Lord Ashcroft International Business School

Marketing Design and

Innovation

Department: Leadership and Management

Module Code: MOD001223
Level: 7

Academic Year: 2015/16

Semester/Trimester: SEM 1

Module Guide

Contents
1. Key Information ............................................................................................................................... 2
2. Introduction to the Module ............................................................................................................... 2
3. Intended Learning Outcomes .......................................................................................................... 3
3.1 Employability skills in this Module .................................................................................................. 4
4. Outline Delivery ............................................................................................................................... 5
4.1 Reading List and Learning Resources ........................................................................................... 6
5. Assessment ..................................................................................................................................... 7
5.1 Assessment Information and Marking Criteria..9
5.2 Re-assessment Information.12
5.3 Submitting your work.13
6. Report on Last Delivery of Module.....14

Page 1

Module Guide

1. Key Information
Module:

Marketing Design and Innovation

Module Leader ARU: Andy Brady (andrew.brady@anglia.ac.uk)

Module Tutors:

Chrishanthi Ranaweera

External Examiners DAP: Leadership and Management

Every module has a Module Definition Form (MDF) which is the officially validated record of the module.
You can access the MDF for this module in four ways via:

the Virtual Learning Environment (VLE)

the My.Anglia Module Catalogue at www.anglia.ac.uk/modulecatalogue
Anglia Ruskins module search engine facility at www.anglia.ac.uk/modules
As the final section of this module guide

All modules delivered by Anglia Ruskin University at its main campuses in the UK and at Associate
Colleges throughout the UK and overseas are governed by the Academic Regulations. You can view
these at www.anglia.ac.uk/academicregs. A printed extract of the Academic Regulations, known as the
Assessment Regulations, is available for every student from your Faculty Office (all new students will
have received a copy as part of their welcome pack).
In the unlikely event of any discrepancy between the Academic Regulations and any other publication,
including this module guide, the Academic Regulations, as the definitive document, take precedence
over all other publications and will be applied in all cases.

2. Introduction to the Module

The module investigates stylistic change in taste, fashion and customer need by examining
contemporary issues in marketing, design and innovation, including dependency products and services.
Marketing principles of product and service design, functionality and purpose, customer perception,
value and branding extend to the consideration of patenting ideas, design registration, trade marking and
intellectual property. The module also looks at the influence of marketing communications on demand.
The design process is then examined from the customer perspective, involving new product
development, life cycle, and the importance of design in enhancing competitiveness.
Finally, the module investigates current developments in design and product/service innovation and the
introduction of mass customisation in global markets.
One of the main focuses for the design of this module has been the further development of relevant
employability and professional skills. Such skills are implicit in the learning outcomes.
Multiculturalism has been considered during the design of this module and will be considered when the
assessment brief is written.

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Module Guide

3. Intended Learning Outcomes

This module, like all modules at Anglia Ruskin, is taught on the basis of achieving intended learning
outcomes. On successful completion of the module, the student will be expected to be able to
demonstrate the following:
Knowledge and
understanding

LO 1. Identify and critically evaluate the main characteristics of product

and service design and innovation from the marketing perspective;

Intellectual, practical,
affective and transferable
skills

LO 2. Distinguish between the key characteristics of the design

process in the context of stylistic change, fashion and consumer
taste, including the nature of design management and the
importance of design and innovation in enhancing competitiveness;
LO 3. Critically appraise the importance of patenting ideas, design
registration, trade marking and intellectual property on new products
and services;
LO 4. Critically examine the impact of current developments in design
and product/service diffusion and innovation on mass customisation
and marketing communications.

The assessment is based on meeting these learning outcomes, shown explicitly in section 4, where the
assessment task is linked to these learning outcomes.

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Module Guide

3.1 Employability skills in this Module

It is important that we help you develop employability skills throughout your course which will assist you
in securing employment and supporting you in your future career. During your course you will acquire a
wide range of key skills. In this module, you will develop those identified below:

SKILL

Skills acquired in this

module

Communication (oral)
Communication (written)
Commercial awareness
Cultural sensitivity
Customer focus
Data handling
Decision making
Enterprising
Flexibility
Initiative
Interpersonal skills
Leadership/Management of others
Networking
Organisational adaptability
Project management
Problem solving and analytical skills
Responsibility
Team working
Time management
Other

Page 4

x
x
x
x
x
x
x
x
x

x
x
x
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Module Guide

4. Outline Delivery
The table below is indicative only and can be customised as necessary
Session

Subject Area

Lecture / Seminar

Reading references

Introduction/ Issues and

Considerations/Course
Reading and Sources
Assessment Rationale

To understand the rationale of

the module: linking marketing,
design & innovation + the logic
of the assessment.

Trott P., (2011) Innovation

Management and New
Product Development (5th
ed) FT Prentice Hall, Harlow

Distinguishing design and

innovation concepts

To examine the conceptual

differences that distinguish and
separate design and innovation.

Design and innovation

challenges

To scope and discuss internal

organisational and external
market driven design and
innovation challenges.

Von Stamm B., (2008)

Managing Innovation,
Design and Creativity, (2nd
edn) John Wiley, Chichester
(Key texts)
Trott P., (2011) Innovation
Management and New
Product Development (5th
ed) FT Prentice Hall, Harlow

Design and Innovation

process

To critically determine and

evaluate how design and
innovation processes work

Von Stamm B., (2008)

Managing Innovation,
Design and Creativity, (2nd
edn) John Wiley, Chichester
(Key texts)

Brand building and

strengthening

To understand how design and

innovation help to grow and
strengthen brands

Trott P., (2011) Innovation

Management and New
Product Development (5th
ed) FT Prentice Hall, Harlow

Design, style and market

gain

To look at how competitive

market position can be
strengthened via innovative
design

Knowledge management

To analyse the commercial

advantage offered by effective
knowledge harvesting
/management

Von Stamm B., (2008)

Managing Innovation,
Design and Creativity, (2nd
edn) John Wiley, Chichester
(Key texts)
Trott P., (2011) Innovation
Management and New
Product Development (5th
ed) FT Prentice Hall, Harlow

Innovative design for market

To undertake experiential design

for market exercise

Innovation in large
organisations

To understand the innovation

imperatives faced by large
organisations

Risk and uncertainty in

design/innovation

To consider risk measurement

and define market uncertainty in
the design and innovation

Page 5

Von Stamm B., (2008)

Managing Innovation,
Design and Creativity, (2nd
edn) John Wiley, Chichester
(Key texts)
Trott P., (2011) Innovation
Management and New
Product Development (5th
ed) FT Prentice Hall, Harlow
Von Stamm B., (2008)
Managing Innovation,
Design and Creativity, (2nd
edn) John Wiley, Chichester
(Key texts)
Trott P., (2011) Innovation
Management and New
Product Development (5th

Module Guide
process

ed) FT Prentice Hall, Harlow

Von Stamm B., (2008)

Managing Innovation,
Design and Creativity, (2nd
edn) John Wiley, Chichester
(Key texts)

* Students must read the articles and other material given out during the module.

4.1 Reading List and Learning Resources

The reading list and learning resources for this module are available on Reading Lists at Anglia, you can
access the reading list for this module, via this link:
http://readinglists.anglia.ac.uk/modules/mod001223.html

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Module Guide

5. Assessment

Part

Type of
Assessment

Learning
Outcomes

%
Weighting
& Fine
Grade
(FG) or
Pass/fail
(PF)

Word Limit

Submission Method

Submission
Dates

Key Contact
Person

via Learning Platform

1

Draft

1-4

N/A

Two sides of
A4

https://learningplatform.londonschoolofmarketing.c
om
via Learning Platform

Task 1

1-4

75%

2000 word
report

Task 2

1-3

25%

1000 word
reflective
commentary

https://learningplatform.londonschoolofmarketing.c
om
via Learning Platform
https://learningplatform.londonschoolofmarketing.c
om

Tutor
Please follow
email
correspondence
for deadlines and
any possible
revisions.

Tutor

Tutor

All forms of assessment must be submitted by the published deadline which is detailed above. It is your responsibility to know when work is due to be
submitted ignorance of the deadline date will not be accepted as a reason for late or non-submission. Any late work will NOT be considered and a mark
of zero will be awarded for the assessment task in question. You are requested to keep a copy of your work (excluding exams).

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Module Guide

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Module Guide

5.1 Assessment Information and Marking Criteria

The Assessment for this module is an individual 2,000 word report (75%) and a 1000 word
reflective commentary (25%).
The module will be assessed by individual assignment. The assignment is given
below.
Context:
You are required to select a contemporary consumer, industrial or commercial product or service
that for one reason or another inspires you to critique within the context of this module. Explain why
this choice has influenced you.
TASK 1: (2,000 words / 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

Task 2: (1000 words / 25%)

Write a critical reflective essay 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.

5.1.1 Element 010 ASSIGNMENT 2000 WORDS (75%)

TASK 1 (75% of the overall Assignment Mark)
First Marker:

Suggested Mark: %

Marking Criteria
1)

Introduction:
Is there a clear introduction that the
context of the situation that is to be
analysed?
Is there a clear statement of the
problem/objective of the assignment?

2)

Synthesis and use of literature:

Has the student used literature to explore
the topic and as evidence to support the

Comments

Page 9

Agreed Mark: %

Module Guide

points made?
Has the student integrated the literature?
The student is expected to show his/ her
knowledge and understanding of the
literature by using the literature to argue a
case in support of his/ her point of view.
They should be sure to use their own
words to present ideas that have been
obtained from literature and to cite their
sources.
The descriptive retelling of source material
alone is insufficient.

3)

Analysis:
Has the student moved beyond simple
description?
Has the student drawn insights and
conclusions which address the assignment
purpose?
Is there a review/reference made to
relevant literature and its appropriate use?
Is there critical evaluation?
Are discussions and arguments coherent?
Has the student demonstrated skills in
applying theory into practice?
Analysis does not come by just describing
things and listing the views of the various
writers. Instead the candidate must
breakdown the various arguments. The
candidate must look for the strengths and
weakness in each argument.

4)

Conclusions:
Are the candidates conclusions logical in
the context of his/ her assignment?
Have the main points made under the
conclusion?
Are the candidates conclusions evidence
based and built upon rigorous analysis?
What lessons can be learnt from the
conclusions?

5)

The presentation and structure of report

Mark
%

Marking Criteria

Weight

The degree to which the concepts have been

explained and understood

0.3

The clarity of application

0.25

The reasoning behind the evaluation

0.3

The presentation and structure of report

0.15

Total

Page 10

Weighted
mark

Module Guide

5.1.2 Element 011 REFLECTIVE ESSAY 1000 WORDS (25%)

TASK 2 (25% of the overall Assignment Mark)
First Marker:

Suggested Mark: %

Marking Criteria

Agreed Mark: %

Comments

Reflective Essay:

Journey of discovery through the module, set

within the context of the learning outcomes.
A description of 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.

Mark
%

Marking Criteria

Weight

The inclusion of course generated ideas,

concepts and applications

0.3

The provision of critical personal insights

0.25

The degree of overall coherent reasoning

0.2

The readability, style, presentation and structure

0.25

Total

Overall Comments

st

1 Marker:

Date

Page 11

Weighted
mark

Module Guide

5.2 Re-assessment Information

You are required to complete a re-sit assessment for this module, please ensure you are aware of the
assessment (and the date if an exam or in-class test) as it will be different to the original assessment.

5.2.1 Re-assessment for Element 010 ASSIGNMENT 2000 WORDS (75%)

Mark
1.

Learning
Outcome

Choose a different innovative product or service for your

resubmission (The marking criteria is the same)

2.
3.
4.
5.
TOTAL MARKS: 100%

5.2.2 Element 011 - REFLECTIVE ESSAY 1000 WORDS (25%)

Mark
1.

Learning
Outcome

Rework your original reflective essay (The marking criteria is the

same)

2.
3.
4.
5.
TOTAL MARKS: 100%

Literacy:

Have you checked structure, spelling, punctuation, grammar, language and sentence and paragraph
formation?
Good paragraphs will contain transitional sentences which clearly state how you move from one
theme to the next.
One/few sentences do not normally make a paragraph.

A final check:
If someone was to read your assignment could they:
Tell you what the question is you are attempting to answer?
Explain what they saw as your major points and conclusions?
Be persuaded by the evidence you present and the line of reasoning you offered to support your
conclusions?
It is recommended that you prepare and submit your (re)assignment in line with the assessment
submission guidance given above.

Note: You may find it useful to discuss your approach and framework with the module tutor
before starting your assignment

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Module Guide

Assessment breakdown
Part
1

Type of
assessment
*Draft

Final submission

Word or time limit

Submission method

Submission dates

via Learning Platform

Please follow email

correspondence for
deadlines and any
possible revisions.

Two page draft

Complete 3000
word
Assignment

https://learningplatform.londo
nschoolofmarketing.com

*Requirements of Draft: You are required to provide a TWO PAGE summary of your task one and two
in order to provide you with suggestions for improvement before the final submission.

Task One Summarise the benefits and value derived by the customer from the selected
innovative product / service, uniqueness of its design elements and brand appeal in relation to
competitors.

Task Two Summarise the journey of discovery through the module, learning outcomes and
challenges faced.

5.3 Submitting your work

All student work which contributes to the eventual outcome of the module (i.e. if it determines whether
you will pass or fail the module and counts towards the mark you achieve for the module) is submitted to
London School of Marketing Learning Portal. Academic staff CANNOT accept work directly from
you.
Any late work will NOT be accepted and a mark of zero will be awarded for the assessment task in
question.
You are requested to keep a copy of your work.

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Module Guide

6. Report on Last Delivery of Module

MODULE REPORT FORM

This form should be completed by module tutors (where there is more than one delivery) and forwarded to Module Leaders who compiles the
results on to one form for use at the Programme Committee and other methods of disseminating feedback to students.

Module Code and Title: MOD001223 Marketing Design and Innovation

Anglia Ruskin Department: Leadership and Management
Location(s) of Delivery: Online
Academic Year: 2014/2015

Semester/Trimester: TRI 03

Enrolment Numbers (at each location): 692 students

Module Leader: Dr Robert Willis
Online Tutor: Nayani Perera
Student Achievement Provide a brief overview of student achievement on the module as evidenced by the range of marks awarded. A
detailed breakdown of marks will be available at the Departmental Assessment Panel.

During the last semester, the module MDI achieved a good pass rate of 80% for Task One with a mean mark of 43. The
marks range for task one was 10%-72%. On the other hand, the pass rate for task two was only 59% with a mean mark of
38%. Task two marks range from 5%-73%.

Feedback from Students Briefly summarise student responses, including any written comments
The student found the module MDI to be very interesting as the subject area tested was marketing, design and
innovation. It was an enlightening study experience for the majority of students. However, students required more
understanding on the task two as it was a reflective essay which required to share the journey through the module.

Module Leader/Tutors Reflection on Delivery of the Module, including Response to Feedback from Students
(including resources if appropriate)
Overall, majority of the students attempted task one fairly well whilst a significant number of students couldnt do well in
task two. Hence, the tutors have taken an extra effort to guide students to present the reflective essay in a manner to
present the journey through the module using first person perspective.
In addition, based on moderation feedback and students feedbacks; relevant improvements are incorporated to the
Practice with Workshop Manual each year.
Further, special mails developed for key sections of the assignment too are emailed to students.

Developments during the current year or planned for next year (if appropriate)
Based on ongoing feedbacks; required changes are incorporated to the delivery of Marketing Design and Innovation
module in the form of lecture notes and other resources.

External Examiners Comments State whether the external examiner agreed the marks and/or commented on the
module
The moderation on marking was successful and the external examiners confirmed marks.
Page 14

Module Definition Form (MDF)

Module Code: MOD001223

Version 1

Date amended 03/08/2009

1. Module Title
Marketing Design Innovation
2a. Module Leader
Jonathan Wilson

2b. Department
2c. Faculty
Dept of Marketing, Strategy and Lord Ashcroft International
Enterprise
Business School

3a. Level
7
4a. Credits

3b. Module Type

Standard Module
4b. Study Hours

15
5. Restrictions
Type
Module Code
PreNone
requisites:
CoNone
requisites:
Exclusions:
None
Courses to which this
None
module is restricted

150

Module Name

Condition

LEARNING, TEACHING AND ASSESSMENT INFORMATION

6a. Module Description
The module investigates stylistic change in taste, fashion and customer need by examining
contemporary issues in marketing, design and innovation, including dependency products and
services.
Marketing principles of product and service design, functionality and purpose, customer
perception, value and branding extend to the consideration of patenting ideas, design
registration, trade marking and intellectual property. The module also looks at the influence of
marketing communications on demand.
The design process is then examined from the customer perspective, involving new product
development, life cycle, and the importance of design in enhancing competitiveness.
Finally, the module investigates current developments in design and product/service innovation
and the introduction of mass customisation in global markets.
One of the main focuses for the design of this module has been the further development of
relevant employability and professional skills. Such skills are implicit in the learning outcomes.
Multiculturalism has been considered during the design of this module and will be considered
when the assessment brief is written.
6b. Outline Content
1.Marketing

MDF generated on Thursday 09 January 2014, 00:12:03.15

Page 1 of 3

6b. Outline Content (Continued)

Customers, consumers, clients and the distinction between want and need, from the perspective
of:
-Product and service functionality, dependence and performance
-Perception, ownership and use
-Value and meaning
-Branding, brand value and competitive advantage
-Marketing communications
-Projection of ideas and concepts to target markets
2.Design
-The design process that includes study, investigation, research, concept, rough, prototype, test,
modify, implement, presentation, modification to final commercialisation
-The main principles of product and service design, functionality and purpose, customer
perception, value and branding
-Patenting ideas, design registration, trade marking and intellectual property
3.Innovation
-Diffusion of innovation, style, change and fashion.
-Global patterns of market demand and trends,
-Consumerism and commoditisation of products and services.
-Significance of innovation in the marketing process
6c. Key Texts/Literature
Baxter M, (latest edition), Product design: practical methods for the systematic development of
new products, Stanley Thornes, UK
Bidault F., Despres C. and Butler, C. (latest edition) Leveraged Innovation: Unlocking the
innovation potential of strategic supply. Basingstoke: Macmillan
Dussauge, P. and Garette, B. (latest edition) Cooperative Strategy: Competing successfully
through strategic alliances. Chichester : Wiley
Jordan P W, (latest edition), Designing pleasurable products: an introduction to the new human
factors, Taylor & Francis, London
Kelley T, (latest edition), The art of innovation, Harper Collins Business, London
Von Stamm B., (latest edition) Managing Innovation, Design and Creativity, John Wiley,
Chichester
Jerrard R., Hands D., Ingham J., (latest edition) Design Management Case Studies, Routledge,
London
Jolly A., (latest edition) From Idea to Profit, Kogan Page London
Trott P., (latest edition) Innovation Management and New Product Development, FT Prentice
Hall, Harlow
http://www.imc.co.uk (Institute of Management Consultancy)
http://www.cim.co.uk/cim/index.cfm (Chartered Institute of Marketing)
http://www.isp.org.uk/contacts/talk.html (Institute of Public relations)
http://www.asa.org.uk/index.asp (Advertising Standards Authority)
http://www.designcouncil.org.uk (British Design Council)
http://www.patent.gov.uk/patent/howtoapply/libraries.htm (British patent Office)
http://www.betterproductdesign.net/tools/ (2004-) (A current website that is related to product
design).
Last Updated: 03/08/2009

6d. Specialist Learning Resources

None

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Page 2 of 3

7. Learning Outcomes (threshold standards)

No. Type
On successful completion of this module the student will be
expected to be able to:
1
Knowledge and
Identify and critically evaluate the main characteristics of product
understanding
and service design and innovation from the marketing perspective;
2
Intellectual, practical, Distinguish between the key characteristics of the design process
affective and
in the context of stylistic change, fashion and consumer taste,
transferable skills
including the nature of design management and the importance of
design and innovation in enhancing competitiveness;
3
Intellectual, practical, Critically appraise the importance of patenting ideas, design
affective and
registration, trade marking and intellectual property on new
transferable skills
products and services;
4
Intellectual, practical, Critically examine the impact of current developments in design
affective and
and product/service diffusion and innovation on mass
transferable skills
customisation and marketing communications.
8a. Module Occurrence to which this MDF Refers
Year
Occurrence
Period
Location
2013/4
ZZF
Template For
Face To Face
Learning Delivery

Mode of Delivery
Face to Face

8b. Learning Activities for the above Module Occurrence

Learning
Hours
Learning
Details of Duration, frequency and other comments
Activities
Outcomes
Lectures
2 hour session combining lecture and seminar each
12
1-4
week.
Other teacher
2 hour session combining lecture and seminar each
managed
12
1-4
week.
learning
Student
Reading around the subject, contributing in
managed
126
1-4
seminars/group exercises and preparing for the
learning
assignments.
TOTAL
150
9. Assessment for the above Module Occurrence
Assessment
Assessment
Learning
Weighting (%) Fine Grade or Qualifying Mark
No.
Method
Outcomes
Pass/Fail
(%)
010
Coursework
1-4
75
Fine Grade
30
Details:
Assignment : 2000 words
011
Coursework
1-4
25
Fine Grade
30
Details:
Reflective Essay : 1000 words
In order to pass this module, students are required to achieve an overall mark of 40%.
In addition, students are required to:
(a) achieve the qualifying mark for each element of fine grade assessment as specified
above
(b) pass any pass/fail elements.

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