Entrepreneurship and Communication – KASNEB Syllabus



This paper is intended to equip the candidate with knowledge, skills and attitudes that will enable him/her to apply entrepreneurship knowledge in business and other environments.


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 entrepreneurship knowledge in response to emerging business



  • Definition of entrepreneurship, entrepreneurs and sustainable entrepreneurship
  • Historical development of entrepreneurship
  • Characteristics of entrepreneurs
  • Importance of entrepreneurship
  • Challenges of entrepreneurship
  • Entrepreneur’s contribution to development

Developing individual innovation

  • Role of creativity
  • The creative process
  • Areas in which people are creative
  • Approaches to creative problem solving
  • The innovation process
  • Types of innovation
  • Sources of innovation
  • Principles of innovation

Assessing entrepreneurial opportunities

  • Problems encountered in selecting new ventures
  • Factors considered in setting up a new venture
  • Factors that determine success of a new venture
  • Reasons why new ventures fail
  • Importance of business incubators

Entrepreneurs and market research

  • Assessing the feasibility of business ideas
  • Business plan overview – format
  • Research purpose and objectives for entrepreneurs
  • Secondary and primary sources of data
  • Marketing plan
  • Marketing research
  • Sales research
  • Pricing strategies

Creating a new venture

  • Forms of business ownership
  • Buying an existing business
  • Franchising
  • Sources of finance for a new venture
  • The venture capital market

Entrepreneurial growth and technology

  • Life-cycle of an enterprise
  • The success and failure factors at every stage of growth
  • Decision making and growth
  • Business networking
  • Use of internet and E-commerce
  • Electronic and mobile money transfers

Business communication basics

  • Meaning of communication
  • Benefits of effective communication
  • Internal and external communication
  • Choosing the channel of communication
  • Stages in the communication cycle
  • Barriers to effective communication
  • Steps to effective communication

Written communication

  • Rules of effective writing
  • Writing business letters
  • Application letters
  • Memorandum
  • Reports
  • Electronic mail

Oral and visual presentation

  • Meaning of a presentation
  • Knowing the audience
  • Location and size of audience
  • Designing the presentation
  • Use of visual aids
  • Methods of presentation


  • Types of meetings
  • Attending meetings
  • Notice and Agenda
  • Role of the chairperson
  • Role of the secretary
  • Role of participants
  • Conduct of meetings
  • Minutes of meeting

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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