new business module

3
TABLE OF CONTENTS
INTRODUCTION 5
1. Background 5
2. Purpose of the course script 6
3. Structure of the course script 8
MODULE 1: INTRODUCTION TO BUSINESS 11
Session 1: Business basics 12
Session 2: From business idea to doing business – a case study 21
Session 3: Planning a business 26
MODULE 2: DEFINING AND ASSESSING A BUSINESS IDEA 33
Session 1: Defining a business idea 34
Session 2: Entrepreneurial capabilities 39
Session 3: How to assess a business idea 43
Homework 47
MODULE 3: MARKETING PRODUCTS 49
Session 1: The basic concept of marketing 50
Session 2: The four Ps of marketing 53
Session 3: The marketing mix 60
Homework 65
MODULE 4: INITIAL MARKET ASSESSMENT 67
Session 1: Information needs and sources 68
Session 2: Increasing the chances of obtaining good information 72
Session 3: Conducting interviews 76
Homework 79