Principles of Entrepreneurship
Language of Instruction: English
3 local credits
Overview
1. Discipline
Principles of Entrepreneurship.
2. Contact Hours: 45 hours.
3. Language of Instruction: English
4. Course Pre-Requisites: None
5. Course Content:
The profile of entrepreneurs, entrepreneurship concepts, the entrepreneurial vision and the
entrepreneur attitudes. Principles of Marketing, Marketing Mix, Market research methods,
Market Segmentation, Marketing Positioning and Target market. Developing a new company,
the reality of startups in Brazil, the characteristics of a startup and a B.P model for Startups.
6. Course Objectives
Enables the student to understand the factors related to entrepreneurship. Identify the profile of
successful entrepreneurs. Find opportunities to become an entrepreneur. Stimulate the
entrepreneurship activities. Contribute to the development of entrepreneurial spirit through
theoretical and practical activities.
7. Grading
Practical tasks and tests – students are approved with final grade higher than 7 points
(maximum 10 points) and 75% of class attendance.
Assessments' accounted:
Attendance – 20%
Group Presentations – 30%
Field Work – 30%
Tests 01 and 02 – 10% (each one)
8. Contents
Introduction to the course: SEBRAE survey – What's your entrepreneurial profile?
Principles of Entrepreneurship: Entrepreneurship concepts- The profile of successful
entrepreneurs
Reading the article: "25 Common Characteristics of Successful Entrepreneurs" by James
Stephenson
Entrepreneurial Vision: Entrepreneurs' dream- The formation of entrepreneurial vision
Homework: Describe an entrepreneurial vision
Presentation of a case: Case from a local Entrepreneur
Principles of Marketing: Marketing Mix
Reading the article: "Marketing is Everything" by Regis McKenna
Market Research: Primary vs. Secondary sources; Market research methods
TED Video: "We feel fine" by Jonathan Harris
Group presentations presented by students
Market Segmentation; Marketing Positioning; Target market
Test List 01
Developing a new company: The reality of startups in Brazil- Characteristics of a startup
Entrepreneur attitudes: Identifying opportunities
"Startup - A Silicon Valley Adventure" by Jerry Kaplan
Lecture: Endeavor Institute
Presented by Endeavor Director from Santa Catarina State
Interviewing an entrepreneur: Finding a Mentor
Preparing Interview
Field work: Interviewing
Business Plan: What's a B.P? Developing a B.P
B.P model for Startups
Business Plan Analysis: Celta Business Incubator
Visiting companies
Test List 02
Feedback about the SEBRAE survey: What's your entrepreneurial profile? Business coaching
Required Reading:
STEPHENSON, James. Ultimate Homebased Business Handbook. Irvine: Entrepreneur Press,
2004.
GBADAMOSI, SONNY NWANKWO, Tunji. Entrepreneurship Marketing: Principles and Practice
of SME Marketing. New York: Routledge, 2011.
KOTLER, P. ARMSTRONG, G. Principles of Marketing. New Jersey: Prentice Hall, 2009.
McKENNA, Regis. Relationship Marketing: Successful Strategies for the Age of the Costumer.
New York: Basic Books, 1993.
KAPLAN, Jerry. Startup: A Silicon Valley Adventure. São Paulo: Cultura Editores Associados,
1998.
LAPORTE, Danielle. The Five Starter Sessions: A Soulful + Practical Guide to Creating
Success on Your Own Terms. New York: Crown Publishing Group, 2012.
GUILLEBEAU, Chris. $100 Startup: Reinvent the Way You Make a Living, What You Love, and
Create a New Future. New York: Crown Publishing Group, 2012.
Bibliography:
SEBRAE - Serviço Brasileiro de Apoio às Micro e Pequenas Empresas. Programa de Formação
e Capacitação de Empreendedores - Empretec. Material do Curso. Management Systems
International, 1993.
DOLABELA, Fernando. O Segredo de Luísa. São Paulo: Picture, 1999.
DORNELAS, José C. A. Empreendedorismo: Transformando Idéias em Negócios. 2a Edição.
Elsevier, 2005.
CHIAVENATO, Idalberto. Empreendedorismo: Dando Asas ao Espírito Empreendedor. 2a
Edição. Saraiva, 2005.
DRUCKER, Peter F. Inovação e Espirito Empreendedor. 2 ed. São Paulo: Pioneira, 1987.
RUTTER, M. Pesquisa de Mercado. São Paulo: Ática, 1996.
*Course content subject to change