Handbook

Creativity and innovation are the key drivers of success for many of today’s leading companies. Some of the most dramatic gains in shareholder value over the last few years (e.g. Google and Apple) have been created by the culture of creative innovation. Indeed, a culture of creativity and innovation is commonly recognised as the only sustainable competitive advantage. This course will focus on developing new ways of thinking and will discuss in depth the intricacies of innovation, customer experience, solution development and the problems faced by managers in this area. The course provides many opportunities to apply these new ways of thinking through class exercises and the course project, where students will develop creative concepts for an assigned topic. Active participation in this course will provide students with the opportunity to gain practical, real world experience in the application of different tools and approaches such as Human Centred Design (HCD), Ten types of innovation, Crowdsourcing innovation, Lean Start up, and others. The project will follow the phases of human centred design (HCD) to synthesise real-time research, approach ideation and investigation on parallel tracks. Teams will present their work at the end of term and vote on each other’s presentations. 

Exclusion: MARK6002