CQUniversity Unit Profile
MMST13017 Business of Digital Innovation
Business of Digital Innovation
All details in this unit profile for MMST13017 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student).
The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
General Information

Overview

Digital media industries are characterised by innovation, entrepreneurship and disruptive new business models. This unit will equip you with the entrepreneurial skills and knowledge required to start your own business in the digital media industries. You will be guided through the processes of planning, starting and running a new technology-based enterprise. You will learn how to analyse the business models of existing organisations, how to recognise business model patterns, and how to design innovative business models for ventures within your field of interest.

Details

Career Level: Undergraduate
Unit Level: Level 3
Credit Points: 6
Student Contribution Band: 10
Fraction of Full-Time Student Load: 0.125

Pre-requisites or Co-requisites

Prerequisite: 48 units of credit

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings For Term 1 - 2023

Brisbane
Bundaberg
Cairns
Mackay
Online
Rockhampton

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville
Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Practical and Written Assessment
Weighting: 30%
2. Practical and Written Assessment
Weighting: 30%
3. Practical and Written Assessment
Weighting: 40%

Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Previous Student Feedback

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Student feedback

Feedback

Some students have questioned the relevance of innovation and developing business models as part of their degrees (as they do not wish to become business owners).

Recommendation

Additional content is to be developed to support students in identifying and associating the transferability of the skills developed through this unit in areas outside of owning a business.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. explain the role of entrepreneurship and innovation in promoting economic growth
  2. develop plans for starting, running and growing a small business
  3. analyse the business models of existing organisations, and recognise business model patterns
  4. design innovative business models, employing techniques such as customer insights, ideation, visual thinking, protoyping, storytelling and scenarios
  5. evaluate a business model and examine its environment
Alignment of Learning Outcomes, Assessment and Graduate Attributes
N/A Level
Introductory Level
Intermediate Level
Graduate Level
Professional Level
Advanced Level

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Practical and Written Assessment - 30%
2 - Practical and Written Assessment - 30%
3 - Practical and Written Assessment - 40%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
9 - Social Innovation
10 - Aboriginal and Torres Strait Islander Cultures

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10
1 - Practical and Written Assessment - 30%
2 - Practical and Written Assessment - 30%
3 - Practical and Written Assessment - 40%
Textbooks and Resources

Textbooks

Prescribed

Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

Edition: 1st (2010)
Authors: Alexander Osterwalder and Yves Pigneur
John Wiley & Sons, Inc
Hoboken Hoboken , New Jersey , United States of America
ISBN: 9780470876411
Binding: eBook
Prescribed

VALUE PROPOSITION DESIGN: HOW TO CREATE PRODUCTS AND SERVICES CUSTOMERS WANT

Edition: 1st (2014)
Authors: Alex Osterwalder, Yves Pigneur, Greg Bernarda and Alan Smith
John Wiley & Sons, Inc
Hoboken Hoboken , New Jersey , United States of America
ISBN: 978-1-118-96806-2
Binding: eBook

Additional Textbook Information

Textbooks can be accessed online at the CQUniversity Library website. If you prefer your own copy, you can purchase either paper or eBook versions at the CQUni Bookshop here: http://bookshop.cqu.edu.au (search on the Unit code)

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
  • Adobe Acrobat Reader (free browser plug-in)
  • Microsoft Word
Referencing Style

All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)

For further information, see the Assessment Tasks.

Teaching Contacts
Michelle Roberts Unit Coordinator
m.roberts@cqu.edu.au
Schedule
Week 1 Begin Date: 06 Mar 2023

Module/Topic

1. Getting a job

Chapter

Events and Submissions/Topic

Week 2 Begin Date: 13 Mar 2023

Module/Topic

2. Starting a business

Chapter

Events and Submissions/Topic

Week 3 Begin Date: 20 Mar 2023

Module/Topic

3. Marketing, intellectual property and risk management

Chapter

Events and Submissions/Topic

Week 4 Begin Date: 27 Mar 2023

Module/Topic

4. Finances, clients and the big picture

Chapter

Events and Submissions/Topic

Week 5 Begin Date: 03 Apr 2023

Module/Topic

5. The Business Model Canvas - Value Blocks

Chapter

Events and Submissions/Topic

Vacation Week Begin Date: 10 Apr 2023

Module/Topic

Vacation Week

Chapter

Events and Submissions/Topic

Business Plan Due: Vacation Week Tuesday (11 Apr 2023) 11:55 pm AEST
Week 6 Begin Date: 17 Apr 2023

Module/Topic

6.The Business Model Canvas - Efficiency Blocks

Chapter

Events and Submissions/Topic

Week 7 Begin Date: 24 Apr 2023

Module/Topic

7.Patterns: Unbundled, Long Tail and Multi-Sided Platform business models

Chapter

Events and Submissions/Topic

Week 8 Begin Date: 01 May 2023

Module/Topic

8.Patterns: Free and Open business models

Chapter

Events and Submissions/Topic

Week 9 Begin Date: 08 May 2023

Module/Topic

9. Design: Customer Insights and Ideation

Chapter

Events and Submissions/Topic

Business model analysis and patterns Due: Week 9 Monday (8 May 2023) 11:55 pm AEST
Week 10 Begin Date: 15 May 2023

Module/Topic

10. Design: Visual Thinking and Prototyping

Chapter

Events and Submissions/Topic

Week 11 Begin Date: 22 May 2023

Module/Topic

11.Design: Storytelling and Scenarios

Chapter

Events and Submissions/Topic

Week 12 Begin Date: 29 May 2023

Module/Topic

12. Strategy and Process

Chapter

Events and Submissions/Topic

Review/Exam Week Begin Date: 05 Jun 2023

Module/Topic

Chapter

Events and Submissions/Topic

Business model design and evaluation Due: Review/Exam Week Monday (5 June 2023) 11:55 pm AEST
Exam Week Begin Date: 12 Jun 2023

Module/Topic

Chapter

Events and Submissions/Topic

Term Specific Information

REQUIRED RESOURCES

You must have access to the following resources for this unit.

UNIT WEBSITE

The unit website provides essential resources for the unit such as a Study Guide and an online discussion forum. It can be accessed at moodle.cqu.edu.au

TEXTBOOK

You will need to obtain a copy of the prescribed textbooks. Details are provided in this unit profile. An eBook is available through the unit eReading List.

SAFARI O'REILLY

As a student you will be required to log into Safari O'Reilly with your CQUni student login to access free online resources, such as the Smashing Logo Design: The Art of Creating Visual Identities textbook, and Photoshop CC Masterclass video tutorials, as well as access to a large library for research purposes. There are links provided to these resources via the eReading List for the unit.

STUDY GUIDE

The weekly Study Guide will direct you to all of the essential readings and exercises for each module of the unit. The Study Guide is available in Adobe Portable Document Format (PDF) from the unit website.

eREADING LIST

An eReading List will be available for this unit from the unit website. This list will provide easy access to readings, book chapters, videos and other resources.

DISCUSSION FORUM via TEAMS

An online discussion forum will be provided through the unit website for discussing matters that relate to the unit. The discussion forum is the primary means of support for online students who want assistance with tutorial exercises and assignments. This discussion forum will be hosted in Microsoft Teams - all students will be automatically enrolled/added to the team created for the unit. Microsoft Teams can be easily accessed online - however, students may prefer to download the app for convenient access.

ADOBE ACROBAT READER

You will need Adobe Acrobat Reader, which is a free program that lets you view, navigate and print PDF documents like the MMST13017 Study Guide. Adobe Acrobat Reader can be downloaded from the Adobe web site at www.adobe.com.

Assessment Tasks

1 Practical and Written Assessment

Assessment Title
Business Plan

Task Description

This assignment requires you to imagine that you are starting a small lifestyle business within the digital media industries, and to prepare a business plan with the aid of a template.

Please refer to the unit website for the assignment details.

NOTE: The word count is considered from the first word of the introduction to the last word of the conclusion. It excludes the cover page, abstract, contents page, reference page and appendices. It includes in-text references and direct quotations.


Assessment Due Date

Vacation Week Tuesday (11 Apr 2023) 11:55 pm AEST


Return Date to Students

2 weeks after submission


Weighting
30%

Assessment Criteria

Please refer to the unit website for the detailed assessment criteria.


Referencing Style

Submission
Online

Submission Instructions
Please refer to the unit website for assignment submission instructions.

Learning Outcomes Assessed
  • explain the role of entrepreneurship and innovation in promoting economic growth
  • develop plans for starting, running and growing a small business


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence
  • Cross Cultural Competence
  • Ethical practice

2 Practical and Written Assessment

Assessment Title
Business model analysis and patterns

Task Description

This assignment requires you to describe and analyse the business model of an existing business using the Business Model Canvas. You must also write a report that explains the nine building blocks of your Business Model Canvas and discusses how your chosen business resembles one of the Business Model Patterns described in chapter two of the textbook.

Please refer to the unit website for the assignment details.

NOTE: The word count is considered from the first word of the introduction to the last word of the conclusion. It excludes the cover page, abstract, contents page, reference page and appendices. It includes in-text references and direct quotations.


Assessment Due Date

Week 9 Monday (8 May 2023) 11:55 pm AEST


Return Date to Students

2 weeks after submission


Weighting
30%

Assessment Criteria

Please refer to the unit web site for the detailed assessment criteria.


Referencing Style

Submission
Online

Submission Instructions
Please refer to the unit web site for assignment submission instructions.

Learning Outcomes Assessed
  • explain the role of entrepreneurship and innovation in promoting economic growth
  • analyse the business models of existing organisations, and recognise business model patterns
  • evaluate a business model and examine its environment


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence
  • Cross Cultural Competence
  • Ethical practice

3 Practical and Written Assessment

Assessment Title
Business model design and evaluation

Task Description

This assignment requires you to design a business model for an innovative new business that uses digital technology to provide a novel product or service. You must create a Business Model Canvas to describe your business model.

To complete the Business Model Canvas, you must prepare a Value Proposition Canvas and demonstrate evidence of undertaking a range of techniques and tools in the development of your final Business Model Canvas. You must also write a report that explains the Business Pattern and nine building blocks of your Business Model Canvas and evaluates your model with a ‘Strengths, Weaknesses, Opportunities and Threats’ (SWOT) analysis.

Please refer to the unit web site for the assignment details.

NOTE: The word count is considered from the first word of the introduction to the last word of the conclusion. It excludes the cover page, abstract, contents page, reference page and appendices. It includes in-text references and direct quotations.


Assessment Due Date

Review/Exam Week Monday (5 June 2023) 11:55 pm AEST


Return Date to Students

2 weeks after submission


Weighting
40%

Assessment Criteria

Please refer to the unit website for the detailed assessment criteria.


Referencing Style

Submission
Online

Submission Instructions
Please refer to the unit web site for assignment submission instructions.

Learning Outcomes Assessed
  • explain the role of entrepreneurship and innovation in promoting economic growth
  • analyse the business models of existing organisations, and recognise business model patterns
  • design innovative business models, employing techniques such as customer insights, ideation, visual thinking, protoyping, storytelling and scenarios
  • evaluate a business model and examine its environment


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence
  • Cross Cultural Competence
  • Ethical practice

Academic Integrity Statement

As a CQUniversity student you are expected to act honestly in all aspects of your academic work.

Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.

When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.

Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.

As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.

What is a breach of academic integrity?

A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.

Why is academic integrity important?

A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.

Where can I get assistance?

For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.

What can you do to act with integrity?