1. Demonstrate a systematic understanding and awareness of new insights of contemporary issues pertaining to the development and commercialisation of innovative solutions.
Knowledge and Understanding
Enquiry

2. Demonstrate critical understanding of customer psychology and reflect on its impact on adoption and diffusion of innovation.
Knowledge and Understanding
Application
Reflection

3. Demonstrate knowledge and understanding of principles and techniques of idea generation and the application of creative entrepreneurial knowledge, evaluation of contemporary global developments in creating innovations based on sustainability and ethical aspects.
Knowledge and Understanding
Application
Analysis

4. Formulate and develop creative business strategies to manage the commercialisation of innovative solutions that will further strengthen competitive advantage.
Problem Solving
Application

This module will have two assessments:

1. Group presentation – a recorded video (15 min) (30%) (LOs 1 & 2)

2. An Individual Consultation Report (2,000 word) (70%) (LOs 3 & 4)

Assessment workshops will include several progress audits where you will undertake ‘formative’ assessments to help monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during (for the Group Presentation) and at towards the end of the module for the Individual consultation report.

This module will introduce you to principles and practices of entrepreneurial creativity and innovation.

The module will cover the following indicative topics:
-The relationship between creativity and innovation -the role of creativity and innovation in business creation and review practical issues of creativity and innovation in any organisational context.
-Determinants of successful creative and innovative businesses - development of innovative new products and new service innovation - identifying & examining innovation opportunities for business creation; formulating innovation growth strategy in the digital age.
-Customer psychology and its impact on the adoption and diffusion of innovation - when and why do customers fail to adopt innovative new solutions (products/services);
-Marketing research - the importance of marketing research and customer insights when creating innovative new products and/or services and solutions.
-The role of Artificial Intelligence (AI) in generating market insights and innovations.
Determinants of competitiveness stemming from understanding, managing effectively creativity and innovation in the real business world - managing the innovative new product development process in the digital age; and
-Frugal Innovation, creativity in the organisation context, barriers and challenges to creativity and innovation, how firms utilise external capabilities to help support internal innovation.

Succeed in creating something new in future business. In this module, you will develop your capability for creativity and innovation, exploring the boundaries typical of modern business and how they can be overcome to position organisations for future growth.

Tutor led and peer-to-peer learning sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for your learning, followed by application by you to appropriate data or case study materials.

You will be expected to perform set exercises, these will include the analysis, discussion and presentation of research-based work both individually and as part of a learning group and will receive formative feedback.
You will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the lecturer. All learning will develop and enhance student’s digital competences.

Contact will include a mixture of small and/or larger group activities, based on the principles of practice and problem-based learning. Learning will be organised into a series of sessions where students will be required to participate. Each session will be based around a problem or issue, and you will work towards a range of creative solutions by specifying objectives, identifying constraints, obtaining background information, applying related theory and knowledge based around the subject matter.

You will be expected to be familiar with contemporary discussions in this area of business creation and marketing innovation, and to bring a range of ideas to bear on the discussions.

The module will use a blend of teaching methods to enable different styles of learning to be facilitated. The differing methods will also be a platform for the development of essential skills such as intellectual skills, communication skills and problem solving, analytical and decision-making skills, as well as research, teamwork, negotiation, presentation, referencing, argument, judgement and appropriate use of digital technology.

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

Bjerke, B., (2018) Alternative Marketing Approaches for Entrepreneurs, Edward Elgar Publishing. ISBN: 9781786438942

Das, S. and Mondal, S.R., (2020) Innovations in Digital Branding and Content Marketing (Advances in Marketing, Customer Relationship Management, and E-services), Business Science Reference. ISBN 978-1799844204

Dadwal, S.S., (2019) Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer Business Science Reference. ISBN: 978-1799801313

Golder, P.N. and Mitra, D. (2018) Handbook of Research on New Product Development, Edward Elgar Publishing. ISBN: 9781784718145

Marinova, S., Larimo, J., Nummela, N. (Eds.) (2017), Value Creation in International Business - Volume 1: An MNC Perspective, Palgrave Macmillan U.K. ISBN: 9783319308036

Smith, D, (2015), Exploring Innovation McGraw Hill Education. ISBN 9780077158392

Shiu, E. (2017), Research Handbook of Innovation and Creativity for Marketing Management, Edward Elgar Publishing. ISBN: 9780857937940

VLE learning support material to be provided for independent /self-directed learning.
Module handbook
Open Textbook Library and Open access http://www.oapen.org/home
Selected contemporary problem practice-based case examples
Academic books and academic Journal articles

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