BUSI31022

Future Gazing and Trend

Analysis
(20 cp)

LEVEL 3, Full year

Academic Year: 2010/11

Module Leader: Helen Sharp

Contents

Page

1. Introduction 3

2. Module Learning Outcomes 4

3. Tutor Details 5

4. Recommended Reading 6

5. Lecture/ Seminar Schedule 7

6. Assessment 8

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1. Introduction

Welcome to the Future Gazing and Trend Analysis Module. This 20-credit module
aims to introduce and develop an appreciation of new and emerging technologies
and activities connected with the business world of the 21st century and beyond.
Students will learn to recognize the concepts and techniques used in the
interpretation of market trends, the role of entrepreneurship and Futurology and the
risks associated with future forecast planning and development in a marketing
context both nationally and internationally

About the Module

The module will be delivered in two halves. The first half year will consist of a series
of invited guest speakers and academic lectures supported by seminar. This will be
followed in the second term with a more fluid structure than you have previously
been used to in that you will have more personal or self directed study time in which
to follow your own research focus. You will only receive taught input once a weekin
the first term in the form of either a lecture – from an external or invited speaker –
or seminar in which you will consolidate your understanding of the themes raised in
the lectures and engage in discussions and exercises that will help to shape your
learning and your assessment submission. In the second term the seminars are far
more student lead with a focus on discussion and idea generation and development.
PLEASE NOTE:
From week 21 and throughout the second and third terms, tutor contact will
reduce to a single 2hour seminar/workshop meeting every other week.
(Please review your timetables )

The FGTA module is the final link to the Design based core strand of MDC – however,
due to the nature of trend development this course should be considered as relating
to and developing from all the disciplines that have shaped the programme to this
point. You will begin to appreciate the linking or integration of courses across the
program, either via subject area focus or contextual application into which this
course also contributes and from which it is hoped you will develop your own future
facing approach to business practices.

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The main aim of this module is to develop further understanding of how innovations
in business are arrived at, where inspiration is turned into output and how both
projective speculation, and criticality are found in entrepreneurial endeavour.

What turns a great idea into a profitable business? What makes ‘The Next
Best Thing’? Why do innovations fail?

In terms of personal development, this module aims to create in you the self
awareness, inspiration, vision and curiosity that is the hallmark of business
entrepreneurs the world over. We hope you will find this an interesting and unique
learning experience within the MDC programme

Helen Sharp
Principle lecturer

Programme leader MDC

2. Module Learning Outcomes

Module Learning Outcomes describe the things you should be able to do by the end
of the module, and they are the criteria against which you are assessed.

Knowledge and Understanding: At the end of this module you should be able to:

a) Develop a written account which critically evaluates, existing and new

theories, knowledge, concepts and evidence from a range of sources
adapted to suit the chosen business context either nationally or
internationally
b) Communicate confidently and apply accepted theories of marketing using
appropriate verbal and graphic mediums.
c) Demonstrate autonomy regarding uses of secondary and primary( as
appropriate) research
d) Formulate appropriate responses and strategies for investigation into
areas of ambiguity or unfamiliarity

Skills, qualities and Attributes: At the end of this module you should be able to:

e) Contribute and participate equally to arrive at solutions to set exercises

whilst working individually and as part of a team in a group environment
f) Generate ideas through the systematic review, consolidation and
extension, where possible, of emergent concepts

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 Module Leader & Tutor

Contact Details: Helen Sharp

Telephone: 0115 8486099

Email: Helen.sharp@ntu.ac.uk

Office: Newton 603

Available: As and when

Guest Lectures/Speakers

Professor Alistair Mutch – Information future

Professor of Information and Learning
Nottingham Business School
Tel 2429

Author : Managing Information and Knowledge in Organizations, Routledge, 2008.

4. Recommended Reading

There are no main texts for this module however the following journals , articles and
websites may prove useful in developing a broader understanding of emerging
developments in technology, the creative industries, Product design and Business

Smith, D., J., 2009 Exploring Innovation:2nd ed; London’McGraw-Hill.

Saren, M., 2006 Marketing graffiti: The View from the Street : London, Butterworth Heinemann
Handy, C. (1995) The Age of Unreason. London: Random House Business Books
Cochrane, P., 2004 Uncommon Sense: Out of the Box Thinking for An In the Box World
Capstone Press
Cochrane, P., 1998 Tips for Time Travelers – London: McGraw Hill,
http://news.bbc.co.uk/1/hi/programmes/click_online/4676874.stm
http://www.prospect-magazine.co.uk/
http://www.gizmag.co.uk/
As always you are encouraged to supplement your study and understanding of
current debates and research by reviewing academic journals. Some of the best are
listed below:
Journal of Marketing
Marketing Intelligence and Planning
European Journal of Marketing
Long Range Planning
Marketing
Marketing Week

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See also projective market reports and forecast information such as:
Mintel
Or Keynote

5. Lecture/ Seminar Schedule

Below is a table showing an indication of the areas themes and topics that may be
covered and it shows your assessment deadlines. Please note, the invited speaker
/lectures may be subject to variation based on availability and therefore the
timetable may be subject to alteration as the term progresses.
Week Session Tutor/Speaker Pre-work / Duration

12 LECTURE
Level 3 Helen Sharp Duration 1 hours
Induction
SEMINAR Duration 1 hour
Introduction to Helen Sharp
FG module
13 LECTURE GL –Malcolm Duration 1 hour
Sullivan –
Marketing
innivation TBC *
14 LECTURE GL – Design Duration 1 hour
Innovation TBC *
15 SEMINAR Duration 1 hour
Helen Sharp

16 LECTURE GL – Game City Duration 1 hour

TBC *
17 LECTURE GL –Prof Alistair Duration 1 hour
Mutch *
18 LECTURE GL - Future Duration 1 hour
Factory TBC *
19 Assignment Duration 1 hour
briefing and Helen Sharp
discussion
20 Self directed study Self directed study
Christmas
25 LECTURE TBC* Duration 1 hour
26 SEM/Research Helen Sharp Duration 2hours
Focus posters
discussion
27 Self-directed study Self-directed study
28 SEM / Workshop Helen Sharp Duration 2hours

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 Ind. tutorials by
appointment
29 SEM / Workshop Helen Sharp Duration 2hours
Ind. tutorials by
appointment
30 Self-directed study Self-directed study
31 Self-directed study Self-directed study
32 Research Helen Sharp Duration 2hours
presentations grp2
33 Research Helen Sharp Duration 2hrs
Presentations grp1
34 SEM / Workshop Helen Sharp Duration 2hrs
Feedback tutorials
35 Drop in tutorials Helen Sharp Duration 1hrs
by appointment
Easter Easter

38 Drop in tutorials Helen Sharp Duration 1hrs

by appointment
39 Self-directed study Self-directed study
40 Self-directed study Self-directed study
41 Assignment
Deadline
Wednesday 4th
May 2011

* Please Note – Guest lectures May be subject to change in terms of speaker and
possible content

6. Module Assessment

There are two main assessment points on this module, which you will need to
complete in order to pass it.

Assignment 1 Formative: Group research area presentation – to

be undertaken in either weeks 32 or week 33
(you will be advised which of these weeks)

Assignment 2 Summative: Individual Reflective (2000 words)

You will be briefed on the approach to your assignment however, this
will be in support of your chosen area for research agreed
in week 26
To be submitted by Wednesday 4th May 2011 to the
UG office before 12.00 noon.

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Module Assessment Brief

Assessment 1 - Group Presentation 30 minutes (inc 10 Mins Q&A )

Deadline weeks 32/33

Title: Emerging Trends –

Drawing from your exploration of current and emerging theories reviewed
during the MDC programme, you are asked to identify one of the following:

1. An existing commercially viable product,

2. An idea or concept for a future facing new product or service in
an existing market
3. A completely new area of future design in a social or
technological context

You must investigate future development as the focus for researching your
chosen Emerging Trend, giving a developmental time line from the present
(2010/11) for the next 3-5, and 5 – 10 years.

Your group presentation should highlight the existing situation and indicate
any changes socially, politically, environmentally, economically or
technologically that may need to be in place in order for your “emerging
trend” to occur or be successful.

You can suggest any possible commercial or technological or social

developments: ie; changes in consumer behaviour trends or associated
market trends or areas of theoretical development but you must offer
feasible evidence and sound critical analysis to support your claims based on
the application or adaptation of existing theory.

The presentation should be of 10 slides maximum (not including front and

final reference slides) and you are expected to demonstrate secondary
research in a reference section at the end of the presentation.

You can create concept drawings or illustrations, 2D or 3D mock-ups of your

ideas, which can form part of your presentation.
The presentation can be delivered using the standard PowerPoint
presentation or using any other presentation medium including
video/DVD/audio recording.

NB: Although this subject is reviewing the unknown in terms of

trends analysis – the better presentations will show justification for
their concepts that are feasible and where appropriate (but not in
every case) commercially viable.

Assessment 2 - 2000 word Individual Reflective Essay

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 Deadline 4pm in Wednesday 4th May 2011

You must develop a written account which critically evaluates and

analyses existing literature and the emerging theories and concepts of
academic and industry knowledge.

From the concepts and evidence of a range of sources identify the main
arguments and add your own reflection on these with supporting justification.

To help you focus you may use the Emerging Trend that you developed in
the group presentation as the basis for your reflection or you could
investigate a new area.

Please ensure the usual written conventions are applied – however, this is
not a report but a Reflective Essay and therefore you must structure your
work as such.

MDC Future Gazing and Trend Analysis

Group Presentation Assessment Criteria

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 The FG Presentation brief required you to investigate and present findings
on an area of study which critically evaluates, existing and new theories,
knowledge, concepts and evidence from a range of sources adapted to
suit the chosen business context either nationally or internationally
The focus could be one of the following:

1. An existing commercially viable product.

2. An idea or concept for a future facing new product or service in
an existing market.
3. A completely new area of future design in a social or
technological context

The presentation demonstrates clearly an area of study identified

from one of the three focus areas of the brief …………………/10…….

Evaluate appropriate aspects of Business / Marketing theory in

relation to the assignment brief

• Research demonstrated
• Situational Evaluation with focus on an area of the following
( PEST) ……………………/20………….

• Application of theory where appropriate

• Interpretation and depth of analysis in relation to the brief

…………………/20……….

Analyse current market developments pertinent to the brief and

evaluate their potential

• Impact, influence, market forces

• Appropriate analysis of secondary material collected
• Appropriate and relevant conclusions drawn

…………………/20…………

Generic educational learning outcomes and other transferable skills

Demonstrate enhanced verbal and written

presentation/communication skills

• Fluency
• Use of Audio Visual Aids ( 10 slides max)
• Experimental Design …………………/10………….

• Listening and responding to questions

• Collective engagement in discussion
• Management in the group …………………/20…………..

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 Total………………/100%
Overall Impression and Comments overleaf:
Comments
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Date……………………………………………………

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