ASSESSMENT BRIEF
Subject Code and Title BIZ301 Organizational Creativity and Innovation
Assessment Case Study Analysis
Individual/Group Individual
Length 1,200 words +/- 10%
Learning Outcomes a) Differentiate between the processes of creativity, innovation, and entrepreneurship
b) Identify organisations that develop and foster the processes, practices, and attributes for creativity and innovation
d) Explain the implications for organisational strategy, when developing a culture of creativity and/or innovation
Submission Due by 11:55pm AEST/AEDT Sunday of Module 3 (week
6)
Weighting 35%
Total Marks 100 marks
Objective:
• To develop an understanding of an how innovations are conducted in organisations
• Understand the process and methodology of bringing innovative products and solutions to the market
• Develop an understanding of how customers play an important role in the development of innovative market based solutions
• The assessment will prepare you to be able to develop valuable skills towards the group venture plan
Context:
Innovation and creativity are growing in importance, within organisations pursuing excellence and growth, in a competitive business world. Organisations use various innovative methods and techniques to ensure competitive advantage within their market place and meet their customer’s needs. This assessment will encourage students to explore the methods and approaches undertaken by a leading organisation and to critique a global brand name. The aim of this assessment is to identify the success of Apple. Students will
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identify the attributes of the people, places, products and approaches that have made Apple the most valuable company in the world, with regards to market capitalisation.
Instructions:
Students will review and critique the case study: Design Thinking and Innovation at Apple by Stefan Thomke and Barbara Feinberg (2012). It may be helpful to print the case study and highlight useful sections and/or take notes as you read. The output will be a 1,200 word report that responds to the following four questions:
1) In the students view, how does innovation and strategy work together at Apple?
2) Identify the innovation approach Apple has successfully used to identify customers’ needs, and how did it help them to continue to stay ahead of the competition?
3) What role did Apple’s people have, in the company constantly coming up with innovative products, and how did the culture at Apple encourage/discourage them?
4) What impact did Steve Jobs have on Apple and what did he bring, personally, to the organisation? What was Steve Jobs view of process and innovation?
You have the option of undertaking further reading on Apple, if you wish, in order to enhance your analysis. Any additional reading must be properly referenced in your report.
Submission Instructions:
Submit your research report, by clicking on the Assessment link, in the main navigation menu in BIZ301 Organisational Creativity and Innovation. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
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Learning Rubric: Assessment 1
Assessment Attributes Fail (Unacceptable) 0-49% Pass
(Functional)
50-64% Credit
(Proficient) 65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Grade
Description
(Grading Scheme)
Fail grade is awarded if
a student is unable to demonstrate satisfactory academic performance in the subject or has failed to complete required assessment points, in accordance with the subject’s required assessment points.
Pass is awarded for work showing a satisfactory achievement of all learning outcomes and an adequate understanding
of theory and application of skills.
A consistent academic referencing system is used and sources are appropriately acknowledged.
Credit is awarded for work showing a more than satisfactory achievement of all learning outcomes and a more than adequate understanding of theory
and application of skills.
A consistent academic referencing system is used and sources are appropriately acknowledged.
Distinction is awarded for work of superior quality in achieving all learning outcomes and a superior integration and understanding of theory
and application of skills.
Evidence of in-depth research, reading, analysis, and evaluation is demonstrated.
A consistent academic referencing system is used and sources are appropriately acknowledged.
High Distinction is awarded for work of outstanding quality in achieving all learning outcomes together with outstanding integration and understanding of
theory and application of skills.
Evidence of in-depth research, reading, analysis, and original and creative thought is
demonstrated.
A consistent academic referencing system is used and sources are appropriately acknowledged.
Effective incorporation of the data from the case study Limited understanding
of the organisation.
Limited knowledge of Adequate understanding
of the organisation.
Shows clear Good understanding of the organisation.
Identifies different Highly developed understanding of the organisation. A sophisticated understanding of the organisation.
30% the different approaches or methods used by Apple to achieve their goals. understanding of the different approaches or methods used by Apple to achieve their success. approaches or methods used by Apple and is able to clearly link this with the success of the organisation. Clearly outlines the macro-level strategies employed by Apple to demonstrate competitive leadership. Clearly outlines and integrates the key aspects of macro- and micro-level attributes of Apple’s product innovation, people, and customer/market need.
Knowledge and understanding of appropriate theory
30% Limited understanding of required concepts and knowledge. Often conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials. Supports personal opinion and information substantiated by evidence from the research/course materials to outline Apple’s contribution to society. Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials Systematically and critically discriminates between assertion of personal opinion and information
substantiated by robust
and extendedreading. evidence from the research/course materials and extended reading.
Integrates Apple’s
Synthesis of case study data and theory
20% Limited synthesis and analysis of the key information.
Limited application/recommend ations based upon analysis. Demonstrated analysis and synthesis of new knowledge with application.
Shows the ability to interpret relevant information from the case study, to develop a list of approaches. Well-developed analysis and synthesis, with application of
recommendations linked to analysis/synthesis.
Outlines the key aspects of the innovative approaches
taken by Apple. Thoroughly understands the approaches of innovation taken by the organisation and its impact on the success of the company.
Is able to attribute the approaches to the continued development of innovative products. Highly sophisticated and creative analysis of the approaches used.
Is able to link the approaches used and their impact on society.
Able to identify other organisations that may use these approaches to remain competitive.
Delivery of a professionally structured, written and presented Poorly structured document that is difficult to understand and not well presented. Acceptable structure and presentation and adequately written. Information, evidence, and explanations are well structured and presented. A mostly clear flow to the Information, evidence, and explanations are well structured and presented. Expertly presented; the report is logical, persuasive, and well- supported by evidence
document investigative approach. A very clear flow to the Demonstrates an
20% Line of reasoning is easy to follow. investigative approach.
Line of reasoning is logical, insightful, and excellent flow and professional approach to the investigation.
easy to follow.
Effective use of graphics
Clear line of reasoning
and supporting data,to and approach is expertly
aid with communication. delivered.
Extremely effective use of graphics and supporting data.
Engages and sustains the audience’s interest in the topic.
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