MM260-Innovation and Market Entry

Module Provider: Leadership, Organisations and Behaviour
Number of credits: 20 [10 ECTS credits]
Level:5
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2017/8

Module Convenor: Dr Maksim Belitski

Email: m.belitski@reading.ac.uk

Summary module description:
Why does good technology so often fail? Entrepreneurs with innovative products often find market entry and acceptance problematic. This module takes students through the innovation process, how entrepreneurs then identify and exploit new, profitable opportunities, use tools and develop innovative strategies.

Aims:
The module aims to introduce students to the problems and potential solutions facing entrepreneurs wanting to bring their innovative products to market.

Assessable learning outcomes:

By the end of the module students will be able to:



- Describe the innovative process and understand innovation strategy.



- Identify and quantify with justification profitable opportunities.



- Select and apply relevant market making tools.


Additional outcomes:
The module is an opportunity for students to develop their presentation skills and their ability to work in groups. Students are encouraged to develop additional IT and quantitative skills by use of relevant web resources and communication techniques.

Outline content:

- What is innovation and why does it matter?



- Innovation Strategy



- Entrepreneurial opportunity identification



- Leadership and Organisation of Innovation



- Sources of innovation and search strategies



- Developing new products and services



- ICT and e-leadership as an innovation tool



- Resource leveraging and new product co-creation with end-users



- Exploiting open innovation and Knowledge spillovers


Brief description of teaching and learning methods:
Lectures including discussion of cases
Tutorials: group work

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 4
Guided independent study 176
       
Total hours by term 200.00
       
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 60
Written assignment including essay 40

Other information on summative assessment:
In weeks 1 to 9 students are required to work in teams and conduct a research of a company which is relevant for their particular interests. The company will utilize one or two new information and communication technologies embedded into business model. This piece of work will include a group assignment and an individual reflective component (worth 40%).

Formative assessment methods:
- work which provides opportunities to improve performance (e.g. through feedback provided) but which does not necessarily always contribute towards the overall module mark.

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy.
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.
(Please refer to the Undergraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guideUG.aspx)

The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.
  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:
    Two hours

    Requirements for a pass:
    A minimum mark of 40%

    Reassessment arrangements:
    By examination only, in May/June.

    Last updated: 10 April 2017

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