Module Handbook 2024/25

Marketing Innovation

Module Code: BMG945 (65883)  

Programme(s): MSc (Hons) Management; MSc (Hons) Marketing

School of Management, Leadership and Marketing

Ulster University Business School 

Notice

Please be aware the information provided within the module handbook is subject to change.

Table of Contents

Welcome

1. Module Overview and Communication

2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

3. Aim and Learning Outcomes

4. Assessment and Feedback

5. Learning Resources

6. Organisation and Management

7. Student Voice and Support Services

Welcome 

Dear student,

Welcome to this really exciting module that will see you develop your skills as an innovative marketer by creating and communicating new products/services that will offer solutions to global needs. You will expand your knowledge to appreciate how innovation is facilitated within organisations and the marketing function. This module will introduce you to approaches and tools such as design-thinking, the Business Model Canvas and marketing planning.

The module team are looking forward to working with you over the next few weeks and getting to know you all on a professional level. Teaching methods will involve an array of engaging methods including multi-media lectures, workshops and industry insight from guest lecturers during this module. Class activities will focus on enquiry-based and active learning methods, encouraging you to think innovatively and with the future in mind, as you research and present your ideas and application of theory to your peers.

Please make sure you read your University email every day, so you don’t miss any important information and also log into the module area in Blackboard Learn for all module materials and assessment details. We will also make use of discussion boards on Blackboard Learn, for sharing questions and answers regarding coursework.  If you need to contact me the best way to do this is via email but if its urgent you can get me on my office phone number during working hours, if you leave a message on this number I will get back to you as soon as I can.

Kind regards

Module Coordinator

September 2024

1. Module Overview and Communication

2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

Sustainable Development Goals (SDGs)

The UN SDGs are a comprehensive set of global goals to end poverty, protect our planet, and improve living conditions of the Global Population. You are encouraged to think critically and reflect on SDGs in the context of this module.

The following SDGs are relevant in the context of this module:

Graduate Attributes (GAs)

Ulster University’s Graduate Attributes are a high-level set of competencies, developing universal understandings, skills, qualities, and values. 

As a result of engaging with this module you will have opportunities to develop and practise the following selected attributes:  

KEY:

D = Developed

A = Assessed

3. Aim and Learning Outcomes

Module Rationale

This module focuses on developing an understanding of Marketing as a business function whilst providing students the skills that marketers  adopt to enable innovation within their organisations.It provides an understanding of how organisations deal with the challenges of a fast-moving marketplace.

Overall Aim of the Module

This module aims to provide students with the knowledge and skills to understand the relationship between marketing and innovation whilst recognising the key factors in building and nurturing innovation within the marketing function. Students will also learn how to use internal and external marketing in supporting specific innovations.

Learning Outcomes

Successful participants will be able to:

1 Understand how innovation and disruption are influencing organisational growth

2 Critically evaluate the key factors that facilitate innovation in organisations

3 Apply principles of innovation throughout the marketing function to facilitate the development of a business model for a marketing related innovation

4 Understand the activities required for the implementation of innovative marketing to allow the development of a plan for the communication of innovation

4. Assessment and Feedback 

Summary Assessment Information

This module will be assessed via two items of assessment

Assessment Guidance

1) Word count includes the title page, contents page, in-text references and citations but excludes tables, reference list and appendices.

1) Your work should include references to relevant journal articles and other good quality information sources and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the Subject Guides. We encourage you to make good use of all the support services offered by your Campus Librarian, further details are in the Learning Support Services Section.

2) You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band.

3) In addition, you should refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, plagiarism, etc.

4) We recommend the use of Studiosity which offers constructive feedback on draft written submissions within 24 hrs.  

5) Coursework must be submitted by the dates specified. Coursework submitted after the deadline, without prior approval, is not normally accepted. For further guidance on the late submission of coursework, please see the course handbook.

6) Assessments must be submitted as per the assessment brief.

Please note: Words in excess of +10% of the word count will not be marked.

Coursework 1

Assessment Task: Group (50%) 4000 words

Design Thinking and Business Model Report 

BMG945 Case Study: Food Innovation 

Food is fundamental to human life, serving as a cornerstone of wellbeing, nutrition, culture, and sustainability. Nutritionally, it provides the essential macronutrients and micronutrients our bodies need to function, grow, and thrive. A balanced diet supports physical health, mental clarity, and disease prevention. Beyond sustenance, food plays a vital role in cultural identity, shaping traditions, rituals, and social bonds across generations and geographies. It brings people together, fostering community and shared experiences. In terms of wellbeing, food influences mood, energy levels, and overall quality of life. Moreover, sustainable food practices, such as local sourcing, reducing waste, and plant-based diets are increasingly important in addressing climate change and preserving ecosystems. By making mindful food choices, individuals can contribute to a healthier planet and a more equitable food system. Ultimately, food is not just fuel; it is a powerful expression of who we are and how we care for ourselves, others, and the Earth.

CW1a – (4000 words)

In groups, you are required to develop a food innovation which addresses one of the following USPs:

• Wellbeing
• Nutrition
• Cultural occasion
• Sustainability

You must design your food innovation to meet the needs of one of the Mosaic customer segments.

You will need to empathise with the customer segment (Empathy Map) and identify their customer jobs, pains and gains (VPC Customer segment). Then using Design Thinking ideation tools create a range of food innovation ideas.

Using the How, Now, Wow Matrix and the information in the Empathy stage of the Design Thinking process, you should evaluate and decide on the food innovation you will move forward with. Once decided, you must complete the Value Proposition side of the VPC showing how your innovation addresses the customer’s jobs, pains and gains. You will develop a business model for your food innovation using the Business Model Canvas and discuss this in more detail in the rest of the report.

You must work in groups of between 3 and 6 members and use the above case study scenario to develop a report including the following:

1. An introduction (300 words)
2. An Empathy Map (up to 200 words) and Value Proposition Canvas (up to 200 words)
3. Synthesise and explain the main points from the Empathy Map and the VPC, supporting your points with relevant references (500 words)
4. Include a screenshot of your How, Now, Wow matrix and using information from point 3 above, provide a rationale for your chosen innovative idea and support with relevant secondary research.  (600 words)
5. Develop a Business Model Canvas and provide a name for your food innovation (BMC) (500 words)
6. Explain each construct of the BMC in more detail including reference support (1500 words)
7. Conclusion (200 words)
8. Appendices (excluded from wordcount)

Important notes

Each student should use the A-Z and Superhero ideation tools to develop their own ideas for the food innovation. They should shortlist these ideas and submit 3 of the best ideas to the group How, Now, Wow matrix. The group should evaluate all the ideas generated through the ideation process using the How, Now, Wow matrix and information in the Empathy Map and customer jobs, pains and gains from the VPC and decide which idea is the best. You may also find through your discussion that you combine or adapt ideas.

There should be appropriate in-text reference support throughout the assignment, a table of contents, headings and subheadings throughout. The wordcount excludes the cover page, table of contents and appendices. Given that there is an individual component to the assessment, each group member will receive a different final mark.

CW1b (Individual - 1000 words)

Each team member should produce a report including the following:

• An introduction to Design Thinking, ideation and the A-Z and Superhero ideation tools.
• An overview of your three shortlisted ideas that you presented to your group. Each should be discussed and explained. You should provide screenshots or photographic evidence of the completed ideation tasks.
• Evaluate each ideation tool and outline which one was most effective and why.
• Conclude by outlining the final idea your group decided on for your regenerative tourism service offering.

Coursework 2

Assesssment Task: Individual (50%) 2500 words

Marketing Plan

CW2 (Individual - 2500 words)

You are required to develop a marketing plan to launch the food innovative developed in CW1. The marketing plan will develop the tactics to launch the innovation and your report must include:

• Introduction (150 words)
• PEST analysis including factors affecting your innovation (500 words)
• Goals (200 words) (2 goals is suitable for a report of this length)
• Marketing Mix based on target user from the Empathy Map (800 words)
• Develop a brand for the food innovation using the CBBE framework (600 words)
• Outline two relevant marketing metrics to measure the success of your goals (200 words)
• Conclusion (150 words)

There should be appropriate in-text reference support throughout the assignment, a table of contents, headings and subheadings throughout. You may present the PEST and Marketing Mix as either a table or written in paragraphs. Please note if you chose to use a table, this will be included in the wordcount. The wordcount excludes the cover page, table of contents and appendices.

Note on acceptable use of AI:

•You may use AI to understand concepts, help plan your work and undertake background research. AI should only be used as a starting point, the outputs should be critiqued and developed further.

•If AI was used, you must acknowledge how AI was used to plan your work, undertake background research, state what prompts were used and what AI tools were used. This should be included in your appendices.

•Any work directly produced by AI must be cited and included in your reference list.

For more detailed guidance of the use of AI, its limitations and how to acknowledge the use of AI, read the following guidance from Ulster University: Ulster University AI Guidance

a) The assignment may take the form of either an individual:

i) word-processed report

b) Detailed assessment guidance will be made available in your Blackboard Module Assessment Folder.

c) Completed assignments must be submitted in written  format via your Blackboard Module Area by the specified date and time outlined in the Summary Assessment Information table above.

d) All submitted assignments should have the file name:

i) "SurnameFirstNameBNumber"

ii) e.g. BrownJohnB00001234_AssignmentOne.

Coursework 1 – FEEDBACK

[Written] feedback on the assessment will be provided via Blackboard on 27th Jan 2025.

Coursework 1 – ASSESSMENT RUBRIC/MARKING PROFORMA

Coursework 2

Assessment Task: Individual (50%) 2500 words

Marketing Plan

CW2 (Individual - 2500 words)

You are required to develop a marketing plan to launch the innovative business model developed in CW1. The marketing plan is based on the G-STIC framework, however you are not required to include the implementation section. Your report must include:

• Introduction (150 words)
• PEST analysis (500 words)
• Goals (200 words) (2 goals is suitable for a report of this length)
• Marketing Mix based on target user from the empathy map (800 words)
• CBBE framework (600 words)
• Control: Outline two relevant marketing metrics (200 words)
• Conclusion (150 words)

There should be appropriate in-text reference support throughout the assignment, a table of contents, headings and subheadings throughout. You may present the PEST and Marketing Mix as either a table or written in paragraphs. Please note if you chose to use a table, this will be included in the wordcount. The wordcount excludes the cover page, table of contents and appendices.

Note on acceptable use of AI:

•You may use AI to understand concepts, help plan your work and undertake background research. AI should only be used as a starting point, the outputs should be critiqued and developed further.

•If AI was used, you must acknowledge how AI was used to plan your work, undertake background research, state what prompts were used and what AI tools were used. This should be included in your appendices.

•Any work directly produced by AI must be cited and included in your reference list.

For more detailed guidance of the use of AI, its limitations and how to acknowledge the use of AI, read the following guidance from Ulster University: Ulster University AI Guidance

Coursework 2 – BRIEF

a) The assignment may take the form of either an individual:

iii) word-processed report

e) Detailed assessment guidance will be made available in your Blackboard Module Assessment Folder.

f) Completed assignments must be submitted in word  format via your Blackboard Module Area by the specified date and time outlined in the Summary Assessment Information table above.

g) All submitted assignments should have the file name:

i) "SurnameFirstNameBNumber"

ii) e.g. BrownJohnB00001234_AssignmentOne.

Coursework 2 – FEEDBACK

[Written] feedback on the assessment will be provided via Blackboard on 31^st Jan 2025.

Coursework 2 – ASSESSMENT RUBRIC/MARKING PROFORMA

To aid student understanding, it is advisable to explain the rubric/marking proforma to your students in an assessment preparation session.

5. Learning Resources

Library’s Support Services

In collaboration with teaching staff, your Campus Librarian will be delivering timetabled workshops to ensure you are able to make the best use of the Library’s services and information resources in successfully completing your coursework. Furthermore, if you need specific help with an assignment or dissertation then you can make an appointment to meet with your Subject Librarian by email, phone or through using the appointments schedule.

Online support is also available by accessing the Library’s Guides as these provide help in developing your information and research skills by identifying the best learning resources available, forming effective literature searches, offering academic writing support and adopting the best referencing techniques.

6. Organisation and Management

Marketing Innovation, is a 20-credit point module, this requires approximately 200 hours of your commitment, distributed through the following learning and teaching activities over the 15-week semester. For a description of the nature of the learning activities please refer to your course handbook.

Summary of Learning Activities

The teaching and learning plan provides a more detailed overview of content on a weekly basis.

Module delivery will typically consist of a two-hour lecture and a one-hour Seminar although format may vary slightly between weeks/sessions.

  For the day, time and room number view your Timetable via PUBLISH.

Seminars – please refer to the teaching and learning plan below for the seminar topic. Attendance at seminars is most important and therefore will be monitored. All students should download the SEAtS Student Attendance App to their smartphones. Regularly checking into class using the app helps you keep track of your attendance and ensures you stay on track with your studies. Please view the university attendance website for more information including user guides, video demonstrations, and FAQs.