Marketing Creativity and Innovation

REFERRAL / DEFERRAL ASSESSMENT BRIEF For GROUP ASSIGNMENT This is an individual assignment The R001 Referral / D001 Deferral Brief builds on the learning from CW1. Hence it will be helpful to revisit these assessments. YOU HAVE RECEIVED THE FOLLOWING EMAIL FROM YOUR BOSS (THE MARKETING MANAGER) IN THE COMPANY ALLOTTED TO YOU. (one of FIVE companies – manufacturers and distributers of large ranges (1,000 to 11,000+) items (highly specialised medical equipment / Beauty Equipment and Salon Furniture / Fitness Equipment / Engineering Tools / Agricultural Tools). YOU ARE ALOTTED ‘COMPANY 5 – AGRICULTURAL TOOLS’ MANUFACTURERS AND DISTRIBUTORS COMPANY Our company has been asked to prepare a short 1500 word (maximum) article on how we use creativity and innovation to overcome the challenges that arise in our business. This article is to appear in the next publication of ‘Manufacturing News’**** Hence the deadline for submitting this article by email is MONDAY JULY 11TH 2016 **** Manufacturing News is a fictional publication but approximates Business Week or Marketing Week in terms of style. However, as this is an academic submission it is expected that sources will be used and these must be acknowledged using Harvard referencing. Guidance Notes: It is expected that students will refer to the original CW submission from their Group and also consider the comments in the CW1 Group Assignment Feedback Report available in blackboard under Assessment > CW1 group Assessment The emphasis in this CW1 (Group) Referral / Deferral assignment is for a student to consider ‘how creativity and innovation can be used to overcome the challenges that arise in the business’. Hence it is expected that there will be evidence of understanding creativity and innovation and showing how it is used by the company to overcome challenges. There is NO requirement for a narrative description or a compilation summation of all the creativity theory covered during the module. Students should not simply provide an explanation of various creativity and innovation theories However, it is important to put forward a balanced assessment (considering aspects of creativity and innovation) to evidence clearly how the company uses these concepts to overcome challenges. The focus in this Assignment is on application to the specific (albeit fictional) company which is also the organisation used as the context for this Group assignment. Students are expected to identify more than one challenge (and the same challenges or alternative challenges discussed in the Group report previously submitted can be used). A consideration of the benefits / advantages (as well as the limitations / disadvantages) of creativity and innovation may be useful (but these have to be related to the context i.e. the same company used i.e Agricultural tools. It is important not to digress into trying to explore in depth exactly what creativity and innovation are or giving a detailed rationale for how creativity and innovation could be embedded in the company ‘efficiently’ (where the focus is very much on ‘how’ / on the process) and ‘effectively’ (where the emphasis needs to be on what creativity can achieve for the company / the outcomes, results). As clearly stated in the email: in no more than 1500 words (formatted as an article) outline how the company uses creativity and innovation to overcome challenges that arise in the business. This R001 referral / D001 Deferral assessment once again provides an opportunity to relate theory to practice. It is expected that the article will be primarily based on very thorough secondary data collection – use of primarily academic but also some non-academic sources. However, interviews with practising managers or a student’s own knowledge and expertise may be used. Additionally, a careful review of all the feedback provided for both CW1 will be helpful. Guidance was given for Module readings but this should be considered a starting point as it is expected students will extend upon these materials and gather further literature. The format for this assessment is a management report of a maximum of 1,500 words. The assignment is organised to meet the Learning Outcomes of the Module. Thus students will demonstrate a systematic understanding of the current concepts / theories and methodological approaches / processes to creativity and innovation (Learning Outcome 1). Students will also be able to explore how creativity in marketing has value as well as showing an understanding of the mechanisms being considered to evaluate the impact and performance of creativity in marketing (Learning Outcome 4). Some indication is required of an ability to apply design / creative thinking through understanding how creative practice and innovation can improve product and service (and organisational) development (Learning Outcome 2). Finally students will also indicate how creativity can be embedded into an organisation (Learning Outcome 3). REFERRAL / DEFERRAL (Group Assignment): INDIVIDUAL ASSESSMENT / MARKING GUIDELINES: The (Individual) ARTICLE will be specifically assessed on the following criteria: • Structure and format appropriate to management article 10% • Concise but robust evaluation of using creativity and innovation to overcome challenges 40% • Outline of challenges 20% • Solid application to the context / ‘fictional’ company 20% • Presentation and style (attention to detail) 10% Further guidance was provided throughout the Module. There is no such thing as a superior ‘universal’ submission but a well-considered and balanced approach to the evaluation and application related to the email / Assignment Brief compellingly communicated will be rewarded with higher grades. Students will be graded according to the following criteria: 70+ The work of all-round exceptional quality. 60 – 69 The work demonstrate academic rigour, eg depth of analysis, thorough and concise approach to the examination of the issues in the topic selected, the appropriate use of marketing frameworks to provide solutions as well as good evidence of a systematic examination of the topic theme(s). 50 – 59 Adequate standard of work demonstrating lack of clear synthesis of theory and its practical implementation and generous use of superficial statements only vaguely related to the topic. Nevertheless, there is evidence of strength in some areas. 40 – 49 Work below required standard showing that the student has not really understood the topic and issue(s) and cannot provide any or only limited evidence of being able to apply marketing concepts. Furthermore, the student has not shown sufficient appreciation of the issues highlighted in the topic selected or has no or limited other knowledge, which can be applied coherently. ‘ARTICLE’ – PRESENTATION GUIDELINES: • The (written) ARTICLE (individual assignment) is limited to 1,500 words (maximum). The key to producing a good management article is to take the topic / theme and apply it to the context (company from CW1 & CW2) in an organised / well-structured manner. Hence a balanced, objective and thorough examination of creativity (concept / idea / theme) innovation and how it has been used to overcome the challenges encountered in the specific company (CW1 & CW2) is required. You should consider indicating clearly the purpose of the article at the outset as well as ensuring the context is explicit throughout. The word count excludes words used as part of tables, graphs, appendices and the bibliography. This word limit of 1,500 words means students will have about three to four sides of written text in which to evaluate and apply (illustrate the practical applications) – assuming 350-400 words per page. Thus careful use of tables, graphs and appendices is permissible to ‘flesh’ out the arguments / discussion. For example, two or three mini case studies –‘vignettes’- might be integrated into the text: this allows references to real life examples while (a) keeping the discussion in the text clear and to the point and (b) allowing the word limit to be met. There should be no need for appendices. However, where a diagrammatic representation cannot be integrated into the text then an Appendix may be necessary but this does not mean they should be used as a ‘catch-all’ or to pad out the article. Please use the appendices carefully and selectively – if appendices are not referred to in the text, or fail to add extra insights, they should be omitted. It is anticipated that a bibliography will be used (which is not part of the word count). It is important to carefully reference sources and the report must make clear distinctions between the student’s views and those expressed by either the academics / authors read or the people spoken to (primary data collection / exploratory interviews). The ‘Harvard System’ of referencing sources must be used. Please include a formal word count of the main body of text / the actual number of words used should be indicated at the end of the report– i.e. before the bibliography and appendices. Marks will be deducted if the word limit is exceeded by more than 10%. STUDENTS ARE REQUIRED TO SUBMIT THIS ASSIGNMENT – REFERRAL / DEFERRAL (in the Group Assessment) ONLINE BY Monday July 11th 2016 ————————————————————– NOTE: I am also attaching below, a brief of the original assignment, that we are supposed to refer to, for this assignment as it contains a detailed description of what is to be done and included. I request you to kindly rerer through it once. Thank you. ————————————————————– CW1 – GROUP ASSIGNMENT / ASSESSMENT BRIEF CREATIVITY AND INNOVATION IN MANAGING MARKETING CHALLENGES This Assignment is designed to allow students to meet the following Learning Outcomes: • Evidence an ability to apply design thinking through understanding how creative practice and innovation can improve product and service (and organisational) development • Extend / enhance professional and personal competencies through promoting creativity individually and for others, being able to contribute to a creative team, understanding how to manage creativity and how to establish a culture of creativity within an organisation. Note: The emphasis in this Group Assignment is to allow students to “experience” through a FICTIONAL scenario the way in which it is possible to apply creativity and innovation in managing marketing challenges. ASSIGNMENT TASKS: Group / Company written (maximum 1,500 words) summary management report. OVERVIEW OF GROUP ASSIGNMENT Each Group represents a fictional company. There will be FIVE companies – Manufacturers and distributers of large ranges (1,000 to 11,000+) of items (highly specialised medical equipment / Beauty Equipment and Salon Furniture / Fitness Equipment / Engineering Tools / Agricultural Tools). YOU HAVE BEEN ALOTTED “COMPANY FIVE–AGRICULTURAL TOOLS” Each group will be told which company they represent Thereafter each Group will be ‘become’ the fictional company (One / Two / Three / Four / Five) with each member of the group assuming a designated role. EACH of the scenarios / cases is a fictional company (although a point of reference has been given to a company website upon which this fictional company has been created): • has the same organisational structure, namely: headquartered in the United States – responsible for worldwide production and product / service research and development; • European Headquarters in the UK; responsibility for worldwide production is from the US and all products are then exported either directly or indirectly via a range of channels / intermediaries; • UK has the responsibility for Sales & Distribution in the EU; • Corporate communication (notably brand identity issues) is managed at the US headquarters BUT the UK offices have the responsibility for developing and designing the communications for the EU; • There is no formalised marketing research function within the organisation BUT the company does have a recently appointed Marketing & Sales Director. Note: The Marketing & Sales Director had, in their previous job, attended the 2015 Conference on Marketing Creativity & Innovation in San Antonio, Texas. Each Group / fictional company are able to extend the context (without altering any of the functions) based on substantiated assumptions. EACH of the fictional companies has experienced challenges during the last year. Examples of the type of (ultimately marketing challenge) faced include: • Supply chain difficulties (import restrictions on overseas supplies / contractual conflicts / payment delays) • Production issues (strikes / union disputes / machinery breakdowns / product quality concerns) • Sales downturns (technology breakdowns resulting in order processing mix ups and distribution problems / aggressive discounting by competitors / inaccurate record keeping / lack of functioning marketing or management information systems) • Online communication disruptions (website malfunctions / social media negativity / Agency problems notably within the creative team) DETAILED ASSESSMENT BRIEF: OUTLINE OF STEPS TO BE FOLLOWED • EACH Group must be allocated a company (1, 2, 3, 4 or 5) In my case, I have been allocated company 5 that is Agricultural Tools HINT: the Group should spend some time understanding the company context – please note this is a fictitious company but it is possible to develop an overview of / assumptions on how this company operates at corporate / strategic & management & operational levels. It is also worthwhile starting to consider the value of marketing creativity and innovation within the company in general at this stage of the Assessment Group Structure Students are asked to form Groups of three, four or (maximum) five wherein each member of the group is assigned a specific role within an organisation, namely: • Chief Executive Officer (CEO) • Chief Finance Officer (CFO) • Marketing Director (with responsibility for Communications and Research) • HR/Legal Director • Production & Distribution Director (ONLY IN GROUPS OF FIVE) Each group / company will then submit a written report (maximum 1,500 words) wherein they will outline the value of marketing creativity and innovation and indicate how this could help in dealing with challenges a company faces using the two challenges identified in the ‘meeting slot’ as the exemplars. The group / company should for this summary management report consider referring to how creativity and innovation could prove useful in addressing the impact of the challenges and what would be required in terms of resources for the future to underpin embedding creativity and innovation into the organisation. SUMMARY MANAGEMENT REPORT – Creativity and Innovation in Managing Marketing Challenges – maximum 1500 words AND • Each Group / Company has to produce a (written) short / summary management report (limited to 1,500 words maximum) that is focussed on looking at ‘creativity and innovation in managing marketing challenges’. HINT: The main purpose of this report is to show practically how the use of ‘creativity and innovation’ can be of value to the organisation. Additionally, please be aware that this is not a summary of ‘creativity and innovation’ theory / theorists. Ensure you have considered the mark scheme and guidelines in producing the report (Appendices 2 & 3) • The Group (working together as a fictional company) has to REVIEW each of the TWO challenges and the potential impact on the company (outcomes of Task 1 in this Group Assignment). The Group (company) also needs to consider how ‘creativity and innovation’ (in any guise!) helped (or even hindered?). The Group (fictional company) needs to think about how the situation could have been better dealt with so as to perhaps avoid the challenge entirely or minimise the impact through using ‘creativity and innovation’. Finally there is also value in considering (creatively) how to overcome each of the two challenges as this may be helpful in justifying the use of ‘creativity and innovation’. (However, do not stray into this arena as it is not the focus of the assignment)!] HINT: The emphasis is on considering in detail how what could have been done to minimise the challenges (& perhaps even dealing with these?) by referring to how embedding creativity and innovation within an organisation adds value – refer to the lectures delivered during the Module and indeed the additional resources available on bb • Each group (working together as a company) has to evidence application i.e. show with examples how embedding creativity and innovation in the organisation could have ‘helped’ with each of the two challenges encountered in the company and also how using creativity and innovation could ‘help’ / could have ‘helped’ to minimise or avoid any potential impact. HINT: The group should apply to context – the fictional company allocated (one, two, three, four or five) – i.e. consider in detail how what could have been done creatively or in an innovative way to avoid the challenges and/or impact for the company. HINT: refer to Appendices 2 (Mark sheet) & 3 (Guidance on Reports) Further guidance will be provided throughout the Module. There is no such thing as a superior ‘universal’ submission but a well considered and balanced approach to the evaluation and application related to the Assignment Brief compellingly communicated will be rewarded with higher grades. It is recommended that each Group arrange an appointment / appointments with the Module Leader – total of one hour / 60 minutes maximum is available for each Group in Weeks Assessment: Students will be graded according to the following criteria: 70+ The work of all-round exceptional quality. 60 – 69 The work demonstrate academic rigour, eg depth of analysis, thorough and concise approach to the examination of the issues in the topic selected, the appropriate use of marketing frameworks to provide solutions as well as good evidence of a systematic examination of the topic theme(s). 50 – 59 Adequate standard of work demonstrating lack of clear synthesis of theory and its practical implementation and generous use of superficial statements only vaguely related to the topic. Nevertheless, there is evidence of strength in some areas. 40 – 49 Work below required standard showing that the student has not really understood the topic and issue(s) and cannot provide any or only limited evidence of being able to apply marketing concepts. Furthermore, the student has not shown sufficient appreciation of the issues highlighted in the topic selected or has no or limited other knowledge, which can be applied coherently. APPENDIX I: COMPANY OUTLINES COMPANY ONE A manufacturer and distributer of a large range (11,000+ items) of small highly specialised medical equipment (such as surgical instruments – scissors, scalpels and bio-research apparatus – application specific products) to a variety of customers both B2B and B2C in the UK and overseas such as hospitals, schools, veterinary practices and pharmacies. The company has annual revenue of over $100 million and is active in over 100 countries.

[loosely based on Harvard Apparatus]

https://www.harvardapparatus.com/webapp/wcs/stores/servlet/AboutUsView?langId=-1&storeId=10001&catalogId=11051&division=HAI&pageId=AboutUs&subPageId=AboutUs COMPANY TWO A manufacturer and distributer of a large range (8,000+ items) of Beauty Equipment and Salon Furniture to a variety of customers such as B2B – Spas / Hotels and B2C – beauticians, hairdressers both in the UK and overseas. The company has annual revenue of over $100 million and is active in over 100 countries.

[loosely based on AB Salon Equipment]

https://www.absalonequipment.com/m-2-global-industries.aspx COMPANY THREE A manufacturer and distributer of a range (1,000+ items) of Fitness Equipment to a variety of customers such as B2B – gyms / hotels / spas & B2C – home owners both in the UK and overseas. The company has annual revenue of over $100 million and is active in over 100 countries.

[loosely based on Precor]

https://www.precor.com/en-gb/commercial COMPANY FOUR A manufacturer and distributer of a range (1,000+ items) of Engineering Tools to a variety of customers both B2B – yacht builders / fleet owners & B2C –individual owners both in the UK and overseas. The company has annual revenue of over $100 million and is active in over 100 countries.

[loosely based on Global Services]

https://www.globalservicesltd.co.uk/departments/tools COMPANY FIVE A manufacturer and distributer of a range (1,000+ items) of small agricultural Tools to a variety of customers both B2B – produce growers / farmers & B2C – individuals both in the UK and overseas. The company has annual revenue of over $100 million and is active in over 100 countries.

[loosely based on Agco]

https://www.agcocorp.com/ APPENDIX 2: GROUP / COMPANY REPORT – Mark Sheet CRITERIA MARKS COMMENTS MAXIMUM ALLOCATED STRUCTURE AND FORMAT APPROPRIATE TO A MANAGEMENT REPORT (does not exceed word limit) 10% APPLICATION TO CONTEXT – HOW CREATIVITY AND INNOVATION COULD HAVE HELPED WITH CHALLENGE ONE 20% APPLICATION TO CONTEXT – HOW CREATIVITY AND INNOVATION COULD HAVE HELPED WITH EACH OF CHALLENGE TWO 20% RATIONALE FOR EMBEDDING CREATIVITY AND INNOVATION 10% INDIVIDUAL REFLECTION 20% OVERALL (WEIGHTED TO 30% OF MODULE MARK) 100% APPENDIX 3: GUIDANCE ON SUMMARY MANAGEMENT REPORTS The word limit of 1,500 words means the Group will have about five to six sides of written text in which to reflect – assuming 250-300 words per page. Thus careful use of tables, graphs and appendices is permissible to ‘flesh’ out the arguments / discussion / illustrate the practical applications). For example, two or three mini case studies –‘vignettes’- might be placed in the appendices: this allows references to real life examples while (a) keeping the discussion in the text clear and to the point and (b) allowing the word limit to be met. The word limit excludes words used as part of tables, graphs, appendices and the bibliography. While the use of appendices provides greater flexibility to illustrate points, this does not mean they should be used as a ‘catch-all’ or to pad out the report. Please use the appendices carefully and selectively – if appendices are not referred to in the text, or fail to add extra insights, they should be omitted. Marks will be deducted if the word limit is exceeded by more than 10%. Please include a formal word count of the main body of text / the actual number of words used should be indicated at the end of the report– i.e. before the bibliography and appendices. It is important to carefully reference sources and the report must make clear distinctions between the Group’s views and those expressed by either academics / authors read or the people spoken to (primary data collection / exploratory interviews). The ‘Harvard System’ of referencing sources must be used.

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