School of Business
BUSM7046 (Vietnam) Innovation for New Markets
Vietnam Campus Quarter 3 2024
Western Sydney University acknowledges the peoples of the Darug, Dharawal, Eora and Wiradjuri nations. We also
acknowledge that the teaching and learning currently delivered across our campuses is a continuance of the teaching
and learning that has occurred on these lands for tens of thousands of years.
Subject Details
Subject Code:
BUSM7046 (Vietnam)
Subject Name:
Innovation for New Markets
Credit Points:
10
Subject Level:
7
Assumed Knowledge:
Not Applicable
Note: Students with any problems, concerns or doubts should discuss those with the Subject Coordinator as early as they can.
Subject Coordinator
Name:
Dr Hasnain Zaheer
Vietnam Campus Convenor
Name:
Email:
Dr NGUYEN Thi Bich Tram
tram.nguyenthibich@westernsydney.edu.vn
Student Advisor
Name:
Email:
Ms NGUYEN Thi Tuong Vy
vy.nguyenthituong@westernsydney.edu.vn
Administrative Support
Edition: Vietnam Campus Quarter 3 2024
Copyright ©2024 University Western Sydney trading as Western Sydney University ABN 53 014 069 881 CRICOS Provider No: 00917K No part of this publication may be reproduced or transmitted in any form or by any means,
electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without the prior written permission from the Dean of the School. Copyright for acknowledged materials reproduced
herein is retained by the copyright holder. All readings in this publication are copied under licence in accordance with Part VB of the Copyright Act 1968.
Name:
Email:
Mr HUYNH Thong Dat
dat.huynhthong@westernsydney.edu.vn
Contents
1 About Innovation for New Markets
1.1 An Introduction to this Subject . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1.2 What is Expected of You . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1.3 Changes to Subject as a Result of Past Student Feedback . . . . . . . . . . . . . . . . . . . . . . .
2
2
2
3
2 Assessment Information
4
2.1 Subject Learning Outcomes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.2 Assessment Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.2.1 Individual Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.2.2 Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
2.2.3 Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
2.2.4 Applied Project: Report (20%), Presentation (10%) . . . . . . . . . . . . . . . . . . . . . . . 14
3 Readings and Resources
3.1 Essential Readings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.2 Recommended Readings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.3 Other Teaching and Learning Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
17
17
18
4 Key Teaching and Learning Policies
19
1
1
About Innovation for New Markets
1.1
An Introduction to this Subject
Entrepreneurship, innovation and new markets are pertinent activities that have collectively become cornerstones
of how firms grow and interact with society. This subject introduces students to issues, principles and frameworks
associated with exploring opportunities and challenges that relate to these three activities. Emerging and new markets
are examples of markets that represent opportunities and challenges for innovation and entrepreneurial activities.
Through selected readings that emphasise key themes and issues, students will be exposed to an understanding of
what constitutes entrepreneurship, innovation, new markets and market development, how they are influenced by the
ever-changing business environment, an examination of opportunities that emerge as a result of changing technology
and consumer expectations taking place in emerging and new markets. Emerging markets have become a key source
of innovation in products, services and business processes which calls for an examination as to whether these can
be extended to developed markets. The subject provides students with an opportunity for continuous practical
experiential learning through collaboration with industry Launch Pad partners.
1.2
What is Expected of You
Study Load
A student is expected to study an hour per credit point a week. For example a 10 credit point Subject would require
10 hours of study per week. This time includes the time spent within classes during lectures, tutorials or practicals.
Note for Summer Terms: As Summer subjects deliver the same content and classes over a shorter period of time,
the subjects are run in a more intensive mode. Regardless of the delivery mode, the study hours for each subject in
Summer will be around 30 hours.
Attendance
It is strongly recommended that students attend all scheduled learning activities to support their learning.
Approach to Learning
Online Learning Requirements
Subject materials will be made available on the Subject ’s vUWS (E-Learning) site (https://vuws.westernsydney.
edu.au/). You are expected to consult vUWS at least twice a week, as all Subject announcements will be made via
vUWS. Teaching and learning materials will be regularly updated and posted online by the teaching team.
Special Requirements
Essential Equipment:
Prescribed text, stationery, access to computer, Internet and Library.
Legislative Pre-Requisites:
Not Applicable
2
1.3
Changes to Subject as a Result of Past Student Feedback
The University values student feedback in order to improve the quality of its educational programs. The feedback
provided helps us improve teaching methods and Subject s of study. The survey results inform Subject content
and design, Subject Outlines, teaching methods, assessment processes and teaching materials.
You are welcome to provide feedback that is related to the teaching of this Subject . At the end of the semester
you will be given the opportunity to complete a Student Feedback on Subject questionnaire to assess the Subject
. If requested by your Subject coordinator, you may also have the opportunity to complete a Student Feedback on
Teaching (SFT) questionnaire to provide feedback for individual teaching staff.
As a result of student feedback, the following changes and improvements to this Subject have recently been made:
– More emerging practice oriented activities have been embedded in the learning activities.
3
2
Assessment Information
2.1
Subject Learning Outcomes
Outcome
Assurance of Learning Information for Learning Guides
The School of Business is an AACSB (Association to Advance Collegiate Schools of Business) accredited
School. Accreditation results from an extensive self-review and an international peer evaluation against
rigorous criteria and standards of quality academic and professional excellence. The process is one of continuous improvement and includes ongoing assessment of whether learning activities and resources are well
aligned to program goals and learning outcomes. Assurance of learning (AoL) forms part of the accreditation standards for AACSB. Information regarding the subjects that are involved in the AoL process for your
program can be found on the following webpage https://www.westernsydney.edu.au/schools/sobus/assurance_of_learning
1
Describe and explain the nature and importance of new markets, examining the challenges and opportunities
2
Develop strategies for managing and exploring the challenges and opportunities posed by new markets
such as market entry,market development and managing institutional support mechanisms
3
Examine and apply the key elements of entrepreneurship and the drivers of value creation in the context
of emerging and new markets
4
Describe and assess how emerging and new markets are associated with global innovation cycles, potential
e-business platforms and prospects for open innovation and reverse innovation
2.2
Assessment Summary
The assessment items in this Subject are designed to enable you to demonstrate that you have achieved the Subject
learning outcomes. Completion and submission of all assessment items which have been designated as mandatory or
compulsory is essential to receive a passing grade.
To pass this Subject you must:
- Complete all assessment items
- Achieve an overall mark of at least 50 per cent
Item
Weight
Due Date
SLOs Assessed
Mandatory
Threshold
Individual Seminar
15%
Wednesday, 24 July, 2024 at
11:59 PM (Vietnam Time)
1, 3
Yes
No
Case Study
35%
Sunday, 18 August, 2024 at
11:59 PM (Vietnam Time)
1, 2, 3
Yes
No
Report
20%
Sunday, 8 September, 2024 at
11:59 PM (Vietnam Time)
3, 4
Yes
No
Applied Project: Report
(20%), Presentation
(10%)
30%
Sunday, 22 September, 2024 at
11:59 PM (Vietnam Time)
1, 2, 4
Yes
No
4
Feedback on Assessment
Feedback is an important part of the learning process that can improve your progress towards achieving the learning
outcomes. Feedback is any written or spoken response made in relation to academic work such as an assessment
task, a performance or product. It can be given to you by a teacher, an external assessor or student peer, and may
be given individually or to a group of students. As a Western Sydney University student, it is your responsibility to
seek out and act on feedback that is provided to you as a resource to further your learning.
Note: Before you receive your results for each piece of assessment they may be moderated. Moderation is a process
whereby the subject coordinator regulates the marking of individual markers to achieve consistency in the application
of subject objectives, performance standards and marking criteria. You should note that, consistent with the Criteria
and Standards Based Assessment policy, the final marks for the cohort may be also adjusted if marks are very high
or low or there are inconsistencies between teams. Marks for an individual piece of assessment will not be changed
after you have your moderated results.
Note: It is required that students attempt all available assessment elements. An automatic Fail Non - Submission
grade will be awarded if any assessment task is not submitted/completed as per the details specified.
Academic Integrity and Student Misconduct Rule
Western cares about your success as a student and in your future career. Studying with academic integrity safeguards
your professional reputation and your degree. All Western students must:
– be familiar with the policies listed below;
– apply principles of academic integrity;
– act honestly and ethically in producing all academic work and assessment tasks; and
– submit work that is their own and acknowledge any sources used in their work.
Each time you submit an assessment, you will declare that you have completed it individually, unless it is a group
assignment. In the case of a group assignment, each group member should be ready to document their individual
contribution if needed.
The Student Misconduct Rule applies to all students of Western Sydney University including Western Sydney University programs taught by other education providers. You must not engage in academic, research or general misconduct
as defined in the Rule or you may be subject to sanctions. The University considers submitting falsified documentation
in support of requests to redo, resit or extend submissions, including sitting of deferred examinations, as instances of
general misconduct.
More information is available in the Academic Integrity Guidelines. It is your responsibility to apply these principles
to all work you submit to the University.
Disruption to Studies and Requests for Extensions
Western recognises that there may be times when things outside of your control impact your ability to complete your
studies.
You can complete the ”Request an extension or apply for a Disruption to Studies Provision” to request that you are:
– granted an extension,
– excused from a compulsory teaching activity,
– provided an alternate assessment such as a supplementary, or
– awarded another Disruption to Studies Provision.
Before you fill in the form, you should:
5
– Compile any documentary evidence that you have which demonstrates that you have been impacted by an
event outside of your control.
– The Supporting Documentation website outlines the type of documents that you can submit to substantiate
any impact.
Please note that if you don’t have documents, you should still submit the form but you may be asked for documentation
at a later stage.
Need help?
If you are having difficulties with understanding or completing an assessment task, contact your Subject Coordinator
as soon as possible. Western also has a range of academic support services, including:
– Library Study Smart: book a one-to-one Zoom consultation with a literacy expert. You can discuss how
to develop your assignment writing and study skills or seek assistance to understand referencing and citation
requirements. Check the Library Study Smart website for how-to study guides and tools.
– Studiosity: Upload your assignment draft to Studiosity within vUWS to receive writing feedback within 24
hours.
– Online workshops, programs and resources: From maths and stats help to academic literacy and peer support
programs, the University has a range of resources to assist.
Please also remember that there is a range of wellbeing support available - from counselling and disability services to
welfare.
6
2.2.1
Individual Seminar
15%
Weight:
Type
tion:
of
Collabora-
Individual
Due:
Wednesday, 24 July, 2024 at 11:59 PM (Vietnam Time)
Submission:
See instructions below
Format:
Length:
20 minutes
Use of Artificial Intelligence:
Note: Use of generative artificial intelligence (AI) tools to brainstorm ideas, summarise
reading material or to edit your submission is permitted. The content of your final submission must be your original work. Be aware that the output from generative AI tools
may be incorrect, incomplete or biased. Working with another person or technology to
gain an unfair advantage in assessment or improperly obtaining answers from a third party
including GenerativeAI to questions in an examination or other form of assessment may
lead to sanctions under the Student Misconduct Rule. Use of Generative AI tools may be
detected. More information is available on the Library web page.
Instructions:
Overview
Examine an industry sector that you are familiar with, you are then required to:
- Provide an overview of the sector outlining the key trends in the sector
- Outline the main types and sources of innovation in the sector
- Identify what disruptions might occur in the sector based on your analysis of the trends .How might these disruptions
threaten existing organisations ?
- Identify what new opportunities might emerge in the sector as a result of the disruptions.
Details
Students will be required to nominate their industry sector by Session 3 .
- The presentation will be no more than 10 minutes with a further discussion by the class for 5 minutes.
- Note: if the class is larger than 15 this assessment will be done in pairs.
Key Outcome Competencies
7
Students will be required to demonstrate incisive and articulate analysis of the sector in line with the marking criteria
rather than just presenting a description of the sector and issues at hand without a detailed practical critique.
Key checklist:
- Session 3: Final selection of sector to be submitted by email to the facilitator
- Session: In-class presentations of the seminar
Submission requirements
Students will be required to submit a detailed outline of their presentation at the beginning of the session in Session
4. This could be in the form of a ny visualization tool (Prezi or PowerPoint, Visme or Adobe Illustrator)
8
Marking Criteria:
CRITERIA
EXPECTATIONS NOT MET
MEETS EXPECTATIONS
EXCEEDS EXPECTATIONS
Demonstrate an understanding
and ability to identify trends, types
and sources of innovation within a
defined sector.
Incomplete identification and
discussion of trends, types and
sources of innovation.
Basic identification and discussion
of trends, types and sources of
innovation.
Good detailed identification and
discussion of trends, types and
sources of innovation.
Outstanding identification and
discussion highlighting clear and
insightful trends, types and sources
of innovation.
0-2
3
4-5
Incomplete demonstration of an
understanding and ability to
identify, disruptions, threats and
new opportunities that might
emerge.
Basic demonstration of an
understanding and ability to
identify, disruptions, threats and
new opportunities that might
emerge.
Good detailed demonstration of an
understanding and ability to
identify, disruptions, threats and
new opportunities that might
emerge.
Outstanding demonstration of an
understanding and ability to
identify, disruptions, threats and
new opportunities might emerge.
0-2
3
4-5
Session lacks structure, is not clear
to listen or to watch and has low
impact on the audience.
Slides are poorly designed, hard to
read with spelling and grammar
errors. Slides are disorganised.
Session has a basic to good
structure and logical flow, with
variations of impact on the
audience.
Basic to good slide design and
slides show transition, with some
supporting media/materials.
Outstanding structure with
effective and creative slides and
communication. Key messages are
clear and creatively communicated
to the audience by the end of the
presentation.
Outstanding slide design, slideshow
transition and memorable creative
supporting media/material to
reinforce effective ”pitch.
1
2
3
Presenter is disorganised in terms
of time management and
communicating the presentation.
Presenter exhibits basic
organization but delivery is
marginal and inconsistent.
Presenter is organised with Good
allocation of parts of the
presentation but delivery is basic
with some inconsistency in parts of
the presentation.
Presenter is well organised and
discussion is consistent, effective
with a strong and effective
wrap-up. Presentation
time-management is effective.
Presenter delivers a seamless,
well-timed presentation with an
outstanding wrap-up.
0
1
2
Demonstrate an understanding and
ability to identify, disruptions that
might occur and how that might
threaten existing organisations and
recommend what new
opportunities might emerge.
Structure, clarity & quality of
presentation materials.
Presentation management skills.
9
2.2.2
Case Study
35%
Weight:
Type
tion:
of
Collabora-
Individual
Due:
Sunday, 18 August, 2024 at 11:59 PM (Vietnam Time)
Submission:
See instructions below
Format:
Length:
1,500 words
Use of Artificial Intelligence:
Note: Use of generative artificial intelligence (AI) tools to brainstorm ideas, summarise
reading material or to edit your submission is permitted. The content of your final submission must be your original work. Be aware that the output from generative AI tools
may be incorrect, incomplete or biased. Working with another person or technology to
gain an unfair advantage in assessment or improperly obtaining answers from a third party
including GenerativeAI to questions in an examination or other form of assessment may
lead to sanctions under the Student Misconduct Rule. Use of Generative AI tools may be
detected. More information is available on the Library web page.
Instructions:
Overview
This is an individual assessment which involves a detailed critique of a case study. The case study will be made
available during the session.
Details
The case study will focus on an international real world challenge. There will be a set of accompanying questions
for the case study which require students to demonstrate an understanding of the core issues that are raised by the
case. Conciseness and focus in approaching this case analysis is crucial.
Essays should not exceed 1,500 words, using size 12 point font with 1.5 line spacing format. Essays must be fully
and accurately referenced or they will not be graded. Students should aim for a 10 per cent to 15 per cent Turnitin
similarity index with direct quotes properly referenced with quotation marks, source and page number (please contact
the instructor if you need advice regarding Harvard referencing). The case analysis should be in an essay format.
Submission requirements: Students should submit their reports via Turnitin. Harvard Referencing style should be
used as the referencing protocol. Refer to the WSU library for guidance.
10
Marking Criteria:
CRITERIA
EXPECTATIONS NOT MET
MEETS EXPECTATIONS
EXCEEDS EXPECTATIONS
Discussion and analysis of case.
Minimal or no discussion and
analysis of case.
Good discussion and analysis
based on the facts of the case.
Superior and comprehensive
discussion and analysis based on
the facts of the case.
0-2
3
4-5
Minimal or no critical strategic
success factors identified.
Limited critical strategic success
factors identified which do not
follow clearly from analysis.
Good critical strategic success
factors identified which sometimes
logically flow from the analysis.
Very good and superior critical
strategic success factors identified
and rigorously supported by logical
analysis.
0-4
5-7
8-10
No or minimal linking of theories
and concepts to analysis.
Limited use of theories and
concepts incorrectly applied to
analysis.
Good use of theories and concepts
superficially linked to the analysis.
Very good and Superior
application of relevant theories and
concepts to analysis.
0-4
5-7
8-10
Minimal or no discussion of
recommendations.
Good discussion of
recommendations that address the
key issues of the case.
Superior and comprehensive
discussion of recommendations
that address the key issues of the
case.
0-2
3
4-5
Basic paper with no reader
engagement. There is no obvious
logic or structure and essay is hard
to follow.
Paper is interesting and easy to
read, but could be better
structured as a logical essay. Good
presentation and layout.
Paper has consistent logical flow
of thought, is very well structured
and presented as an essay.
0.2
3
4-5
Identification of critical strategic
success factors that are consistent
with sound understanding of the
case’s issues and dynamics.
Application of relevant theories
and concepts to analysis.
Outlines relevant innovative
recommendations.
Overall essay presentation,
structure and logic.
11
2.2.3
Report
20%
Weight:
Type
tion:
of
Collabora-
Individual
Due:
Sunday, 8 September, 2024 at 11:59 PM (Vietnam Time)
Submission:
See instructions below
Format:
Length:
1,000 words
Use of Artificial Intelligence:
Note: Use of generative artificial intelligence (AI) tools to brainstorm ideas, summarise
reading material or to edit your submission is permitted. The content of your final submission must be your original work. Be aware that the output from generative AI tools
may be incorrect, incomplete or biased. Working with another person or technology to
gain an unfair advantage in assessment or improperly obtaining answers from a third party
including GenerativeAI to questions in an examination or other form of assessment may
lead to sanctions under the Student Misconduct Rule. Use of Generative AI tools may be
detected. More information is available on the Library web page.
Instructions:
Overview
Increasingly, creation of new market value is becoming central to successful innovation .You are required to select
an industry in a market of your choice in order to apply Kim and Mauborgne (1999)’s New Value Curve for creating
new market value and submit an essay which requires you to address the issues outlined below in the details section.
Details
Using the New Value Curve concept the essay requires you to :
- Identify an industry in a market where new market value creation has been undertaken
- Articulate and justify the role of new market value creation in the context of your selected industry
- Evaluate the strategies that have been used to create new market space in this industry
Essays should not exceed 1,000 words, using size 12 point font with 1.5 line spacing format. Essays must be fully
and accurately referenced or they will not be graded. Students should aim for a 10 per cent to 15 per cent Turnitin
similarity index with direct quotes properly referenced with quotation marks, source and page number (please contact
the instructor if you need advice regarding Harvard referencing). Secondary research can be included in the assessment
to consolidate arguments.
Submission requirements
Students should submit their reports via Turnitin. Harvard Referencing style should be used as the referencing
protocol. Refer to the WSU library for guidance.
12
Marking Criteria:
CRITERIA
EXPECTATIONS NOT MET
MEETS EXPECTATIONS
EXCEEDS EXPECTATIONS
Identification of a relevant industry
and articulation and justification of
the role of new market value
creation in the context of a
selected industry.
No identification of industry.
Minimal or no critical articulation
and justification of role.
Limited or no critical articulation
and justification of role.
Good articulation and justification
of the role of new market value
creation in the context of a
selected industry.
Very good to outstanding
articulation and justification of the
role of new market value creation
in the context of a selected
industry.
0-4
5-7
8-10
Minimal or no critical evaluation of
strategies.
Limited or no critical evaluation of
strategies.
Good evaluation of strategies.
Very good to outstanding
evaluation of strategies.
0-2
3
4-5
Basic paper with no reader
engagement. There is no obvious
logic or structure and essay is hard
to follow.
Paper is interesting and easy to
read, but could be better
structured as a logical essay. Good
presentation and layout.
Paper has consistent logical flow
of thought, is very well structured
and presented as an essay.
0.5
1-1.5
2.5
Material is not paraphrased;
inadequate in-text citations and
bibliography.
Satisfactory in-text citations,
paraphrasing and bibliography with
some errors.
Very good in-text citations,
paraphrasing and bibliography in
all respects.
0.5
1-1.5
2.5
Evaluation of the strategies that
have been used.
Overall essay presentation,
structure and logic.
Citation and referencing.
13
2.2.4
Applied Project: Report (20%), Presentation (10%)
30%
Weight:
Type
tion:
of
Collabora-
Group
Due:
Sunday, 22 September, 2024 at 11:59 PM (Vietnam Time)
Submission:
See instructions below
Format:
Length:
Report - 2,000 words and Presentation - 10 Minutes
Use of Artificial Intelligence:
Note: Use of generative artificial intelligence (AI) tools to brainstorm ideas, summarise
reading material or to edit your submission is permitted. The content of your final submission must be your original work. Be aware that the output from generative AI tools
may be incorrect, incomplete or biased. Working with another person or technology to
gain an unfair advantage in assessment or improperly obtaining answers from a third party
including GenerativeAI to questions in an examination or other form of assessment may
lead to sanctions under the Student Misconduct Rule. Use of Generative AI tools may be
detected. More information is available on the Library web page.
Instructions:
Overview
The group project will involve students working in groups to develop a new innovation that is primarily targeted at
consumers in emerging markets. These markets - ranging from the BRIC countries of Brazil, Russia, India, and China,
to a myriad of countries in Africa, Latin America, Asia, and the Middle East - are now the most dynamic economies
in the world and offer opportunities for innovation and entrepreneurial activities
Details
Students will work in groups to submit a report on a new innovation that is primarily targeted at consumers in
emerging markets. The presentation will be held in Session 10 and the final report will need to be submitted at the
same time. The presentation will be no more than 15 minutes . The final assessment will be a combination of the
presentation (10%) and report (20%)
Report Components
The report should demonstrate students’ understanding of complexities of innovation in emerging markets and should
cover the following components in the context of a new innovation:
- Clear articulation of a new innovation
- An understanding of the complexities of developing a new innovation for emerging markets
- Market development, entrepreneurial processes and innovation issues pertaining to this innovation.
- Demonstrate an ability for reverse innovation of the new innovation back to advanced markets
Key Outcome Competencies
The group project should demonstrate a students’ competency in the following areas:
- Working in teams
- Critical reasoning
- Effective communication
14
- Decision making
- Creativity
The project is divided into 2 components: a 2,000 word report and a 15 minute oral presentation. The report should
not exceed 2,000 words, using size 12 point font with 1.5 line spacing format. Essays must be fully and accurately 14
referenced or they will not be graded. Students should aim for a 10 per cent to 15 per cent Turnitin similarity index
with direct quotes properly referenced with quotation marks, source and page number (please contact the instructor
if you need advice regarding Harvard referencing).
Key checklist:
- Session 10: In-class presentations of the seminar and report submission.
Submission requirements
It is mandatory to submit your full report and the presentation material that will be used for the group presentations.
15
Marking Criteria:
Report (20%)
CRITERIA
EXPECTATIONS NOT MET
MEETS EXPECTATIONS
EXCEEDS EXPECTATIONS
Clear articulation of a new
innovation targeting emerging
markets with well-defined
parameters of what is new about
the product.
Unclear identification of the new
innovation.
Good identification of the new
innovation with supporting
material.
Comprehensive identification and
discussion highlighting a clear and
insightful new innovation.
0-2
3
4-5
Limited/minimal demonstration of
an understanding of the
complexities of developing a new
innovation for an emerging market.
Good detailed identification and
demonstration of an understanding
of the complexities of developing a
new innovation for an emerging
market.
Outstanding identification and
discussion highlighting a clear and
insightful demonstration of an
understanding of the complexities
of developing a new innovation for
an emerging market.
0-2
3
4-5
Limited/minimal demonstration of
an understanding and application
of market development,
entrepreneurial and innovation
issues pertaining to this
innovation.
Good detailed identification and
demonstration of an understanding
of market development,
entrepreneurial and innovation
issues pertaining to this
innovation.
Outstanding identification and
discussion highlighting a clear and
insightful demonstration of an
understanding of market
development, entrepreneurial and
innovation issues pertaining to this
innovation.
0-2
3
4-5
Limited/minimal demonstration of
reverse innovation of the new
innovation from emerging markets
and clear recommendations for
implementation.
Good detailed demonstration of
reverse innovation of the new
innovation from emerging markets
and clear recommendations for
implementation.
Outstanding demonstration of
reverse innovation of the new
innovation markets from emerging
markets and clear
recommendations for
implementation.
0-2
3
4-5
CRITERIA
EXPECTATIONS NOT MET
MEETS EXPECTATIONS
EXCEEDS EXPECTATIONS
Structure, clarity & quality of
presentation materials.
Session lacks structure, is not clear
to listen or to watch and has low
impact on the audience.
Slides are poorly designed, hard to
read with spelling and grammar
errors. Slides are disorganised.
Presentation does not cover all the
required components of the
project.
Session has a basic to good
structure and logical flow, with
variations of impact on the
audience.
Basic to good slide design and
slides show transition, with some
supporting media/materials.
Presentation attempts to cover all
the required components of the
project.
Outstanding structure with
effective and creative slides and
communication. Key messages are
clear and creatively communicated
to the audience by the end of the
presentation.
Outstanding slide design, slideshow
transition and memorable creative
supporting media/material to
reinforce effective ”pitch.
Presentation covers all the required
components of the project.
0-1
2-3
4-5
Presenter is disorganised in terms
of time management and
communicating the presentation.
Presenter exhibits basic
organization but delivery is
marginal and inconsistent.
Presenter is organised with Good
allocation of parts of the
presentation but delivery is basic
with some inconsistency in parts of
the presentation.
Presenter is well organised and
discussion is consistent, effective
with a strong and effective
wrap-up. Presentation
time-management is effective.
Presenter delivers a seamless,
well-timed presentation with an
outstanding wrap-up.
0-2
3
4-5
Demonstrate an understanding of
the complexities of developing a
new innovation for emerging
markets.
Demonstrate an understanding
and ability to apply market
development, entrepreneurial and
innovation issues pertaining to this
innovation.
Demonstrate ability for reverse
innovation of the new innovation
from emerging markets to
advanced markets and clear
recommendations for
implementation.
Presentation (10%)
Presentation management skills.
3. Teaching and Learning Activities
16
3
Readings and Resources
3.1
Essential Readings
Essential Reading
Refer to Readings & Resources link in vUWS.
3.2
Recommended Readings
Additional Reading
Atsmon, Y., Kertesz, A., and Vittal, I. (2011),’Is your Emerging Market Strategy Local Enough’?,Marketing Science,
(April): 1-13.
Audretsch,D.B.,Falck,O,Heblich,S. and Lederer,A.(2011) Handbook of Research on Innovation and Entrepreneurship,
Edward Elgar, Cheltenham,UK.
Berry,L.L., Shankar,V.,Parish,J.T., Cadwallader,S. and Dotzel,T.(2006),”Creating New Markets Through Service
Innovation”,MIT Sloan Management Review 47. 2 ,5.
Bessant,J. and Tidd,J.(2011),Innovation and Entrepreneurship, John Wiley and Sons,UK.
Burgess, S.M. and Steenkamp, J.E.M. (2006),”Marketing renaissance: how research in emerging markets advances
marketing science and practice”, International Journal of Research in Marketing, 23, 337-356.
Chaston,i. And Scott,G.J.(2012),”Entrepreneurship and innovation in an emerging economy”, Management Decision,50(7), 1161-1177.
Doz,Y.L. and Wislon,K.(2012),Managing global innovation :Frameworks for integrating capabilities around the world,
Harvard Business Publishing Corporation.
Drucker,P.(2006),Innovation and Entreprenuership,Butterworth-Heinemann.
Harvey,M.(2010),”A view of entrepreneurship and innovation from the economist ”for all seasons,”Joseph S. Schumpeter Journal of Management History, 16(4), pp. 527-531
Johnson, J. and Tellis,G.J. (2008), ”Drivers for success for market entry into China and India”, Journal of Marketing,72
May,1-13.
Khanna, T. (2008), Billons of Entrepreuners;How China and India are Reshaping their futures and yours, Harvard
Business School Publishing, Boston.
Leonard, L; Meil, P; Salzman, H.(2012),”Reshaping global technology development: innovation and entrepreneurship
in China and India”, Journal of Asia Business Studies 6. 2 ,: 143-159.
Lindergaard,S.(2010),The Open Innovation Revolution, John Wiley & Sons,New Jersey.
Mazzarol,T.(2011), Entrepreneurship and innovation, Readings and Cases,The Tilde Group.
McCrorey,D.(2012), Innovation in a reinvented world,John Wiley & Sons,New Jersey.
17
Prahalad, C.K. (2005),”The Fortune at the Bottom of the Pyramid, Upper Saddle River, New Jersey .
Prahalad, C.K. and Hart, S.L. (2002),”The Fortune at the Bottom of the Pyramid,” Strategy and Business, Vol. 26
(first quarter), 2-14.
Sheth,J.N. (2011),”Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices”,
Journal of Marketing Vol. 75 (July 2011), 166 -182
Waheeduzzaman, A. N. M. (2011),”Are Emerging Markets Catching Up With the Developed Markets in Terms of
Consumption?”, Journal of Global Marketing, 24(2): 136-151.
Yu,X.and Si,S.(2012),”Innovation, internationalization and entrepreneurship: A new venture research perspective,”
Innovation: Management, policy & practice , 14(4): 524-539.
3.3
Other Teaching and Learning Resources
18
4
Key Teaching and Learning Policies
The University has several policies that relate to teaching and learning. Links to important policies affecting students
are below. It is your responsibility to ensure you familiarise yourself with these policies so that you are aware of your
rights and responsibilities.
– Assessment Policy
– Assessment Policy - Review of Grade Procedures
– Bullying Prevention Policy
– Disruption to Studies Policy
– Enrolment Policy
– Examinations Policy
– Learning and Teaching Policy
– Progression Policy
– Student Code of Conduct
– Student Misconduct Rule
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