Baines P, Fill C and Page K, (2011) Marketing, 2nd Edition, Oxford OUP, 978-0-19-957961-7
Blundel R, Lockett N (2011) Exploring Entrepreneurship Oxford OUP 978-0-19-921155-5
Conway S , Steward F (2009) Managing and Shaping Innovation Oxford OUP 978-0-19-926226-7

A range of resources, including, University library and IT facilities, the Internet, journals and databases

Summative Assessments
Group Presentation and report Week 12 50% comprising of ;

1. A Group Report ; this will comprise of a Marketing Plan for the launch of the new product including an introduction covering the creative process supporting the initial idea for the new product or service, and an outline costing (50%) . Length 3000 words. Submitted in Week 12

2. A Group presentation - to an advertising agency based on marketing communications campaign for the launch of the new product. This will comprise of a brief to an advertising agency and a short discussion to negotiate a desired campaign strategy. Length 20 minutes in total. The presentation will be in the form of a poster covering the key marketing communications themes. (25%). Completed in Week 12. This will be peer assessed.

3. An Individual report. Future strategies. Assessment week. 1500 words. This will include proposals as to how the new product could be further developed in the future and a discussion of potential but viable options. 25%. Submitted in Assessment week

Formative Assessments
Theme 1: Group Presentation - New product identification. To include an outline of the proposed idea for the new product or service. Week 3. (as a poster - mind map or cloud)

Theme 2: Group Report - Outline feasibility study for proposed new product. To include an outline linked to available resources or potential resources. Week 6

The content of the module is drawn from 4 themes as follows;
Theme 1 ; Creativity, Innovation and Design. This addresses
. The concept of innovation and creativity.
. New product, service
. Enterprise development.

Theme 2 - Environment and Development. Developing the idea in the environmental context. Addressing areas that may include ;
. Feasibility and financials.
. Financial analysis,
. Market research,
. Operational issues
. Resource implications.

Theme 3 - Delivery to the market. Introduction to the foundations of marketing fundamentals to the launch of a new product, service or enterprise. This will include;
. Marketing as a business function.
. Consumer behaviour
. Segmentation
. Marketing mix
. New and emergent social communications and networks.

Theme 4 - Feasibility and future growth. This provides an introduction to this concept for development at Level 5 and beyond and addresses ;
. Fundamental concepts of developing a business
. Introduction to basic business formats.
. Introduction to strategy.

Students will engage with:
. a mix of lectures/ tutorials/ large and small group activities, plus self directed learning. Learning support material will be provided for independent /self directed learning.
. participation in group activities, including presentations and peer assessment
. directed reading
. undertake their own (contemporary) research
. Guest speakers
. Formative assessment will involve online tests.
. Workshops
. Poster design
. Technology supported activities (e.g. chat rooms, blogs, forums)