UNDERGRADUATE PROGRAM SUBJECT OUTLINE

School of Business
http://my.uowdubai.ac.ae

SUBJECT NAME:
Course code: INE301 Section:
Credit Points: 6 Year 2025
Session Winter Duration: 11 weeks
Pre-requisite(s) N/A Co-requisite(s) N/A

Mode of Delivery: On Campus

Final Exam Passing

50%
Requirement:
LECTURE INFORMATION
Day: Thursday
Time: 12:30 – 14:30
Location: 6.345-Classroom A 6.34 & 6.35
TUTORIAL INFORMATION
Tutorial 1 Tutorial 1 Tutorial 3 Tutorial 4
Day: Thursday Friday Friday Friday
Time: 14:30 – 16:30 08:30 – 10:30 10:30 – 12:30 14:30 – 16:30
Location: 5.17-Classroom 5.18-Classroom A 5.18-Classroom 3.42-Classroom
VC A B
Tutorial Dr. Khallouk M. Dr. Khallouk M. Dr. Khallouk M. Dr. Khallouk M.
led by

Educator’s Name: Dr. Marouane Khallouk

Building & Office No: 4.26
E-mail Address: [email protected]
Consultation: By Appointment (send an email)

1 SUBJECT DESCRIPTION
This course is a Stanford-informed approach to learning innovation and entrepreneurship that can be applied
to any growth-oriented organization. It is composed of three modules:
Module 1: Design Thinking
Module 2: Innovation and Entrepreneurship
Module 3: Growth and Leadership
The course is appropriate for undergraduate students at a third-year level or advanced second year level. Each
session could include a mix of the following components: lecture, discussion, an interactive activity in class,
and open Q&A if an appropriate expert or guest speaker is available. The session descriptions below contain a

PAGE 1
summary of the class, a list of the readings and videos to watch before class, and a set of study questions to
contemplate beforehand and to be used in class discussion.

2 CONTRIBUTION TO PROGRAM LEARNING OUTCOMES (PLO)

No. Program Learning Outcomes
1 Demonstrate core knowledge of business and organizations and major discipline
knowledge.
2 Effectively communicate orally and in writing.
3 Critically analyse business and organizational issues in local, national and international
contexts.
4 Demonstrate responsible judgement in decision making.
5 Work effectively with others on shared goals.
6 Use relevant technology for professional purposes.
7 Demonstrate independent learning.

Upon successful completion of this subject, a PL PL PL PL PL PL PL

student should be able to: O O O O4 O5 O6 O7
1 2 3
LO1
Students will gain the knowledge to
articulate the difference between design
thinking, innovation and
✔
entrepreneurship, and possess a share
vocabulary for the process elements of
each.
LO2
Students will examine the importance of
entrepreneurial ecosystems and
✔
innovation clusters to healthy society
and economies.
LO3
Students will be able to demonstrate
skills for formation of effective teams
✔
and practices for team culture
development that respect diversity.
LO4
Students will learn how to differentiate
between an idea and a viable ✔
opportunity
LO5
Student will understand basic practices
to support scaling, organizational
✔ ✔
innovation, and change management to
benefit organizations and society.
LO6 ✔
Students will appreciate how to connect

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 design thinking, innovation, and
entrepreneurship to their own career
development and paths.

3 SUBJECT SCHEDULE
Wee Lecture Topic(s) Learnin Deliv Related Asse
k g ery supporting ssme
Outco forma materials nt
mes t
1 - Course introduction 1, 2, 3 Face Lecture, videos
- Introduction to 4, 5 to
Entrepreneurship and &6 Face
Innovation
2 Difference between 1, 2, 3 Face Readings, videos,
“ideas” and 4, 5 to study questions,
“opportunities”. How &6 Face interactive lecture
they are related to
entrepreneurship
- Causation and
effectuation
- Market Research,
Ethnography
3 Design Thinking 1 1, 2, 3 Face Readings, videos,
- Learning about the 4, 5 to study questions,
concept of Design &6 Face interactive lecture
Thinking
- What is design? Why is
it important?
- The importance of
empathy and Human
Centered Design
4 Design Thinking 2 1, 2, 3 Face Readings, videos,
- Applying what we learnt 4, 5 to study questions,
in Session 3, in a &6 Face interactive lecture
“workshop-like
environment”
5 - Types of innovation 1, 2, 3 Face Readings, videos, Assm
- Entrepreneurial 4, 5 to study questions, t1
ecosystem, platforms, &6 Face interactive lecture
and network effect
6 - Lean startup 1, 2, 3 Face Readings, videos,
- Importance of business 4, 5 to study questions,
models &6 Face interactive lecture
- Developing a business
model using BMC
7 - Feasibility Analyses 1, 2, 3 Face Readings, videos,
- Learning the different 4, 5 to study questions,
kinds of feasibility &6 Face interactive lecture
analyses that are
instrumental for startups
8 - Strategic positioning 1, 2, 3 Face Readings, videos, Assm
- Differentiation 4, 5 to study questions, t2

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 Wee Lecture Topic(s) Learnin Deliv Related Asse
k g ery supporting ssme
Outco forma materials nt
mes t
- Cost leadership &6 Face interactive lecture
- Blue Ocean
9 - Growth strategies 1, 2, 3 Face Readings, videos, Assm
- Vertical and horizontal 4, 5 to study questions, t3
integration &6 Face interactive lecture
- How to scale startups
10 - Leadership 1, 2, 3 Face Readings, videos,
- Different leadership 4, 5 to study questions,
styles &6 Face interactive lecture
- Organizational culture
- How to build
entrepreneurial teams
11 Reflection on Course 1, 2, 3 Face Readings, videos, Assm
Content 4, 5 to study questions, t4
&6 Face interactive lecture

4 SUPPORTING MATERIALS
Books, Articles, Videos, Podcasts, etc. will be available on our Learning Management
System (LMS)
4.1 RECOMMENDED READING
 “Innovation lessons from Pixar” by Hayagreeva Rao, Robert Sutton, and Allen P. Webb
 “Designers must learn to embrace failure” by Tom and David Kelley “Overcome the Eight Barriers
to Confidence” by Rosabeth Moss Kanter
 “How Pixar’s leaders brought the magic back to Disney Animation” by Caitlin Roper “Design
Thinking” by Tim Brown
 “Intuit’s CEO on Building a Design Driven Company” by Brad Smith “Innovation starts with
empathy” - Dev Patnaik
 “Introduction to Design Thinking: Process Guide” - Stanford d.school
 “How Reframing a Problem Unlocks Innovation” by Tina Seelig
 “The Secret Phrase Top Innovators Use” by Warren Berger “‘How Might We’ Questions” by Stanford
d.school “Facilitate a Brainstorm” by Stanford d.school
 “Using Brainwriting for Rapid Idea Generation” by Chauncey Wilson “Designing Better and Faster
with Rapid Prototyping” by Lyndon Cerejo “Experience Prototyping” by IDEO
 “1:1 Guide for Managers” by Nordstrom
 “Stanford Prof's Two Things Big Companies Can Learn From Startups” by Peter Cohan “Leading
Innovation: 12 Things that Great Bosses Believe and Do” by Bob Sutton “Creativity and the Role of
the Leader” by Teresa Amabile and Mukti Khaire
 “A Great Boss is Confident, But Not Really Sure” by Bob Sutton “It’s Up to You to Start a Good
Fight” by Bob Sutton
 “Cultural Intelligence” by P. Christopher Earley and Elaine Mosakowski (please take the survey as
well)
 “The Five Competitive Forces that Shape Strategy” by Michael E. Porter Case: Yahoo, Technology
Ventures textbook: Appendix B, pages 522-537 “From Inspiration to Implementation” by Tina
Seelig

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  “Product/Market Fit” by Marc Andreessen
 “How to Write a Great Business Plan” by William Sahlman
 "Updating a Classic: Writing a Great Business Plan" by William Sahlman and Sean Silverthorne
 “Why the Lean Startup Changes Everything” by Steve Blank
 “The Innovator’s Method: Bringing the Lean Startup into your Organization” by Nathan Furr and Jeff
Dyer (please download Chapter 1 from this link)
 “The Business Model Canvas” by Alex Osterwalder (please watch the two-minute v and skim the
site
 “Crossing the Chasm” section in Technology Ventures textbook, pages 202-206 in Chapter 9
“Crossing the Chasm: What’s New and What’s Not” by Geoffrey Moore (please skim the slide deck)
 "Crossing the Chasm Meets the Lean Startup" by Geoffrey Moore “How to Present an
Entrepreneurial Investment (to Me)” by Trevor Loy Programming Your Culture by Ben Horowitz
 “Top Ten Legal Mistakes Made by Entrepreneurs” - Connie Bagley at Harvard Business School
 “Storytelling” by Stanford d.school
 “Dropbox’s Secret for Saving Time in Meetings” by Rebecca Hinds and Bob Sutton “How to Grow
Without Losing What Makes You Great” by Leigh Buchanan
 “What is a Startup CEO’s real job?” by Noam Bardin

4.2 LECTURE NOTES

All teaching material can be downloaded from the Moodle site for this subject.
4.3 ACCESS TO SUPPORTING MATERIALS
The University uses MOODLE as a Learning Management System (LMS) to support
all coursework subjects. The subject site and supporting materials can be accessed
via: https://moodle.uowplatform.edu.au and via UOWD Library.

5 ASSESSMENT
5.1 ASSESSMENT OF LEARNING OUTCOMES
Learning Assessment 1 Assessment 2 Assessment 3 Assessment 4
Outcome

LO1 X X X
LO2 X X X
LO3 X X
LO4 X X X
LO5 X X
LO6 X

5.2 USING GENERATIVE ARTIFICIAL INTELLIGENCE (GENAI)

GenAI technology (such as ChatGPT or Microsoft Co-pilot) is reshaping the
University experience worldwide. UOW is committed to embracing GenAI as a tool
to enhance learning experiences and develop vital work-readiness skills. However,

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 misuse or use of GenAI in assessments where prohibited constitutes academic
misconduct (as specified by University Policy).
It is important that students check if GenAI is permitted for each assessment task
and how it is to be used and acknowledged. Please read the student guidance
(Acknowledging the permitted use of GenAI in assessments, Using Generative AI
tools well and Access your UOW Microsoft Copilot account) available on how to use
GenAI ethically and critically, equally recognising its capabilities and limitations. For
example:
1. Generative AI is not a substitute for decision-making: GenAI should
complement, not replace, your critical thinking and decision-making skills.
2. Output quality depends on prompts: The quality of GenAI outputs is
influenced by prompting. Poorly constructed or unclear prompts may
generate outputs that are incorrect.
3. Fact verification is essential: GenAI outputs can be fabricated, presenting
inaccurate information or contain harmful bias. Verify all GenAI outputs
against reliable sources.
4. Protect data and copyright: Many GenAI technologies collect information
in ways that breach privacy and data protection provisions, particularly
where the source material is confidential or subject to copyright. Please
check the Terms and Conditions of GenAI technologies and if unsure, contact
UOW Copyright Guidance. Learn more about how to access UOW secured
GenAI tools here.
5. Transparency in use: Where required, you must acknowledge GenAI use,
including providing prompt histories and detailing how GenAI was utilised.
6. Thoughtful and appropriate application: Be mindful of when and how to
use GenAI tools. Assess its appropriateness for each use, and refrain from
use when not suitable.

5.3 ASSESSMENT TASKS

Assessment Task: 1
Type: Group
Description: Report & Presentation
Learning Outcome Measured: 1,3,4
Total Marks 100
Weighting: 25%
Due Date on Turnitin: Week 5

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 OUTLINE AND REQUIREMENTS

Your Mission
Based on ethnographic exploration, each team needs to identify a specific customer
“pain point” or a problem.
Then you need to develop a prototype following Design Thinking methodology which is
your solution to the
identified problem. The identified problem and the associated “how might we” question
need to be approved
by me before you can continue working on it. Your prototype must be something
tangible that you can show in class.

IMPORTANT: You need to apply the principles of design thinking to come up with the prototype. The
evaluation will not only be based on the novelty of your solution, but mainly on how well you have applied
the principles of design thinking. More details will be provided in class.

Deliverables

1) Group Report: 2500 words (max) on the details of your project. The Group report and the corresponding
presentation slides should be uploaded on Moodle.

2) Oral Presentation: You will have 10 minutes to pitch your idea as if you are in front of investors, followed by
5 mins of Q&A

Marking Criteria
Target segment 20/100
Describe how you segmented your TAM, and which segment did you decide to target and why (your target
segment). Give an estimate of your TAM volume (total number of people)
Market research, persona and identified problems 20/100
Provide details of your market research (ethnography) Describe the corresponding persona for your target
segment and the identified problems
Customer journey 20/100
Describe your customer’s journey for the“problem(s)” you are trying to solve. Create a customer journey map
How might we question 10/100
Clearly state your “how might we” question. Refer to the class content for the correct framing of the question
Your ideation process 10/100

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Describe your ideation process. Which ideas came up in your brainstorming? How did you build on each
other’s ideas? Which idea did you finally choose and why
Description of your prototype 20/100
What prototype did you develop. Narrate the features of your prototype and how they are linked with the
“pain points” of your customers. How is your prototype addressing the problems of your customers?

Assessment Task: 2
Type: Group
Description: Report & Presentation
Learning Outcome Measured: 1,2,3,4
Total Marks 100
Weighting: 25%
Due Date on Turnitin: Week 8

OUTLINE AND REQUIREMENTS

Your Mission
Your mission will be to launch the prototype you developed in Assignment 1 to market.
For that, you need to
fist decide whether to “pivot” or to “persevere” (from Lean startup methodology). Once
that decision is made, you need to go through a step-by-step process to give shape to
your startup idea. For that, you need to do the following:
Business model development: A business model is a strategic framework that
outlines how a company creates, delivers, and captures value in the market. It defines
the fundamental aspects of a business, including its target customer segments, value
proposition, revenue streams, cost structure, and key resources and activities. Every
startup needs a good business model because it serves as the blueprint for how the
company plans to achieve profitability and sustainable growth. Without a well-defined
business model, startups may struggle to attract investors, generate revenue, or
effectively allocate resources, increasing their risk of failure in a highly competitive
market. You will use the Business Model Canvas (BMC) tool to develop a competitive
business model for your startup idea.
Feasibility analyses: Feasibility analyses are crucial for a startup as it helps assess the
viability and potential success of the business concept in the real world. By conducting
thorough feasibility analyses, startups can identify and address potential challenges and
risks early on, making informed decisions about whether to proceed with their venture or
pivot their strategy to enhance their chances of success. As part of feasibility analyses,
you will do the following:
- Product / service feasibility analysis (you will need to do market research / ethnography
again for this stage)

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- Industry / market feasibility analysis
- Financial feasibility analysis
- Organizational feasibility analysis
- Competitor analysis

Deliverables

1) Group Report: 2500 words (max) on the details of your project. The Group report and the corresponding
presentation slides should be uploaded on Moodle.

2) Oral Presentation: You will have 10 minutes to pitch your idea as if you are in front of investors, followed by
5 mins of Q&A.

Marking Criteria
Refinement of the product/service 15/100
Very brief description of your refined prototype (from assignment 1)
Your decision to pivot (to what extent?) or persevere – Provide justifications of this decision
Business Model 30/100
Describe your business model – how will you create, deliver and capture value?
Product / service feasibility 10/100
Industry feasibility AND market feasibility 15/100
Detailed PESTEL analysis
Detailed Porter’s 5 forces analysis
Organizational feasibility 15/100
What kinds of VRIN / VRIO resources do you possess or will procure that will give you your competitive
advantage?
Matrix showing management prowess
Competitor analysis 15/100
Use strategy canvas to compare your startup/project with 1 major competitor (if you do not have a direct
competitor, you can do the comparative analysis with a substitute)

Assessment Task: 3
Type: Individual
Description: Quiz
Learning Outcome Measured: 1,2,5
Total Marks 100
Weighting: 15%
Due Date on Turnitin: Week 9

OUTLINE AND REQUIREMENTS

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Demonstrating understanding through answering questions (MCQ).

- The quiz can ONLY be attempted in-class, under invigilated exam conditions. There will be no provision of
attempting quizzes from outside class.
- Appropriate exam policies related to attendance and conduct will apply during the quiz.

Assessment Task: 4
Type: Individual
Description: Report
Learning Outcome Measured: 2,4,5,6
Total Marks 100
Weighting: 35%
Due Date on Turnitin: Week 11

OUTLINE AND REQUIREMENTS

Your Mission
This is YOUR PERSONAL business plan, where you will depict how you plan to proceed with your life and
career after graduating from university based on your strengths, weaknesses, skills, capabilities and interests,
and the development in the external world / industry of your choice.
A suggested model for the report is presented below. Please note that the indicated questions for each of the
sections below are the minimum that you MUST cover in your report. But feel free to include other points as
you deem appropriate.

Vision and Opportunity

- What are your goals (profession and/or personal) after you leave your university?

- List the 3 key questions that guide your goals. These should be essential questions that serve as touchstones
to direct your life and work. For instance, how can I have impact? What do I love? What do I fear? What
engages my passions? How do I want to be remembered? The answers to these questions may well change
over time, but when the questions themselves are fundamental they tend to last a lifetime.

- What are the external opportunities that align with your goals? The opportunities can be market / industry
related or even in the personal space. Your stated goals must be aligned with these opportunities.

Marketing and Implementation Strategy

- Create your market positioning statement. This may be directed at a hypothetical employer, industry,
organization, or the world at large.

- What compelling value will you offer to your employers and society?

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- How will you differentiate from other students? How about from the broader populace?

Risks and Mitigation

- What are the key milestones and checkpoints in your plan? How will you measure/determine if you have
successfully attained these milestones? How will you define success?

- Mention one mistake / failure that you have made / faced and what have you learnt from that experience?

How will you apply that learning in your future life?

- What external factors might affect (positively or adversely) your attaining success? Develop corresponding
contingency and risk mitigation strategies.

Entrepreneurial Ethics, Personal "Board of Directors" and 6-Word Summary

- In our life journeys, including entrepreneurial journeys, failure is OK but unethical behavior is not. Our true
objectives must be the creation of enduring value, which requires integrity and ethics. How do you plan to
practice ethical principles in your daily actions? What ethical scenarios do you foresee being confronted with
and how do you plan to deal with them?

- If you could assemble any three people to advise and mentor you, who would they be? They may be alive or
dead, family or world leaders, friends or strangers. Why would you choose them? How can they contribute to
your journey? What value will they bring in your life?

- Similar to popular "six-word memoir" exercises, please summarize your PBP in 6 words (e.g., "humanist
engineer, global citizen, caring teacher").

Deliverables
1) Report: 2000 words (max) excluding cover page, references, and appendices that highlight the points above

Marking Criteria

Vision and Opportunity 25/100

Marketing and Implementation Strategy 25/100
Risks and Mitigation 25/100
Entrepreneurial Ethics, Personal "Board of Directors" and 6-Word Summary 25/100

LATE SUBMISSIONS:

Please note that late submissions will incur a penalty of 20% per day, including
weekends.

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5.4 GRADES AWARDED
The approved grades of performance and associated ranges of marks for undergraduate
subjects are:
High Distinction (HD) 85 – 100%
Distinction (D) 75 – 84%
Credit (C) 65 – 74%
Pass (P) 50 – 64%
Pass Supplementary (PS) 50%
Fail (F) 0 – 49% (and not meeting the attendance requirements)
Technical Fail (TF) Not meeting the final exam passing requirements – see the
Assessment Policy PP-REG-DB-2.1

5.5 SATISFACTORY COMPLETION REQUIREMENTS

In order to be considered for a grade of Pass (P) or better in this subject, students
must achieve the minimum required mark in the Final Examination (see
page 1 for required score); students who obtain a composite mark greater than
or equal to 50% but do not satisfy the Final Examination minimum pass
requirements in the final examination will be awarded a “Technical Fail” grade.
Students must ‘reasonably’ complete all assessment tasks (including the required
score for the Final Examination,) and submit these as specified in the subject
outline. ‘Reasonable’ completion of an assessment task will be determined based
on the instructions given to the student including: word length, demonstration of
research and analysis where required, adherence to the Plagiarism Policy
guidelines, and completion of each section/component of the assessment. Failure to
submit all assessment tasks may result in a Fail grade awarded for the subject.

6 RELEVANT POLICIES AND DOCUMENTS

All students must read and be familiar with the following UOWD policies and
documents, which are available on the Student Online Resources
(my.uowdubai.ac.ae) website by following the Policies link:
• Academic Grievance Policy
• Academic Integrity Policy
• Campus Access and Order Rules
• Code of Conduct – Library Users
• Code of Practice – Students
• Copyright Policy
• Intellectual Property Policy
• Library Regulations
• Minimum Rate of Progress
• Music, Video and Software Piracy
• Non-Discriminatory Language and Practice & Presentation Policy and
Guidelines
• Special Consideration Policy & Procedure
• Student Attendance Policy
• Student Conduct Rules

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 • Rules for use of UOWD ITTS Facilities
• Teaching and Assessment: Code of Practice – Teaching
• Teaching and Assessment: Assessment and Feedback Policy
• Teaching and Assessment: Subject Delivery Policy

7 SSP & STUDIOSITY

SSP (Student Support Program) is a program committed to assisting students in
developing their academic skills and getting the most out of their studies. As part of
their services, SSP provides Peer Tutoring Program and Academic Workshops
(https://my.uowdubai.ac.ae/ssd/index.php).
Studiosity is an online study tool that students can access 24 hours, 7 days a week!
Students can receive feedback on submitted writing in less than 24 hours and
receive one-to-one, personal help in real time with a subject specialist. The service
can be accessed through the subject’s Moodle site.
For further information, please contact:
SSP Coordinator
Room 020, Block 5.
[email protected]
Phone Number: +971 4 278 1756

8 ACADEMIC INTEGRITY
Plagiarism and cheating are serious offences that can lead to expulsion from the
university. Students must be familiar with the Academic Integrity policy which
outlines the procedure that will be followed in case of academic misconduct including
cheating and plagiarism. Please refer to How to Avoid Plagiarism available on the
Student Online Resources website (http://my.uowdubai.ac.ae).
8.1 TURNITIN
Students are required to submit all written assignments in soft copy through the
TurnItIn system which is available online at www.turnitin.com. Every student must
have a TurnItIn account. Failure to submit an assignment through TurnItIn will result
in marks for that assignment being withheld. Students do NOT need to hand in
a printed copy of the TurnItIn Originality Report. More information about
TurnItIn (including how to create an account and add a class) will be provided in the
first lecture. Students can download Frequently Asked Questions (FAQs) about
TurnItIn from the SSP section of UOWD website
(https://www.uowdubai.ac.ae/academic-resources/student-support-programs).
TurnItIn information required to add this subject:

Class ID: Moodle Link

Password: Moodle Link

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8.2 REFERENCE & IN-TEXT CITATION
For information about referencing and in-text citation please review the Academic
Writing Presentation available on the Student Online Resources website
(http://my.uowdubai.ac.ae).
8.3 UOWD RULES & POLICIES
For information about UOWD Rules and Policies, please go to the Student Online
Resources website (http://my.uowdubai.ac.ae) and click on the POLICIES link.

9 ATTENDANCE REQUIREMENTS
Attendance in this subject is compulsory. Failure to attend all tutorials and computer
labs as per the Student Attendance Policy may result in a FAIL grade. Students are
strongly encouraged to become familiar with this policy (which can be found on the
Online Resources website at my.uowdubai.ac.ae).

10 TUTORIAL/COMPUTER LAB ENROLMENTS

All students must sign up for one tutorial and/or computer lab in Week 1. Admission
to a tutorial/computer lab will not be possible unless the student’s name is on the
Attendance List for that class. No changes will be allowed once a student has
enrolled in a tutorial/computer lab.

11 SUPPLEMENTARY ASSESSMENTS
A supplementary assessment may be offered to students whose performance in this
subject is close (45-49 in the final examination and 48-49 in the composite score) to
that required to pass the subject, and are otherwise identified as meriting an offer of
a supplementary assessment. The precise form of a supplementary assessment will
be determined at the time the offer of a supplementary is made.

12 SUSTAINABILITY
UOWD encourages all students to act in a sustainable manner when planning and
submitting assessments. If possible, students should not use plastic items, such as
folders, covers, and bindings, and other synthetic materials, for presentations,
workshops, and other activities. Students are also encouraged to avoid unnecessary
printing; and if printing is required, please consider printing double-sided and only
printing essential illustrations avoiding blocks of any colour as the use of ink is
harmful to the environment. Always behave in a sustainable way.

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