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Graduate Course Proposal Form Submission Detail - MAR6836

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Current Status: -
Campus: Tampa
Submission Type: New
Course Change Information (for course changes only):
Comments:


  1. Department and Contact Information

    Tracking Number Date & Time Submitted
    5229 2015-04-29
     
    Department College Budget Account Number
    Marketing BA 0-1406-000
     
    Contact Person Phone Email
    Anand Kumar 9746205 akumar@usf.edu

  2. Course Information

    Prefix Number Full Title
    MAR 6836 Creativity in Marketing

    Is the course title variable? N
    Is a permit required for registration? Y
    Are the credit hours variable? N
    Is this course repeatable? Y
    If repeatable, how many times? 2

    Credit Hours Section Type Grading Option
    3 C - Class Lecture (Primarily) -
     
    Abbreviated Title (30 characters maximum)
    Creativity in Marketing
     
    Course Online? Percentage Online
    C - Face-to-face (0% online) 0

    Prerequisites

    Graduate standing

    Corequisites

    Graduate standing

    Course Description

    The Creativity in Marketing course is designed to stimulate individual and team creativity (divergent thinking) while helping individuals and organizations realize their innovation goals.


  3. Justification

    A. Please briefly explain why it is necessary and/or desirable to add this course.

    Needed for program/concentration/certificate change

    B. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service?

    It is a required course in the MS in Marketing program. Demand will fluctuate with the demand for the MS in Marketing program. Currently, the program averages 25 students per year.

    C. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times?

    Yes, 2 times

    D. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.)

    Ph.D. in Business Administration.


  4. Other Course Information

    A. Objectives

    Knowledge of, and/or Experiences in, . . .

    Stimulating individual and team creativity through structured creativity methods

    Seeing things differently, better, from more diverse perspectives

    Seeking and evaluating problems and the importance of their solutions

    Questioning the question: Defining problems in multiple ways from multiple perspectives

    Identifying challenges to new product and service development

    Increasing intangible value through brand names and branding

    Engaging in crowdsourced problem solving

    Assessing new ideas through the application of analytics

    Understanding cutting edge organizational forms (waterfall, agile, scrum, holacracy, . . .)

    B. Learning Outcomes

    Knowledge of, and/or Experiences in, . . .

    Stimulating individual and team creativity through structured creativity methods

    Seeing things differently, better, from more diverse perspectives

    Seeking and evaluating problems and the importance of their solutions

    Questioning the question: Defining problems in multiple ways from multiple perspectives

    Identifying challenges to new product and service development

    Increasing intangible value through brand names and branding

    Engaging in crowdsourced problem solving

    Assessing new ideas through the application of analytics

    Understanding cutting edge organizational forms (waterfall, agile, scrum, holacracy, . . .)

    C. Major Topics

    Introduction, Teams, Creativity, the Innovation Explosion, Rates of Change

    Design Thinking, Meta-Creativity: On Problems

    Meta-Creativity: Customer-Centric Innovation (Empathic Design, Ux, etc.)

    Meta-Creativity: Tactics

    Intangible & Relative Value: The Power of Language and Brands

    Creativity Fair: Intangible Value (continued)

    The Psychology of New Product Adoption

    Creative Teams and Organizations: Agile, Scrum, Holacracy

    Testing New Ideas

    D. Textbooks

    Adner, Ron, (2012), The Wide Lens: A New Strategy for Innovation, New York: Portfolio Hardcover. 978-159-184-460-0.

    Laloux, Frederic (2014), Reinventing Organizations: A Guide to Creating Organizations Inspired by the Next Stage in Human Consciousness,Ē Millis, MA: Parker Nelson. ISBN-13: 978-2960133509.

    E. Course Readings, Online Resources, and Other Purchases

    Case/Readings Packet

    F. Student Expectations/Requirements and Grading Policy

    Basis for Final Grade

    Assignments Author Points

    Markets Exercise Team 10

    Article Critiques Individual 20

    Innovation Updates Team 30

    Case Team 60

    Innocentive Project Team 60

    Personal Creativity Individual No Positive Points (Needed for a Grade; Negative Points Possible)

    New Product Development Project Team 80

    Final Exam Individual 250

    Total Points 510

    G. Assignments, Exams and Tests

    Schedule

    Date Example Topics Example Readings Example Assignments

    Week 1 Introduction, Teams, Creativity, the Innovation Explosion, Rates of Change

    Week 2 Design Thinking Meta-Creativity: On Problems

    1. Are You Solving the Right Problem

    Exercise: Problems

    Week 3 Meta-Creativity:Customer-Centric Innovation (Empathic Design, Ux, etc.)

    2. Digital Ubiquity

    3. How Pixar Fosters Collective Creativity

    Exercise: Markets Innovation Updates (Team 1)

    Week 4 Meta-Creativity: Tactics

    4. Empathy on the Edge: Scaling and Sustaining a Human-Centered Approach to Innovation

    Exercise: Assumptions Innovation Updates (Team 2)

    Case: GE Evo (Teams 5 v.6: Commit to the Hybrid or Drop it, and Why?)

    Week 5 Intangible & Relative Value: The Power of Language and Brands5. Six Myths of New Product Development

    Exercise: Seeing

    Innovation Updates (Team 3)

    Week 6 Creativity Fair: Intangible Value (continued)

    Personal Creativity Project

    Week 7 The Psychology of New Product Adoption

    6. Why Consumers Donít Buy

    Exercise: Language Innovation Updates (Team 4)

    Case: 3DR: Disrupting the Drone Market (Teams 5 v. 6: Manufacture in China or N.A. and Why?)

    Week 8 Creative Teams and Organizations: Agile, Scrum, Holacracy

    7. Wikispeed (short case, treat as article)

    8. Electrolux AB Case. Come to class prepared to discuss the case plus your ideas for how to stimulate and manage creative cultures.

    Innocentive Presentations (Slides Submitted)

    Exercise: Agile Scrum

    Innovation Updates (Team 6)

    Week 9 Creative Teams and Organizations (cont.)

    Innovation Updates (Team 5)

    Case: Scrums, Sprints, Spikes, and Poker: Agility in a Bulgarian Software Company (Teams 3 v. 4: Did They Do Things Right or Wrong, and Why?)

    Week 10 Testing New Ideas

    9. A Step-by-Step Guide to Smart Business Experiments

    10. Conjoint Analysis: A Managerís Guide

    (Background: No Critique, Not on Exam)

    Week 11 Testing New Ideas (cont.); New ProductPresentations Presentations with Powerpoint Slides Submitted

    Week 12 Final Exam ----------

    H. Attendance Policy

    Course Attendance at First Class Meeting Ė Policy for Graduate Students: For structured courses, 6000 and above, the College/Campus Dean will set the first-day class attendance requirement. Check with the College for specific information. This policy is not applicable to courses in the following categories: Educational Outreach, Open University (TV), FEEDS Program, Community Experiential Learning (CEL), Cooperative Education Training, and courses that do not have regularly scheduled meeting days/times (such as, directed reading/research or study, individual research, thesis, dissertation, internship, practica, etc.). Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation Ė Registration - 4.0101,

    http://usfweb2.usf.edu/usfgc/ogc%20web/currentreg.htm)

    Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (http://usfweb2.usf.edu/usfgc/gc_pp/acadaf/gc10-045.htm)

    In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. Itís the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.

    I. Policy on Make-up Work

    Make-ups rarely allowed but may be possible with discussion prior to due dates

    J. Program This Course Supports

    MS in Marketing


  5. Course Concurrence Information

    MS in Entrepreneurship, MBA program.



- if you have questions about any of these fields, please contact chinescobb@grad.usf.edu or joe@grad.usf.edu.