14/6/15
•Assignment MDI
•Deadline ???
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The assignment part 1‐‐‐‐‐75%
• Carry out a written critique of the way in which characteristics of the chosen innovative product or service has altered over time in order to suit the changing needs of the market by taking account of the following:
• The benefits and value derived by the clients or customers or recipients
• The uniqueness of its design elements – shape, colour, design, imagination, relevance and usefulness
• Its brand appeal in relation to competitors in contemporary markets
• DECEPTIVE
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Part 2 ‐‐‐‐‐‐25%
• Write a critical reflective essay (1000 words) on your journey of discovery through the module, set within the context of the learning outcomes. In particular, describe how the course challenged your thinking, brought to you new and interesting ideas and concepts, or, presented approaches to the topic with which you may have disagreed. •
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ASSIGNMENT
• 2000 words critical (75%, marked out of 100)‐
altered product to suit changing need
• 1000 words reflective (25%)
• Contemporary‐existing, modern but could have been developed> 3000 years ago • Consumer, commercial, industrial innovative product or service
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Introduction ‐100words
• 1). Your introduction is about MDI‐your interpretation supported by academic literature
– Not about your product/service that was never taught in class
• 2). OBJECTIVE‐‐‐Indicate what you are going to do in the assignment‐‐‐‐‐do not rewrite the assignment
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INFLUENCE‐100words
• How it inspires you
Explain how this product/service has influenced you or why you inspired to write/research it‐‐‐
must be personal
• Do not write that you like the product –why‐
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Critique • Critique‐1500 words
• The quotes from the text is not counted. This is to let me know‐ the application and the reasoning
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Where do you start
• Start at the alteration /development of the product at the point of being a concept or invention and then move on to where it becomes an innovation
• Check definition for innovation
• Do not include the non descript area‐increases the word count for which no additional marks are given
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EXAMPLE
Around 2500 B.C. Minoan women on the island of Crete wore a bra like garment that
lift their breast. At about 450 to 285 BC Roman and Greek women used a band
strapped around the breast in order to reduce the bust size. At this point the strap would
be considered an invention for there was no commercial exploitation of the band. Most
women developed one at home for personal use. Trott, (2008) states that a new idea
(conception) is not an innovation but when the idea is converted to a physical artefact
(prototype) it becomes an invention.
In the 1850 the corset was developed made from steel so that women would not have
thick waists. This was the dominant undergarment for the next 350 years. These were
manufactured by many small artisans throughout Europe. The steel made their waist
smaller but in fact it was a torture to wear one because of the pain it caused. Many of
the artisans had their own design, an early form of differentiation and so there was
commercial exploitation. The corset was ‘commercially exploited’ and would be
considered an innovation. Trott (2008) opines that innovation is the management of all
activities involve in the process of idea generation, technology development,
manufacturing and marketing of a new product for commercial exploitation.
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Development of product /service
• Trace how the characteristics have altered
over time in order to suit changing need
• Not only the product but follow the lecture sequence
• What is required for firms to be innovative • What exist in companies
• How companies adapt to changing environment and become innovative etc, etc, etc
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NOT A BRAND
• If you choose a brand you would be limiting your research to that brand development only, need to consider product/service and it’s development, capturing all aspects of the development taking place with that product
• If you write about SERTA you would only look at the development of box and spring from single to interlocking and pillow top
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2‐ characteristics
• If you are researching mattresses you need to write about all brands, in the development from leaves, cotton, fibre to, SERTA , Memory Foam, Sleep Number, Sealy, Posturepaedic, Simmons Beauty Rest, Air camping mattresses( battery or electricity),water beds
• As you go along don’t forget the design and benefits
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Innovation
• The course leans heavily on innovation especially within the firm/individuals
• Reread the first 4 lectures on innovation and apply • Use the theory as much as possible e.g.
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Disruptive/incremental
Types of innovation
Firm specific knowledge
Uncertainty quadrants
Innovation dilemma
Innovation characteristics
Virtuous circle
Innovation strategies
Etc as many that applies to your product/service development
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Critical success factors
Technology trajectory
Dynamic capability
Absorptive capacity
Core competences
Resource based perspective
Dynamic competence based
Routines
Tacit knowledge
S curve
Organisational knowledge/heritage‐firm specific
Architecture Phases of innovation
• Slack for creativity
• Uncertainty quadrant
• Organisational characteristics that facilitate the innovation process
• Factors that contribute to success or failure of innovative projects
• Organizational characteristics that
facilitate the innovation process
• Key individual roles within the innovation process
• etcetcetcetc
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EXAMPLE
• In 1893 Mary Tucek patented the Breast Supporter. The design included separate pockets for each mammary gland, shoulder straps and hook and eyes. This design allowed the bra to be fitted from the front and hook at the back rather than pulled over the head. This bra became the fore runner of the modern bra. Even though the breasts were not symmetry, the gestalt rules of symmetry construction were observed where each cup was of equal size. (www.public.asu.edu.) The hook and eye became part of the “systemic innovation which made sense only in conjunction with other innovations” (Von Stamm 2008 pg426) like the bra; previously there was “autonomous innovation where the bra was developed independently” (Von Stamm 2008 pg426).
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EXAMPLE
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Trott (2008) quotes Foster (1986) and Abernathy and Utterback (1978) that the rate of technology advances are dependent on the amount of effort put into the development of the technology. As one s curve diminishes another one starts because of new effort.
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Fig2.The S curve of effort •
Just when the technology life cycle for the synthetic fibers were coming to an end we saw great effort was placed in the development of new materials and so Lyrca was developed. Warner was once again in the fore front of innovation because the Co wanted “ to maintain its position and reputation as an innovator, defend its market share, take advantage of new technology and optimise resources including production and distribution strengths”. (Kotler and Keller 2006)
draw the S curve
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Marketing aspect of the assignment as applied to the product 2 lectures on marketing to be done
Limit your answer to the course material covered
You would have accredited brands when there was an innovation in the critique part of the assignment, use those brands to – Show competitive advantage gain and how competition counteracted‐dyson vs shark
– Product platform
– Target audience‐customer profile
– Differentiation – Positioning
– Marketing models used
– Mostly diagrams with some narrative
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Brand appeal in comparison to competitors‐200 words
• Choose one because of word limit , cannot be held accountable for brand appeal before your time • Use a model to show appeal and briefly compare with 2 competitors
• Check notes on appeal‐ Aaker’s model, Kotler’s six meaning, brand pyramid, brand resonance
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PATENTS
– Patents and trademarks registered for protection ‐
‐‐a must, a learning outcome
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Summary/ conclusion‐100 words
• As you had an introduction , you must have a summary
• Recap what you have done reminding the reader of all the concepts that you mentioned in the essay and show the objective accomplished
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As the item change‐‐‐‐Design
2 lectures on design o be done
• Product or service design/differentiation • Product and service process /design lecture
• Shape, colour, design, imagination, relevance, usefulness
• Style, form, reparability, replaceability, conformance , performance
• Gestalt, ratio
• Difficult to describe , you can show small pictures in body of essay
• Again along the time line
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Each change‐time‐ capture the following
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Year – shows the time line
Change
Why
Benefit
Design
Application of theory within the limits of the word count‐ as much as possible write in italics for easy recognition by marker‐me
• Along the time line
• Trap only the important milestones( 3000)‐where theory can be used
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Theory to practice
• Use your models, theorists,(what authors are saying), theory from text, Trott, Kotler ,Von Stamm internet
• Link to your assignment
• Read your module guide on analysis and evaluation
• Description would get you 25 marks
• The product development /evolution is the vehicle used to show the knowledge gained in this course Marketing Design and Innovation and the ability to apply the knowledge and thus understanding
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Caution • Cannot use Chronological table to show development as assignment –no words, a table‐ would not answer the why, design and benefit or application of theory.
• However this can be in the appendix ‐‐‐‐0 marks does not contribute to assignment
• Don’t read appendix but will look for what you have indicated in the appendix
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Not descriptive
• Do not use headings for each concept and write notes
• Eg. Differentiation‐ notes ‐0marks • If you have to use, Apply differentiation in the development of the product
•It is along a time line patricksamuel2006
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MARKING CRITERIA
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The assignment will be assessed according to the following criteria:
The degree to which the concepts have been explained and Understood
30%
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The clarity of application
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The reasoning behind the evaluation •
The presentation and structure of report 25%
30%
15%
100%
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ARUMBA
• REFLECTIVE
• Marketing Design and Innovation
• Separate cover sheet
• Stapled at the back
Marketing criteria
• The provision of critical personal insights 25%
• The inclusion of course generated ideas, concepts and applications 30%
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• The degree of overall coherent reasoning 20%
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• The readability, style, presentation and structure 25%
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Reflective Practice
Schon, Gibbs etc
see: http://firstclass.ultraversity.net/~ian.tindal/rm/modeloverview.html
1. What happened what I did?
2. What’s important about this?
3. How did this happen?
4. Further Action?
Reflective Essay
Separate cover sheet‐repeat
25% of marks
1. Your inner thoughts about MBA and MDI‐entrance, 1st class‐, idea of doing an MBA without formal qualifications, journey to MBA
2. Your emotional state
3. Evaluate own performance in completion of the main assignment,‐time, work load , lost, paced oneself
4.How has my understanding and appreciation of the role and value of marketing, design and innovation to the organisation has changed?‐ application, or unaware off the MDI and linkage
5. What specific topics have been particularly valuable to me?‐models, theories, concepts –why?????
6. Which ones were challenging, in disagreement
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Reflective/usage
7. What learning can I take on board for the future? How it can help to improve real life and work life and apply to current social needs, idea generation
8. What barriers are likely to create a problem in implementing some of my ideas and recommendations at the work place?
Reflective‐additional
9. What contributions did I make to my class group and the module as a whole?
• What did I learn from my group colleagues? ‐
theory and behavioural
10. ?any elements that need to be mentioned, storming , norming, performing , adjourning – do not describe the whole process
11. Lecture‐ type differentiation, use of videos, edutainment, interesting or boooored, help with assignment or not, understanding of assignment
The end
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Best of luck
Use the theory, use the theory, use the theory
Use the theory
Use the theory
Remember pastoral care is available
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No word count
• At the front
• Abstract –summarising the assignment‐2‐50 words, listing models used
• Table of contents
• List of figures
• List of tables
• List of pictures
• Roman numerals
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At the back
Reference
Bibliography Appendix Continue page number
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