This module includes the definition of entrepreneurship, its salient features, theories, activities and misconceptions. It will also deal with the importance of entrepreneurship in the society and the economy including sources of entrepreneurial ideas. This module was designed and written with you in mind. It is here to help you develop your entrepreneurial characteristics, skills and competencies. The scope of this module permits it to be used in many different business ventures and lets you explore and even engage in the entrepreneurial world. At the end of this module, you will be able to: a. Define entrepreneur and entrepreneurship; b. Describe the salient features of entrepreneurship; c. Discuss the different theories of entrepreneurship; d. Distinguish the difference between entrepreneurial venture and ordinary small business activity; e. Describe the importance of entrepreneurship; f. Identify the sources of entrepreneurial ideas.

At the end of this module, you will be able to: a. Identify the character traits that are common among successful entrepreneurs and b. Determine the skills and competencies that are relevant in the practice of entrepreneurship.

This module includes the description of physical, societal and industry environment of the entrepreneurial venture. It will also discuss the tools and processes in environmental scanning. At the end of this module, you will be able to: a. Describe the physical environment of the venture, b. Discuss the societal environment of the venture, c. Describe the industry environment of the venture, and d. Identify the tools and process in the conduct of environmental scanning

At the end of this module, you will be able to: a. Determine the nature and type of entrepreneurial venture to be opened; b. Describe the concept of market segmentation; c. Discuss market targeting; d. Determine the importance of market positioning.

At the end of this module, you will be able to: a. Discuss the concept of consumer buying behavior; b. Describe the need for entrepreneurial research; c. Determine the marketing mix; d. Differentiate needs from wants; and e. Identify the commonly used branding strategy