Latest Module Specifications
Current Academic Year 2025 - 2026
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Description In this Innovation Commercialisation module, we take participants on a transformative journey merging the realms of ideation, innovation, creativity alongside pragmatic business acumen within the dynamic context of the food and beverage industry. We explore how to harness the power of innovation to drive commercial success in one of the world's most dynamic sectors. Through a blend of theoretical frameworks, simulations, guest-speakers, case studies, and practical exercises, students will delve into the intricacies of product development, market positioning, and strategic partnerships, equipping themselves with the skills and insights needed to navigate and thrive in this competitive food and beverage marketplace. We will use AI powered digital tools to practically apply the innovation theory to the participant’s own firm. 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 trap from which it may never recover. 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. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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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. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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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 |
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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 | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List Books: None Articles:
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Other Resources None | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||