What will I learn on this module?
This module is an optional capstone module for students on the MSc International Hospitality and Tourism Management programme who are considering starting up a business in this sector after graduation The focus of this module is to support you in developing your business idea into a real-life venture. To do this we will introduce you to venture creation topics with a focus on sales and marketing through weekly lectures. You will then apply these topics in creating a business plan for your own venture.
As well as learning how to develop your own venture you will explore what it is to become an entrepreneur. To support you in becoming an entrepreneur will also cover topics which will support the development of your entrepreneurial capabilities.
Central to the module is the development of a business plan for a new enterprise in hospitality or tourism focused on the ‘Business Model Canvas’ which is template or a simple representation of the core business model including key partners, value propositions, customers, costs and revenues. The workshops will introduce the idea of the business model canvas and guide you in developing the constituent elements. For example to develop the customer elements you will be introduced to customer profiling and segmentation, customer relationship development and the use of different channels to reach customers. Revenue streams will be explored by looking at what customers are willing to pay and the sales processes needed. The analysis of costs will be supported with some basic accounting.
Underpinning the business model is the value proposition and you will be challenged to identify the value you are delivering to the customer, how you propose to address their needs and the budling of products and services in the business model. The workshops introduce the topics and then by working in action learning sets you will challenge the approaches of your peers, but also you will be exposed to case studies from existing entrepreneurs.
Example topics which may be covered are:
Venture development topics
Lean start-up
Business model canvas
Developing your product/service portfolio
UK Company law and business structures
Developing business strategies
Customer profiling and market segmentation
Marketing for venture creation
Digital marketing
Sales processes for venture creation
Entrepreneurial capabilities topics
Goal setting and growth
Developing critical reflection techniques
Developing a growth mindset
Experiential and self-directed learning
Principles of coaching
How will I learn on this module?
You will learn through workshops which are in the form of action learning sets and through your own experience of developing your venture, and you will be assigned an academic facilitator to guide you through the process on an individual basis of starting your own business. The action learning sets are small group workshops which allows you and your peers to work through the challenges and complexities of running a venture and becoming an entrepreneur. These action learning sets allow you to use your venture to decide which are the most relevant topics for your learning, and allow you to practise these topics which will develop your learning further. The facilitator will help you tailor this knowledge to your own venture and guide you through the practical steps of applying it to your business.
How will I be supported academically on this module?
Support will be provided to you by a member of academic staff leading the module with subject specialists acting as individual facilitators. A facilitator will be assigned to you who is an academic member of staff with expertise in business start-up. This facilitator will provide you with guidance and feedback throughout your time on the module.
The module is supported by a Teaching and Learning Plan which provides guidance on the tutor-guided independent learning and suggestions for student independent learning. The eLp will be used as a resource for workshop materials as well as serving as a communication hub for relevant course information, assessment submission and discussion boards.
You will be provided with a specialist electronic reading list that comprises of various materials including reports, book chapters and journal article that showcases the application of a variety of subject materials.
What will I be expected to read on this module?
All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.
What will I be expected to achieve?
Knowledge & Understanding:
• Demonstrate your understanding of sales and marketing processes within the context of new venture development. (MLO1) (Addresses PLOs 4.1; 4.2; 4.3)
Intellectual / Professional skills & abilities:
• Demonstrate the ability to apply sales and marketing processes to your own venture and evaluate the impact. (MLO2) (Addresses PLO 4.3)
• Evaluate critically the appropriateness of different approaches to solving problems and propose solutions to problems arising from developing your own venture. (MLO3) (Addresses PLOs 4.1; 4.2; 4.3; 5.1 - IPSA 1, 2, 3, 4)
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Value curiosity, collaboration and analysis as keystones in the creation of new knowledge and practice necessary for an entrepreneurial career. (MLO4) (Addresses PLOs 1.3; 1.4; 5.2 – PVA2)
How will I be assessed?
Formative assessment (MLO1,2,3,4)
You will be required to run your own action learning group session either individually or in a small group.
You will be required to report on your business activity.
You will receive feedback on the above through your action learning sets.
Summative assessment
You will be assessed through:
A video pitch on your business plan. You will need to develop a plan which is presented as a 15 minute video pitch.
20% of the module (MLO1,3)
An individual 11000 word report worth 80% of the module that comes in two parts. Firstly, you will develop a fully worked up business plan that will set out your proposal and that critically assesses its strengths and weaknesses, challenges and opportunities. You will need to critically analyse how you have developed a marketing and sales process in order to develop your venture; and set out a forecast for future trading and profitability along with growth projections (6000 words). Secondly, you will write a reflective piece on the development of your entrepreneurial capabilities, and the attributes you possess to make a success of your venture (2500 words). (MLO 1,2,3,4)
Pre-requisite(s)
SM4004 Entrepreneurship: context, policy, and process
Co-requisite(s)
None
Module abstract
We have designed this module to prepare you to develop your own venture and use it as a practical application for your entrepreneurial learning. The module will focus on how engaging in sales and marketing can provide opportunities for you to develop your own entrepreneurial capabilities as well developing and sustaining your venture. Please note that the module SM4004 Entrepreneurship: context, policy, and process is a pre-requisite for this module so you will have needed have successfully completed SM4004 before you can commence this module (TM9706 Enterprise Project – business start-up).
Through the action learning sets you and your peers will work together on the challenges and complexities of developing a venture and becoming an entrepreneur. Using this method of learning allows you to direct and tailor your learning to enable a more transformative experience. Through this transformative experience you will be supported on an individual basis through specialist support from academic staff who have experience in business start-up.
Course info
Credits 60
Level of Study Postgraduate
Mode of Study 1 year Full Time
2 other options available
Department Newcastle Business School
Location City Campus, Northumbria University
City Newcastle
Start September 2025
All information is accurate at the time of sharing.
Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.
Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.
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