AM807001 ENTREPRENEURSHIP AND INNOVATION
ASSIGNMENT 2: INDIVIDUAL PROJECT
Weighting: 60%
Learning Outcomes: 1, 2, 3, 4, 5
Innovation and entrepreneurship are utilised to enhance an organisation’s capability to outcompete
other organisations.
The purpose of the assignment is to write a report demonstrating your understanding of
how conventional innovation or entrepreneurship has been, or could be, utilised by an
organization to achieve market success.
To achieve this outcome select one organisation with which you are familiar (e.g. one where
you are or have been employed) or an organisation which interests you.
Utilise your research skills to acquire detailed information about the selected organisation.
Research methods & resources include OP library, Auckland Public Library, Google, online
journal databases, and approaching the organisation itself.
It is critical that the data about the organization either be based upon sources from inside
the organization or from published sources such as the Internet or materials from online
library database searches.
The key aims of this assignment are to:
1) Examine real world business practices
2) Critically assess the business strategies being utilised
3) Discuss how the business’ practices & strategies can be framed within the context of
your existing knowledge of marketing theories such as Michael Porter’s generic
strategies, the Product Life Cycle (PLC), and the BCG Product Portfolio model.
4) Demonstrate your understanding of how the theories, concepts and principles of
innovation can be applied to a real-world situation.
2
In terms of coverage, the report should:
– Identify a key issue, or issues (maximum of three), which either currently (or in
the future might) adversely impact the organisation’s performance
– Identify how innovation could be and/or is being utilized to respond to the
identified issue(s); thereby mitigating the effect of the issue or issues on
organisational performance
– Describe the most effective approach for managing the implementation of the
proposed innovation
– Identify any barriers that may hinder the effective implementation of
innovation(s) and propose how these might be overcome
Where relevant, use appropriate management theories, concepts, and models to provide
frameworks to support your ideas and proposed actions.
The length of the main body of the report should not exceed 2500 words. However
appendices can be attached and there is no word count restriction for these latter materials
You will be assessed on your ability to collate, sort, and evaluate the research that supports
your critical analysis, as well as communicating the key issues relevant to supporting the
conclusions you reach. You must assess the degree to which the selected organisation could
benefit from new innovation or entrepreneurship.
A well-written submission will include strong support for its main arguments. This support
should come from secondary data sources (academic articles and business/market reports
etc.). You must ALWAYS cite the sources of the evidence and support used in your paper.
3
Submission Structure
Your submission should will include the following elements:
1. Introduction (300 words)
This section should briefly cover the activities and market(s) served by the selected
organisation
2. Main Body (1500 words)
This section of the submission should contain your assessment of the degree to
which the selected organisation is engaged in entrepreneurial marketing practices
and the exploitation of radical innovation. Critically examine what is working well
and what is not. The presented materials should describe what is currently working
well, the nature of any current or future threats facing the organisation, and possible
innovation strategies for overcoming these threats. Present your recommended
changes to the organisation’s future marketing activities. If you do not recommend
any changes, justify why this is the case.
3. Conclusion (300 words)
This section should summarise the possible benefits of entrepreneurial marketing as
demonstrated by the issues covered in the Main Body of the report.
Components of an effective submission include:
(1) Effective use of appropriate management theories and frameworks to provide
the basis of your analysis,
(2) Strong evidence of the ability to analyse data, interpret the implications
contained within the data, and then use this information to formulate appropriate
findings & conclusions,
(3) Evidence of original thinking,
(4) A written submission of professional quality.
4
MARKING RUBRIC 15+15+15+15 = 60%
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