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Coursework Brief: CW1 – Analysis of a high potential business (Individual Coursework)
Module name: Entrepreneurship Theory and Practice
Module code: MSIN0144
Module leader name: Dr James Hickie
Academic year: 2023/24
Term 1, 2 or 3: Term 2
Nature of assessment – individual or group: Individual
Content of this coursework Brief
Section Content
A Core information
B Coursework brief and requirements
C Module learning outcomes covered in this
assessment
D Assessment of this coursework
E Groupwork instructions (if applicable)
F Additional information from module leader (if
applicable)
1
Section A: Core information
Category Comment
This assessment is
marked out of
100 marks
% weighting of this
assessment within
total module mark
40%
Word count/page
length – maximum
3,000 Words (Level 6 Students)
4,000 Words (Level 7 Students)
Footnotes, appendices,
tables, figures,
diagrams, charts
included in/excluded
from word count
Excluded from word count
Bibliographies,
reference lists included
in/excluded from word
count
Excluded from word count
Penalty for exceeding
word count/page
length
Yes – 10 percentage points deduction, capped at 40% for
Levels 4,5, 6, and 50% for Level 7. Refer to Academic Manual
Section 3: Module Assessment – 3.13 Word Counts.
Academic misconduct
(including plagiarism)
Academic Misconduct is defined as any action or attempted
action that may result in a student obtaining an unfair
academic advantage. Refer to Academic Manual Section 9:
Student Academic Misconduct Procedure – 9.2 Definitions.
Submission date 4
th March 2024.
Submission time 10:00am UK time
Penalty for late
submission
Yes. Refer to Academic Manual Section 3: Module
Assessment – 3.12 Coursework Deadlines & Late Submissions.
Submitting your
assignment
The assignment MUST be submitted to the module
submission link located within this module’s Moodle
‘Submissions’ tab by the specified deadline. Where the
assessment is group work, each group should nominate
ONE (1) person to upload the submission on behalf of their
group. Do NOT submit more than one submission per
group.
Anonymity of identity All assignments are anonymous unless the nature of the
assessment e.g. video, presentation, group work with
minutes attached, is such that anonymity is not possible).
Accordingly, no reference to your name(s) should appear on
your submission. Insert only your UCL ID number(s) and do
so on the front cover. The nature of this assessment is such
that anonymity is required.
2
Category Comment
Return and status of
marked assignments
At the latest this will be within 4 weeks from the date
of submission but we will endeavour to return it earlier
than this.
Assessments are subject to double marking/scrutiny,
and internal quality inspection by a nominated
School of Management internal assessor. All results
when first published are provisional until confirmed
by the relevant External Examiner and the
Examination Board.
No appeals regarding your published mark are
available until after confirmation by that Examination
Board.
3
Section B: Coursework Brief and Requirements
This 3,000 word coursework requires you to use the Business Model Canvas, the New-Business
Road Test and associated SWOT analysis to assess the potential of an early-stage business start_xfffe_up that has demonstrated product/market fit.
You must select an opportunity from EITHER:
1. Wired Magazine “Hot 100” links on Moodle
2. (You can choose any of this list of 100, but I have picked out 15 as a shortlist to help you if
you are not sure which to pick, which will be available on Moodle during the first week of
the module).
3. For your chosen business you are required to:
Document their business model(s) using an appropriate business model canvas.
Undertake a Macro Industry analyses
Perform a SWOT analysis of the business.
Summarise your conclusions regarding the overall attractiveness of the opportunity along
with any recommendations for mitigation or exploitation of factors identified in your
analysis.
(Level Student 7 students only) Reflect on the utility of tools and frameworks in the context
of your chosen opportunity (*additional 1000 word allowance)
As you develop your individual analysis of your selected opportunity we will require you to share
your findings and insights with other students in your class.
4
Section C: Module Learning Outcomes covered in this Assignment
This assignment contributes towards the achievement of the following stated module
Learning Outcomes:
1. Identify and use frameworks to judge the potential of a high-potential business
concept
2. Understand the difference between a true opportunity and just another “neat” idea
5
Section D: Assessment of this Coursework
This coursework will be assessed on the basis of the Rubric below (Table 1).
Within each section of this coursework you may be assessed on the following aspects, as
applicable and appropriate to this particular assessment, and should thus consider these
aspects when fulfilling the requirements of each section:
The strengths and quality of your overall analysis and evaluation;
Appropriate use of relevant theoretical models, concepts and frameworks;
The rationale and evidence that you provide in support of your arguments;
The credibility and viability of the evidenced conclusions/recommendations/plans of
action you put forward;
Structure and coherence of your considerations and reports;
Appropriate and relevant use of, as and where relevant and appropriate, real world
examples, academic materials and referenced sources. Any references should use
either the Harvard OR Vancouver referencing system (see References, Citations and
Avoiding Plagiarism)
Academic judgement regarding the blend of scope, thrust and communication of ideas,
contentions, evidence, knowledge, arguments, conclusions.
.
You are advised to refer to the UCL Assessment Criteria Guidelines, located at
https://www.ucl.ac.uk/teaching-learning/sites/teaching-learning/files/migrated-files/