Students
MKTG8031 – Design Thinking for Innovation
2020 – Session 2, Special circumstance
Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group learning activities on campus for the second half-year, while keeping an online version available for those students unable to return or those who choose to continue their studies online.
To check the availability of face to face activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.
General Information
Download as PDF
| Unit convenor and teaching staff |
Unit convenor and teaching staff
Senior Lecturer
Dr Lars Groeger
Contact via Email & Zoom
Zoom
Friday 12pm-2pm
Oliver Manlutac
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
(80cp including (MGNT607 or MGNT609 or MKTG6009)) or (admission to MMgmt or MEngMgt and 40cp at 8000 level)
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
Adopting a customer perspective is a fundamental guiding principle for successful marketing innovation. A desirable, viable and feasible product or service innovation requires deep customer empathy. This unit explores key concepts in marketing innovation based on the human‐centred approach called “Design Thinking”: a creative problem solving process that uses the tools, frameworks and mindset that designers have been using for decades to solve complex problems. Working intensivley in a team, students will learn how to develop deep customer empathy by collecting field data, synthesising qualitative data, discovering insights to define an opportunity before building a solution using rapid prototyping, testing and iteration. This unit follows an experiential learning approach. |
Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- ULO1: Apply a design thinking process to solve marketing innovation challenges.
- ULO2: Discover field research insights to define marketing innovation opportunities.
- ULO3: Critically evaluate the desirability of marketing innovation solutions to meet stakeholders’ needs.
- ULO4: Perform effectively in a team, developing and applying a design thinking mindset.
General Assessment Information
Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. Late submissions will not be accepted after solutions have been discussed and/or made available.
Note: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Design Challenge Presentation | 25% | No | Week 6 |
| Individual Assignment | 25% | No | Week 7 |
| Design Challenge Report | 50% | No | Week 7 |
Design Challenge Presentation
Assessment Type 1: Presentation
Indicative Time on Task 2: 20 hours
Due: Week 6
Weighting: 25%
Teams will present the results of their work on the design challenge. Each presentation should be no more than 6 minutes. The quality of the content and how you communicate your message to inspire the audience will lay the groundwork for your grade. At a minimum you should clearly and concisely share the following:
- WHO you are designing for;
- WHAT the insigth/opportunity is (evidence);
- WHAT the proposed solution is;
- WHY is this relevant for your Persona (what are the benefits);
- HOW the solution works
A detailed marking rubric will be uploaded to ilearn.
Length: 10 minute presentation
On successful completion you will be able to:
- Apply a design thinking process to solve marketing innovation challenges.
- Discover field research insights to define marketing innovation opportunities.
- Critically evaluate the desirability of marketing innovation solutions to meet stakeholders’ needs.
- Perform effectively in a team, developing and applying a design thinking mindset.
Individual Assignment
Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 20 hours
Due: Week 7
Weighting: 25%
This individual assignment will consist of a combination of case analysis (your project) and transfer of learning style questions. This take-home assignment will be available in iLearn on the scheduled date.
A detailed marking rubric will be uploaded to iLearn.
Length: 1,500 words
On successful completion you will be able to:
- Discover field research insights to define marketing innovation opportunities.
Design Challenge Report
Assessment Type 1: Report
Indicative Time on Task 2: 40 hours
Due: Week 7
Weighting: 50%
For this team project you will work on a real world challenge. The broad context and constraints of the project will be defined, but it will be your task to specify the scope of the project, its intent, the questions it hopes to explore, and the target market it wants to explore them with. Your team is expected to produce several prototypes (minimum 3, ranging from conceptual, to low fidelity) and test them with potential users and other stakeholders. You will document the learnings from these testings and how new insights shaped the iteration of your solution. Teams will engage in further iterations of the creative process and work towards a presentable prototype - demonstrating evidence for a problem worth solving and a plausible and ideally original solution. You will apply frameworks, concepts and templates that are covered in class. Through additional readings and your own research you will create a comprehensive solution to a problem and a case for why it could be a viable business opportunity. You will submit a final prototype of your solution as well as a pitch deck/executive summary (max. 8 slides). You are asked to document the journey and iterations that your team has been through, while highlighting the major insights and suggestions how the focal company might address these issues. You are to present an action plan that specifies your underlying assumptions and how to test them. A report guideline will be presented in class. Length: 3,500 words
On successful completion you will be able to:
- Apply a design thinking process to solve marketing innovation challenges.
- Discover field research insights to define marketing innovation opportunities.
- Critically evaluate the desirability of marketing innovation solutions to meet stakeholders’ needs.
- Perform effectively in a team, developing and applying a design thinking mindset.
1 If you need help with your assignment, please contact:
- the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
- the Writing Centre for academic skills support.
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Delivery and Resources
This unit follows an intensive experiential learning approach. Students will be working on a real-world challenge, collaborating remotely using Zoom and MURAL, an online whiteboard, over the duration of seven weeks.
Each week consists of two live sessions - Thursdays 1.5 hrs and Saturdays 3.5hrs - with substantial project work necessary in between the sessions.
The student journey will go through a continuous cycle of
- Preparing the materials individually
- Engaging in the team project and discussions during live Zoom sessions
- Applying tools and frameworks during live Zoom sessions
- Applying tools and frameworks to your team project collaboratively before and after the zoom sessions
- Reflecting on activities and learnings, iterate and prepare for next session
Unit Schedule
Please refer to iLearn
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Grade Appeal Policy
- Complaint Management Procedure for Students and Members of the Public
- Special Consideration Policy (Note: The Special Consideration Policy is effective from 4 December 2017 and replaces the Disruption to Studies Policy.)
Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct
Results
Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.
The Library provides online and face to face support to help you find and use relevant information resources.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
If you are a Global MBA student contact globalmba.support@mq.edu.au
IT Help
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.