44-701431-BF Entrepreneurial Marketing and Innovation, Assessment Information : Poster Presentation And Project Portfolio

Assessments – The Innovation Project

The assessment package of this module is based on facilitating students to acquire entrepreneurial learning, centred on the process of developing a genuine market innovation.

The Context

You have decided to start a new business to launch an innovation with the potential for fast business growth. Your aim is to develop a market innovation that will achieve a step change in performance in relation to associated market/consumption contexts and, in doing so, establish a sustainable business venture.

Therefore, it is important to explain what your market innovation is and how it seeks to change or create new value for a specified set of customer segment(s); and NOT to simply include a general market analysis and generic marketing strategy.

The purpose of this assessment is to focus on developing an innovation idea which you could actually do in reality when you graduate.

Be aware of choices which tend to limit the success of projects submitted for this module:

Projects based on restaurants, cafes or retail shops tend to be limited to new menu and assortment choices which do not meet the assessment requirements. Food farming, food/drink manufacturing, food packaging or food technology are topics which tend to lead to better outcomes.
Innovations based on hi-tech consumer electronics, IT, engineering or any complex technologies tend to be poorly justified. Do not base your project in these topic areas UNLESS you are able to explain (or willing to invest time to understand) the detailed technicalities and schematics involved. Remember, this project should be based on what you can/will do in reality.
Innovations based on smartphone apps or any software tend to be poorly justified. You may include the development of a smartphone app as part of your communication plan (second half of the module).

Your work should use the three main frameworks introduced in the module: GRASP, Blue Ocean Strategy, and the Business Model Canvas. Beyond your use of these frameworks, you should use your project to guide your reading and use of wider entrepreneurial and innovation theory.

Task 1 Brief

Module Title:	Entrepreneurial Marketing and Innovation
Assessment Title:	Poster Presentation
Individual/Group:	Individual
Weighting:	20%
Submission Date:	Presentations in class w/c 3^rd March – Submit to BB 11^th March 2025 before 3pm (15:00)

Instructions to Students for Submission of this Task

You are required to give a 3-minute single PowerPoint slide presentation in seminar time. The presentation seminar will operate as an entrepreneurial/innovation conference session in which you use a poster to exhibit and ‘showcase’ your innovation project idea. Your poster is in the format of a single, static PowerPoint slide (template on BB). You can also use any other relevant materials e.g., product samples, prototype models, sketches etc.

The digital poster presentation should include:

An overview of the market context you have decided to address.
An explanation of how you have used specific creative thinking techniques to generate an innovation idea.
An explanation and justification of which Blue Ocean Strategy has been used to create a ‘value innovation’ and a discussion of how you have rigorously constructed relevant value factors.
An explanation of how your innovation seeks to create a new value curve by accurately demonstrating it using an ERRC grid and a Strategy Canvas.

Task 2 Brief

Module Title:	Entrepreneurial Marketing and Innovation
Assessment Title:	Project Portfolio
Individual/Group:	Individual
Weighting:	80%
Submission Date:	29^th April 2025 before 3pm (15:00)

The Project Portfolio is the centre of everything you do on this module because it is a record of your Enquiry Based Learning (discussed in Lecture 1). In other words, it is what holds all your learning and assessment for this module, and you should write your portfolio throughout the duration of the module. Think of it as a working document. In this sense, it is what drives what and how you choose to learn.

Your Project Portfolio will incorporate TWO Project Logs, one for the first part of the module up to and including the poster presentation, and one for the second part of the module. The table below shows, in general terms, what to include.

Project Log 1

a. A short introduction to the market contexts within which you would like to base your project. For example: which sector/industry? What products/services? What kinds of problem/issue that consumers have with the existing products or services? Why are you personally interested in this?

b. Produce an introduction to your proposed innovation. Using supporting theory, explain how you have used a specific creative thinking technique(s) to generate your innovation idea.

c. Provide a clear explanation of how your innovation works. For a product innovation that involves the use of any technologies, explain the technologies involved supported by all the technical details. For a service innovation, explain service processes involved, if relevant, supported by all the technical details of the technologies involved. Remember that you can attach the extra technical diagrams, sketching, etc. in the appendices.

d. Produce a theory informed explanation of a blue ocean strategy that can be used to achieve a new value curve for your chosen industry/market. Illustrate your Blue Ocean strategy using an ERRC grid and a strategy canvas. Explain how you have constructed and chosen the value factors used in your strategy canvas. Consider how your strategy produces a genuine Blue Ocean strategy, i.e., a value innovation.

Project Log 2

Produce a theory informed discussion on the business model you have designed for your proposed innovation. Consider and justify how your business model will involve innovative strategic decisions on:

· Customer Segments

· Customer Relationships

· Exceptional Buyer Utility

· Channels

· Revenue Streams and Strategic Pricing

· Key Resources

· Key Activities

· Key Partnership

· Cost Structure

You are also required to submit all the typed-up completed planning templates, which are provided in the module blackboard site. You will upload these as appendices in one WORD file when you submit your portfolio.

To do well, you must demonstrate a deep understanding of the relevant academic concepts and apply them accurately in your work. In other words, you should use your project to help direct your independent learning. You are strongly encouraged to incorporate as many relevant materials as possible which can include chapters of books, journal articles, internet sources, statistics, newspaper articles, images, drawings, diagrams, and anything that you find useful in your project. Specific guidelines for each week/session are given to help you ‘chart’ the journey that you undergo to complete your project.

The maximum word count is 4000 words. Anything attached in the Appendices is NOT part of the word count.
Use the assessment grids shown below to help guide your work