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Module Title
Business Ideas And Opportunities

Business opportunities, idea generation, innovation, market research, competition research, customer research

SCQF Points15
ECTS Points7.5
CreatedOctober 2011
ApprovedJuly 2013
AmendedAugust 2013
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module


Corequisite Modules


Precluded Modules


Aims of Module

To develop real life creative idea generation skills and knowledge and understanding of the characteristics of viable business opportunities, and to equip students with the skills required to explore a business opportunity, conduct a feasibility study and experience the challenges of idea generation in a practical task.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Demonstrate practical idea generation and work effectively in a small team.
2. Explore and assess a business opportunity in a specified industry sector.
3. Design and undertake appropriate primary and secondary market, competition and customer research.
4. Undertake a reflective exercise and assess practicality of creative ideas.
5. Present and promote the business opportunity to potential stakeholders.

Indicative Module Content

Lecture content will introduce the key issues surrounding idea generation, innovation, creative thinking, group dynamics and team formation, business opportunity recognition and evaluation, market knowledge, and competitor and customer analysis. Guest lectures and case studies of local entrepreneurs from key industry sectors (e.g. oil and gas, tourism, food and farming, and the creative industries) will expand student knowledge and understanding of the practical issues faced in identifying and researching a viable business opportunity. Working in small teams students will demonstrate practical idea generation and will further explore and assess the business opportunity performing the necessary background research to produce a feasibility study for, and implementation of, the idea generated.

Indicative Student Workload

Contact Hours

Full Time
Assessment (presentations)

Directed Study



Private Study



Mode of Delivery

This module is delivered through lectures and the provision of online resources, accompanied by staff-directed tutorials and workshops to support student team work. Students undertake the necessary background research for their feasibility study and their presentation.
Students will work in teams to demonstrate real life creative idea generation. At the end of the challenge students will present their idea, execution, performance and a critique of the viability of their idea.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,4
Component 2 1,2,3,5

Component 2: Group presentation to a panel of assessors – 50% weighting.

Component 1: Individual reflective report – 50% weighting.

Indicative Bibliography

1.BURNS, P., 2011. Entrepreneurship and small business: start-up, growth and maturity. 3rd ed. Basingstoke: Palgrave Macmillan.
2.RAE, D., 2007. Entrepreneurship: from opportunity to action. Basingstoke: Palgrave Macmillan.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781