Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Business Administration (BBA)
Course Objective
:This course aims to develop students’ knowledge and skills in project planning and entrepreneurial marketing. It includes fundamentals of project planning, feasibility analysis, design, scheduling, budgeting, and appraisal. Students acquire the knowledge and skills required to integrate time, cost, quality, and risk aspects to ensure project efficiency and sustainability. The course also includes concepts of entrepreneurial marketing, market analysis, product development, and innovative marketing strategies. Hence, this course further aims to enable students to plan, implement, and evaluate effective marketing initiatives for startups and small enterprises in the Nepalese context.
Course Description
:This course includes fundamentals of project planning, project identification and feasibility study, project design and work breakdown structure, project scheduling, resource and risk planning, and project budgeting and appraisal. It further covers entrepreneurial marketing concepts, opportunity and market analysis, product and value proposition development, marketing strategies and the marketing mix, digital and social media marketing, and marketing planning and implementation. Course Outcomes Upon completion of the course, students will be able to;
- Conceptualize the fundamentals of project planning
- Assess the feasibility of the project
- Develop the project structure
- Prepare budget and appropriate documents
- Prepare value proposition and segment the market for entrepreneurial business
- Prepare marketing plan for entrepreneurial business and implement the plan. and
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1.Fundamentals of Project Planning
- Concept, nature, and importance of project planning
- Project life cycle and stages
- Project planning versus implementation
- Roles and competencies of project planners and stakeholders
- Types of projects: business, development, and entrepreneurial projects
- Overview of project planning in the Nepalese context.
Unit 2.Project Identification and Feasibility Study
- Sources and generation of project ideas
- Project screening and selection criteria
- Feasibility study components: technical, market, financial, environmental, and social feasibility
- Stakeholder and needs analysis
- Tools for feasibility evaluation
- Case illustrations from Nepalese projects.
Unit 3.Project Design and Work Breakdown Structure
- Defining project objectives, scope, and deliverables
- Logical Framework Approach
- Developing Work Breakdown Structure
- Setting milestones and performance indicators
- Integration of project components
- Preparation of project charter and scope statement.
Unit 4.Project Scheduling, Resource and Risk Planning
- Scheduling tools and techniques: Gantt chart, PERT, CPM
- Time and resource estimation
- Resource allocation and balancing
- Identifying project risks and uncertainties
- Risk assessment and mitigation planning
- Project planning software.
Unit 5.Project Budgeting, Appraisal, and Documentation
- Project cost estimation and budgeting techniques
- Preparing project cost plans and cash flow forecasts
- Project appraisal methods (financial and economic appraisal)
- Documentation and presentation of project proposals
- Monitoring, evaluation, and sustainability considerations
- Ethical and policy aspects of project planning in Nepal.
Unit 6.Entrepreneurial Marketing
- Concept, characteristics, dimensions, and evolution of entrepreneurial marketing
- Differences between traditional and entrepreneurial marketing
- The entrepreneurial marketing process
- Role of marketing in new venture creation and growth
- Marketing challenges faced by Nepalese startups and SMEs
- Identifying and evaluating market opportunities
- Understanding customer needs and behavior in entrepreneurial settings
- Market segmentation, targeting, and positioning for startups
- Competitive and environmental analysis
- Entrepreneurial market research: concepts, process, and tools.
Unit 7.Product and Value Proposition Development
- New product and service development process
- Designing value propositions and unique selling propositions
- Branding for startups and SMEs
- Managing innovation and product life cycles
- Co-creation and customer participation in product development.
Unit 8.Entrepreneurial Marketing Strategies and Marketing Mix
- Concept and focus of entrepreneurial marketing strategies
- Entrepreneurial approaches for marketing mix: Guerrilla marketing, buzz marketing, relationship marketing, and networking
- Leveraging partnerships and collaborations
- Resource leveraging and bootstrapping in marketing
- Digital marketing tools and techniques for startups
- Role of social media, influencer, and content marketing
- Building online communities and engagement
- Email and mobile marketing
- E- commerce, digital branding, and analytics for entrepreneurs.
Unit 9.Entrepreneurial Marketing Planning and Implementation
- Components of a marketing plan for new ventures
- Budgeting and resource allocation
- Implementing and monitoring marketing activities
- Measuring marketing performance and customer feedback
- Marketing challenges and ethical considerations in entrepreneurial settings.
Suggested Readings:
Choudhury, S. (2019). Project management. McGraw Hill. Hills, G., Hultman, C., & Miles, M. P. (2008). The evolution and development of entrepreneurial marketing. Journal of Small Business Management, 46(1), 99– 112. https://doi.org/10.1111/j.1540-627X.2008.00236.x Kerzner, H. (2022). Project management: A systems approach to planning, scheduling, and controlling. Wiley. Lock, D. (2020). Project management (10th ed.). Gower Publishing. Morris, M., Schindehutte, M., & LaForge, R. (2012). Entrepreneurial marketing: A global perspective. Palgrave Macmillan. Project Management Institute. (2021). A guide to the project management body of knowledge (PMBOK® guide). Project Management Institute. Stokes, D., & Wilson, N. (2017). Small business management and entrepreneurship. Cengage Learning.