成人大片

Program Director Contact Details:
Innovation and Entrepreneurship
Name: Gary Hancock
Phone: +61 8 8313 0125

Teaching Staff:
Name: Matthew McKinlay

Short Bio:
Matthew is currently completing his PhD in innovation, with a focus on the iPod, digital music and the internet. Previously, Matthew has researched entrepreneurship at a state level in Australia, using data from the Global Entrepreneurship Monitor, which is an international research program coordinated by Babson College (US) and the London School of Economics (UK).  

Email: matthew.mckinlay@adelaide.edu.au

Phone: +61 8 8313 7422

The overall aim of this course is to have an understanding of the entrepreneurial process, as specifically applied to the digital media sector. At the end of this course, students should have an appreciation of some of the complexities of entrepreneurship within the sector, with particular focus on strategies pertaining to the following:

1. Having an understanding of innovation as industry disruption
2. Understanding the elements of innovation opportunity
3. Value creation and R&D
4. Maintaining revenue streams and a viable business models
5. Growth and access to global markets
6. Developing and managing team relationships that facilitate flexibility, collaboration and quick decision making.

Text book:
No text required

Materials will be made available via the course website, accessible through MyUni. Materials will be released and coordinated with the lecture schedule. Readings, external links and lecture outlines will be available as and when they are covered in class.

MyUni is the 成人大片's online learning environment. It is used to support traditional face-to-face lectures, tutorials and workshops at the University. MyUni provides access to various features including announcements, course materials, discussion boards and assessments for each online course of study (see: )

An overview of the course assessment appears in the following Table. Details appear in the following section:

Assessment 1: Digital media industry analysis presentation
Weighting: 15%
Due Dates: See MyUni
Submission Details: In class

Task:
This is a presentation of your assignment 2 group task. You will be required to talk through the major parts of your assignment, and then also field questions from other teams. This presentation will cover: a background of your assigned digital media company, an assessment of the changing market conditions affecting that company, and a strategic response to these conditions specifically providing directives about the future direction of the business.  

This assignment will assess your understanding of innovation, market change and resources as well as providing students an ability to think creatively and strategically about the assigned company.  

Length and Presentation:
Presentations of 10 minutes are expected, plus time to field and answer questions from other students as well as staff.

Criteria by which your assessment will be marked:
Key criteria for marking in this assignment will be covered specifically in class, but, in brief, the focus of your assignment is the following:

• Depth of research on your assigned digital media company
• Depth of research on the state of technology 
• Capacity to present in a clear and articulate manner, with a focus of research
• Capacity to respond to questions
• Overall presentation skills, including use of materials

Students who do not attend this presentation will receive zero.



Assessment 2: Digital media opportunity analysis (Group)
Weighting: 15%
Due Dates: See MyUni
Submission Details: Online through MyUni (One assignment per group)

Task:
Students are required to assess the market position of a business within an assigned digital media industry within Australia. You will be assigned an entrepreneurial company in class.   It will require groups to imagine being in a leadership position of a designated company, and then from that perspective analyse the company in light of the changing market conditions.

Groups will have to analyse both an individual company, as well as the changing landscape of the digital media industry in which they operate, including dynamics in respect to technology, consumer preference, and the regulatory environment.

A template for the assignment will be provided.

Length and Presentation:
2000 words

Criteria by which your assessment will be marked:
Key criteria for marking in this assignment will be covered specifically in class, but, in brief, the focus of your assignment is the following:

• Depth of research on your assigned digital media company
• Depth of research on the state of technology
• Capacity to assess the elements of opportunity which drive innovation with the market
• An ability to critically compare the capacity, skills and technological skills of your assigned digital media company, against the wider elements of opportunity in the marketplace.

Assessment 3: Class attendance
Weighting: 10%
Due Dates: Ongoing
Submission Details: In class

Task:
Your attendance and contribution to class is a graded part of this course. You will be marked on the amount you contribute to class discussion, your day to day attendance, as well as your preparedness in resepct to discussed readings and materials.  

Details:
Your attendance is required for all five days of the intensive class.

Criteria by which your assessment will be marked:
Key criteria for marking in this assignment will be covered specifically in class, but, in brief, the focus of your assignment is the following:

• Daily attendance
• Contribution to class discussion
• Familiarity and preparation of course readings provided in class.

Assessment 4: Individual project
Weighting: 60%
Due Dates: See MyUni
Submission Details: Online through MyUni

Task:
Students are required to offer a series of three essays which covers theoretical material provided and discussed in class.

The structure of the project will be as follows:

You will be given a list of approximately 15 possible questions at the start of the course.
You be required to select from this list and complete three individual essays.
The essays will require both application of theory, as well as practical tasks (such as surveys or use of web tools)
This assessment is the culmination of the course. It will draw on most of the key areas discussed, and will require students to apply theory to their own unique business idea.

Length and Presentation:
3000 words.

Criteria by which your assessment will be marked:
Key criteria for marking in this assignment will be covered specifically in class, but, in brief, the focus of your assignment is the following:

Your ability to identify and describe appropriate theory from the course materials that address the specific question.
Your ability to use real world examples to demonstrate your understanding of the theory. Specifically, these examples must be web 2.0 companies, such as those discussed in class.
The overall quality and depth of your argument. It should be thought of as a lawyer's brief. You must research and put forth an argument, through reference and research.
The clarity, simplicity and brevity of your writing.

• Assignment Submission:  Assignments should not be emailed to the instructor; they must be lodged via the MyUni Course site (unless specified to do both). Note that assignments may be processed via TURNITIN, which is an online plagiarism prevention tool.
• Cover Sheet:  Please submit, separate to your assignment, the completed 成人大片 Assessment Cover Sheet providing details of yourself and your team members (if applicable), your assignment, the course, date submitted, etc. as well as the declaration signed by you that this is your (your team’s) work.  Note that the declaration on any electronically submitted assignment will be deemed to have the same authority as a signed declaration.
• Backup Copy of Assignments:  You are advised to keep a copy of your assignments in case the submitted copy goes missing.  Please ensure that all assignment pages are numbered. If your assignment contains confidential information, you should discuss any concerns with the Course Lecturer prior to submission.
• Extensions of Time:  Any request for an extension of time for the submission of an assignment should be made well before the due date of the assignment to the Course Lecturer.  Normally, extensions will only be granted for a maximum of two weeks from the original assignment submission date.  Extensions will only be granted in cases of genuine extenuating circumstances and proof, such as a doctor’s certificate, may be required.
• Failure to submit: Failure to submit an assignment on time or by the agreed extension deadline may result in penalties and may incur a fail grade.  Note that a late penalty of 5% of the total available marks for that assessment item will be incurred each day an assignment is handed in late (Unless otherwise stated in 'Assessment Related Requirements' or 'Assessment Detail' above).  Assignments handed in after 14 days from the due submission date will fail even if a 100% mark is granted for the work.