KASNEB ATD Entrepreneurship and Communication Notes

LEARNING OUTCOMES

A candidate who passes this paper should be able to:

• Identify viable business opportunities
• Prepare a business plan
• Demonstrate entrepreneurial orientation skills
• Communicate effectively in a business environment
• Apply entrepreneurial knowledge in response to the emerging business trends.

CONTENT

Entrepreneurial mindset

• Definition of entrepreneurship
• Historical development of entrepreneurship
• Characteristics of entrepreneurs
• Types of entrepreneurs
• Distinction between entrepreneurs and small business owners
• Approaches to entrepreneurship
• Importance of entrepreneurs to development

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Entrepreneurship and innovation

• Creativity and innovation
• Corporate entrepreneurship and innovation
• Qualities of entrepreneurial firms
• Social enterprises and sustainability
• Entrepreneurial ethics, responsibility and leadership
• Case study on corporate entrepreneurship

Opportunity identification and development

• Methods of generating ideas
• Sources of innovative ideas
• Qualities of viable business opportunities
• Evaluating business opportunities
• Challenges of starting new ventures
• Why new ventures fail
• Business incubation
• Role of government in promoting entrepreneurship

Creating and starting a new venture

• Approaches to creating new ventures
• Acquiring an established business venture
• Business planning
• Overview of the business plan
• Scope and value of a business plan
• Practical experience in writing of a business plan

Business growth strategies

• Penetration, market and product development strategy
• Public and private placements
• Joint ventures
• Diversification
• Loans and equity financing
• Venture capitalists
• Informal risk capitalists
• Crowd funding and crowding sourcing

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Entrepreneurship and technology

• Internet and e-commerce
• The enterprise website
• Impact of globalisation
• Global entrepreneurs
• Business process outsourcing
• Electronic and mobile money transfers
• Business networking

Nature of business communication

• Meaning of communication
• Purposes of business communication
• Internal and external communication
• The communication process
• Methods of communication
• Communication systems and networks
• Principles of effective communication
• Barriers to effective communication

Written communication

• Rules of effective writing
• Business correspondence
• Reports
• Memorandum
• Proposal writing
• Forms and questionnaire design
• Circulars and newsletters
• Notices and advertisements
• Publicity materials
• Press releases
• Graphic communication

Oral and non-verbal communication

• Oral communication in business
• Effective listening
• Interviews
• Non-verbal communication
• Interpersonal relationships
• Presentations skills

Meetings

• Notice

• Agenda
• Role of the chairperson
• Role of the secretary
• Role of participants
• Conduct of meetings
• Minutes of meetings

Information technology and communication

• The internet
• Teleconferencing
• Wireless technologies
• Electronic postal services
• Use of E-mails

Ethics and integrity in business communication

• Concept of ethics and integrity
• Significance of ethical communication
• Factors influencing ethical communication
• Ethical dilemmas in communication
• Guidelines to handle communication ethics dilemmas
• Business ethics in communication

Emerging issues and trends

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