Introductory description

This module is designed to guide the MSMS students through the process of product creation, from ideation through to commercialization and the successful implementation of its introduction into the marketplace.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

1. Creative Design Thinking
   How to manage creativity
   Generating ideas through design thinking
   How ideas are commercialised

2. Critically objective decision-making
   Common decision making biases in the creative process
   Motivational and Emotional Influences on Decision Making
   Diversity as a means of recovering group advantages
   The of Fairness and Ethics in the Decision -making

3. Commercialization
   Designing for competitive advantage
   Creating a viable business model
   Strategic and agile resourcing
   The lean start-up methodology: MVP, experimentation, and validated learning

4. Effective marketing project implementation
   Network analysis
   Sequencing
   Scheduling
   Resource allocation
   Monitoring & Correction

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate a comprehensive understanding of the underlying concepts of the various aspects of Design Thinking and its effective application in a marketing context strategic methods
• Demonstrate a comprehensive understanding of how to choose the appropriate target
• Analyse and evaluate design thinking as an integrative process
• Demonstrate critical objective thinking

Indicative reading list

1. Creative Design Thinking

Brown, T., 2008. Design thinking. Harvard business review, 86(6), p.84.Design Thinking.

Kolko, J., 2015. Design thinking comes of age.

Herring, S.R., Jones, B.R. and Bailey, B.P., 2009, January. Idea generation techniques among creative professionals. In 2009 42nd Hawaii International Conference on System Sciences (pp. 1-10). IEEE.

Hender, J.M., Rodgers, T.L., Dean, D.L. and Nunamaker, J.F., 2001, January. Improving group creativity: Brainstorming versus non-brainstorming techniques in a GSS environment. In Proceedings of the 34th Annual Hawaii International Conference on System Sciences (pp. 10-pp). IEEE.

Furnham, A., 2000. The brainstorming myth. Business strategy review, 11(4), pp.21-28.

https://www.forbes.com/sites/forbescommunicationscouncil/2018/05/21/15-ways-to-encourage-creative-idea-sharing-from-all-team-members/

https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-eight-essentials-of-innovation

Kirjavainen, S. and Hölttä-Otto, K., 2021. Deconstruction of Idea Generation Methods Into a Framework of Creativity Mechanisms. Journal of Mechanical Design, 143(3), p.031401.

Benedek, M., 2018. The neuroscience of creative idea generation. In Exploring Transdisciplinarity in Art and Sciences (pp. 31-48). Springer, Cham.

1. Critically objective decision-making

Bazerman, M. H., & Moore, D. A. 2012. Judgment in managerial decision making. John Wiley & Sons.

Gino, F. (2018). Why curiosity matters?. Harvard Business Review, September-October issue, 47-61.

Liu, C., Vlaev, I., Fang, C., Denrell, J., & Chater, N. 2017. Strategizing with Biases: Making Better Decisions Using the Mindspace Approach. California Management Review, 59(3): 135–161.

Liu, C. 2021. Why Do Firms Fail to Engage Diversity? A Behavioral Strategy Perspective. Organization Science, orsc.2020.1425.

1. Commercialization

Osterwalder, A., Pigneur, Y., 2010. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons.

Ries, E. 2011. The lean startup: How today’s entrepreneurs use continuous innovation to create radically successful businesses. New York: Crown Books.

Blank, S. 2013. Why the Lean Start-Up Changes Everything. Harvard Business Review, 91(5): 63-72.

Felin, T., Gambardella, A., Stern, S., & Zenger, T. 2020. Lean startup and the business model: Experimentation revisited. Long Range Planning, 53(4).

1. Effective marketing project implementation

The Fast Forward MBA in Project Management (Fast Forward MBA Series) Paperback – 27 Nov. 2015 by Eric Verzuh (Author)

Project Planner, Gantt Chart, Work Planner, Project Schedule, Project Timeline: Project Management journal, Project Planner Notebook, Journal and ... Project Plan, Size 8.5 x 11", 110 Pages Paperback – 5 Mar. 2020 by Project Planner Publishing (Author)

Agile Project Management in easy steps, 2nd edition by John Carroll and David Morris | 29 Jul 2015

Fundamentals of Project Management by Joseph Heagney | 10 Aug 2016

PRINCE2 Handbook (Managing Successful Projects with Prince) by Axelos | 24 Oct 2017

Project Management Step by Step: How to Plan and Manage a Highly Successful Project (2nd Edition) Paperback – Illustrated, 22 July 2016 by Richard Newton (Author)

Research element

Demonstrate research skills to gain sufficient information to be able to meaningfully analyse effective product marketing

Subject specific skills

Demonstrate research skills to gain sufficient information to be able to meaningfully analyse effective product marketing

Transferable skills

Demonstrate decision making, commercial awareness and practical managerial skills

Written communication

Oral communication