Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2019-2020 (archived)

Module BUSI4Q915: Building Customer Insights

Department: Management and Marketing

BUSI4Q915: Building Customer Insights

Type Tied Level 4 Credits 15 Availability Available in 2019/20 Module Cap None.
Tied to G5K709


  • None


  • None

Excluded Combination of Modules

  • None


  • To introduce the students to the development, drivers, and trends of approaches of innovation based on Information and Communication Technologies (ICT).
  • To provide students with a critical understanding of the key theories of ICT-based innovation.
  • To identify the critical challenges for organisations that initiated or adopted Ict-based innovation to create value


  • Recent progress of ICT
  • Types of ICT-based innovation
  • ICT-based innovation strategy
  • Business model generation for new ICT-based products
  • Design and development of new ICT-based products
  • Ethical and security implications of ICT

Learning Outcomes

Subject-specific Knowledge:
  • Upon successful completion of the module, the students will:
  • Have a critical understanding of the process of ICT-based innovation, the drivers, trends and barriers
  • Have a detailed understanding of the role of ICT-based innovation as a game changer in terms of creating new products or markets
Subject-specific Skills:
  • Upon successful completion of the module, the students will:
  • Be able to critically examine current and future social and business trends to identify potential opportunities for ICT-based innovations
  • Be able to analyse and critically evaluate the organisations that are leading in ICT-based innovation
  • Be able to identify the underlying drivers and future trends in ICT-based innovations
Key Skills:
  • Effective written communication
  • Planning, organising and time management
  • Problem solving and analysis;
  • Interpreting and using data
  • Making effective use of communication and information technology

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Learning outcomes are met through classroom-based workshops, supported by online resources. The workshops consist of a combination of taught input, groupwork, case studies and discussion. Online resources provide supplementary material for the workshops – typically consisting of directed reading and video content.
  • The formative assessment consists of classroom-based exercises involving individual and group analysis of specific business situations/problems, simulation exercises and business games relevant to the learning outcomes of the module. Feedback will be given as appropriate.
  • The summative assessments are an individual presentation and an individual written assignment based on a specific topic or scenario in technology innovation. These are designed to test students’ skills in problem identification, their theoretical understanding, and their ability to analyse the situation in order to categorise the potential solutions.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops (a combination of taught input, groupwork, case studies and discussion), timetabled in blocks 24
Preparation, reading and other independent study 126
Total 150

Summative Assessment

Component: Coursework Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment 1500 words 50%
Individual presentation 5 minutes 50% Individual Video Presentation (5 minutes)

Formative Assessment:

A range of formative assessment methods will be used, including case study based exercises, group presentations and group discussions, simulation exercises and business games designed to prepare students for the summative business report. Oral and written feedback will be provided on an individual and/or group basis as appropriate.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University