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Oxford Brookes Business School Undergraduate Programme:
Module title: BMGT 5013 Creativity &
Innovation
Module Handbook Semester 1, 2021-2022
OXFORD BROOKES BUSINESS SCHOOL
Module Leader : Maciek Czastka Angel Huang
Contents
Module introduction ........................................................................................................................ 3
Semester plan synopsis .................................................................................................................. 4
Module syllabus .............................................................................................................................. 5
Recommended reading list ............................................................................................................. 6
Your Library Service ....................................................................................................................... 6
Week 1: Introduction to Creativity and Innovation ........................................................................... 7
Week 2: Creative Thinking and Enterprise ...................................................................................... 7
Week 3: The Creative Process ....................................................................................................... 7
Week 4: Envisioning and Scenario Planning ................................................................................... 8
Week 5: Idea Generation ................................................................................................................ 8
Week 6: Idea Evaluation ................................................................................................................. 9
Week 7: Building an Innovation Culture .......................................................................................... 9
Week 8: Creativity, The Mind, and The Brain .................................................................................. 9
Week 9: Presentations (Assessment 1- L5d1-L5d4) ..................................................................... 10
Week 10: Presentations (Assessment 1 – L5d5-L5d8) ................................................................. 10
Week 11: Creative Leadership ...................................................................................................... 10
Week 12: Review Week ................................................................................................................ 11
Assessment information ............................................................................................................... 11
Regulations & Policies: ................................................................................................................. 12
A note on equality, diversity and inclusion ..................................................................................... 13
At the end ................................................................................................................................... 13
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Module introduction
We are happy to introduce you to BMGT 5013 Creativity & Innovation module. The module is
designed to present you the significance of creative thinking in business processes. However,
the creativity, innovation is not about theory. It is about putting oneself out of comfort zone and
finding something new. We aim to teach you practical techniques of creative problem solving,
lateral thinking and to some extent, how to evaluate and confidently apply your ideas it in
business situations.
"I believe in intuition and inspiration... Imagination is more important than knowledge. For
knowledge is limited, whereas imagination embraces the entire world, stimulating progress,
giving birth to evolution. It is, strictly speaking, a real factor in scientific research."·
Albert Einstein
Module leader contact details:
Name: Maciek Czastka
Room: 8201
email: [email protected]
Office hours: By Appointment
Seminar tutors contact details:
Name: Angel Huang
Room: 8201
email: [email protected]
Office hours: By Appointment
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Semester plan synopsis
Week Topic Seminar activities Deadlines
1 Introduction to the modules; Role of creativity and innovation in modern business
Seminar 1: identify as many problems as possible on your daily basis, it can be something need to be improved or others. Seminar 2: based on seminar 1,
discussion relating to the multitude of ways in which Creativity and Innovation can solve these problems, and add value to business performance.
2 Creative Thinking & Enterprise: theories of entrepreneurship, creativity and types of innovation
Case study analysis of enterprises presenting different applying different forms of innovation, creativity
3 The Creative Process: introduction to the techniques nurturing creativity
Practice using a „Creative Process‟ on a business task.
4 Envisioning and Scenario Planning
„Picture the future‟ and/or „Scenario Planning‟ exercise.
5 Idea Generation - Research for idea generation (use different approaches for generating ideas)
6 Idea Evaluation - Evaluate ideas by applying tools, such as Edward de Bono‟s “Six thinking hats”.
7 Creativity Blocks and Boosters & Creating
Innovation Cultures
Exercises and evaluation of creativity boosters
8 Creativity, the Mind, and the Brain
Theories apply:
Edward de Bono‟s theories of the mind as a „self-organizing informational system, Tony Buzan‟s „radiant thinking‟ and the future of „artificial‟ creative intelligence.
9 Presentations Presentation assessment 23rd Dec. (TBC)
10 Presentations Presentation assessment 30th Dec (TBC)
11 Creative Leadership Use real business examples to demonstrate potential benefits & drawbacks „creative leadership‟ could bring to an organisational performance.
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12 Review / assignment supporting tutorial
Review / assignment supporting tutorials
13 Individual assessment Individual assessment submission TBC
Module syllabus
Module number: BMGT 5013
Module title: Creativity and Innovation
Module leader: Maciek Czastka & Angel Huang
No. of credits: 15
The following topics are covered during the module
Creative Thinking and Enterprise
The Creative Process
Envisioning and Scenario Planning
Idea generation and evaluation
Creativity blocks and boosters
Creating innovation cultures
The mind, the brain, and creativity
Learning outcomes On successful completion of this module, students will be able to: 1. Define creativity and innovation (Brookes attribute developed = Academic literacy)
2. Distinguish between different forms of creativity and innovation (Academic literacy)
3. Recognise and deploy tools and techniques to support creative problem solving (Academic
literacy + Digital and information literacy)
4. Identify reasons for success and failure in bringing something new to market (Academic
literacy + Research literacy)
5. Recognise the role of the state in facilitating and supporting innovation through the creation
of hotspots (Academic literacy + Research literacy)
6. Collaboratively prepare and present a creative business proposal (Critical SelfAwareness + Digital and Information Literacy + Personal Literacy)
Expected class contact 36 hours of classes. This includes 12 hours lectures, 24 hours seminars, and students.
presentations. Guided independent study: 48 hours (directed/independent study) + 78 hours (Preparation for
assessment.
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Recommended reading list
Core Texts: Bannerman, J. (2014) Business Genius: deceptively simple ways to sharpen your business thinking, Harlow, Pearson Education Bannerman, J. (2012) Genius: deceptively simple ways to become instantly smarter, Harlow, Pearson Ceserani, J (2003) Big Ideas: Putting the zest into creativity and innovation at work, London, Kogan
De Bono, E (1992) Serious Creativity: using the power of lateral thinking to create new ideas,
London, HarperCollins
Noted: other relevant and useful readings will be provided by lecturer via student
website
Your Library Service
The library at Oxford Brookes University is of primary importance as an information resource
whilst you are a student here. The specialist resources for students in the Oxford Brookes
Business School are based on the Headington site and are supported by a highly qualified
team of specialist Academic Liaison Librarians.
The Library home page is at http://www.brookes.ac.uk/library/ and from here you can navigate to the resources you need.
Your first priority will probably be to find books on your reading list and this can be done
by going to the Library home page and clicking on „Books and e-books‟, and entering the
title, author or other information into the search box.
You will also probably want journal articles on your reading list if these are not provided
through Talis Aspire. These can also be accessed from the Library home page by clicking on „Find a database‟ then choosing your subject. This takes you to a page from where you can
navigate to the appropriate resource.
You can learn more about how to find books and journals in the Libraries by clicking on
https://www.brookes.ac.uk/library/library-services/information-skills/teach-yourself/. Please
feel free to get in touch with the Academic Liaison Librarian for help and advice
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Week 1: Introduction to Creativity and Innovation
Week one will provide you with an introduction to the meaning and importance of Innovation.
and Creativity in Business. This introduction will also begin the process of exploring the theme
of creativity and Innovation from a variety of different perspectives, and how the semester‟s
course all fits together
Learning outcomes
Preview content of the module and assignments
Explore the background to Innovation and Business Creativity
Seminar tasks Seminar 1: identify as many problems as possible on your daily basis, it can be something
need to be improved or others. Seminar 2: based on seminar 1, discussion relating to the multitude of ways in which
Creativity and Innovation can solve these problems, and add value to business performance.
Week 2: Creative Thinking and Enterprise
How are invention, innovation, and Enterprise intimately linked ? This session will look into the
many ways they overlap and interconnect, drawing examples from business and influential
management thinkers such as Peter Drucker who states „ Entrepreneurs innovate. Innovation
is the specific instrument of entrepreneurship. It is the act that creates resources with a new
capacity to create wealth.‟
Learning outcomes
Identify how Innovation, Creativity and Enterprise (i.e. I.C.E.) overlap and interconnect
Explore creativity and innovation in the light of J B Say‟s notion that „An Entrepreneur is
someone who upsets and disorganises.‟
Consider why it can be argued that our Economy is a „Creative Economy‟.(The US‟s
biggest export is patents, design, copyright, and trademarks)
Seminar tasks
TBC
Week 3: The Creative Process
This session will look at a variety of systematic approaches for turning business ideas into
action (e.g. Synectics, TRIZ, MGTaylor)
Learning outcomes
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Understand some of the better-known approaches to „systematic creativity.‟
Appreciate why process is very different from content
Recognise why it is so important to separate idea generation from idea evaluation
Seminar tasks
Practice using a „Creative Process‟ on a business task.
Week 4: Envisioning and Scenario Planning
Walt Disney once said „It starts with a dream.‟ This lecture and seminar will look at the close
link between mental imagery and performance. It will also look at Peter Schwartz‟s „The Art of
the Long View' and examine the tool of „scenario planning‟ as a useful device for organisations
needing to expect the unexpected.
Learning outcomes
Understand what „envisioning‟ is, and its role in strategic development
Explore „Scenario Planning‟, and how it helped Shell speculate that oil prices would
collapse to 16 dollars a barrel in 1982.
Seminar tasks
„Picture the future‟ and/or „Scenario Planning‟ exercise (TBC)
Week 5: Idea Generation
This session will explore a variety of tools, techniques, and strategies for stimulating new ideas.
Learning outcomes
Recognise and consider different approaches for generating ideas
Understand why virtually all idea generation involves a blend of „provocation‟ and
„movement‟
Explore how different businesses have use idea Generation techniques to achieve breakthrough results
Seminar task
Research for idea generation (use different approaches for generating ideas)
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Week 6: Idea Evaluation
An introduction to Edward de Bono‟s „Six thinking hats‟ and management consultancy techniques for „refining‟ ideas and improving their feasibility in „risk-averse‟ organisations.
Learning outcomes
Consider a range of criteria for selecting business ideas for further development
Recognise how to turn the negative elements of an idea into new problems to be solved in
order to refine and improve them
Appreciate the value of „systematic‟ evaluation for ensuring that „novel‟ ideas can also be
made „feasible‟
Seminar tasks
Evaluate ideas by applying tool - as Edward de Bono‟s „Six thinking hats‟.
Week 7: Building an Innovation Culture
This session will explore to what extent different organisational cultures can either stimulate,
or impede, business creativity.
In this respect, we will look at the way attitudes, behaviours, skills, structures, and environment
can impact upon the development and application of innovative ideas.
Likewise, we will also take a look at what the Chinese Government is doing to help promote a national culture of Innovation and Creativity?
Learning outcomes
Be able to define and classify key organisational blocks and boosters to creativity
Understand the principle differences between an organisation‟s „culture‟ and „climate‟
Examine some of the practical steps a business can take to be „more creative‟
Recognise the social context of creativity and innovation. For example, identifying how
and why the Chinese Government has developed a number of initiatives (e.g. The
Creative Partnerships) to help foster „creativity „ in education and business
Seminar tasks
TBC
Week 8: Creativity, The Mind, and The Brain
This session offers an insight into the world of neuroscience, looking at Edward de Bono‟s
theories of the mind as a „self-organising informational system, Tony Buzan‟s „radiant thinking‟
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and the future of „artificial‟ creative intelligence. It will also explore how using our minds in
different ways can help us to think „laterally‟ and to solve problems by „apparently illogical
means‟.
Learning outcomes
Understand the relationship between creativity and how the human brain functions
Examine some of the latest research on how the mind works, and whether scientific
instruments can stimulate creative impulses
Seminar tasks
Theories apply - Edward de Bono‟s theories of the mind as a „self-organising informational system, Tony Buzan‟s „radiant thinking‟ and the future of „artificial‟ creative intelligence. (TBC)
Week 9: Presentations (Assessment 1- L5d1-L5d4)
This session in week 9 (specific date and venue TBC) is allocated for students to present
their „Innovation and Creativity‟ Project to the tutors. Attendance for all students is a
requirement.
Week 10: Presentations (Assessment 1 – L5d5-L5d8)
This session in week 10 (specific date and venue TBC) is allocated for students to present
their „Innovation and Creativity‟ Project to the tutors. Attendance for all students is a
requirement
Week 11: Creative Leadership
This session will investigate the pivotal role Leadership – or more specifically Leadership style
– can have upon strengthening workplace creativity and innovation.
In this respect, it is designed to build upon Week 7‟s lecture and seminar on organisational
culture, and will involving investigating the topic of „Creative Leadership‟ from multiple
perspectives:
Learning outcomes
Understand why „Creative Leadership‟ skills are viewed as increasingly important in an
age of accelerated evolution and increased ambiguity
Recognise the cascading effect a Company‟s „mission, vision, and values‟ can have
upon its Corporate Creativity
Explore strategies in which Leaders have managed to inspire, and motivate, their
workforce in highly-impactful ways.
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Week 12: Review Week
Week 12 is a „revision session‟ to help students prepare for the assessment. You are
encouraged to bring any questions relating to the „individual assignment‟ to the classes or scheduled
tutorials, and module leader and seminar tutor will help for answering those questions.
Assessment information
This module follows the principles of the University‟s Assessment Compact developed in. conjunction with the Student Union, to ensure good practice and transparency in assessment and feedback processes. The Assessment Compact can be found in your Programme Handbook or on your programme‟s Brookes Virtual site. Coursework
This module is assessed by: Assessment 1: Group Presentation (15 minutes) weighted at 30%. (Learning Outcomes 3 & 6);
Assessment 2: Individual Essay (1,750 words) weighted at 70%. (Learning Outcomes 1-5);
Marking and moderation of your work
20-30% of a randomly selected sample of assignments are reviewed by a second marker to validate that marking is appropriate and consistent.
Following this process, assignments are internal moderated by Oxford Brookes University, and then. a sample of work is reviewed by the External Examiner for the programme to ensure that the standards applied are comparable to those at other institutions.
Feedback
Feedback on your work will be provided in a range of ways at various times throughout this module, and different feedback will serve slightly different purposes. Feedback is designed to support your learning and help you to improve subsequent work, so you need to engage and get the most out of the feedback provided.
Please note that feedback is provided throughout the module NOT JUST ON FORMAL ASSESSED. TASKS. It will be provided on your work and contribution in class, on the formal assessment tasks and, in some circumstances, during staff office hours.
If you would like further information about feedback, or how to use it, please talk to your tutor on. this module or your Academic Adviser or Programme Lead
Please note that all marks are provisional until they are ratified by an Examination Committee.
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Resit Requirements All students who do not pass, at the first attempt, an assessment will be entitled to a resit. Do refer to the University Resit and Retake Policy https://www.brookes.ac.uk/students/your-studies/resits-and-retakes/ The resits will only be applied if you did not pass components 1 and 2 combined. If you need to retake a component to pass then this will be communicated once the final grade is determined.
Regulations & Policies:
Exceptional Circumstances Policy If circumstances outside of your control (for example, medical circumstances) affect your ability to. meet an assessment deadline or attend an assessment event (e.g. examination, presentation) then it is ESSENTIAL that you access and utilise the Exceptional Circumstances Policy. Please see the Programme Handbook for an outline of the principles and operation of the. Exceptional Circumstances Policy within Oxford Brookes University and links to the University Regulations. The advice and guidance landing page link is https://www.brookes.ac.uk/students/your-studies/exceptional-circumstances/
Resit and Retake Policy Do ensure you are familiar with the policy and how it operates if you have a resit for this module. https://www.brookes.ac.uk/students/your-studies/resits-and-retakes/
Student Conduct including Academic Conduct Please ensure you are familiar with the regulations in relation to Academic Integrity. The University. takes this issue very seriously and students have been expelled or had their degrees withheld for cheating in assessment. It is important that students having difficulties with their work should seek help from their tutors rather than be tempted to use unfair means to gain marks. Students should not risk losing their degree and undermining all the work they have done towards it. You are expected to have familiarised yourself with these regulations. https://www.brookes.ac.uk/students/student-disputes/student-conduct/academic-misconduct/
Guidelines on using others to check your work If you are not too confident in the accuracy of your written English, you may want to ask someone. to help you by checking your work. However it is important that this is not done in such a way that you are committing academic misconduct, which could result in disciplinary action. University guidance can be found at: http://www.brookes.ac.uk/Documents/Regulations/Current/Other/E21-Guidance-on-Proofreading/ In addition, if a checking or proofreading service is used, the Faculty of Business requires you to. declare this at the front of your work, giving the name of the person who did this for you.
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A note on equality, diversity and inclusion
Oxford Brookes Business School – CDUT programme promotes an inclusive learning
environment in which individuals are valued and supported in achieving their full potential.
The Faculty endeavours to meet its duties under the Equality Act 2010 to eliminate unfair
discrimination and promote equality of opportunity and good relations among members of the
university community. For the university statement on equality, diversity and inclusion please
see https://www.brookes.ac.uk/staff/human-resources/equality-diversity-and-inclusion/edi-
atbrookes/
At the end
Hope everyone enjoys learning and exploring this module!
Many thanks
Maciek & Angel
(Module Leaders)
