effort
to communicate with you via email and phone in a timely way, however, kindly follow-up to
ensure that you are prepared for each session.
Assignments and Quizzes
Please note that assignments and quizzes may be given as and when the instructor deems
pertinent for either knowledge building or for assessment purpose. Assignments may or may
not be graded each time. However, this will not be notified to the students until the
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assignments have been returned with respective feedback. All assignments are to be handed-in
in a hard-format unless instructed otherwise.
Groups
The ability to function effectively in groups is critical to learning in this course. Students must
organize themselves in groups of three to five members. Each group must establish its own
equitable work norms to meet course expectation. Particularly, you need to form groups to
prepare for the cases. Groups of more than five students are not allowed, and groups of fewer
than three students are strongly discouraged. Please submit to your CR a roster of your group
members by the start of the next session. Also designate a contact person and provide a phone
number for that person. If you are a free agent or a group of only two members, submit your
name or roster anyway, and I will help you grow your group by random matching. I
encourage you to name your group to give it some personality. Details of the Group
Assignments will be announced to the class when the course commences.
Workload:
It is expected that students will spend at least two hours per week studying this course. This
time should be made up of reading, working on assignments, and case discussion. In time,
where students need to complete assignments or prepare for examinations, the workload may
be greater. Students need to take the required workload into account when planning how to
balance study with other social activities.
Plagiarism:
Plagiarism is immoral, illegal and unacceptable. It is defined as copying or paraphrasing
anothers work, whether intentionally or through failure to take proper care, and presenting it
as ones own, whether of another student or published authority. Necessary software is now
available to detect the practice. Assignment(s) and project may be checked for originality and
the submission of false credentials will be treated as academic misconduct. Students indulging
in plagiarism shall be subject to lower or zero grades and report to the higher authorities.

8. Assessment Criteria
Students will be given various opportunities to demonstrate their knowledge and
comprehension of the subject matter taught during the course. The weightage assigned to each
component of the assessment for this course is as follows:
Marks Head
Percentage
Quizzes (3-5)
15
Assignments (2-3)
10
Project & Presentation
10
Mid Term Exam
25
Final Exam
40
Class Participation, Preparation and Review of Text, Attendance, Discipline, Individual
Participation in Class Activities, and Timely Submission of all Assignments, Appearance in
Quizzes will all be essential for doing well. Students are required to complete the prescribed
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program of all assignments, quizzes, presentations and project to the satisfaction of the class
instructor. Assignments not submitted by the deadline will normally be regarded as a failed
assessment, in the same way that absence from an examination entails failure.
QUIZZES:
Announced or unannounced quizzes will be given to evaluate the students comprehension
and learning of the material and topics previously discussed.
ASSIGNMENTS:
Assignments will be given to check the students understanding of entrepreneurship theory,
implementation, and application of the topics being studied. I will judge your performance
according to the principles of scholarship; professionalism, comprehension, strength of
argument, and references.
PROJECT & PRESENTATIONS:
Projects will be done in groups of three to five members with one as the leader. This list must
be finalized by the beginning of next session. It is better to joining a diverse group outside
your comfort zone as it will give you an insight into the working of the real world. I
encourage you to name your group to give it some personality. This is, in a way, a branding
opportunity for the business plan project. The project is separated into two components: a
written report and the presentation. The written report of the project will need to be submitted
three weeks before finals.

9. Expectations and Learning Philosophy

Learning depends on your active involvement
You are expected to read the assigned material before coming to class and to complete the
assignments in time. You are also encouraged to bring any issue of interest related to the
course on principles of marketing applicable to the topic under discussion.
Learning is primarily the responsibility of the individual
While I will lead the discussion, my role as an instructor for this course will be that of a
facilitator. I do not intend to only subject you to hours of intense lecturing each week.
Rather, I invite and encourage you to offer your insights and thoughts on the subject
matter being discussed.
Project and assignments are an important part of your learning experience
You are expected to put time and effort on this task. Assignments can come from the case
studies discussed in the class or may take the form of a response paper to any of the topic
from the text book identified in preliminary part of this course outline.

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10. Course Format and Structure

The weekly program for the course is presented below in a brief manner. The source of the
contents and session topics is also given to facilitate students.

Week

Session Topics and Cases

Orientation: Meet and Greet Session

Course Format and Overview of Entrepreneurship
Entrepreneurship: Build Your Own Perspective
Class Activity: Why Thinking Outside the Box Doesn't Work

Elephant in the Circus: Limiting Belief

Why Entrepreneurship
Characteristics of successful Entrepreneurs
Myths regarding entrepreneurship
The entrepreneurial process
Mini Cases: Class Discussion
a. How a Lack of Passion and Too Few Customers Can Kill a Business
b. Angry Birds and Zeo

Recognizing Opportunities and Generating Ideas

Window of opportunity
Difference between an opportunity and an idea
Three general approaches entrepreneurs use to identify opportunities.
Environmental trends in creating business opportunities
The purpose of maintaining an idea bank
Mini Cases: Class Discussion
a. Xhale and Vestagen: Solving the Same Problem in Different Ways
b. Clearly Canadian: What Happens When You Dont Deliver on Your Promises

Feasibility Analysis
What a feasibility analysis is and why its important
Describe the purpose of a product/service feasibility analysis
Explain a concept statement and its components
Discuss the characteristics of an attractive industry
Mini Cases: Class Discussion
a. Learning from Customers to Position a Product
b. Finding the Right Business Partner

Source and
Assessment
Course Outline
Lateral Action

Chapter 1

Chapter 2
Assignment 1
Due Date
Quiz 1

Chapter 3

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Week

Session Topics and Cases

Business Plan
The purpose of a business plan
Types of business plans
Various components of a business plan
Mini Cases: Class Discussion
a. Know When to Hold Them, Know When to Fold Them
b. What StyleHop Learned About the Value of Planning the Hard Way

Industry and Competitor Analysis

The purpose of an industry analysis
Porters five forces analysis
Industry types and Competitor Analysis
Mini Cases: Class Discussion
a. Eclipse Aviation: Sometimes an Industry Cant Be Revitalized
b. Thriving in a Crowded Industry by Creating Meaningful Value

Developing an Effective Business Model

The concept of the value chain
The meaning of the term business concept
Core competency and its importance
Supply chain management
Mini Cases: Class Discussion
a. Three Industries, Three Business Model Innovators
b. Why It's Important to Be Sensitive to All Aspects of Your Business Model

Source and
Assessment

Chapter 4
Quiz 2

Chapter 5
Assignment II
Due Date for
Project Proposal

Chapter 6
Quiz 3

Preparing the Ethical and Legal Foundation

How to create a strong ethical culture in an entrepreneurial venture
Code of conduct
Discuss the differences among sole proprietorships, partnerships,
corporations, and limited liability companies
Assessing a New Ventures Financial Strength and Viability
Mini Cases: Class Discussion
a. Vesting Ownership in Company Stock: A Sound Strategy for Start-Ups
b. How Legal and Management Snafus Can Kill a Business

MIDTERM EXAMINATION

10

Midterm Feedback and Result Sharing

Building a New-Venture Team
Mini Cases: Class Discussion
a. Devver: How Miscues in Regard a New-Venture Team Can Kill a Start-up
b. Overcoming a Lack of Business Experience

Chapter 7

Chapter 9

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Week

Session Topics and Cases

11

Getting Financing or Funding

Explain why most entrepreneurial ventures need to raise money during
their early life
Identify the three sources of personal financing available to entrepreneurs
Initial Public Offering
Mini Cases: Class Discussion and Guest Speaker Session
a. Open Angel Forum and AngelList
b. Partnering For Success: Start-Up Incubators

12

Marketing Aspects
Building a Brand
Marketing Mix
Advertising and PR
Mini Cases: Class Discussion and Guest Speaker Session
a. Failing to Establish a Clear Position in the Marketplace
b. How Airbnb Used Blogs as a Stepping-Stone to Generate Buzz

13

Preparing for and Evaluating the Challenges for Growth

Day-to-day challenges of growing a firm.
Cash flow management as a challenge
Quality control as a challenge
Mini Cases: Class Discussion and Guest Speaker Session
a. Dogfish Head Brewery
b. How Trying to Build Out Its Own Capabilities in a Key Area Contributed
to the Failure of a Promising Firm

14

15

Planning the Future

New Product Development
Internal and External Growth Strategies
Mini Cases: Class Discussion
a. Be Careful What You Wish For
What is Franchising and How Does it Work?
Using Co-Branding to Reduce Costs and Boost Sales
Class Discussion: Trouble at Curves International

16

Discussion about top Entrepreneurs of Pakistan

Guest Speaker Session
a. The Importance of Intellectual Property

17

Course Contents in Review

18

Source and
Assessment

Chapter 10
Assignment III
Due Date

Chapter 11
Group-1
Presentation

Chapter 13
Quiz 4

Chapter 14
Group-2
Presentation

Group-3&4
Presentation

Group-5
Presentation

FINAL EXAMINATION

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11. Ethics and Class Conduct

Active participation: Be prepared to discuss the relevant topic

Raise your hand if you want to ask a question or participate in the ongoing discussion
Be punctual and be in time for the class session
Turn off cell phones. Keep them in your bag, not on your desk
It is your responsibility to keep track of your attendance and grades
Respect your colleagues
Please note that any submitted assignment(s) may be checked for originality and the
submission of false credentials will be treated as academic misconduct.
Cheating, plagiarism or any other violations of the honor code will be dealt according to the
policy mentioned in student handbook.
This class abides with regulations that prohibit discrimination, cheating, plagiarism, and
harassment.

Happy Learning!

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