NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

HIGHER NATIONALS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

Unit Code, Number and Title M/508/0494 – Unit 8 - Innovation and Commercialization

Semester and Academic Year Semester 2, Academic year 2018 - 2019

Unit Assessor(s) Pham Quang Ngoc/ Nguyen Quang Huy/ Bui Thu Van/
Pham Thanh Van/ Nguyen Hoang Hieu
Assessment Number and Title IC A2.1: Innovation Commercialization and Protection (Assessment 2 of 2)

Issue Date 7th May, 2019

Submission Date 10.00 am on Thu, 30th May, 2019
IV Name Phan Thi Thuc Anh

IV Date 7th May, 2019

Group number NEU Student ID Pearson ID

Student name 1

Student name 2

Student name 3

Student name 4

Student name 5

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who
break the rules, however innocently, may be penalised. It is your responsibility to ensure that you
understand correct referencing practices. As a university level student, you are expected to use
appropriate references throughout and keep carefully detailed notes of all your sources of materials for
material you have used in your work, including any material downloaded from the Internet. Please
consult the relevant unit lecturer or your course tutor if you need any further advice.

Student I certify that the assignment submission is entirely my own work and I fully understand
declaration the consequences of plagiarism. I understand that making a false declaration is a
form of malpractice.

Student(s) name(s)
Date:
/ Signature

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Instruction to The Students:

This assignment (Assessment 2 of 2) covers Learning Outcomes 3 & 4 (LO3, LO4). Students are divided
into group of 5 (maximum). Each group will need to submit a written report and make an oral
presentation. Each student needs to complete Individual Contribution Form to be attached in the
Assignment report.

 This is a group assignment. Although it is a syndicate effort, students will be assessed individually
based on your contribution to the group work and your presentation performance. The overall quality
of the assignment will greatly affect the marks given to each group member.

 The submission format is in the form of a written assignment and a set of presentation slides.

 The assignment should have a cover page that includes the assignment code, number, tittle,
assessors’ names and students’ names and IDs. Attach all the pages of assignment brief with your
report and leave them blank for official use.

 Ensure that authenticity declaration has been signed.

 Include a content sheet with a list of all headings and page numbers.

 Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Fail Grade is given when Plagiarism is
identified in your work. There are no exceptions.

 Your evidence/findings must be cited using Harvard Referencing Style. Please refer to Reference
guiding posted on Moodle.

 This assignment should be written in a concise, formal business style using Arial 12 or Times
New Roman 13 font size and 1.5 spacing.

 The word limit is 4,000 words (+/- 10%). If you exceed the word limit (excluding references and
administrative sections) your grade will be penalised.

 You MUST complete and submit a hardcopy and softcopy of your work on the due dates stated
on Assignment brief. All late work is not allowed to submit. This rule is not waived under any
circumstances. The softcopy must be submitted to Turn-it-in via Moodle; the hard copy to
Assignment Box, Room 404A, D2 building.

 Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully. To
pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).

Unit Learning Outcomes:

LO3: Discuss the process required to commercialize innovation. 


LO4: Evaluate the range of methods for protecting ideas and understand their advantages and
disadvantages. 


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Assessment Brief and Guidance:

SCENARIO
Over the class sessions, from session 8 to session 12 of the course, you will work in the same team of
5 students (maximum). Your team is supposed to provide consulting services to a company (by your
choice). The company is having difficulties with its product/ service and market. You are required to
build an innovation business case for the company with convincing arguments and evidence.

YOUR TASKS: To present in both oral and written form a consulting report to the company.
The report should start with an analysis of your innovative product or service and conclude
with a discussion of your innovation context. It should address the specific tasks as follows:
Task 1: Analyse your innovative product or service
 Explain New Product Development (NPD) processing for commercialization of innovation
 Evaluate your core capabilities
Task 2: Analyse your potential customer set
 Describe your potential customer: age, income and other demographics
 Identify three features that are important to your potential customer
 Explore your channels and customer relationship management
Task 3: Critically evaluate the associated business model for turning your innovative product or
service into a profitable business
 Describe your initial business model assumptions and first canvas
 Explain how you tested the assumptions (the journey) including: What you did? How the canvas
changed (various pivots)? Describe your potential customer interviews.
 Evaluate what you learned: Changes you need to make so that the business model can be
sucessfully implemented? Ways to acces funding?
Task 4: Evaluate your intellectual property protection
 Explore and evaluate the range of methods, different tools for protecting your idea and intellectual
property
 Explain any “prior art”, the substance of your idea and intellectual property
Task 5: Discuss the context of your innovation commercialization and protection, including challenges
and the way to overcome for successful development.

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According to Glossary of Command Verb by Pearson
1. Describe: Give an account, including all the relevant characteristics, qualities and events.

2. Identify: Indicate the main features or purpose of something by recognising it and/or being able
to discern and understand facts or qualities.

3. Explore: Skills and/or knowledge involving practical research or testing.

4. Explain: To give an account of the purposes or reasons.

5. Evaluate: work draws on varied information, themes or concepts to consider aspects, such as:
 strengths or weaknesses
 advantages or disadvantages
 alternative actions
 relevance or significance.

Students’ inquiries should lead to a supported judgement showing relationship to its context. This
will often be in a conclusion.

6. Analyse: Present the outcome of methodical and detailed examination either:

 breaking down a theme, topic or situation in order to interpret and study the interrelationships
between the parts and/or

 of information or data to interpret and study key trends and interrelationships.

7. Critically analyse: Separate information into components and identify characteristics with depth
to the justification.

8. Critically evaluate: Make a judgement taking into account different factors and using available
knowledge/experience/evidence where the judgement is supported in depth.

9. Discuss: Consider different aspects of a theme or topic, how they interrelate, and the extent to
which they are important.

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 Learning Outcomes and Assessment Criteria

Learning Achieved Achieved Achieved

Pass Merit Distinction
Outcome (ticked) (ticked) (ticked)
P5 Explain the M4 Build a
importance of the detailed
commercial funnel Innovation
and the application Business
LO3 Discuss of New Product Case which
the process Development (NPD) includes how LO3 &4
required to processing for to measure its D2 Critically
commercialise commercialisation overall evaluate the
innovation of innovation. effectiveness nature of
P6 Build an using innovation and the
Innovation appropriate context in which it
Business Case for techniques is developed,
an organization, available to providing
including ways to test, iterate evidence-based
access funding. and improve. judgements on
M5 Present how organisations
LO4 Evaluate supported can overcome
P7 Evaluate the
the range of evidence- challenges to
different tools that
methods for based develop
organizations can
protecting ideas evaluation of successful
use to develop,
and understand these innovations.
retain and protect
their different tools
knowledge and
advantages and in the context
intellectual
disadvantages of the wider
property.
business
environment.

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Formative Feedback: Assessor to Student (please specific)

Action Plan

Summative Feedback: Assessor to Student Group (please specific)

Summative Feedback: Assessor to Individual Students

Student name NEU Student ID Criteria awarded Explanation

Choose One Overall Assessment of the Group:

(*) RÈ REFFERAL PASS Grade | MERIT Grade | DISTINCTION Grade

Name Of Assessor: Date Of Assessment:

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Re-submission Feedback:

Choose One Overall Assessment of the Group:

(*) REFFERAL PASS Grade | MERIT Grade | DISTINCTION Grade

Name Of Assessor: Date Of Assessment:

Feedback: Student to Assessor

Signature & Date:

* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed at the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.