Faculty of Business and Law
Assignment Brief
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Module Title |
Creative Management and Marketing |
Assignment Number |
One |
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Module Code |
ENTE 3506_2324_520 |
Assignment Title |
Individual Blue Ocean Report |
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Module Leader |
Angie Worwood
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Assignment Weighting |
50% |
Assessment Information – This assignment is an individual report-
This report is designed to help you understand the practical aspects of developing a blue ocean strategy and steps undertaken to compile a strategy canvas. You will need to report on a blue ocean idea that you have developed during your seminars.
Please MAKE SURE THAT YOU HAVE AGREED WITH YOUR TUTOR ON YOUR BLUE OCEAN INDUSTRY AND IDEA.
You have two tasks:
Task 1) Task 2) Report (1300 words)
o Define the following three terms and relate them to your own Blue Ocean Strategy idea:
1. Focus
2. Divergence
3. Tag line
o Using the Four Action Framework - you are required to identify 12 x critical success factors (CSFs) – 3 x CSF’s for each of the Four Actions. You should justify your choices of CSF’s through research evidence and analysis.
Four Action Framework - factors:
1. Reduce
2. Eliminate
3. Raise
4. Create
o Using your Blue Ocean Idea and your 12 x CSF’s, you are then required to create your own strategy canvas which should have two curves:
1. Red Ocean value curve (existing industry)
2. Blue Ocean value curve (new industry curve)
o Through Market Research, you are required to identify: 3 tiers of non-customer groups for your blue ocean idea and justify your decisions with research evidence.
o Choosing 3 x CSF’s from 4 Framework Factors (They do not have to be from the same factor, you may choose 3 from a mixture of the 4 framework factors)
You will draw 2 x sketches for each of your chosen 3 x CSF’s. These drawings will pictorially present the changes from the current red industry to your new blue ocean industry, if your blue ocean strategy were to launch:
3 x CSF’s
· - 1 x blue ocean sketch
· - 1 x red ocean sketch
= 6 x sketches in total.
Assessment Criteria – YOUR reports are required to undertake the following
o Provide a front sheet with your p number, title of Report, tutor name, your Group, and a word count that ONLY includes the report content (excludes Reference List and Title sheet)
o NO Executive Summary
o The Introduction should be limited to three sentences
o Include a strategy canvas. The canvas should be an insert so that it is not included in the word count
o A reference List with a minimum of: 4 industry sources; 8 academic sources.
o Sketches should be your own originals. They can be in cartoon, comic, digital or other pictorial formats that are prepared by you
o There will be a penalty of a deduction of 10% of the mark for work exceeding the word limit by 10% or more
MARKING CRITERIA FOR ASSIGNMENT 1 - INDIVIDUAL REPORT
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CRITERIA |
COMMENTS |
MARK |
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THEORETICAL RESEARCH EMBEDED INTO INNOVATIVE IDEA GENERATION DEFINITIONS UNDERSTOOD AND USED IN RELATION TO YOUR OWN BLUE OCEAN IDEA (20%) Quality and depth of theoretical terms and definitions. Ability to clearly define theoretical terms, using academic research to support and evidence your understanding. Relating the theoretical terms and definitions to your own blue ocean idea through critical analysis and evaluation. |
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MARKET RESEARCH Four Factor Framework Critical Success Factor research and decision making (20%) Ability to research industries and show evidence to justify your decision-making process of your Blue Ocean CSF’s. |
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THEORETICAL FRAMEWORK DESIGN AND CREATIVITE REPRESENTATION Designing of your Blue Ocean Strategy Canvas and Drawing of Sketches (30%) Creation of your own Blue Ocean Strategy Canvas, which presents both the Exiting Red ocean curve and your New Industry Blue ocean curve. Creative content of sketches – originality, pictorial quality and ability to visually present the - before and after sketches of your chosen 3 x CSF |
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RESEARCH AND DEVELOPMENT Market Researching of non-customer groups (20%) 3 x tiers of non-customer groups have been identified and justified and industry research is evidenced to support your justifications. |
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STRUCTURE AND REFERENCING Academic format and Business Harvard referencing (10%) The assignment brief guidelines have been followed to create the required report structure Business Harvard referencing format can been seen within the intext citations and the reference page |
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INIVIDUAL REPORT: BLUE OCEAN STRUCTURE – In Pictures
Assignment learning outcomes
This assignment is designed to assess the following learning outcomes:
· Exploring their external business environments - such as their industry networks - in novel ways that maximise value to customers in global markets
· Developing creative organisational climates that will encourage the implementation of new internal processes and the learning of new skills
· Understanding networks and relationship marketing techniques that provide sources for new ideas - both downstream and upstream
· Demonstrating both entrepreneurial (growth in small firms) and intrapreneurial (renewal/transformation in large organisations) behaviour.
Faculty of Business and Law Grade Descriptors
This is a guide to the criteria used by staff in the Faculty of Business and Law assigning a mark to a piece of undergraduate work. The final mark awarded to a piece of work will be informed by its predominant correspondence to these descriptors. The University generic descriptors as well as advice for students can be accessed at: http://www.dmu.ac.uk/about-dmu/quality-management-and-policy/academic- quality/learning-teaching-assessment/mark-descriptors.aspx
Modules are marked on a range of 0-100%. Mark descriptors are given in the table below. A mark below 40% indicates a Fail grade (the shaded boxes).
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Mark |
Criteria |
Classification |
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90-100% |
Indicates that no fault can be found with the work other than very minor errors, for example typographical, or perhaps failure to satisfy the most challenging and exacting demands of the assessment. |
First class honours Distinction |
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80-89% |
Indicates a very high level of understanding evidenced by an ability to engage critically and analytically with source material. Likely to exhibit independent lines of argument. Only minor errors or omissions. |
First class honours Distinction |
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70-79% |
Judged to be very good, yet not outstanding. May contain minor errors or omissions. A well-developed response showing clear knowledge and the ability to interpret and/or apply that knowledge. |
First class honours Distinction |
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60-69% |
Indicates a sound understanding of basic points and principles but with some failure to express or to apply them properly. Hence the answer is essentially correct, has some errors or omissions, and is not seriously flawed. |
Upper second-class honours (2:1) Merit |
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50-59% |
Indicates a more limited understanding of basic points and principles, with significant errors and omissions. These errors and omissions, however, do not cast doubt on the basic level of understanding. |
Lower second-class honours (2:2) Pass |
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40-49% |
Indicates questionable understanding of basic points and principles yet sufficient to show that learning outcomes have been achieved at a rudimentary level. |
Third-class honours Pass |
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30-39% |
Indicates an answer that shows only weakly developed elements of understanding. The learning outcomes have been insufficiently realised. |
Fail |
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20-29% |
Very little knowledge has been demonstrated and the presentation shows little coherence of material or argument. |
Fail |
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0-19% |
Only isolated or no knowledge displayed. |
Fail |
This assignment is designed to assess the following learning outcomes:
· Exploring their external business environments - such as their industry networks - in novel ways that maximise value to customers in global markets
· Developing creative organisational climates that will encourage the implementation of new internal processes and the learning of new skills
· Understanding networks and relationship marketing techniques that provide sources for new ideas - both downstream and upstream
· Demonstrating both entrepreneurial (growth in small firms) and intrapreneurial (renewal/transformation in large organisations) behaviour.
How to Submit your Assessment
The assessment must be submitted by 12:00 noon (GMT/BST) on Turnitin. No paper copies are required. You can access the submission link through the module web.
· Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
· Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.
· All work submitted after the submission deadline without a valid and approved reason will be subject to the University regulations on late submissions.
o If an assessment is submitted up to 14 days late the mark for the work will be capped at the pass mark of 40 per cent for undergraduate modules or 50 per cent for postgraduate modules
o If an assessment is submitted beyond 14 calendar days late the work will receive a mark of zero per cent
o The above applies to a student’s first attempt at the assessment. If work submitted as a reassessment of a previously failed assessment task is submitted later than the deadline the work will immediately be given a mark of zero per cent
o If an assessment which is marked as pass/fail rather than given a percentage mark is submitted later than the deadline, the work will immediately be marked as a fail
· The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the re-sit period following the main Assessment Boards). You must apply before the deadline. You will find information about applying for extensions and deferrals here.
· Students MUST keep a copy and/or an electronic file of their assignment.
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Academic Integrity and Generative AI Use
In submitting a piece of work for assessment it is essential that you understand the University's requirements for maintaining academic integrity and ensure that the work does not contravene University regulations. Some examples of behaviour that would not be considered acceptable include plagiarism, re-use of previously assessed work, collusion with others and purchasing your assignment from a third party. For more information on academic offences, bad academic practice, and academic penalties, please read chapter four of our academic regulations.
Generative AI tools cannot be used for this assessment. You must not use generative artificial intelligence (AI) to generate any materials or content in relation to your assessment.
This assessment has not used any generative-AI.
You can find the library guide on generative AI use here - https://library.dmu.ac.uk/genai
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