Module: Innovation Strategy

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Innovation Strategy
Module Code	BAA1032 (ITS: MT5158)
Faculty	DCU Business School	School	DCU Business School
NFQ level	9	Credit Rating	7.5

Description

Once organisations move from marketing a single product to having multiple brands, then a strategy is required to manage the portfolio. In Ireland, according to recent OECD Research (2019), SME Innovation Intensity (how much our companies spend on innovation) and our Innovation Productivity (what we get for that spend) are both comparatively low. Many SMEs approach innovation without a strategy or process. This module will address that gap and will cover all the elements required to deliver a successful innovation programme. Areas covered will be: Innovation Strategy; Innovation Structures; Innovation Processes including Stage Gate and Design Thinking. It will include Open Innovation ; strategic partnerships and Crowdsourcing and Crowdfunding. Also included will be techniques for integrating voice of the customer in the innovation process. Innovation leadership will also be a theme: commitment, vision, strategy and policy. Innovation culture will be studied and an audit tool provided. Some content will be drawn from the 2019 international ISO Innovation Management Standard which was developed exclusively to remedy this deficit in Irish SMEs.

Learning Outcomes

1. Mastery in critical thinking, analysis, problem diagnosis, and the evaluation of options, as well as the communication, and implementation of solutions, guided by theoretical and empirical research in innovation management and the functional aspects of business, especially new product development.
2. A systematic understanding of the theory, mindsets,concepts, frameworks, rules and methods at the forefront of knowledge pertaining to innovation management, which includes, for example, knowledge relating to the determinants of effective innovation management of internal (strategic management, finance, technology management, information, operations management, organizational behavior, corporate culture, human resource management, analysis and conversion of data to insight – and its communication), as well as knowledge relating to the external environment (economics, marketing, and strategic management) that impact the firm’s innovation performance and management; knowledge of the concepts,
3. A systematic, integrated and critical awareness of knowledge and practices relevant to innovation management, including the theories, frameworks, models, concepts, ideas, and paradigms that form the body of knowledge in the domain of innovation management and which will enable learners to diagnose and resolve operational and strategic management problems and/or exploit opportunities in the delivery of the mission, goals and objectives of the organisation.

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Workshop	24	Workshops with interactive exploration of prescribed reading, case studies and ongoing assignments reviews and lectures.
Group work	50	Group Project Work
Independent Study	75	Independent Study
Total Workload: 149

Section Breakdown
CRN	11855	Part of Term	Semester 1
Coursework	100%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	N
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Peter Robbins	Module Teacher

Type	Description	% of total	Assessment Date
Assessment Breakdown
Group project	Group Assignment - Presentation and 2500 Words	50%	As required
Assignment	Individual Assignment - 4000 Words	50%	As required

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Innovation Ambition Matrix
Core, Adjacent and Disruptive Innovation

Doblin
Types of Innovation

Structure for innovation
Types of teams and hubs to drive innovation

Processes for Innovation
Stage-Gate

Sources of Innovation
Open innovation

Innovation in the market for food

Managing R&D in the Food sector

Building a culture of innovation in the organisation
aligning people, culture and structure

Optimising innovation decision making

Innovation performance measurement

Indicative Reading List

Books:

Trott, Paul: 2017, Innovation Management and New Product Development, 6th ed, Pearson Publishing, London,

Articles:

Kavadias, S. and Ulrich, K. T: 2020, ‘Innovation and New Product Development: Reflections and Insights from the Research Published in the First 20 Years of Manufacturing & Service Operations Management’, Manufacturing & Service Operations Management, 22(1), pp. 84–92., 519568
2016: ‘Perspective: New Service Development: How the Field Developed, Its Current Status and Recommendations for Moving the Field Forward’,, Journal of Product Innovation Management, 33(4), pp. 382–397, 519569, 1
‘Product-service system innovation capabilities: linkages between the fuzzy front end and subsequent development phases: International Journal of Production Research, 56(6), pp. 2218–2232., 519570, 1,
McKinsey Insights: p. 1., http://search.ebscohost.com.dcu.idm.oclc.org/login.aspx?direct=true&db=bth&AN=133514276&site=ehost-live&scope=site,

Other Resources

None