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Module Specifications

Archived Version 2007 - 2008

Module Title E-Commerce and Entrepreneurship
Module Code EF571
School DCUBS

Online Module Resources

Module Co-ordinatorDr Teresa HoganOffice NumberQ129
Level 5 Credit Rating 5
Pre-requisite None
Co-requisite None
Module Aims
The objective of this module is to provide students with an understanding of the key issues involved in the successful commercialisation of new technology-based products or services. 

Learning Outcomes
This is a practical course in which students will gain first hand experience of the leadership, planning and team management skills involved in initiating and developing high-technology ventures. Business planning is a multi-skilled task that is best undertaken by an interdisciplinary team. Success will depend on the team’s ability to apply its knowledge of New Product Development, Technology, Marketing, Finance and Management.

Indicative Time Allowances
Lectures 24
Tutorials 0
Laboratories 0
Seminars 0
Independent Learning Time 51

Total 75
Assume that a 5 credit module load represents approximately 75 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module.

Indicative Syllabus

Technological Evolution

An analysis of the key technological shifts that are driving the convergence of the computing, communications and content technologies and industries. 


Innovation and the New Technology Based Firm

Key definitions: invention, innovation and entrepreneurship. The role of innovation in competitive advantage. Incremental and discontinuous innovation. The role of the university in creating New Technology Based Firms. The high-technology entrepreneur.


New Business Strategy and Planning

Business and revenue models for New Technology Based Firms. Identifying and defending a Sustainable Competitive Advantage. Routes to market. Overview of the business plan. 5 essential sections: executive summary, strategic and marketing plan, financial plan, technology/operations plan and the management team.

Intellectual Property

Appropriating the benefits from innovation. Intellectual property; patents, trademarks, copyright protection and licensing agreements. Licensing versus spin-out.


Market Research and Marketing Strategy

The commercialisation of high-technology products/services. Forecasting the diffusion of innovations. Competitive analysis. Porter’s Framework.


New Venture Finance and Financial Planning

Financial requirements of the high technology venture over the development cycle. The costs and benefits of different types of business financing.  Strategies for attracting venture capital. Valuations and exit mechanisms.  The components of the financial plan; cashflow projections, profit and loss account, balance sheet and break-even analysis.

Continuous Assessment100% Examination Weight0%
Indicative Reading List


Tidd, J., Bessant, J. and Pavitt, K. (2005) Managing Innovation 3rd Edition, John Wiley and Sons Ltd: USA.

Dollinger, M. J. (2003) Entrepreneurship: Strategies and Resources, Prentice Hall: USA.

Burns, P. (2001) Entrepreneurship and Small Business, Palgrave: Basingstoke, UK.

Nesheim, J. L. (2000) High Tech Start Up, Free Press: New York.

Moore, Geoffrey A. (1999) Crossing the Chasm, Marketing and Selling High-tech Products to Mainstream Customers, 2nd Edition, Harper Business: New York.

Kaplan, J. (1996) Start-Up: A Silicon Valley Adventure, Penguin: USA.

Deutschman, A. (2000) The Second Coming of Steve Jobs, Broadway books: USA.
Programme or List of Programmes
EMBINEuropean MSc in Business Informatics
MECBMSc in Electronic Commerce (Business)
MECTMSc in Electronic Commerce (Technical)