Design-driven Business Innovation and Management DBIM320
- Subject Code :
DBIM320
772010_A24_T2:
Design-driven Business Innovation and Management DBIM320
Assignment Brief 2024/2025
AssignmentBrief:Design-DrivenBusinessInnovationandManagement Project Context
Scott Dixon Inc. seeks to expand into thecompetitive shooting marketin the USAand locallyintheUKwithaspecializedcasedesignedtocarryuptofourriflesorshotguns.The product emphasizesdurability, portability, and premium craftsmanship.
Yourtask:
- To DevelopaBrandIdentity:Creatingacompellingandmarket-relevantbrandthat resonates with the target audience while staying true to Scott Dixon Inc.'s legacy. This should include companys newLOGOandTAG LINE
- To DesignaMarketingStrategy:Formulatinganinnovativeandpracticalmarket entry plan, including promotional channels, target messaging, and customer engagement strategies.
- Evaluating Strategic MarketApproaches: Considering bothdifferentiationand competitive positioningby utilising strategic frameworks such asBlue Ocean Strategy(creatingnewmarketspace)andRedOceanStrategy(competingin existing markets).
ThisprojectrequirestheapplicationofDesignThinkingmethodologiesandbusiness innovation toolsto develop actionable, customer-centred solutions. Students are
encouragedtoexploreacombinationofinnovativeandcompetitivestrategiestoensure Scott Dixon Inc. achievesstrong brand positioning and commercial viability.
AssignmentStructure
- Word Count:3,000words(excludingreferencesandappendices)
SubmissionComponents:Written Assignment:
Introduction:Introducetheprojectcontext,objectives,andyourapproach.
ClientAnalysis:AnalyseScottDixonInc.smarketposition,customerneeds,and
competitiveenvironment.IncludetoolslikeSWOTandPortersFiveForces(appendices).
BrandIdentityDevelopment:Presentyourproposedbrandidentity,includingrationalefor design and messaging.
StrategicMarketingPlan:Detailyourmarketingstrategy,focusingonpromotionalchannels and customer engagement tactics.
ConclusionandRecommendations:Summarizefindingsandactionablenextsteps.
ReferenceList:FollowHullHarvardreferencing.
- Appendices: Include supporting materials (e.g., research data, visuals, and ethical approval form).
oPresentation:
- A10-15-minuterecordedpitchpresentingyoursolutiontotheclient, showcasing your insights and strategy.
- Focus on clear, professional communication and impactful
ExplainerforStudents
Thisassignmentcreatesaprofessionalconsultancyprojectandprovides:
- Real-World Engagement:Workingdirectlywithaliveclientpreparesyoufor industry scenarios.
- Skill Development:Enhancesproblem-solving,teamwork,andpresentation
- Professional Exposure:TopteamswillpresenttoScottDixon,offeringreal- world feedback and networking opportunities.
- Portfolio Building:Deliverablescanshowcaseyourcapabilitiestofuture
- Inclusive Practices:Theassignmentsupportsdiverselearningstyles,allowing flexibility in presenting solutions.
StepstoSuccess
- Understand the Client: Research Scott Dixon s market and values.
- Conduct Research: Use primary and secondary sources, ensuring ethical approval where necessary.
- Apply Design Thinking: Use empathy, Defining, ideation, and prototyping to develop your solution.
- Develop a Brand Identity including LOGO and a tag line align with the clients legacy while appealing to the new chosen markets.
- Craft a Marketing Strategy: Focus on innovation, engagement, and
- Collaborate Effectively: Leverage teamwork for shared
- Prepare the Pitch: Create a professional, concise presentation with strong
- Ensure Academic Integrity: Adhere to ethical guidelines and the recommended referencing styleHarvard Referencinghttps://libguides.hull.ac.uk/referencing/harvard
- Any Ai GeneratedContentmustbereferencedasrecommendedbytheuniversity guidelinesHome -Artificial Intelligence (AI) - Library at University of Hull
MarkingRubrics(Updated)
- Written AssignmentRubric
|
Criteria |
ADVANCED (A)(3023 pts) |
PROFICIENT (B)(2219 pts) |
BASIC (C) (1814pts) |
UNSATISFACTORY(D)(130pts) |
Points |
|
IdeaandContent |
Highly relevant, deeply insightful,and original. Engages diverse perspectives and fully aligns with the clients needs. |
Relevant, practical ideaswith clear understanding. Reflects market knowledge but lacks depth in someareas. |
Partially relevant, limited depth,and little originality. Fails to integrate multiple perspectives effectively. |
Irrelevant or vague, lacking alignment with clients needs. Minimal or no considerationof diverse perspectives. |
30 |
|
Researchand Evidence |
Exceptional researchfrom a wide range of credible sources. Effectively integrates diverse and inclusive perspectives. |
Robust research, mostly credible sources. Some integrationof diverse viewpoints. |
Limited research withgapsin credibilityor inclusivity. |
Minimalresearch, lacks credible sources or diversity in perspectives. |
50 |
|
Structure, Presentation, andAcademic Integrity |
Fully addresses ethical consideration s, includes signed approval where needed, and properlycites sources(Hull Harvard style). Logically organized, concise,and inclusive of different learning styles (e.g., visuals, text). Excellent adherence to word count. Professionally presented. Clear, inclusive appendices enhance understanding. Visuals accessible andrelevant to diverse audiences. |
Ethical consideration s addressed. Sourcescited correctly with minor errors. Academic integrity maintained. Clear structurebut minorissues in flow or inclusivity. Adheres to word count. Well- presented with minor formattingor inclusivity issues. |
Ethical aspects insufficiently addressed. Referencing errors present. Some organization al flaws, verbosity,or lack of inclusivity in presentation .Lacks professional polish or inclusivityin visuals or appendices. |
Ethical considerations ignored. Referencing is flawedorabsent. Poorlystructured or incoherent. Significant deviationsfrom word count. Presentation is unprofessionalor inaccessible to someaudiences. Appendices are irrelevant or missing. |
20 |
- Presentation Rubric
|
Criteria |
ADVANCED (A)(3023 pts) |
PROFICIEN T(B)(2219 pts) |
BASIC (C) (1814pts) |
UNSATISFACTO RY(D)(130pts) |
Point s |
|
IdeaContent |
Ingenious, original,and compelling solution. Demonstrate s deep insight into client needs andaudience relevance. |
Practical and well- articulated solution. Some gaps in creativity oraudience relevance. |
Uninspired solution with limited understandin g of client needs. |
Poorly conceived, derivative, or irrelevantsolution. |
30 |
|
Execution (Fundamentals) |
Seamless audio-visual coherence. Highly professional use of team resources. No errors in tone,timing, or delivery. |
Goodoverall presentation with minor technical or professional lapses. |
Several technical or delivery issues detractfrom clarity. |
Major technical errors or lack of professionalism. |
25 |
|
StructureandClarity |
Message is clear and persuasive withalogical flow. Viewer easily understands the problem and solution after one viewing. |
Clear message withminor coherence issues. Viewermay need more than one viewing to grasp fully. |
Disconnecte d structure with unclear messaging. Viewer left with questions. |
Illogical,confusing, or incoherent.Viewer unable to understand problem or solution. |
25 |
|
Persuasiveness |
Strong potentialto influence audience attitudes or behaviours. |
Moderate potentialto influence audience. |
Limited potential to create meaningful change in audience perspectives . |
Highly unlikely to influenceaudienceattitudes or behaviours. |
20 |
AlignmentwithInclusivePractices
- Transparency: Detailed rubrics provide clarity on expectations and
- Diversity: Encourages integration of diverse perspectives and approaches in
- Flexibility: Supports multiple learning styles through diverse deliverables (e.g., visuals, text, and appendices).
- Equity: Ethical approval and research practices ensure fairness in data
- Practical Relevance:Simulatesreal-worldconsultancyscenarios,enhancing employability skills.
- Detailed Guidelineand Template to support students understand the assignment
