Кто читает:: Департамент маркетинга и предпринимательства

Статус:: Курс обязательный

Когда читается:: 2-й курс, 1, 2 модуль

Преподаватель

Ахмед Вакас

Full Syllabus Ask Question

Abstract

The course aims to form the knowledge of different roles that entrepreneurship plays in society, at the organisational level and in their own lives. The study of the course should contribute to the entrepreneurial mindset necessary for success in modern business. As a result of the discipline the student will master the tools of generating ideas, searching for entrepreneurial opportunities, analysing the market and business environment, and calculating the financial performance of a project. Students will be able to prepare a business-plan for a project.

Learning Objectives

Explains how entrepreneurial opportunity emerges in resource-based and technology-driven contexts, and distinguishes causation from effectuation logic in founder decision-making.
Calculates the market potential of a defined venture using strategic tools and justifies each estimation assumption against cited secondary data.
Tests venture assumptions through structured customer discovery and identifies which hypotheses are validated, invalidated, or unresolved.
Compares alternative business-model configurations for the same opportunity and argues for one on the evidence of desirability, feasibility, and viability.
Forecasts three-year financial performance, including unit economics, break-even, and one sensitivity scenario, and defends the underlying assumptions.
Develops and defends an investor-ready venture proposal that integrates market entry, scaling, risk, and ethical analyses.

Expected Learning Outcomes

Explains how entrepreneurial opportunity emerges in resource-based and technology-driven contexts, and distinguishes causation from effectuation logic in founder decision-making.
Tests venture assumptions through structured customer discovery and identifies which hypotheses are validated, invalidated or unresolved.
Calculates the market potential of a defined venture using TAM/SAM/SOM and justifies each estimation assumption against cited secondary data.
Compares alternative business-model configurations for the same opportunity and argues for one on the evidence of desirability, feasibility, and viability.
Develops and defends an investor-ready venture proposal integrating market entry, scaling, risk and ethical analysis.
Forecasts three-year financial performance, including unit economics, break-even, and one sensitivity scenario, and defends the underlying assumptions.

Course Contents

Foundations and the entrepreneurial mindset
Problem discovery and customer analysis
Market, industry and ecosystem feasibility
Business model and value proposition design
Validation, prototyping and MVP experimentation
Market entry, go-to-market and scaling strategy
Entrepreneurial finance and resourcing
Risk, ethics, sustainability and the investor pitch

Assessment Elements

Class Attendance & Participation
Students participate actively in lectures, seminars, role-plays, and case discussions. Assessed on preparation, contribution to discussion, collaboration in group activities, and demonstrated critical thinking. Four recorded control points across the two modules.
Elevator Pitch (Individual)
The students deliver a 90-second elevator pitch for a resource-based or technology-driven business idea. The pitch must state the problem, the proposed solution, the outline business model, and the unique value proposition, addressed to potential investors or stakeholders. Timing is enforced; you must stop at 90 seconds.
Venture Validation Portfolio
Before you are permitted to write a business plan, you must find out whether the opportunity is real. This report is the evidence stage of the course. It is marked on the quality of your evidence and of your interpretation of it — not on whether your original idea survived. A team that honestly kills its own idea and shows exactly why can score in the top band. A team that reports that every hypothesis was confirmed will be examined closely. Required contents – Hypothesis set: the assumptions your venture depends on, stated so that each could in principle be proved wrong. – Customer discovery evidence: no fewer than eight interviews. Include your interview protocol, an anonymised respondent profile table (segment, role, date, channel) and your coded findings. Raw notes or transcripts go in an appendix. – Market sizing: TAM, SAM and SOM, with the calculation shown and every assumption traced to a citable source. State which method you used (top-down, bottom-up, or both) and why. – Competitor and alternative analysis: including the "do nothing" alternative your customer currently uses. – Initial Business Model Canvas. – One designed experiment: hypothesis, method, success threshold set in advance, what actually happened, and what it means. – Invalidation statement: an explicit list of which hypotheses were validated, which were invalidated, and which remain unresolved — and what you are changing as a result. – AI-use declaration.
Venture Business Plan Poster & Investor Pitch
Teams convert their validated evidence into a full venture business plan for either a resource-based enterprise or a technology-driven enterprise. The plan must demonstrate opportunity analysis, business model development, market entry and scaling strategy, risk and ethics evaluation, and financial forecasting. Deliverables: an A3-size poster and an investor presentation of 10–12 minutes, followed by questions. Claims that contradict the team's own Element 2 evidence without justification incur a penalty.

Interim Assessment

2026/2027 2nd module
0.25 * Elevator Pitch (Individual) + 0.25 * Venture Validation Portfolio + 0.1 * Class Attendance & Participation + 0.3 * Venture Business Plan Poster & Investor Pitch

Bibliography

Recommended Core Bibliography

9781119690672 - Steve Blank-Bob Dorf - The Startup Owner's Manual : The Step-By-Step Guide for Building a Great Company - 2020 - Wiley - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2417445 - nlebk - 2417445
Aulet, B., Ursache, M., & Snyder, C. (2017). Disciplined Entrepreneurship Workbook. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1487845
Blinova, E. A. Innovative Entrepreneurship : учебное пособие / E. A. Blinova. — Самара : Самарский университет, 2022. — 68 с. — ISBN 978-5-7883-1752-6. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/336587 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
Competence Building in Sustainable Development, Walter Leal Filho, Bianca Gasparetto Rebelatto, Alice Annelin, Gert-Olof Boström, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2025, 978-3-031-80380-2, published: 01 March 2025
Developing enterpreneurial mindsets, ideas and opportunities: a guide for educators, , 2025
Development of new business models for industrial companies based on the use of digital technologies : автореф. дис. ... канд. экон. наук : 5.2.3, Yan, Zhaoqiang, 2026
Perez-Breva, L. (2016). Innovating : A Doer’s Manifesto for Starting From a Hunch, Prototyping Problems, Scaling Up, and Learning to Be Productively Wrong. Cambridge, MA: The MIT Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1470564
Prototyping and modelmaking for product design, Hallgrimsson, B., 2020
Scaling lean : mastering the key metrics for startup growth, Maurya, A., 2016
Value at Risk and Bank Capital Management : Risk Adjusted Performances, Capital Management and Capital Allocation Decision Making, Saita, F., 2025

Recommended Additional Bibliography

9781000645279 - Noura Metawa, M. Kabir Hassan - Artificial Intelligence and Big Data for Financial Risk Management - 2023 - Routledge - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=3344214 - nlebk - 3344214
Bank management and control : strategy, pricing, capital and risk management, Wernz, J., 2020
Digital transformation payday : navigate the hype, lower the risks, increase return on investments, Bottke, T., 2023
Digitalization and Asia-Pacific business models : at the crossroads of multiple cultures, innovation and value creation, , 2023
Innovation and entrepreneurship, Bessant, J., 2024
International marketing : strategy planning, market entry & implementation, Bennett, R., 2002
Prototyping and modelmakimg for product design, Hallgrimsson, B., 2012
Radical business model transformation : how leading organizations have successfully adapted to disruption, Linz, C., 2021
Systemic financial risk : an emerging market perspective, , 2024
Warfel, T. (2011). Prototyping : A Practitioner’s Guide. Sebastopol: Rosenfeld Media. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=516053
Гуреев, П. М., Введение в технологическое предпринимательство : учебное пособие / П. М. Гуреев, В. Н. Гришин, П. В. Метелкин, И. С. Прохорова. — Москва : Русайнс, 2025. — 246 с. — ISBN 978-5-466-08737-6. — URL: https://book.ru/book/957591 (дата обращения: 09.12.2025). — Текст : электронный.
Рис Э. - Бизнес с нуля. Метод Lean Startup для быстрого тестирования идей и выбора бизнес-модели - 978-5-9614-5405-5 - Альпина Паблишер - 2026 - https://znanium.ru/catalog/document?id=476082 - 476082 - ZNANIUM

Authors

Akhmed Vakas

Магистерская программа «Управление развитием компании»

Адрес

Entrepreneurship