Curriculum

Learning Goals

Solutions

Students will demonstrate an understanding of entrepreneurship theory, tools and business models by applying them to propose integrative solutions to business problems.

Marketing

Students will demonstrate an understanding of the marketing knowledge required by conducting marketing activities in a global context.

Analytical

Students will apply analytical, critical and creative thinking for managing change and creating new businesses.

Teamwork

Students will demonstrate teamwork and oral and written communication skills in managing innovation and solving business problems.

 

Programme Structure

The programme has 33 Hong Kong Baptist University units of taught courses. The business project (or academic dissertation) accounts for 9 Hong Kong Baptist University units. Requirements of the programme are as follows:

 

Semester 1 - Grenoble Ecole de Management (18 units)

Starts in September

MKTG 7010 Startup Creation Process and Entrepreneurial Ecosystem (3 units)

This course will look into the definition and myths of entrepreneurship and its importance in the economy including different characteristics of entrepreneurs and the opportunities in each entrepreneurial process. It will also examine effectuation, social entrepreneurship and corporate entrepreneurship.

MKTG 7020 Entrepreneurship and Business Opportunities (3 units)

This course adopts a flipped classroom approach to prepare students for the realities of building or working in experiential entrepreneurship. It embraces starts-up management tools built around “searching for a business model” rather than the “execution of a business model” tools needed in larger companies. It prepares students to generate innovative ideas and design a business model for an entrepreneurial opportunity and test these ideas and models through customer discovery and customer validation.

MKTG 7030 New Venture Business Planning, Small and Family Business (3 units)

This course aims to provide a practical and current review of small and family business sectors by taking a diagnostic approach to the crafting of effective growth strategies. It allow students to “step into the shoes” of family and small business owner and/or managers to obtain a unique fast track learning experience in understanding the fundamentals and challenges in running and growing an existing company.

MKTG 7040 Accounting and Finance for Entrepreneurs (3 units)

This course is an introduction to finance and accounting in an entrepreneurship environment. This module looks at the analysis of accounts and financial information from the point of view of the users (managers, entrepreneurs and investors) rather than the preparer (accountant) of information and emphasises the international dimension of financial reporting. It also presents the corporations’ financing cycle, the various resources used by corporations and the way investment and financing decisions are made.

MKTG 7050 Strategic Management (1.5 units)

This course is designed to help students get acquainted with some of the key techniques, frameworks and concepts relevant for strategic management. Many of these are used every day in the business world to help solve challenges businesses face. It deals with the core concepts and models affecting the process of strategy making of organizations and the way in which they can create value. This course will analyze the sources of competitive advantage, the strategic purpose of organizations, the content of business and corporate strategies, as well as various ways of cooperation, international expansion, and innovation.

MKTG 7060 Marketing Planning (1.5 units)

This course focuses on the three major activities common to the marketing planning process across firms and industries: (1) analysis of market information, (2) development of brand and marketing strategy, (3) programming of the strategy and implementation of the marketing programs. It provides students with a background necessary for developing marketing plans; students tailor the course to their interests by their chosen project.

MKTG 7070 Advanced Effective Sales, Negotiation & Intercultural Communication (1.5 units)

This innovative and highly interactive course aims to provide students with a framework for conducting advanced effective sales negotiations by implementing proven methods and techniques. It is designed to enable students to understand how to build a relationship with their customers, to learn the value of engaging in questioning, and to develop listening and communication skills necessary to conduct successful sales negotiations.

Accommodation in Grenoble
 

Semester 2 - Hong Kong Baptist University (15 units)

Starts in the following January

MKTG 7080 Corporate Entrepreneurship and Business Development (3 units)

The focus of this course is on the creation and management of entrepreneurial initiatives within a corporate context. The course will cover the entrepreneurial imperative for corporations, the unique nature of corporate entrepreneurship, and the levels and forms of entrepreneurship in established organizations. After identifying and defining external and internal manifestations of corporate entrepreneurship, the course will concentrate on what managers do to foster climates that facilitate internal corporate entrepreneurship. We will discuss sound venturing strategies regarding ”what kind” of new businesses corporations choose to pursue and “how” those ventures should be structured and managed for maximal performance. This course will explore issues facing corporations as they attempt to create a sustainable competitive advantage through entrepreneurial activities. Attention will also be given to the difficulties inherent in the process of assessing entrepreneurial performance within a corporation and the control mechanism put in place by corporate managers to restrict the autonomy of corporate entrepreneurial initiatives.

MKTG 7090 Leadership and Team Building for Entrepreneurs (3 units)

This course aims to empower students with tools and personal awareness to become a collaborative team member. It will introduce students to leadership capabilities and styles and discuss their linkage with team building. Lectures will focus on studying and applying various team strategies and learning about stages of team development. It will utilize group exercises and self-reflection on the collaborative nature of team processes with an aim to discover individual communication and conflict management styles and how they impact team success, especially during times of stress or conflict.

MKTG 7100 Digital Marketing Strategy (3 units)

Digital Marketing and Inbound Marketing have outweighed Tradition Marketing due to the high penetration of mobile internet and the popularity of social media worldwide. A substantial percentage of world population is active in using social media in mobile. There are hundreds of social networks at present. New technologies continue to drive the change of consumer behaviors in both online and offline. More resources have been poured into digital marketing to reach their business customers by businesses. This course aims to equip the learners the knowledge and skills in creating an innovative digital marketing strategy for organizations.

MKTG 7110 Socially Responsible Entrepreneurship in an International Context (3 units)

Socially responsible entrepreneurship is becoming more feasible and common because of higher expectation in humanity, faster information dissemination via internet, social media as a daily life and internationalization. This course aims to guide students to explore the knowledge of creating and running a social enterprise with international context through case studies, and guest talk. To be more practical, students will also have the opportunity to formulate and present a business plan on a social enterprise initiative. This is the core learning activity to give students the higher learning impact by asking them to integrate and make use of the knowledge in marketing, creativity, innovation, moral imagination and corporate social responsibility. The course also forms partnership(s) with institution(s) to provide a real-world context for our students.

MKTG 7120 Global Marketing (3 units)

The course is specifically designed to prepare students for the challenge of globalization. This course provides students with knowledge and skills to undertake in-depth analysis on key issues of global marketing and theoretical grounding to face challenges in international markets and solve global marketing problems. Contemporary issues in global marketing will be discussed.

Accommodation in Grenoble
 

Summer

MKTG 7130 Business Project / Academic Dissertation (9 units)
Business Project

The student will be required to complete a BP of approximately 20,000 words in length, under the guidance from both HKBU and GEM faculties. To successfully complete the BP, the student is required to develop a new business start-up proposal, including Market, Product and Benchmark Analysis, and provide roadmap and action plan to assist during the decision-making process for the development and introduction to the market of this new business. The BP should be the culmination of the students' postgraduate programme. This is their opportunity to apply the knowledge acquired during the course of their programme to a specific business problem in their field.

Academic Dissertation

This course requires the student to research a topic appropriate to the field of entrepreneurship and global marketing. The dissertation should involve engagement with theoretical concepts and practical application to an entrepreneurship and/or global marketing issue.

 

Total Units

42 units

Remark: The study curriculum may change from time to time.

 
Study Mode 15-month full-time taught postgraduate programme, semester 1 in France and semester 2 in Hong Kong.

 
Medium of Instruction English is the official medium of instruction.

 
Graduation The Master of Science in Entrepreneurship and Global Marketing degree will be granted to students who have completed and passed all the 12 required core courses and the Business Project with a total of 42 Hong Kong Baptist University units (90 ECTS credits), and having met the requirements of both Hong Kong Baptist University (including a minimum cumulative GPA of 2.5) and Grenoble École de Management in their respective semesters.

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