MM260-Innovation and Market Entry

Module Provider: Leadership, Organisations and Behaviour
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Maksim Belitski

Type of module:

Summary module description:

Are you willing to enhance your innovation skills or take an entrepreneurial role by introducing a new idea / product to the market? The module brings together theoretical insights, concepts and tools from the fields of innovation and market making strategies.


module aims to introduce students to the challenges and potential solutions facing entrepreneurs and managers wanting to bring innovative products and services to market.

By the end of the module it is expected that the student will be able to demonstrate a critical understanding of the key theories of the process, practice and strategy of innovation. 

Assessable learning outcomes:

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

- Describe the innovative process and understand innovation drivers and innovation strategy.

- Describe how to implement the methods of innovation.

- Learn how to develop and design new products and services.

- Select and apply relevant innovation models as market making tools.

- Understand and compare innovation models in developed, developing and emerging economies.

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:

  1. What is innovation and why does it matter?

  2. Innovation strategy

  3. Sources of innovation and users as sources of innovation. Lean Innovation.

  4. Forecasting emerging opportunities for innovation: using design-thinking

  5. Location Matters: Understanding the Reading entrepreneurial ecosystem

  6. Market making strategies: selecting innovation projects, new product development and overcoming the ‘chasm’.
  7. New models of innovation: exploring open innovation and strategic alliances.

  8. Comparative Innovation models in developed, developing and emerging economies, intellectual property.

  9. Group presentations

  10. Review and revision lecture

Global context:

Comparative Innovation models in developed, developing and emerging economies, intellectual property.

Brief description of teaching and learning methods:

The module will consist of lectures (10x2) and seminars (4x1). During this time the main topics on the syllabus will be covered. Students are expected to read key references and to do their own independent research using the Internet, journals, and academic references to contribute to the lectures and seminar sessions and promote knowledge exchange. The module will draw on a textbook, J. Tidd and J. Bessant, Strategic Innovation Management (Wiley, 2014). There are plenty of copies in the library and sections are available on the module Blackboard site. Students may wish to purchase their own copy, but are not obliged to. Seminars will incorporate group exercises. 

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 4
Project Supervision 2
Fieldwork 4
Guided independent study:      
    Wider reading (independent) 40
    Wider reading (directed) 40
    Advance preparation for classes 20
    Preparation for presentations 20
    Preparation for seminars 10
    Essay preparation 30
    Reflection 10
Total hours by term 200 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written assignment including essay 70
Oral assessment and presentation 30

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:


Students are required to work in teams and produce a research project that applies an innovation framework to a company or organisation of their choice. This group assignment is  worth (30%) of the final mark. It will be evaluated by a group presentation during the w/c November 30th.



Student will submit individual essay of 2000 words. This will consist of a 1,500 word independently-authored overview of the innovation analysed in the group presentation, and a 500 word individual reflection component. Together this is worth (70%) of the final mark. The submission is in a w/c December 14th.


Upper limit of word count: A word count of 10% excess is allowed for the written assignment essay. Exceeding the word count will attract a penalty whereby written work beyond the 10% excess is discounted in the grading of the assignment

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:

Assessment requirements for a pass:
A minimum mark of 40%

Reassessment arrangements:

Reassessment by coursework (essay).

Additional Costs (specified where applicable):

Textbook cost is £48 but copies are available in the library.

Last updated: 8 April 2021


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