This study profiles, through a case study of an undergraduatebusiness programme, how a business school has embedded the theme ofenterprise in its core undergraduate programme. Key participants in thedevelopment of the strategy and programme tutors and students wereinterviewed, to provide information for an analysis of the principleobjectives and the impact of the course. The findings confirm the need toadopt a top-down strategy to identify underpinning themes that support allprogramme activities: the programme curriculum should focus on keythemes and use innovative assessment and teaching and learningstrategies, as well as added-value activities that enhance itseffectiveness. The authors offer recommendations for best practice,including specific modules of study, use of guest speakers, added-valueactivities for developing student skills and innovative assessmentstrategies. It is argued that the paper will help university policy makers toconstruct valid programmes in which themes of enterprise andself-employment are integrated in order to enhance experiential andadded-value activities.