Business Creation and Innovation

October 2021

Module title: BUSINESS CREATION AND INNOVATION

Module code: BUSM50004
Level: 5
Credits: 15
Co-requisite or pre-requisite modules: None
School: BUV School of Business
Semester: October 2021
Location of Delivery: BUV Ecopark, Hung Yen

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1. Introduction

Entrepreneurship and innovation are the life blood of any business, whether a start-up or a
well-established organisation. This module combines the practical requirements and
theoretical constructs to inspire enterprising, entrepreneurial and innovative thinking,
equipping you with the tools to develop and initiate a new business. 

The module will focus on development of entrepreneurship and innovative thinking to enable
students to explore creative and innovative solutions in a dynamic and digital global
marketplace. The module will also explore the challenges faced by entrepreneurs, marketers
and consultants in taking innovative products and/or services to market. The module will also
examine the drivers of market adoption and evaluate creative marketing strategies for
successful launch of innovative new products and service.

Indicative content includes: 

1. Innovation, ideation, production and valorisation

2. Development of innovative new products and new service innovation: identifying &
examining innovation opportunities for business creation 
3. Customer psychology and its impact on the adoption and diffusion of innovation - when
and why do customers fail to adopt innovative new products 
4. Marketing research: the importance of marketing research and customer insights when
creating innovative new products and services, total addressable market sizes and market
segmentations.
5. Managing the innovative new product development process in the digital age.
6. Formulating innovation growth strategy in the digital age.
7. Detailed analysis of opportunities including introduction to Lifetime Value and Customer
Acquisition Cost

2. Module Tutors

Module Leader: Jasper Roe

Location: Intellectual Suite, 3rd Floor, British University Vietnam
Email: jasper.r@buv.edu.vn

3. Module Learning Outcomes

1. Demonstrate a systematic understanding and awareness of new insights of contemporary

issues pertaining to the development and launch of innovative products and services.
(Knowledge and Understanding, Learning)

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 2. Demonstrate understanding of customer psychology and its impact on adoption and
diffusion of innovation. (Enquiry, Analysis, Application) 

3. Demonstrate knowledge and understanding of principles and techniques of idea

generation and the application of creative entrepreneurial knowledge, evaluation of
contemporary global developments in marketing innovations based on sustainability and
ethical aspects.
(Application, Problem solving, Analysis)

4. Develop creative marketing strategies to launch and manage innovative new product and
services. (Application, Communication)

4. How will I learn on this module?

Tutor led and peer-to-peer learning sessions will follow a general pattern of introduction of a
topic and provision of frameworks and models for student learning, followed by application
by students to appropriate data or case study materials. Students will be expected to perform
set exercises, these will include the analysis, discussion and presentation of case- based work
both individually and as part of a learning group and will receive formative feedback.
Students will be expected to obtain supplementary information from a number of paper or
electronic sources as part of their preparation, as recommended by the tutor. 

All learning will develop and enhance students digital competences. 

Contact will include a mixture of small and/or larger group activities, based on the principles
of practice and problem-based learning. Learning will be organised into a series of sessions
where students will be required to participate. Each session will be based around a problem or
issue, and students will work towards a range of creative solutions by specifying objectives,
identifying constraints, obtaining background information, applying related theory and
knowledge based around the subject matter. 

Students will be expected to be familiar with contemporary discussions in this area of

business creation and marketing innovation, and to bring a range of ideas to bear on the
discussions. 

The module will use a blend of teaching methods to enable different styles of learning to be
facilitated. The differing methods will also be a platform for the development of essential
skills such as intellectual skills, communication skills and problem solving, analytical and
decision-making skills, as well as research, teamwork, negotiation, presentation, referencing,
argument, judgement and appropriate use of digital technology.

BUV’s CANVAS is used extensively in this module, and all students are expected, on a
weekly basis, to access the module site for relevant course material (e.g. lecture slides,
workshop and tutorial activities, readings).

Class Contact Time: 36

Independent Study Time: 114
Total Module Commitment: 150

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Week Lecture Tutorial Student centred learning guidance Assessment
Schedule
1 Introduction to Entrepreneurship Group allocation and planning Core textbook chapter 1
2 Markets Group work on business plan Core textbook chapter 2
3 Market Segmentation Group work on business plan Core textbook chapter 3
4 End user profiling Group work on business plan Core textbook chapter 4
5 Persona profiling Group work on business plan Core textbook chapter 5
6 Product Specification Group work on business plan Core textbook chapter 6 Assessments
Released
7 Customer Decision Making Group work on business plan Core textbook chapter 7
8 Pricing, LTV and COCA Group work on business plan Core textbook chapter 8,9,10
9 Assumptions and planning Group work on business plan Core textbook chapter 11,12
10 Course Revision Group work on business plan Core textbook chapter 13
11 Pitch Rehearsal – Shark Tank Group work on business plan Core textbook chapter 14,15
12 Presentation Week Presentation Week Presentation and
assessments
submitted

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5. Attendance and Absence

Your attendance is required at all teaching sessions for this module. Your attendance will be
monitored and if you start missing classes this will be recorded and you will be contacted to
discuss your absence.

If you are absent from this module on four consecutive sessions for reasons other than
personal illness without prior approval you may be withdrawn from the module. If you miss
seven sessions of any fifteen credit module (fourteen for any thirty credit module) then you
will not be permitted to take assessments for that module in accordance with clause 3.8 of the
Staffordshire University General Student Regulations: “The University reserves the right to
intermit or withdraw your registration if your continued absence (unless authorised by the
University) in the view of your Faculty, compromises your ability to progress/complete your
award satisfactorily and/or meet the learning outcomes of the module(s) you are registered
on.”

6. Learning Resources

Core textbook:

 Barringer B. and Ireland R. (2019) Entrepreneurship 6th Ed. Harlow: Pearson

Additional resources:
 Aulet, B (2013) Disciplined Entrepreneurship: 24 steps to a successful startup. New
York: Wiley ISBN: 1118692284
 Bjerke, B., (2018) Alternative Marketing Approaches for Entrepreneurs, Edward Elgar
Publishing. ISBN: 9781786438942 
 Golder, P.N. and Mitra, D. (2018) Handbook of Research on New Product
Development, Edward Elgar Publishing. ISBN: 9781784718145
 Marinova, S., Larimo, J., Nummela, N. (Eds.) (2017), Value Creation in International
Business - Volume 1: An MNC Perspective, Palgrave Macmillan U.K. ISBN:
9783319308036
 Shiu, E. (2017), Research Handbook of Innovation and Creativity for Marketing
Management, Edward Elgar Publishing. ISBN: 9780857937940

Students are required to review the additional material Module Leaders will upload on
BUV’s Canvas in order to enrich their preparation.

7. How I will be assessed in this module?

This module is assessed by:

 Group Presentation (15 minutes) weighted at 30% - Learning outcomes 1 & 2

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  Individual Report (2,000 words) weighted at 70% - Learning outcomes 3 & 4

Assessment information will be released on Canvas including dates.

Additional instructions will be available on the assessment papers.

Both assessments must be submitted in Turnitin.

Undergraduate degrees: To pass a module you must achieve at least 40% in the module
overall.
If you fail to satisfy the assessment criteria of the module, you will be awarded a fail. If you
have failed to submit any assessment for the module, you will be given N (Fail due to non-
submission) for the element(s) of the module and you will only be allowed a further attempt at
that element(s) of the module at the discretion of the appropriate Board.

It is therefore essential that you attempt and make a submission for all pieces of assessment.

Support and guidance relating to assessment is available through your course team as well as
from university support services and the Students’ Union. Please see your Student Handbook
and your Module Leader, Personal Tutor or Programme Leader for information on what to do
if you can’t hand in work due to circumstances beyond your control.

8. Submission and Feedback

Feedback on your performance is provided in a variety of ways – all the way through a
module you will be receiving informal feedback on your performance, in your discussions
with teaching staff in tutorials for instance. Feedback should help you to self-assess your work
as you progress through the module and help you to understand your subject better.

Feedback is not just the marks at the end of the module – it could be regular verbal advice
about your work, perhaps as you develop a portfolio of work; comments made by tutors or
fellow students in group discussions; or the written comments on your work.

You can expect to receive formal feedback on your assessed work no later than 20 working
days after it has been submitted.

For this module, your feedback will be available in the following way:

Obtain your current grade classification from the academic support office. You may choose
to make an appointment with the module leader to discuss. You will not receive written
feedback from your take-home assignment until these assignments have gone throughout
formal validation process.

9. Academic Integrity

Staffordshire University have recently updated their policies on Academic Misconduct, and
you are strongly encouraged to familiarise yourself with these policies which can found here.

In short, the policy states that if even the smallest amount of plagiarism is present in
your work, at a minimum, you will fail that assessment. It also means that if you receive
three instances of academic misconduct in total during your studies at BUV, you will fail
your award and your studies at the university will likely be terminated.
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 When submitting an assignment, you MUST leave yourself enough time to check the
levels of similarity using Turnitin, and change your assignment if you realise that you
have accidentally plagiarised. Speak to your module leader if you are concerned about
any similarity you spot in your work. Please note, that just because Turnitin does not
show any similarity in the initial check of your work, that does not mean you have not
committed plagiarism.

This module requires that you demonstrate what you have learnt and that you have met the
learning outcomes of the module. To do this you are required to complete the module
assessment. The University expects this to be, for individual assessments, your own work and
so must comply with the University’s regulations on academic misconduct. Academic
misconduct includes things like cheating in examinations, making-up data and plagiarism.

According to Staffordshire University guidelines, plagiarism is defined as a student

submitting the work of others as his/her own for the purpose of satisfying formal assessment
requirements. Thus plagiarism is the use of the ideas, words and/or artefacts of others without
due acknowledgement.

BUV follows Staffordshire University policy on academic misconduct and takes suspected
cases of academic misconduct, including plagiarism very seriously. The penalties are severe
and can in some cases result in a student not being allowed to continue their studies.
Plagiarism can happen in any type of assessment where you are given the questions or tasks
in advance.

You will have committed academic misconduct if you commit any of the following:
 Plagiarism
 Self-Plagiarism
 Collusion
 False Declaration
 Fabrication or Falsification of Data
 Bribery or Intimidation
 Contract Cheating
 Examination Misconduct

Please see here for a detailed explanation of these terms or click the individual links above.

If Academic Misconduct is proven by the university, then typical punishments include:

 The grade for your assessment, being reduced to zero with the right to resubmit.
 The grade for the whole module or supermodule being reduced to zero with the right to
resubmit.
 Failure of the entire level of which you are currently studying with a requirement to re-
start the level at the next opportunity
 Failure of the award and/or termination of your studies at the University. Your ability to
reapply and enrol again at the university may also be restricted, normally for two whole
academic years.

BUV encourages you to refer to appropriate academic sources, as long as you reference these
correctly, and do not use too much material from the original source.

You must use the Harvard referencing system for all your assignments, unless you are told
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otherwise by your Module Leader. If you do not know how to do this, please follow the
guidelines given at this web-site address:
http://www.staffs.ac.uk/support_depts/infoservices/learning_support/refzone/harvard/

BUV employs Turnitin to assess all submissions for potential academic misconduct. This
software highlights to the examiners in detail where material may have either been copied
directly or paraphrased from a source with correct citation.

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10. How can I give my views on this module?

You are welcome to discuss your views on the module at any time – please speak to your
module tutor. Views may also be expressed through Staff Student Liaison Meetings. You
will have the opportunity to provide formal feedback on this module, by completing a module
feedback survey. In addition you will have a chance to comment on your overall experience
by undertaking one of the student surveys this year; these are really important to us – they let
us know how well we are doing, and we really appreciate your input.

11. Ethics

All students and staff are expected to adhere to the University’s Ethical Review Policy. There
may also be additional Professional Body ethical requirements. It is the responsibility of all
students and staff to ensure that ethics are fully considered as appropriate, and codes of
conduct followed. Any student wishing to seek further advice on ethical issues in relation to
their work should contact their module tutor in the first instance.

12. Module External Examiner

External examiners help the university to ensure that the standards of your course and
modules are comparable to those provided by other universities or colleges in the UK. More
information on the role performed by external examiners can be found at:
www.staffs.ac.uk/externalexaminers/