BIZ301 BUSINESS INNOVATION AND CREATIVITY

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BIZ301 BUSINESS INNOVATION AND CREATIVITY

Introduction

Innovation, creativity and strategic management have played a pivotal role in Apple’s
success as a leader in the technology industry. The American company which has diversified to
different spheres of the technological market; ranging from software manufacture to computer
and mobile hardware development has metamorphosed in regards to management styles and
leadership approaches to emerge as a market leader occupying a majority market share in the
mobile phone, computer and film industries. This report aims to delve into the innovative
methods and strategies employed by Apple to gain huge success in the information and
technology industries and remain in ahead of global competition.

Category:

Description

ASSESSMENT BRIEF

Subject Code and Title BIZ301 Organizational Creativity and Innovation
Assessment Case Study Analysis
Individual/Group Individual
Length 1,200 words +/‐ 10%
Learning Outcomes a) Differentiate between the processes of creativity,

innovation, and entrepreneurship
b) Identify organisations that develop and foster the
processes, practices, and attributes for creativity and
innovation
d) Explain the implications for organisational strategy,
when developing a culture of creativity and/or
innovation

Weighting 35%
Total Marks 100 marks

Objective:
 To develop an understanding of an how innovations are conducted in organisations
 Understand the process and methodology of bringing innovative products and
solutions to the market
 Develop an understanding of how customers play an important role in the
development of innovative market based solutions
 The assessment will prepare you to be able to develop valuable skills towards the
group venture plan. BIZ301 BUSINESS INNOVATION AND CREATIVITY
Context:
Innovation and creativity are growing in importance, within organisations pursuing
excellence and growth, in a competitive business world. Organisations use various
innovative methods and techniques to ensure competitive advantage within their market
place and meet their customer’s needs. This assessment will encourage students to explore
the methods and approaches undertaken by a leading organisation and to critique a global
brand name. The aim of this assessment is to identify the success of Apple. Students will

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identify the attributes of the people, places, products and approaches that have made Apple
the most valuable company in the world, with regards to market capitalisation. BIZ301 BUSINESS INNOVATION AND CREATIVITY

Instructions:
Students will review and critique the case study: Design Thinking and Innovation at Apple by
Stefan Thomke and Barbara Feinberg (2012). It may be helpful to print the case study and
highlight useful sections and/or take notes as you read. The output will be a 1,200 word
report that responds to the following four questions:

1) In the students view, how does innovation and strategy work together at
Apple?
2) Identify the innovation approach Apple has successfully used to identify
customers’ needs, and how did it help them to continue to stay ahead of the
competition?
3) What role did Apple’s people have, in the company constantly coming up with
innovative products, and how did the culture at Apple encourage/discourage
them?
4) What impact did Steve Jobs have on Apple and what did he bring, personally,
to the organisation? What was Steve Jobs view of process and innovation?
You have the option of undertaking further reading on Apple, if you wish, in order to
enhance your analysis. Any additional reading must be properly referenced in your report. BIZ301 BUSINESS INNOVATION AND CREATIVITY

Submission Instructions:
Submit your research report, by clicking on the Assessment link, in the main navigation
menu in BIZ301 Organisational Creativity and Innovation. The learning facilitator will provide
feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades. BIZ301 BUSINESS INNOVATION AND CREATIVITY

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Learning Rubric: Assessment 1
Assessment
Attributes

Fail (Unacceptable)
0‐49%

Pass
(Functional)
50‐64%

Credit
(Proficient)
65‐74%

Distinction
(Advanced)
75 ‐84%

High Distinction
(Exceptional)
85‐100%

Grade
Description
(Grading Scheme)

Fail grade is awarded if
a student is unable to
demonstrate
satisfactory academic
performance in the
subject or has failed to
complete required
assessment points, in
accordance with the
subject’s required
assessment points.

Pass is awarded for work
showing a satisfactory
achievement of all
learning outcomes and an
adequate understanding
of theory and application
of skills.
A consistent academic
referencing system is
used and sources are
appropriately
acknowledged.

Credit is awarded for work
showing a more than
satisfactory achievement of
all learning outcomes and a
more than adequate
understanding of theory
and application of skills.
A consistent academic
referencing system is used
and sources are
appropriately
acknowledged.

Distinction is awarded for
work of superior quality
in achieving all learning
outcomes and a superior
integration and
understanding of theory
and application of skills.
Evidence of in‐depth
research, reading,
analysis, and evaluation is
demonstrated.
A consistent academic
referencing system is
used and sources are
appropriately
acknowledged.

High Distinction is
awarded for work of
outstanding quality in
achieving all learning
outcomes together with
outstanding integration
and understanding of
theory and application of
skills.
Evidence of in‐depth
research, reading,
analysis, and original and
creative thought is
demonstrated.
A consistent academic
referencing system is
used and sources are
appropriately
acknowledged.

Effective
incorporation of the
data from the case
study

Limited understanding
of the organisation.
Limited knowledge of

Adequate understanding
of the organisation.
Shows clear

Good understanding of the
organisation.
Identifies different

Highly developed
understanding of the
organisation.

A sophisticated
understanding of the
organisation.

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30%

the different
approaches or methods
used by Apple to
achieve their goals.

understanding of the
different approaches or
methods used by Apple to
achieve their success.

approaches or methods
used by Apple and is able
to clearly link this with the
success of the organisation.

Clearly outlines the
macro‐level strategies
employed by Apple to
demonstrate competitive
leadership.

Clearly outlines and
integrates the key
aspects of macro‐ and
micro‐level attributes of
Apple’s product
innovation, people, and
customer/market need.

Knowledge and
understanding of
appropriate theory
30%

Limited understanding
of required concepts
and knowledge.

Often conflates/confuses
assertion of personal
opinion with information
substantiated by evidence
from the research/course
materials.

Supports personal opinion
and information
substantiated by evidence
from the research/course
materials to outline Apple’s
contribution to society.

Discriminates between
assertion of personal
opinion and information
substantiated by robust
evidence from the
research/course materials

Systematically and
critically discriminates
between assertion of
personal opinion and
information
substantiated by robust
and extended reading. evidence from the
research/course
materials and extended
reading.
Integrates Apple’s

Synthesis of case
study data and
theory
20%

Limited synthesis and
analysis of the key
information.

Limited
application/recommend
ations based upon
analysis.

Demonstrated analysis
and synthesis of new
knowledge with
application.
Shows the ability to
interpret relevant
information from the
case study, to develop a
list of approaches.

Well‐developed analysis
and synthesis, with
application of
recommendations linked to
analysis/synthesis.
Outlines the key aspects of
the innovative approaches
taken by Apple.

Thoroughly understands
the approaches of
innovation taken by the
organisation and its
impact on the success of
the company.
Is able to attribute the
approaches to the
continued development
of innovative products.

Highly sophisticated and
creative analysis of the
approaches used.
Is able to link the
approaches used and
their impact on society.
Able to identify other
organisations that may
use these approaches to
remain competitive.

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Delivery of a
professionally
structured, written
and presented

Poorly structured
document that is
difficult to understand
and not well presented.

Acceptable structure and
presentation and
adequately written.

Information, evidence, and
explanations are well
structured and presented.
A mostly clear flow to the

Information, evidence,
and explanations are well
structured and
presented.

Expertly presented; the
report is logical,
persuasive, and well‐
supported by evidence
document investigative approach. A very clear flow to the Demonstrates an
20% Line of reasoning is easy to follow. investigative approach. Line of reasoning is
logical, insightful, and

excellent flow and
professional approach to
the investigation.

easy to follow.
Effective use of graphics Clear line of reasoning
and supporting data, to and approach is expertly
aid with communication. delivered.

Extremely effective use
of graphics and
supporting data.
Engages and sustains the
audience’s interest in the
topic.

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BIZ301 BUSINESS INNOVATION AND CREATIVITY

Introduction

Innovation, creativity and strategic management have played a pivotal role in Apple’s
success as a leader in the technology industry. The American company which has diversified to
different spheres of the technological market; ranging from software manufacture to computer
and mobile hardware development has metamorphosed in regards to management styles and
leadership approaches to emerge as a market leader occupying a majority market share in the
mobile phone, computer and film industries. This report aims to delve into the innovative
methods and strategies employed by Apple to gain huge success in the information and
technology industries and remain in ahead of global competition………..

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