ENTREPRENEURSHIP AND COMMUNICATION
ENTREPRENEURSHIP AND COMMUNICATION
PART I
CPA SECTION 1
CICT SECTION 1
CIFA SECTION 1
CCP SECTION 1
STUDY TEXT
KASNEB JULY 2018 SYLLABUS
Revised on: January 2019
www.kasnebnotes.co.ke Page 1
, ENTREPRENEURSHIP AND COMMUNICATION
PAPER NO.3 ENTREPRENEURSHIP AND COMMUNICATION
GENERAL OBJECTIVE
This paper intends to equip the candidate with knowledge, skills and attitudes that will enable
him/her to apply entrepreneurship knowledge in business and other environments.
3.0 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
3.1 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
3.2 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
3.3 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
3.4 Creating and starting a new venture
- Approaches to creating new ventures
www.kasnebnotes.co.ke Page 2
, ENTREPRENEURSHIP AND COMMUNICATION
- 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
3.5 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
3.6 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
3.7 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
3.8 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
www.kasnebnotes.co.ke Page 3
, ENTREPRENEURSHIP AND COMMUNICATION
3.9 Oral and non-verbal communication
- Oral communication in business
- Effective listening
- Interviews
- Non-verbal communication
- Interpersonal relationships
- Presentations skills
3.10 Meetings
- Notice
- Agenda
- Role of the chairperson
- Role of the secretary
- Role of participants
- Conduct of meetings
- Minutes of meetings
3.11 Information technology and communication
- The internet
- Teleconferencing
- Wireless technologies
- Electronic postal services
- Use of E-mails
3.12 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
3.13 Emerging issues and trends
www.kasnebnotes.co.ke Page 4
ENTREPRENEURSHIP AND COMMUNICATION
PART I
CPA SECTION 1
CICT SECTION 1
CIFA SECTION 1
CCP SECTION 1
STUDY TEXT
KASNEB JULY 2018 SYLLABUS
Revised on: January 2019
www.kasnebnotes.co.ke Page 1
, ENTREPRENEURSHIP AND COMMUNICATION
PAPER NO.3 ENTREPRENEURSHIP AND COMMUNICATION
GENERAL OBJECTIVE
This paper intends to equip the candidate with knowledge, skills and attitudes that will enable
him/her to apply entrepreneurship knowledge in business and other environments.
3.0 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
3.1 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
3.2 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
3.3 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
3.4 Creating and starting a new venture
- Approaches to creating new ventures
www.kasnebnotes.co.ke Page 2
, ENTREPRENEURSHIP AND COMMUNICATION
- 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
3.5 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
3.6 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
3.7 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
3.8 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
www.kasnebnotes.co.ke Page 3
, ENTREPRENEURSHIP AND COMMUNICATION
3.9 Oral and non-verbal communication
- Oral communication in business
- Effective listening
- Interviews
- Non-verbal communication
- Interpersonal relationships
- Presentations skills
3.10 Meetings
- Notice
- Agenda
- Role of the chairperson
- Role of the secretary
- Role of participants
- Conduct of meetings
- Minutes of meetings
3.11 Information technology and communication
- The internet
- Teleconferencing
- Wireless technologies
- Electronic postal services
- Use of E-mails
3.12 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
3.13 Emerging issues and trends
www.kasnebnotes.co.ke Page 4
