Innovation and Market Entry
University of Reading
Area of Study
Entrepreneurial Management, Management of Technology
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits6
Recommended U.S. Quarter Units8
Hours & Credits
Module Provider: Leadership, Organisations and Behaviour
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Module version for: 2016/7
Summary module description:
Why does good technology so often fail? Entrepreneurs with innovative products often find market entry and acceptance problematic. This module takes students through the innovation process, how entrepreneurs then identify and exploit new, profitable opportunities, use tools and develop innovative strategies.
The module aims to introduce students to the problems and potential solutions facing entrepreneurs wanting to bring their innovative products to market.
Assessable learning outcomes:
By the end of the module students will be able to:
- Describe the innovative process and understand innovation strategy
- Identify and quantify with justification profitable opportunities;
- Select and apply relevant market making tools.
The module is an opportunity for students to develop their presentation skills and their ability to work in groups. Students are encouraged to develop additional IT and quantitative skills by use of relevant web resources and communication techniques.
- What is innovation and why does it matter?
- Innovation Strategy
- Entrepreneurial opportunity identification
- Leadership and Organisation of Innovation
- Sources of innovation and search strategies
- Developing new products and services
- ICT and e-leadership as an innovation tool
- Resource leveraging and new product co-creation with end-users
- Exploiting open innovation and Knowledge spillovers
Brief description of teaching and learning methods:
Lectures including discussion of cases
Tutorials: group work
Guided independent study 176
Total hours by term 200
Sumative Assessment Methods
Written exam 60%
Written assignment including essay 40%
Other information on summative assessment:
In weeks 1 to 9 students are required to work in teams and conduct a research of a company which is relevant for their particular interests. The company will utilize one or two new information and communication technologies embedded into business model. This piece of work will include a group assignment and an individual reflective component (worth 40%).
Formative assessment methods:
- work which provides opportunities to improve performance (e.g. through feedback provided) but which does not necessarily always contribute towards the overall module mark.
Length of examination:
Requirements for a pass:
A minimum mark of 40%
By examination only, in May/June.
Courses and course hours of instruction are subject to change.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.