Module: Innovation, Marketing & New Tech. Foresights

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Innovation, Marketing & New Tech. Foresights
Module Code	MAD1008 (ITS: MG331P)
Faculty	DCU Business School	School	DCU Business School
NFQ level	8	Credit Rating	5

Description

This module aims to provide you with an opportunity to reflect on the experiences and reflections of innovators, researchers, marketers and entrepreneurs of foresight initiatives across a range of product-market and technological setting, and further research some market opportunities highlighted in their presentations.

Learning Outcomes

1. Discuss the tools and techniques used by marketers to understanding what changes and developments may define and shape the future.
2. 1D762ECE-D0E0-0001-85D0-57F681627750

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Seminars	36	Students will be exposed to a cross section of innovators, researchers, marketers and entrepreneurs representing a range of industries, a range of technology and research areas, and a range of product markets.
Independent Study	89	Preparation – research, data collection – and write up of Reflective diary.
Total Workload: 125

Section Breakdown
CRN	20673	Part of Term	Semester 2
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Peter Robbins	Module Teacher	Alan Doherty, Regina Connolly

Type	Description	% of total	Assessment Date
Assessment Breakdown
Reflective journal	Each student will keep a reflective diary based on the learning from each of the presentations. From this diary students will submit four reflections of their choice for assessment. The submission will be of a maximum of 30 pages in length, independent of Appendices, Bibliography etc. Each student will make this submission by 3.00pm on the final day of Semester for grading.	50%	Every Week
Essay	Each student will write an essay on one of a number of allocated topics. Essays should incorporate learning from the presentations and desk research undertaken by the student. Completed essays, which will be a maximunm of 2000 words, should be submitted to the DCUBS Project box by 3.00p.m. on the Friday of Week 8.	50%	Week 8

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

Guest Presenter and Topic
SPEAKER: Ms Angela Healy, Director of Research, Empathy Marketing TOPIC: The Future of Market Research

Guest Presenters and Topics
SPEAKER:Dr Hugh Henry, Head of Innovation, Bord na Mona Topic: The role of innovation in winning market share, creating and retaining customers and creating value for Bord Na Móna

Guest Presenters and Topics
Speaker: SPEAKER: Ms Helen King, Senior Business Analyst, An Bord Bia TOPIC: Anticipating Tomorrow: Shaping the future of the Irish food and drink market towards 2020

Guest Presenter and Topic
SPEAKER: Dr Heinrich Anhold, Managing Director, Epona Biotech Topic: Challenges faced by Epona Biotech in the development and upcoming launch of the world's first portable equine blood analyser

Guest Presenter and Topic
SPEAKER: Dr Eoin Sweeney, Head of Department, Sustainable Energy Ireland, (Sustainable Energy Ireland's Ocean Energy Development Unit) TOPIC: Marine Energy: Strategy and Future Prospects

Guest Presenter and Topic
SPEAKER: Anthony Mccauley, Head of Innovation, Fujitsu Topic: Fujitsu's approach to Human Centric Computing

Guest Presenter and Topic
Dr Stephen Flinter, Scientific Programme Manager, ICET Directorate, Science Foundation Ireland, TOPIC: Perspectives on the Emergence and Application of Platform Technologies

Guest Presenter and Topic
Ms Cathy Orr, Senior Director, International PR, PopCap Games International Ltd. Topic: How PopCap International markets its core game brands to the mass market

Indicative Reading List

Books:
None

Articles:
None

Other Resources

None