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The University of Southampton

MANG6350 Entrepreneurship and New Venture Design

Module Overview

This module will look at processes supporting the design of new entrepreneurial ventures and offerings. In teams, students will follow a number of experimental and participative models to develop and test prototype ideas. The academic discipline of entrepreneurship will also be examined in order to provide a theoretical background, and to investigate what we currently know (and don't know) about new venture success.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • Key success factors for entrepreneurship;
  • Design methods applied to entrepreneurship.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Apply and evaluate design thinking as a business process;
  • Pitch a new business idea / business case.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Write effectively for business purposes;
  • Manage individual tasks, personal resources and time effectively;
  • Work effectively as part of a task-orientated and diverse group.


- Entrepreneurship success factors - The role of the entrepreneur - Processes for developing and testing new business ideas (lean start-up, design thinking) - Stakeholder analysis (and market research) – tools and techniques - Types of entrepreneurship (e.g. social entrepreneurship) - Entrepreneurship support and resources

Learning and Teaching

Teaching and learning methods

Teaching methods include: - Lectures - In class exercises Learning activities include: - Individual reading and research - Group discussions - Individual report writing

Independent Study70
Total study time100

Resources & Reading list

Luotola, H. et al (2017). Embracing uncertainty in value-based selling by means of design thinking. Industrial Marketing Management. ,65 , pp. pp. 59-75.

Luchs, M.G. (2015). Design thinking: new product development essentials from the PDMA. 

Ries, E (2011). The Lean Startup: How Constant Innovation Creates Radically Successful Businesses. 

Carlgren, L., Elmquist, M. & Rauth, I. (2016). The Challenges of Using Design Thinking in Industry – Experiences from Five Large Firms. Creativity and Innovation Management. ,25 , pp. pp.344-362.

Cross, N. (2011). Design Thinking: Understanding How Designers Think and Work. 



In-class formative opportunities


MethodPercentage contribution
Group report and presentation  (0.5 hours) 30%
Report  (2000 words) 70%


MethodPercentage contribution
Report  (2000 words) 100%


MethodPercentage contribution
Report  (2000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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