Update on this class required for all business school majors (so, many sections each semester), after a full revamp.
Below is an excerpt from the team project guidelines. The revised Libguide provides general suggestions for the 3 projects plus for each one separately: https://uncg.libguides.com/mkt309
Once I begin doing instruction and consultations, I'll probably add some suggested steps or some kind of additional documentation.
As always, feel free to refer students to me as you please! Thank you.
--Steve
Project Overview
Innovation doesn’t happen
in a vacuum—it happens in complex ecosystems filled with stakeholders, systems,
and constraints. In this semester-long project, your team will act as
innovation consultants tasked with tackling a real-world challenge.
You’ll follow the process
outlined in Chapter 3 of Managing Innovation (8th Edition):
Search
→ Select → Implement & Value
Throughout the course, you
will:
- Investigate
an unsolved problem through interviews and observation
- Analyze
the innovation ecosystem surrounding that problem
- Generate
and test solution ideas with real users
- Select
a concept and build an implementation roadmap
- Present
your solution and show how it would create real value
Why This Matters
Great innovation solves
real problems for real people—and it does so with an understanding of what’s
already been tried, what stands in the way, and what resources are available.
This project asks you to think like innovators, not just idea
generators.
By engaging with users,
stakeholders, and systems, you’ll learn to design solutions that matter—and how
to communicate those ideas like professionals in the field. You’ll also build
skills in: Collaborative problem-solving evidence-based innovation, visual
communication and presentation, business modeling and implementation planning.
This document outlines the
key phases, provides an example memo, grading rubrics, and a description of
peer feedback requirements
Challenge Topics
Your team will choose one
of the following topics. Each topic includes a sample “How might we…” question
to guide your early research.
Sustainable Transportation
How
might we make sustainable transportation choices more appealing to UNCG
commuter students who live off-campus?
You'll investigate why many
students continue to drive alone despite having access to alternatives like
buses, carpools, or biking. Through interviews and observation, you’ll uncover
the real reasons—time? safety? convenience? habit?
Your solution might involve
new technology, behavior nudges, system redesigns, or policy tweaks.
Why
this matters:
Transportation is one of
UNCG’s largest sources of carbon emissions. Changing how students commute could
impact thousands of people and provide a scalable model for other
campuses.
Small Business Innovation
How
might we help small, local businesses in Greensboro compete with large chains
by leveraging AI or digital tools they can actually afford and use?
You’ll speak with local
business owners to understand why many are losing customers to Amazon, Target,
and other chains. It’s rarely just about money. Maybe it's time. Maybe it's
fear of tech. Maybe it’s not knowing where to start.
Your solution should be
usable by someone with limited time, budget, or tech comfort—and still powerful
enough to create value.
Why
this matters:
Small businesses employ
nearly half of Greensboro’s workforce and shape the identity and resilience of
the community. Helping them innovate sustains jobs, families, and
neighborhoods.
Telehealth & Human Connection
How
might we make virtual healthcare visits feel more personal and trustworthy for
elderly patients who are uncomfortable with technology?
Many older adults avoid
telehealth visits—even when it would save them time, travel, or money. But
what’s really missing for them? Emotional trust? A human voice?
Simplicity?
You’ll explore how virtual
care can be reimagined to build comfort, reduce confusion, and restore
connection.
Why
this matters:
An aging population needs
accessible, reliable care—but telehealth systems are often not designed with
empathy or inclusion in mind. This is a chance to rethink healthcare at the
human level.
Phase 1 – Problem Discovery & Search
Due by 11:59 PM ET on September 28th
Worth 25% of Project Grade
Deliverables:
·
2-page
business memo
·
Evidence
of at least 3 stakeholder interviews
·
Attachments
(see below)
Memo Assignment Description
Your goal in this phase is
to deeply understand the challenge space you've chosen. You’ll investigate the
core problem, identify key stakeholders, explore what’s already been tried, and
uncover where innovation might create value.
This phase is about
searching—not for answers, but for insights. You will submit a professional
memo summarizing your work and attach supporting materials.
Required Memo Sections (use these headings):
1. Executive Summary
2. Key Insights from Research
3. Innovation Opportunity
4. Next Steps / Open Questions
5. Attachments Summary
Memo Formatting Requirements
Length: 2 pages max (not including attachments)
Format:
·
Times
New Roman, 12 pt font
·
1.5
line spacing
·
1-inch
margins
·
Submit
as Word (.docx)
·
Include
AI Use Statement
Required Attachments
Attachments
should be clear, labeled, and easy to read.
|
Attachment
|
Description
|
|
A.
Interview Evidence
|
Number: Minimum 3 interviews
Length: Aim for 10–20 minutes each. Shorter
conversations are fine if they yield useful insights, but avoid one-sentence
answers.
Format: Interviews can be in person, by phone, or
via video call.
Recording/Notes: If possible, record audio (with
permission) to ensure accuracy. At a minimum, take detailed notes during the
interview.
Submission: Include in your attachment:
·
A
table listing each interviewee’s role/title (no names), interview date, and
2–3 key quotes or insights.
·
Any
observation notes or supporting materials that help illustrate findings.
No
full transcripts are required—only the most relevant, concise excerpts.
|
|
B.
Any other relevant documents
|
Observation
notes, stakeholder maps, screen captures, etc.
|
