MAR307 – DESIGN THINKING

FOR CREATIVITY

Unit Guide

Trimester 1 2024 - 2025

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About Design Thinking for Creativity (MAR307)

UNIT OVERVIEW

CONTACTS
Mr. Doan Duc Minh
Unit Instructor
[email protected]
- Ms. An Nguyễn
- 279 Nguyen Tri Phuong, Ward 5, District 10, HCMC
Program Administrator
- Phone: (028) 3920 9999 - Ext: 305 (Ms. An)
- Email: [email protected]

Innovation and creative thinking are important skills in strategy development. Part of this
process is the ability to solve problems and discover new opportunities; or in other words, the
notion of “design thinking”. This unit introduces students to concepts and frameworks to
create innovative products, services and systems for a range of enterprises, industries and
markets. Students will explore and analyze business and social networks, clusters and
ecosystems via practice-based projects. Design thinking principles will be applied to
systematically develop ideas into innovative solutions as a way to drive business growth.

Assessment Information

UNIT LEARNING OUTCOMES

The table below outlines the unit learning outcomes (ULOs) for this unit. Upon completion of this
unit, students will be able to:
1 Critically analyze innovation in different enterprise or social contexts
2 Evaluate the practice and protocols of professional and social networks
3 Use creativity and innovation to solve strategic business markets problems
4 Demonstrate the process of creative thinking

PROGRAM LEARNING OUTCOMES

In line with its focus on assuring students’ skills in unit learning outcomes 1-4 above, this unit is also
responsible for introducing/developing/assuring the following program-level learning outcomes
(PLOs):

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Knowledge & Application
1. Solid understanding and competency of appropriate application of business discipline-
specific knowledge.
Communication
2. Competency in professional written and oral communication suited to multiple audiences
and contexts.
Teamwork
3.
Effective collaboration in teamwork or other tasks in organizational settings.
Critical thinking
4.
Critical thinking through appropriate observing, analyzing and reasoning, etc.
Problem solving
5.
Effective and constructive problem solving.
Ethics
6. An ethical perspective, including an understanding of the ethical responsibilities of
organizations.
Cultural Diversity
A global mindset, including an understanding of the different business settings, the ability to
7.
identify foreign market potentials, to diagnose cross-cultural communication problems and
propose appropriate solutions.

ASSESSMENT SUMMARY

ASSESSMENT ITEM DUE DATE VALUE LEARNING OUTCOMES

1 Attendance On-going 10% ULO1-4 PLO1,4,6

Mid-term
2 Participation On-going 10% ULO1-4 PLO1,4,6
(50%)
3 Design Thinking Proposal TBA 30% ULO1-4 PLO1,4,6
Innovation Project – TBA
4 20% ULO1-4 PLO1-7
Group Presentation Final
Innovation Project – (50%) TBA
5 30% ULO1-4 PLO1-7
Group Report

Assessment 1 - Midterm: Attendance & Participation (20%)

Each student is expected to:
• Participate in at least 80% of the sessions.
• Be punctual – grade deduction will be applied to this unprofessional behavior.
• Contribute to the sessions by groupwork / raising questions / giving answers / sharing ideas
that are relevant to the topics discussed. Students who do not raise questions / give answers
/ share ideas at least will receive 0 point for the session.
The final score is the average score of the participations in all the sessions of the unit.

Assessment 2 - Midterm: Design Thinking Proposal (30%)

Design Thinking (DT) is a concept now widely used by business enterprises to improve
competitiveness in a dynamic and changing environment. This assessment requires you to critically

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review the application of one of the DT Approaches covered on this unit by an organization of your
choice.
Using an organization of your choice (provide justification for selecting the organization), the 1,500-
word document should :
1. Identify and critically review the potential use of one of the following DT Approaches by your
organisation: (i.e. how can your organisation use one these approaches to improve its
competitiveness.)
- 3I Model
- 5-Stage Model
- Liedtka 4 Questions Model
- Services Design Thinking Model
2. Outline and discuss four potential key Design Thinking principles that are demonstrated by your
organisation in their business strategy. (i.e. End-user Needs, Dynamism,...)
Note:
- Individual grade is scaled based on the extent to which each student contributes to group
assignment.
- Group read the Assignment description document carefully to successfully complete this
assignment

Assessment 3 - Final: Innovation Project Group Presentation (50%)

The Innovation Project will involve students working in groups to develop a new social innovation
that addresses a well-defined social problem or contributes to a clear social problem.
Requirements:
- The innovation has to be in any sector of your choice.
- The innovation can either be a radical or incremental innovation...(i.e. something that is
new to the world or an expansion and improvement on an existing innovation)
Questions:
1. Identify and justify the social problem being addressed by the social innovation.
2. Develop a new social innovation to be launched by your group.
3. Outline what is ‘new and innovative’ about the suggested social innovation.
4. Identify and explain the potential consequences of your innovation.

NOTE:
- Final marks and grades are subject to confirmation by the School Assessment Committees
which may scale, modify or otherwise amend the marks and grades for the unit, as may be
required by university policies.
- To successfully complete this unit, students must:
! Achieve a minimum of 50 marks;
! Complete all assessment items; and
! Attend 80 per cent of class time. See attendance requirements in the section of class
policies and rules below.
- For more details, please check the materials posted in the E-learning course of Business
Research methods and/or contact the facilitator.

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Teaching Activities
SCHEDULE OF ACTIVITIES
LEARNING RESOURCES
Textbook There are no prescribed textbooks for this unit. A custom publication and/or
set of readings and links will be provided on eLearning system.
- Birla, M. (2013). Unleashing creativity and innovation : Nine lessons from
Compulsary
nature for enterprise growth and career success. Wiley
reading
- Brown, T (2008), Design Thinking, Harvard Business Review, June, pp.84-92
- Johansson-Sköldberg, U, Woodilla, J & Çetinkaya, M 2013, ’Design thinking:
past, present and possible futures’,
- Creativity and Innovation Management, vol. 22, no. 2, pp. 121-146.
- Liedtka, J 2014, ’Innovative ways companies are using design thinking’,
Strategy and Leadership, vol. 42, no. 2, pp. 40-45.
- West, H 2014, ’A chain of innovation: the creation of swiffer’, Research
Technology Management, vol. 57, no. 3, pp. 20-23.
- Worth, M 2013, ’Thinking innovation’, B & T Weekly, March 15, 2013
Other Journal of Innovation
readings Journal of Innovation & Knowledge
Journal of Innovation & Entrepreneurship
Assignment
Session Topic Activities
Due

Read the required material on ISB eLearning

1 Problem Solving and Empathy Online quiz
Weekly groupwork
Read the required material on ISB eLearning
Creative Thinking and Creative Problem
2 Online quiz
Solving
Weekly groupwork
Read the required material on ISB eLearning
3 The Creative Self Online quiz
Weekly groupwork
Read the required material on ISB eLearning
Design Thinking in Business – 3I Model
4 Online quiz
Approach
Weekly groupwork
Read the required material on ISB eLearning
Design Thinking in Business - Traditional 5
5 Online quiz
Stage Approach
Weekly groupwork
Read the required material on ISB eLearning
Design Thinking in Business – 4 Question
Online quiz
Approach
6 Weekly groupwork
Assessment 2 Consultation – Design Group Consultation & Prepare to complete
Online
Thinking Proposal Assessment 2
Read the required material on ISB eLearning
Design Thinking in Business – Service
7 Online quiz 2
Design Thinking
Weekly groupwork
Creativity: The Creative Process & Sources Read the required material on ISB eLearning
8
of Creativity Online quiz

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Assignment
Session Topic Activities
Due

Weekly groupwork
Read the required material on ISB eLearning
9 Understanding Innovation Perspectives Online quiz
Weekly groupwork
Read the required material on ISB eLearning
Social Innovation Online quiz
10 Weekly groupwork
Assessment 3 Consultation – Innovation Group Consultation & Prepare to complete
Online
Project Assessment 3
Read the required material on ISB eLearning 3
Disruptive Innovation and Open
Online quiz
Innovation
11 Weekly groupwork
Assessment 3 Consultation – Innovation Group Consultation & Prepare to complete Online
Project Assessment 3
12 Group Presentation - Innovation Project Group Presentation 3

ONLINE LEARNING RESOURCES

- Link: https://smartlib.ueh.edu.vn/
E-library
- Using your ISB student email to access the UEH Library.
- Contact UEH Smart Library via email [email protected] or (028)
3856.1249 - Ext.102

E-learning Link: https://e-learning.isb.edu.vn/login/index.php

General Information & Policy

Referencing
Plagiarism
Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarised content or contain excessive amounts of quoted/cited material
and minimal original content. Students will receive a grade of ZERO (0%) for any assignments rejected
for this reason. Written assignments WILL BE checked by the lecturer with Turnitin.com, an online
plagiarism-checking tool.
Sources
Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not
reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a
reference is acceptable or not, please contact the lecturer.

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Referencing & Citation
The Vancouver style will serve as the primary reference materials for all students. Therefore, all
papers must be submitted in Vancouver format. The mechanics of student papers and work will be
evaluated, as well as the content. It is imperative that guidelines be reviewed before an assignment
is begun. It is also important that the required submission format be followed in compiling the final
paper or assignment.

Submission
Assignment cover sheet
! All assignments are required to be submitted with an Assignment Cover Sheet.
! Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a Peer
Evaluation Form depending on the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured
assessment. Individual student group work scores may be adjusted as a result of peer dissatisfaction
with a particular student’s contribution to group work assignments, as reflected in submissions of
the evaluation form.
iNote:
! Assignment cover sheets and the evaluation form can be located on MyISB system
! Students are advised to keep a copy of all assignments submitted for marking.

Submission style
Assignments are expected to achieve a professional standard:
! Be typed, one and a half spaced, on A4 paper
! Use a simple clear format, suitable for a report to senior management in a commercial
organisation.

Submission method
Soft copy: submitted electronically via E-learning system by 11:55 AM on the due date (Suggested
title: Student name_Unitname_Name of Assignment).
Hard copy: submitted to ISB Submission Box at the Reception Area (17 Pham Ngoc Thach) by the due
date.

Late assignment and make-up policy

No late assignments will be accepted unless prior authorization granted by the Academic
Department based on a Special Consideration Application for assessment task extension.
Students must complete all assessments on the assigned dates including quizzes, mid-term test, and
final exam. If there are extenuating or unforeseen circumstances, students must follow the school’s
policies and procedures accordingly.

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Attendance
Students are required to attend a minimum of 80% of all classes (which normally 16/20 sessions).
Other cases equating to an absence:
! Arriving to class late by 15 minutes at the beginning,
! Arriving late by 5 minutes after the break
! Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for
absence form to program administrator prior to the session.

i IMPORTANT: Students will not be allowed to sit in the final examination if violating the above
absence rule.

Electronic device use

! Cell phones will be turned off or switched to vibrate mode before class starts.
! No phone calls or text messaging are allowed inside classroom during class time.
! Portable listening and/or music devices may not be operated in the classroom.
! Headphones and/or ear buds of any type may not be worn while in the classroom whether
operating or not.
! Laptop and other electronic devices are not permitted unless specifically authorised by the
lecturer exclusively for note taking and doing class work.

i IMPORTANT: If you are in violation of these policies you will be excused from class and an
absence will be assessed.

Email etiquette
Your lecturers receive many emails each day. In order to enable them to respond to your emails
appropriately and in a timely fashion, students are asked to follow basic requirements of professional
communication.
Your emails should:
! Have a concise and descriptive title, including the class and name of the unit you are
enquiring about
! Be clear about the intention of their emails
! Use appropriate tone and language, proof-read what is written in the email before sending
it.
Students should also allow 3-4 working days for a response before following up. If the matter is
legitimately urgent, you may indicate “URGENT” in the email subject header.
Make an appointment: If your email request is complex and requires a lengthy response it may be
probably best to make an appointment with your lecturer/instructor to meet in person.

Student behaviour guidelines

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Everyone must behave professionally. Students are expected to demonstrate respect for teacher and
fellow students at all times. Behaviour that is disruptive to a positive learning environment reported
to the teacher will result in a warning on the first instance; the second instance might result in a
failing grade along with expulsion from the school.
Unacceptable behaviors can be:
! Cheating on an exam
! Collaborating with others on work to be presented, if contrary to the stated rules of the
course
! Submitting, if contrary to the rules of the course, work previously submitted in another
course
! Knowingly and intentionally assisting another student in any of the above actions, including
assistance in an arrangement whereby work, classroom performance, examination, or other
activity is submitted or performed by a person other than the student under whose name
the work is submitted or performed
! Plagiarising

i IMPORTANT:
! First violation will result in a grade ZERO (0%) for that assignment.
! Second violation will result in a failing course grade.

Disability support services

Students with disabilities are advised that accommodations and services are available at UEH-ISB. It
is the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior
to receiving such services.

Additional information
This unit guide may be revised at the discretion of the Academic Department with approval from
Program Academic Director and School Academic Committee where appropriate.

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