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MKT 4838 Assessment 1 – Case Study Analysis Report

Assignment Brief: Case Study
Submission date, time	Week 9 - Sunday 21^st Nov 2021 An Electronic copy submitted via Turnitin by 11:59pm. N/B: You need to allow time for uploading CourseWork (CW) onto Turnitin because if submitted late, your CW will not be accepted or graded by your tutor. In addition, it is your responsibility to ensure your CW has been uploaded correctly. Copies emailed to your tutor will not be accepted or graded.
Feedback type &date	Individual and class verbal and written feedback on the mark-sheet provided and comments made on the CW will be given during by appointment after Sunday 12^th December 2021.
Word Count	1,500 words (+/-) 20%
Assignment type	Each student will write an analysis of an international case-study on innovation that will be confirmed in week 4. Students will use the first 4 week to source, identify and choose a significant case study that must be approved by the lecturer. Use the theories covered in this course to identify, analyse and explain the innovation sources, types and patterns in the case study. The purpose of the coursework is to provide students an opportunity to demonstrate their knowledge of the principles of innovation theory and the students’ ability to apply the knowledge to real life cases. The coursework allows students to express creativity in data organisation and discussion, especially given the somewhat strict word limit for the report. Students are expected to use theories of innovation identified through the course work and discovered through self-directed research. However, marks will be awarded for using relevant theories only. The case study is not the only source of data the author should use, relevant additional research should be conducted, referenced and included. The overall aim is to identify the relevant innovation theories, critically assess the innovations value in relation to industry/business objectives.
Assignment structure, format and details	This assessment should be 1.5 line-spaced, Font 11- 12, Arial/Calibri Indicate the word count on the first page and include a bibliography at the end (Harvard system) of the document. If you are not sure how to use the Harvard system, please access the following link: http://www.citethemrightonline.com
Assessed Learning outcome(s)	Learning Outcomes 1, 2, 5 and 6
Weighting %	25%
Key Reading and Learning Resources	Schilling Chapters 1 – 6 plus readings and case studies from weeks 1 to 7

Assessment Task:

A critical analysis and evaluation of an innovation case, its strategy, type and (in) effectiveness. Some key issues you may wish to identify and discuss, for example:

Identify the innovation

Source of innovation

Types of innovation and patterns identified throughout the case

Design levels and dimensions of value

Innovation strategy timing of entry

Fit with strategic direction

Effect of innovation on industry, the market and the business itself - a detailed analysis and

reflection

S-Curves and Industry life cycle

Sources of information/data:

Desk research, Schilling et al, readings and extra investigation Journals/articles/books/videos pertaining to innovation theory and practice

Field research (visits and observations only): integrating the findings into the research