Digital innovation Management

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MN3525 Digital Innovation Management

 

 

 

Assignment task:

You will have to conduct a set of project activities to develop the concept of a digital solution that meets a digital innovation challenge. You will have to write and submit a report about your project and digital solution (2,500 words). Below are further details about the challenge.

Challenge: Find a digital solution for sustainable tourism in Venice

“Overtourism” has hit various worldwide destinations that attract record number of tourists every year. Protests by residents and local authorities’ measures to curb the impact of overcrowding on local services and infrastructures have made headlines worldwide. In addition to residents, visitors are also feeling the negative effects of overcrowding (eTurboNews 2017).

According to a World Travel Monitor’s survey of 29,000 international travellers in 24 countries in Europe, Asia and the Americas conducted in September 2017, around 25 percent of all international tourists had the feeling that their destination had been “over-crowded”. 9 percent – equivalent to around 100 million tourists – said this over-crowding had actually affected the quality of their holiday (eTurboNews 2017).

One city that is suffering increasingly from over-crowding is Venice, whose 60,000 visitors a day outnumber by far the 55,000 residents in its historic city center (Modak 2017). Mass tourism is resulting in far more costs than benefits for the city, including over-crowding, pollution and rising prices. The Italian city has introduced new measures to tackle heavy overcrowding including fines for tourists that ban local laws. Other measures to reduce the influx of tourists such as a new tourist tax are also under discussions (eTurboNews 2017).

The Mayor of Venice has launched a challenge for digital innovations that can solve the problem of overtourism and promote a more sustainable model of tourism in Venice.

Project activities

 

1) Develop the digital solution idea that meets the challenge by performing the following tasks:

·       Needfinding (Identify needs of users/consumers)

·       Ideation (Idea development of digital solution)

·       Design/prototyping (Storyboard design and testing)

·       Testing (Validate storyboard with users)

 

 

 

 

 

Suggested report outline (for guidance only)

 

Section 1: Problem context (400 words)

Set the context of the problem that you aim to solve by drawing on relevant literature. Use up-to-date statistics to represent the magnitude of the problem.

 

Section 2: Needfinding (500 words)

You will identify the needs of the target consumers and users of your challenge by collecting and analyzing posts from social media such as Twitter, review sites, and special interests online communities and forums (e.g. travel forums and discussion boards). The collection and analysis of at least 30 posts is recommended. In this section you will provide details of your data sources and collection (e.g. how many and from which social media sites data were collected) and you will analyse and discuss your findings. You can use external sources (e.g. academic articles and industry reports) to support your conclusions. You will provide evidence of your data analysis in the Appendix.

 

Section 3: Digital solution (idea development) (400 words)

In this section you will demonstrate how the results of the needfinding exercise and other background research you have conducted have informed the development of the digital solution concept. You will have to illustrate the main components and specifications of the digital solution and demonstrate how it will meet the challenge.

 

Section 4: Storyboard and testing (400 words)

In this section you will illustrate the storyboard of your digital solution (e.g. key tasks and scenarios that define the user experience). Show a representation of the storyboard. You will also explain how you have tested the storyboard with target users (for example, by eliciting feedback from members of travel discussion forums). You will have to discuss the results of the testing exercise, how people reacted to your idea, and explain how you have used users’ feedback to improve the concept of the digital solution and storyboard. You can also add your reflections about any challenges you have encountered in this phase.

 

Section 6: Business model (500 words)

This section includes: 1) an explanation of the value proposition of your digital solution; 2) a summary of the customer analysis, which includes an illustration of the customer segments, customer relationships and channels of your digital solution; 2) a summary of key resources, activities and partnerships that you will need to deliver the value proposition 3) a summary of the main cost components (the cost structure) and potential revenue that your digital solution can generate. You can use the theory learned in Lecture 4 to discuss the “economics” and potential effects of your digital solution.

 

Section 7: Conclusions (300 words)

In this section you will provide a summary of the digital solution and you will explain how it will solve the problem in the challenge. You will discuss how the proposed digital solution is feasible. You will propose a plan of activities to realize the digital solution. For example, how do you plan to involve potential partners? What level of funding do you need and how are you going to raise funding

 

 

Marking rubric

		Intellectual qualities expressed (30%)	Structure & organisation (25%)	Level of reading (25%)	Quality of referencing (10%)	Writing style (10%)
FIRST CLASS	82,85,88, 92,95,98	Outstanding, comprehensive understanding and critical analysis of how the proposed digital solution can meet the innovation challenge.   Outstanding execution of the project activities and ability to apply key theories and concepts.	Outstanding balance and clarity in argument.   Systematic ordering of ideas, concepts and materials is outstanding.	Outstanding evidence of comprehensive and in-depth, relevant reading, including specialist academic journals and industry reports.	Outstanding precision in presentation.   Outstanding precision in Harvard referencing and bibliography format.	Outstanding writing style.   Attention to spelling, punctuation and/or grammar is outstanding.
	72,75,78	Excellent, comprehensive understanding and critical analysis of how the proposed digital solution can meet the innovation challenge.   Excellent execution of the project activities and ability to apply key theories and concepts.	Excellent balance and clarity in argument.   Systematic ordering of ideas, concepts and materials is excellent.	Excellent evidence of comprehensive and in-depth, relevant reading, including specialist academic journals and industry reports.	Excellent precision in presentation.   Excellent precision in Harvard referencing and bibliography format.	Excellent writing style.   Attention to spelling, punctuation and/or grammar is excellent.
UPPER SECOND	62,65,68	Very good, comprehensive understanding and critical analysis of how the proposed digital solution can meet the innovation challenge.   Very good execution of the project activities and ability to apply key theories and concepts.	Very good balance and clarity in argument.   Systematic ordering of ideas, concepts and materials is very good.	Very good evidence of comprehensive and in-depth, relevant reading, including specialist academic journals and industry reports.	Very good precision in presentation.   Very good precision in Harvard referencing and bibliography format.	Very good writing style.    Attention to spelling, punctuation and/or grammar is very good.
LOWER SECOND	52,55,58	Good, comprehensive understanding and critical analysis of how the proposed digital solution can meet the innovation challenge.   Good execution of the project activities and ability to apply key theories and concepts.	Good balance and clarity in argument.   Systematic ordering of ideas, concepts and materials is good.	Good evidence of comprehensive and in-depth, relevant reading, including specialist academic journals and industry reports.	Good precision in presentation.   Good precision in Harvard referencing and bibliography format.	Good writing style.    Attention to spelling, punctuation and/or grammar is good.
THIRD CLASS	42,45,48	Satisfactory, comprehensive understanding and critical analysis of how the proposed digital solution can meet the innovation challenge.   Satisfactory execution of the project activities and ability to apply key theories and concepts.	Satisfactory balance and clarity in argument.   Systematic ordering of ideas, concepts and materials is satisfactory.	Satisfactory evidence of comprehensive and in-depth, relevant reading, including specialist academic journals and industry reports.	Satisfactory precision in presentation.   Satisfactory precision in Harvard referencing and bibliography format.	Satisfactory writing style.   Attention to spelling, punctuation and/or grammar is satisfactory.
FAIL	35	Weak, comprehensive understanding and critical analysis of how the proposed digital solution can meet the innovation challenge.   Weak execution of the project activities and ability to apply key theories and concepts.	Weak balance and clarity in argument.   Systematic ordering of ideas, concepts and materials is weak.	Weak evidence of comprehensive and in-depth, relevant reading, including specialist academic journals and industry reports.	Weak precision in presentation.   Weak precision in Harvard referencing and bibliography format.	Weak writing style.   Attention to spelling, punctuation and/or grammar is weak.
	25	Poor, comprehensive understanding and critical analysis of how the proposed digital solution can meet the innovation challenge.   Poor execution of the project activities and ability to apply key theories and concepts.	Poor balance and clarity in argument.   Systematic ordering of ideas, concepts and materials is poor.	Poor evidence of comprehensive and in-depth, relevant reading, including specialist academic journals and industry reports.	Poor precision in presentation. Poor precision in Harvard referencing and bibliography format.	Poor writing style.    Attention to spelling, punctuation and/or grammar is poor.
	15	Little to no understanding and critical analysis of how the proposed digital solution can meet the innovation challenge.   Little to no execution of the project activities and ability to apply key theories and concepts.	Little to no balance and clarity in argument.   Systematic ordering of ideas, concepts and materials is missing.	Little to no evidence of comprehensive and in-depth, relevant reading, including specialist academic journals and industry reports.	Little to no precision in presentation.   Little or no precision in Harvard referencing and bibliography format.	Very poor writing style.    Attention to spelling, punctuation and/or grammar is absent.
	0	No execution of the project activities and ability to apply key theories and concepts.	No balance and clarity in argument.   No systematic ordering of ideas, concepts and materials is absent.	No evidence of comprehensive and in-depth, relevant reading.   No specialist academic journals and industry reports.	No precision in presentation.   No precision in Harvard referencing and bibliography format.	No attention to spelling, punctuation and/or grammar.