Course Title: Entrepreneurship
September-December 2022 at 岭南师范大学
Download the Teaching Materials and Assignments Templates (work in progress).
Go to the Marketing Simulation Games
Introduction
This course aims to give students a comprehensive understanding of and appreciation for Entrepreneurship. It will focus on the personal and environmental factors which support entrepreneurial behaviour and activity. Learners will assess their personal aptitude for entrepreneurial behaviour and will be provided with the necessary instruction to help the development of an entrepreneurial orientation. The primary purpose of the course is to build entrepreneurial thinking, forecast potential opportunities and seize them. The focus is on social skills, including presenting skills: making presentations and pitches, Economic and Social contribution of entrepreneurs, Sources of business ideas and forms of business, Strategies for idea generation, brainstorming, and Policies at local, national and international levels to support enterprise, including tax policy encouraging entrepreneurship in EU and China.
Links will be updated soon.
Download the Syllabus
Download Assignment 1
Download Assignment 2
Simulation Games
1. Marketing Function
Simulation: Ice Cream Magnate (this simulation game we played during our class)
Try It
Now that you’ve learned about the marketing mix and how it works, it’s time to give it a try yourself.
The simulation below gives you a chance to take a “great business idea”—in this case, ice cream—and play around with the four Ps of marketing.
Try the simulation a few times to see how different choices lead to different outcomes. In a simulation it’s good try out choices you think are right, as well as those you suspect are wrong, since you can learn from both. All simulations allow unlimited attempts so you can gain experience exploring and applying the concepts.
2. Segmentation and Targeting
Simulation: Segmenting the Ice Cream Market
Try It
We’ve been talking a lot about segmentation and targeting and discussing how they both work in real-life marketing. Now it’s time for you to give it a try.
Remember the ice cream shop you ran in a simulation earlier in the course? We’re going back to that scenario: you are an entrepreneur working to build your house-made ice cream business. This time you’ll explore how to use segmentation, targeting, and the marketing mix to grow the business.
Try the simulation a few times to see how different choices lead to different outcomes. In a simulation you should take the opportunity to try out choices you think are right and some you suspect are wrong, since you can learn from both. All simulations allow unlimited attempts so you can gain experience exploring and applying the concepts.
Good luck!
3. Ethics and Social Responsibility
Simulation: Ethics
Try It
Play the simulation below multiple times to see how different choices influence the outcome. All simulations allow unlimited attempts so you can gain experience applying the concepts.
4. Pricing Strategies
Simulation: Demand for Food Trucks
Try It
Play the simulation below multiple times to see how different choices lead to different outcomes. All simulations allow unlimited attempts so that you can gain experience applying the concepts.