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.

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

Staffordshire University electronic resources and off-campus library facilities.
Module website
Professional Networking sites like LinkedIn
Institute of Directors

1. UNDERSTAND HOW THE IDEA GENERATION PROCESS CAN LEAD TO INNOVATIVE AND CREATIVE ENTREPRENEURIAL OPPORTUNITIES.
Enquiry

2. UTILISE PROBLEM SOLVING AND DECISION MAKING SKILLS IN DEVELOPING AND EVALUATING INNOVATIVE AND CREATIVE BUSINESS PROPOSITIONS.
Application
Problem Solving

3. UNDERSTAND AND DEMONSTRATE HOW A TAILORED A MARKETING MIX CAN REACH AND APPEAL TO AN IDENTIFIED TARGET SEGMENT/S FOR A NEW PRODUCT OR SERVICE.
Communication
Knowledge and Understanding

4. MEASURE SUCCESS - IDENTIFY CRITERIA FOR SUCCESS AND THE IMPACT OF SUCCESS ON PROFITABILITY AND VIABILITY; LEADING TO A CONSIDERATION OF OPTIONS FOR THE FUTURE - GROWTH V SUSTAINABILITY.
Analysis
Enquiry

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 Video Presentation based on the group marketing plan. Length 15 minutes in total (25%)

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 learning strategy for this module is based around students committing a total of 300 hours of activities towards achieving the learning outcomes. These will be split between 42 hours of direct contact with a tutor and 258 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.