Entrepreneurship and Strategic Communication

Sustainable Development Goals (SDG)

• 8. Decend work and economic growth
• 9. Industry, innovation and infrastructure

Objectives

The subject of Entrepreneurship and Strategic Communication is part of the subject of Professional Development and Innovation, included in the Nutrition Sciences, Dietetics, Health and Community Nutrition module, which is part of the compulsory training of the degree in Human Nutrition and Dietetics.

The general objectives of this subject are:

• Advance from a business idea to an entrepreneurial project by using the Lean Start Up methodology.

And the specific objectives:

• Create a new food product, suitable for human consumption, marketable, innovative, with environmental impact and following current regulations.
• Apply creativity techniques in order to identify proposals of interest.
• Prepare a technical report explaining your product that includes: product description, description of the nature of the innovative qualities, target audience and marketing channels, marketing plan, economic-financial plan.
• Know the characteristics of an entrepreneur's profile.
• Know how to reach the market with the chosen product or service.
• Learn to organize the company (identify the processes that need to be done, the tasks, hierarchies, etc. of the people...).
• Determine the legal form best suited to the idea.
• Analyze the financing needs that the project will have.
• Calculate the turnover figure that will make it viable.

Learning outcomes

• RA1. Develop a business plan for the creation of a private nutritional consultation.
• LO2. Apply strategic communication knowledge to develop a communication plan for a private nutritional consultancy.
• LO3. Carry out professional activities independently.
• LO4. Solves problems and situations specific to professional development with entrepreneurial and innovative attitudes.
• LO5. Uses the audiovisual language and its different resources to express and present content linked to the specific knowledge of the field.
• LO6. Apply your knowledge to solving problems in complex or professional and specialized work areas that require the use of creative and current ideas.

Skills

Specific skills

• Participate in basic research, development, sales, labeling, communication and marketing of food products in a scientific manner, in response to the problems and social needs of consumers and current regulations.
• Understand the principles of entrepreneurship as a strategy to identify and solve emerging problems in the field of diet and human nutrition.

Basic skills

• Students have developed the learning skills necessary to undertake further studies with a high degree of independent learning.

Core skills

• Project the values of entrepreneurship and innovation in one's academic and professional career, through contact with a variety of practical contexts and motivation for professional development.

Content

FROM THE IDEA TO THE BUSINESS MODEL

1. Key concepts of entrepreneurship
2. Creativity and innovation for the development of a business idea based on a product
3. The entrepreneurial profile
4. Creating high performance entrepreneurial teams
5. From the idea to the business plan. Structure of a business plan

VALIDATION OF THE BUSINESS MODEL

1. Introduction to the Lean Start Up methodology.
2. Business model design.
3. Customer development. Identification of hypotheses.
4. Customer development. Validation of the problem.
5. Customer development. Validation of the solution.
6. Preparation of a technical report explaining the innovative product:
   1. Product description.
   2. Description of the nature of innovative qualities
   3. Target audience and marketing channels
   4. Marketing plan
   5. Economic-financial plan
7. Drafting and presentation of the product and business model:
   1. Elevator pitch .

Evaluation

According to the Regulations approved by the UVic Board of Directors, there will only be one official call that will cover two different evaluation periods:

1. Ordinary period, which will take place during the academic period.
2. Complementary evaluation period.

ordinary period

The evaluation will be continuous and will be based on:

• 2 exams on the subject developed in class (first exam during week 7 and second exam during week 16-17). The exams weigh 25% each. During the recovery period, one of the two exams can be recovered (Recoverables)
• Development of a technical and entrepreneurial report of an innovative product and presentation in class. In this case, both the development process through tutorials and the final document and presentation will be assessed (week 15). The weighting of the Entrepreneurial Technical Report corresponds to 15% of the total mark and the remaining 15% corresponds to the presentation in the classroom. The grade will be determined and communicated when the project has been presented and the written version of the project has been corrected (Not recoverable)
• Elaboration and presentation of an elevator pitch that will weigh 20% (it is not a group pitch; each student must present their own) (Non-refundable)

The final mark of the subject will be the result of the weighting of the marks obtained in each of the parts and the subject is approved if a grade ≥5 is obtained. The average grade of the exams must be equal to or higher than 5 and that no exam has a grade lower than 4.5. Also, the recoverable activities must have a minimum grade of 5 to be able to make a weighted average.

Complementary evaluation period

The student who does not pass some of the activities considered recoverable can recover them during this period. The evaluation of this second period cannot account for more than 50% of the final mark of the subject.

The final grade for this period is obtained by taking the weighted average of the grades obtained during the ordinary period and, if some activities have been recovered, in the complementary assessment. The subject is passed if a grade ≥5 is obtained.

important

Plagiarism or copying someone else's work is penalized at all universities and, according to the University of Vic - Universitat Central de Catalunya Coexistence Rules , constitute serious or very serious offences. That is why in the course of this subject the plagiarism or misappropriation of other people's texts or ideas ( What is considered plagiarism? ) and the improper or undeclared use of artificial intelligence in an activity automatically result in suspension or other disciplinary measures.

Methodology

The subject is developed using different teaching-learning methodologies. The concepts and contents of the subject are developed through the master's methodology.

The master's methodology is combined with more active learning methodologies that involve the preparation of an entrepreneurial technical report using the Lean Start Up methodology, the resolution of cases and the discussion of these same cases, elements that allow approximating the student to the reality of entrepreneurship.

Also, this subject is developed in a transversal way with the subjects: "new trends in food products" and "restoration, creativity and gastronomy" which will allow the creation of an innovative product with the appropriate nutritional base.

Bibliography

Key references

• Osterwalder, A. & Pigneur Y. (2010). Business Model Generation [DVD]. John Wiley & Sons, Inc., Hoboken.
• Ries, E, (2013). El método Lean Start Up. Deusto.

Further reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.