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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Innovation
Module Code FB300S
School DCUBS
Module Co-ordinatorSemester 1: Eric Clinton
Semester 2: Eric Clinton
Autumn: Eric Clinton
Module TeachersEric Clinton
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

This module introduces some of the key issues and seminal literature about innovation and product/process design. The course provides students with an opportunity to explore the various factors which affect the widespread adoption of an innovation to market. The module studies the various types of innovation; studying the effects of breakthrough products and incremental innovations on the market and market players. Focus will be both on the start-up climate and organisational innovation and examine the key strengths of each in a technological-driven market. Lastly the module will examine the need for customer-centricity in the innovation process and students will explore and apply techniques relating to lead-user design in conceptualising new products.

Learning Outcomes

1. Develop a critical awareness of the role of innovation as a key source of competitive advantage and growth.
2. Critically evaluate the main theoretical approaches for explaining the adoption of innovations
3. Identify and explain the strategies, skills and systems necessary for innovation.
4. Critically evaluate specific product innovations throughout time in terms of their successes and diffusion trajectories (national and international).
5. Understand and apply lead-user design and customer-centric design principles

Workload Full-time hours per semester
Type Hours Description
Directed learning150Including lectures, exercises, mini case studies, class discussions, assignments
Total Workload: 150

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Diffusion of innovation
Adoption, factors affecting, crossing the chasm, innovators dilemma, laggards,

Types of innovation
Breakthrough, incremental, marketing, organisational, product, process, architectural, platform.

consumer behavior, spending trends, forecasting, market research, lead-user design, affective reasoning

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group project Teams will conceptualise a new product innovation using lead-user design and customer-centric design principles. Teams will present their concept and diffusion strategy.60%Other
AssignmentStudents will examine a successful innovation through time as it moves towards mass adoption, analysing the amendments made in both product design and marketing strategy in targeting different customer segments30%Other
ParticipationParticipation in in-class/online discussion10%Other
Reassessment Requirement Type
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 2
Indicative Reading List

  • Richard A. Gershon: 2016, Digital Media and Innovation Management and Design Strategies in Communication, 9781452241418
  • Alexander Brem: 2008, The Boundaries of Innovation and Entrepreneurship, Gabler, 9783834908339
  • Peter F. Drucker: 2007, Innovation and Entrepreneurship, Elsevier LTD, Oxford, 0750685085
  • Clayton M. Christensen: 2016, The innovator's dilemma, Harvard Business School Press, Boston, Mass., 0875845851
  • Aldo Cundari: 2016, Customer-centric marketing: building relationships and creating advocates in the age of the consumer, 9781119102618
  • Gunnar Liest, Andrew Morrison, and Terje Rasmussen: 2003, Digital media revisited, MIT Press, Cambridge, Mass., 0262122561
Other Resources

24161, website, TED Talks, 0, TED Talks - any relating to innovation,
Programme or List of Programmes
HMSAOStudy Abroad (Humanities & Soc Science)

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