4.10 creative management

Drawings example 21.doc

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Creative Management and Marketing ENTE 3506/BLEX 3006

Lecture 10 Launch of assignment 1

Outline

Deadline

Assignment Brief

• Title Page/ Front Page

• Report formatting and word count

• Report Structure

• References

• Sketches

Report and Sketches Example

Marking Criteria

Summary

Further support Q&A

Deadline

Type Individual Report

Length 1300 words+sketches

Weighting 50%

Deadline Tuesday 23rd January 2024 11:59 AM Week 17

Return date 20th February 2024

If YOU DO NOT upload to the correct TURNITIN folder. Your work will not be marked – you will get

a 0% fail.

• DMU campus + dmu Virtual students - folder • BLEX visitors - folder • SISFU campus - folder • Neils Brock campus - folder

Which UNIVERSITY DO YOU STUDY AT???!!!

Assignment 1 Brief: Individual Report

Front/Title Page

✓Title of Your Blue Ocean Concept

✓Your name and p number

✓Tutor name MUST INCLUDE

✓Word count

Formatting and Word Count

• Report Format

• Use of headings

• Do NOT include Executive Summary

• Table of Contents

• Should be single spaced and adhere to normal report format

• Word Count

• 1300 words +/- 10%

• Excludes references, title page and table of contents

• Insert Strategy Canvas as a picture

NO EXECUTIVE SUMMARY

INTRODUCTION

REPORT WRITING STRUCTURED BUILDING BLOCKS

1

2

3

DEFINITIONS

STRATEGY CANVAS

YOUR EVALUATION

CONCLUSION

DEFINE YOUR CSFs

CREATIVE APPLICATION

4

5

6

7

INTRODUCTION 5% of word count

REPORT STRUCTURED BUILDING BLOCKS

Define in your own words

Add quotations

1

2

3 Sentences

DEFINITIONS 20% of word count

Focus

TaglineDivergence

INSERT YOUR STRATEGY CANVAS

REPORT WRITING STRUCTURED BUILDING BLOCKS

3

4 YOUR EVALUATION

Scan to avoid wordcount

• Your Blue Ocean Idea

• Why does the shape of your blue ocean curve

make the red curve irrelevant?

• Illustrate with Your Research and use Examples

20% wordcount

Here

DEFINE YOUR CSFs

REPORT STRUCTURED BUILDING BLOCKS

• Use YOUR research

and IMAGINATION to

illustrate how the ‘Before’ &

‘After’ CSFs will look like

5

6

• Definition of a CSF

• Choose 3 CSFs of YOUR

blue ocean idea from

perspective A,B,C,D or X)

• Add evidence from YOUR

Industry research sources CREATIVE APPLICATION

Before

After

CSF 1 CSF 3 CSF 2

20% of wordcount

30% of wordcount

CONCLUSION 5% of wordcount

REPORT STRUCTURED BUILDING BLOCKS

Summarise how your 3 CSFs

have changed the rules of

the game

7

CSF 1 CSF 3 CSF 2

CSF 1 CSF 3 CSF 2

DEFINE AND APPLY CSFs

1

2

3

CREATIVE APPLICATION

CSF 1 CSF 3 CSF 2

CONCLUSION 5% of word count

EVALUATE

Scan to avoid word count

20% of word count

INSERT YOUR STRATEGY CANVAS

DEFINITIONS 20% of word count

Focus

TaglineDivergence

INTRODUCTION 5% of word count

20% of word count

30% of word count

4

5

6

7

S T

R U

C T

U R

E

C R E A T I V I T Y

References

•A Reference List with a ‘minimum’ 5 sources, at least two of which are industry sources

•Mintel, Datamoniter360, and Statista etc

•Harvard Style for both in-text citations as well as for list of references

Sketches

You are required to create Six Sketches • Choose any 3 CFS

• 2 sketches for each CSFs = 6

How your blue ocean is different to your Red Ocean curve

Individual originality being sought (Examples are available on blackboard)

Make sure to attach sketches to the appendix after the references

Sketches should be your own originals

They can be in cartoon, comic, collage, computer generated or other similar formats that are

prepared by you.

CAREFUL!! BEFORE AND AFTER VARIATIONS BETWEEN CSFs WILL BE DIFFERENT

SEE FOLLOWING 2 SLIDES for examples:

Before

After

CSF 1 CSF 3 CSF 2

R E

D U

C E

BEFORE

AFTER

PESPECTIVE C

R A

IS E

PESPECTIVE D

WHERE DO I PUT MY NON CUSTOMERS ON MY

STRAGETY CANVAS???!!!

PESPECTIVE X CAN BE ‘RAISE’, ‘LOWER’ or BOTH

ANYWHERE ON CANVAS

New Non-Customer Groups

Before

After

CSF 1 CSF 3 CSF 2