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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Practical Application of Innovation Concepts
Module Code MT5226
School DCUBS
Module Co-ordinatorSemester 1: Peter Robbins
Semester 2: Peter Robbins
Autumn: Peter Robbins
Module TeachersPeter Robbins
NFQ level 9 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

This module has two specific elements: creativity in business and the application of that creativity to develop tangible innovation assets for the organisation. Business leaders often equate creativity with novelty, originality and individualism - an unplanned spontaneous eruption of new ideas. This view, taken to the extreme shows strategy as rational, linear, left-brain with creativity being chaotic and right brain. But creative ideas only amount to something when they are framed and supported by the strategy and similarly if a strategy has no creative element, it will lead the firm or the brand into a commodity hell from which it may never recover. Adobe’s 2016 Global Survey ‘State of Create’ showed companies really embracing creativity to the extent that they are paying staff more if they are demonstrably creative and they are promoting them faster. In this module, we will examine the various ways conservative organisations inject creativity into their strategy. An organization’s ability to innovate is recognized as a key factor for sustained growth, The innovation capabilities of an organization include the ability to understand and respond to changing conditions of its context, to pursue new opportunities, and to leverage the knowledge and creativity of people within the organization, and in collaboration with external interested parties - to create new and differentiated products, services and experiences for its customers.. An organization can innovate more effectively and efficiently if all necessary activities and other interrelated or interacting elements are managed as a system. In the early days the scope of innovation largely fell under the realm of technology management. But now the concepts surrounding innovation have transcended technology and have impacted on every industry as well as appearing very often on the popular press. There is a strong and unmet need for key concepts in innovation to be selected and explained clearly. Historically the practices of innovation always drove theory, rather than the other way around. This module looks in a practical way about how to introduce some of the best practices into an organisation: Stage-Gate; Design Thinking; a formal Innovation process; collecting and managing insights. It also includes innovation tools and methods; people and culture: innovation systems and standards for the practical implementation of innovation.

Learning Outcomes

1. Understand the role of creativity as a driver of innovation
2. Understand the key components of the concept of creativity
3. Recognize the factors that drive individual and group creativity
4. Be able to describe and contribute to a culture of creativity in their organization
5. Understand the bridge from idea to execution - be able to turn ideas into action
6. Be able to convert raw ideas into testable concepts
7. Understand how to champion projects through an organization
8. Understand the imperative behind sustainable and ethical innovation.
9. Be able to scale up plans across different geographies and cultures.

Workload Full-time hours per semester
Type Hours Description
Group work2525 hours, consisting of: Workshops with interactive exploration of prescribed reading, case studies and ongoing assignments reviews and lectures.
Group work25Group Project Work
Independent Study75Independent Study
Total Workload: 125

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

Sources of Creativity

Components of Creativity

Examples of Creativity in the Food Industry

Fostering Creativity

Creating a Culture of Creativity

What Business can learn from the Arts

Innovation Management

Innovation Systems

Innovation Processes

People and Culture

Climate for Innovation

Open Innovation

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group assignmentThis assignment will focus on designing and delivering tangible innovation assets in the food/beverage and horticulture industries50%As required
AssignmentThe individual piece will revolve around creativity in the candidates industry sector and firm.50%As required
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 1
Indicative Reading List

    Other Resources

    Programme or List of Programmes
    MSIIMSc in Management (Insights & Innovation

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