BS685 L7 Innovation Management in a Digital Age (IMDA) Assessment Brief 2026 | ULaw

Digital Age 

ASSESSMENT BRIEF

L7 Innovation Management in a Digital Age

By sitting this assessment, I am confirming:

• That I have worked independently on this assessment submission, and I have not worked together with any current or previous student at the University to produce my submission, other than when officially permitted to do so;
• I also confirm the contents of my submission have not been generated by a third party;
• I have fully referenced and correctly cited the work of others, where required;
• I have not used any generative AI tools to generate, rephrase or otherwise produce content for this submission, except where their use was explicitly permitted, and I have read and understood the University's AI in Higher Education Policy and Protocols;
• I have read the Student Discipline Regulations and understand that any academic misconduct can lead to disciplinary consequences and undermine academic integrity;
• I understand that where applicable, I am expected to engage with my academic work in a manner that meets the professional standards and requirements set by the relevant Professional, Statutory and Regulatory Body (PSRB) or accrediting body for my course.

By submitting this assessment submission, I am confirming that I am fit to sit according to the Assessment Regulations.

Key Details and Requirements Learning outcomes:

1.Understand importance and elements of digital transformation, critically evaluate and plan its impact and implementation.
2.Comprehension, appreciation, and management of the complex stakeholder management relationships that must be considered in a fast paced and changing business environment
3.Identify, foster and encourage innovative idea creation processes.
4.Ability to critically analyse, synthesise and evaluate findings to prepare and execute plans for innovation and change management programmes, identifying and eliminating blockers and engage accelerators.

Assessment details: Individual written report, submitted as a word document 100% (2,500 words)

Referencing: Students are expected to use Ulaw Harvard Referencing throughout their assignments where required. Please follow the Ulaw Harvard Referencing Handbook for all your assignments at the ULBS.

Submission Method: Turnitin - Your work will be put through Turnitin. All submissions will be electronically checked for plagiarism and the use of AI software.

You have the option to upload your work ahead of the deadline, more than once. ULBS will be reviewing your last submission only. You can only upload one file. For example if your work contains a word document and power point slides/Excel spreadsheet you will need to copy your slides/spreadsheet into the word document.

Note: Keep in mind that self-plagiarism (when you reuse your own specific wording and ideas from work that you have previously submitted without referencing yourself) is also a form of plagiarism and is not allowed.

ASSIGNMENT DETAILS

Scenario

You are a new manager working in the product or service division of a large company. The company is facing challenges due to changing customer expectations and the rapid growth of digital technologies, especially the use of Artificial Intelligence (AI).

To respond to these changes, the Chief Innovation Officer has asked you to write a professional report recommending:

• What new or improved products or services the company should develop.
• How the company could use AI to enhance the customer experience.
• How the company should manage different stakeholders involved in this innovation process.

Company Selection

Choose one company that:

• You are familiar with.
• Has publicly available information in English.
• Operates in healthcare, consumer goods, or financial services.

Do not choose a technology company or one that is already using AI to  improve customer experience.

Select one specific product or service from your chosen company to focus on.

Part 1: Understanding the Customer (LO3, LO4)

1.Identify the Jobs To Be Done (JTBD) and the functional, social, or emotional needs of:

• One main (“foothold”) customer, and two additional customer types for your chosen product or service.
  Use the Customer Persona Canvas template for this section.

2.Using secondary data sources such as Google Scholar, Statista, Business Source Ultimate, or the Financial Times:

• Explain why innovation is needed for this product or service.
• Support your explanation with market trends and customer feedback (for example, from social media or company websites).
• Include evidence of customer feedback in the appendix of your report. (Approximately 750 words)

Part 2: Analysing the External Environment (LO3, LO4)

1.Conduct a PESTLE Analysis (Political, Economic, Sociocultural, Technological, Environmental, and Legal factors) for your chosen company and product/service.

• Present the PESTLE table in the main body of your report.
• Critically evaluate the most important external factors influencing the company’s need to innovate.

2.Based on your analysis, recommend one specific product or service innovation.

• Support your recommendation with evidence from your PESTLE findings.
• Critically evaluate whether the company should pursue a disruptive innovation (something new and game-changing) or a sustaining innovation (an improvement to an existing product or service).
  (Approximately 750 words)

Part 3: Change, Stakeholder Management and Implementation Planning (LO1, LO2)

1.Create an implementation plan for your recommended innovation.

• Present this plan as a simple infographic (following the example shown in the “Engage” presentation slides).
• Clearly explain how AI will be used to enhance customer experience, stating:
  ▪The type of AI (e.g. chatbots, personalisation engines, image recognition tools etc.).
  ▪The purpose and function of the AI tool.
  ▪Refer to “A Guide to Artificial Intelligence in the Enterprise” (Unit 5 Consolidate Read 2) for guidance.

2.Identify the key stakeholders who should be involved in implementing the plan.

• Justify why they are important.
• Explain how you would manage their interests and engagement.

3.Discuss:

• How the implementation plan can be accelerated (what could speed it up).
• How to overcome potential blockers that may slow progress.
  (Approximately 750 words)    

Report Guidance

• Choose a specific business unit rather than a parent company (e.g. Tata Motors instead of Tata Group).
• Use secondary data to support your arguments from reliable sources such as
  Statista, Business Source Ultimate, or the Financial Times. Check data availability before finalising your company.
• Use theories, concepts, and models introduced in the module to show your understanding.

BS685 L7 IMDA Assessment Criteria