This course is highly interactive and is targeted at SME owners/managers keen to explore how to develop the marketing potential of their enterprises.
The aim of this course is to examine marketing and management principles from the perspective of the practicing entrepreneur/manager. The course will re-examine key aspects of marketing theory and will critique these theories from the perspective of the practicing entrepreneurial manager. In essence, the course will examine aspects of entrepreneurial marketing management decision-making in different contexts, industries and through the application of such theory to specific live cases.
This course can be taken individually or combined over a period of time towards a Postgraduate Certificate of Professional Development.
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About this course
In this section
The small to medium sized enterprise (SME) has unique characteristics; not least that it has limited access to resources. SMEs are not “little-big-businesses” and the practice of marketing in such enterprises is not the same as that practiced in larger organisations. The management of an SME will reflect the personal outlook and competencies of the owner/manager of such enterprises. On completion of this course, the SME owner/manager will have a deeper understanding of the role of marketing in the future development of their business venture and will have developed a competency in marketing practice within their business, what we have come to understand as “entrepreneurial marketing”. The course draws on current thinking in marketing management but pushes beyond the boundaries of existing knowledge to examine the practice of marketing decision-making and action specifically within the context of the small to medium sized business.
This course is highly interactive and is targeted at SME owners/managers keen to explore how to develop the marketing potential of their enterprises and to those advising SME owners in the practice of marketing.
Linked programmesMSc Marketing, PgCertPD Postgraduate Certificate of Professional Development,
100% Coursework - Group assignment (ideally three members, maximum four) consisting of a written essay (maximum 2000 words) incorporating discussion on each of the main interacting topics in their application to a chosen marketing context.
The University policy on group work is adhered to.
Each member of the group is required to submit an individual statement, maximum three pages, providing insights to the role(s) they played in the group, their responsibilities and giving details of their contribution to the group's efforts to develop the feasibility study. These individual statements should be submitted along with the group essay worth 75% of the marks. The remaining 25% of the marks will be applied to the personal statement.
This course requires attendance on three consecutive days from 9.15am to 4.15pm in early April 2020 with a follow-up day in mid-April 2020.
Normally, a degree in a relevant area e.g. business or social sciences but other degrees will also be considered.
English Language Requirements
Applicants whose first language is not English must meet the minimum English entrance requirements of the University and will need to provide recent evidence of this (certified within the last two years).
Most of our courses require a minimum English level of IELTS 6.0 or equivalent, with no band score under 5.5. Trinity ISE: Pass at level III also meets this requirement.
Please see details of the English language qualifications and certificates we can accept - https://www.ulster.ac.uk/__data/assets/pdf_file/0005/177404/Other-english-language-tests-and-qualifications-2017.pdf
International applicants will also require a short-term study visa. Further information is available at https://www.ulster.ac.uk/international/visa-immigration
- 1 April 2020
Teaching, Learning and Assessment
The University employs over 1,000 suitably qualified and experienced academic staff - 59% have PhDs in their subject field and many have professional body recognition.
Courses are taught by staff who are Professors (25%), Readers, Senior Lecturers (18%) or Lecturers (57%).
We require most academic staff to be qualified to teach in higher education: 82% hold either Postgraduate Certificates in Higher Education Practice or higher. Most academic staff (81%) are accredited fellows of the Higher Education Academy (HEA) - the university sector professional body for teaching and learning. Many academic and technical staff hold other professional body designations related to their subject or scholarly practice.
The profiles of many academic staff can be found on the University’s departmental websites and give a detailed insight into the range of staffing and expertise. The precise staffing for a course will depend on the department(s) involved and the availability and management of staff. This is subject to change annually and is confirmed in the timetable issued at the start of the course.
Occasionally, teaching may be supplemented by suitably qualified part-time staff (usually qualified researchers) and specialist guest lecturers. In these cases, all staff are inducted, mostly through our staff development programme ‘First Steps to Teaching’. In some cases, usually for provision in one of our out-centres, Recognised University Teachers are involved, supported by the University in suitable professional development for teaching.
Figures correct for academic year 2019-2020.
ApplyHow to apply
The following page explains the postgraduate short course application procedure:
https://www.ulster.ac.uk/apply/how-to-apply/short-courses (choose postgraduate short courses)
- 1 April 2020
Fees and funding
In this section
- Northern Ireland & EU:
- England, Scotland, Wales
and the Islands:
Information about how to pay for a course including different payment options is available at
Scholarships, awards and prizes
Fee waivers may be available to those who meet the eligibility criteria. More information is available from FlexEd@ulster.ac.uk
Additional mandatory costs
Tuition fees and costs associated with accommodation, travel (including car parking charges), and normal living are a part of university life.
Where a course has additional mandatory expenses we make every effort to highlight them. These may include residential visits, field trips, materials (e.g. art, design, engineering) inoculations, security checks, computer equipment, uniforms, professional memberships etc.
We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. Computer suites and free wifi is also available on each of the campuses.
There will be some additional costs to being a student which cannot be itemised and these will be different for each student. You may choose to purchase your own textbooks and course materials or prefer your own computer and software. Printing and binding may also be required. There are additional fees for graduation ceremonies, examination resits and library fines. Additional costs vary from course to course.
Students choosing a period of paid work placement or study abroad as part of their course should be aware that there may be additional travel and living costs as well as tuition fees.
Please contact the course team for more information.
Telephone: (+44) 028 9036 6680
For more information visit
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