7ENTP004W Creativity and Innovation Management CW2 – SOES Assessment Brief Semester 1, 2025/202

WESTMINSTER BUSINESS SCHOOL SCHOOL OF ORGANISATIONS, ECONOMY, AND SOCIETY

Module title: Creativity and Innovation Management
Module code: 7ENTP004W.1
Assessment title: CW2 – individual Coursework: Critical Evaluation Report with book review and reflection
Assessment weighting: 50%
Assessment deadline: Thu 11th Dec 2025 before1pm
Submission method: Blackboard or Turnitin
Date and form of feedback: 13th January 2026, feedback will be made available on Blackboard Turnitin.

Assessment format: Report – reflective writing with elements of report formatting.
Word limit or Length of presentation: 2,500 words (excluding cover sheet, table of contents and reference list).

Semester 1, 2025/2026

7ENTP004W ASSESSMENT BRIEFING

The Assessment

The module concludes with a final written report (2,500 words) which is designed to explore in depth the main properties of creativity and innovation management, in the context of team entrepreneurship which the student completed and link this experience to the learning outcomes.

You are to write a piece of critical reflection on your team working including working under pressure during the module, your experience during the business challenge and how you bring creativity and innovation into practice and use the following notes to guide your writing:

• Make sure you understand principles of reflection from lectures and readings.
• In the body of your report, explain what each concept means, in your own words, to prove that you understand it. Then go beyond explanation of the concept to provide a brief argument of application, analysis, or evaluation, using your experiences as a researcher and learner as evidence to elaborate on the idea. You should use Critical Incident Technique (see below) here to show specific and significant learning.
• When you are evaluating and putting your professional/personal development plan together, please remember:
• Ensure that your objectives are SMART. This way you will include exactly what you wish to do, how, and when. E.g. if you want to network more, it is not good enough to just say, “I will” but tell us which one(s), why and when you will do this. These are plans for action for yourself.
• Be realistic. Think about improving and developing yourself given your learning for the next 3 months at least.
• You can quote or paraphrase from earlier reflections if they are relevant to making your point; but do not just speak through them. Re-frame them by introducing them or commenting on them further as part of this new paper. If you use your own former writing, cite yourself using Harvard style (author, year & date posted, report #) but do not include the item in the reference list because it is not public.
• Frame the body with a brief introduction and conclusion that engage in a degree of synthesis and “big picture” thinking to unify your report and contribute new insights.
• Include correct references using Cite It Right and do not exceed 2500 words.
• In addition to the references that you use in your work, choose one book to read that is most relevant to your challenges and areas of development. Use this book to further answer the following questions:
• What have you learned from the book that you can apply to further develop yourself?
• How do you plan to apply it and by when?

You should use report format and let the marking scheme be your guide. Please remember that the exec summary, and references do not count towards your word count. Diagrams, charts and tables also do not have a word count.
Appendices are not permitted. You must use Tahoma font and use 12 pt. minimum.

Critical Incident Technique and Reflective learning model:

i)When describing your critical incident (date, time (if this is particularly useful?), situation, environment), please BE CLEAR as to what it is! A short sentence will suffice but be clear. You will need to choose only ONE reflective learning model to use in application (for your two critical incidents). You do not gain more points for choosing a separate for each incident – this is more confusing for yourselves and the reader. You may want to include a point as to why you have chosen that particular model to use. This is ‘insight’ from yourselves showing wider reading.

Remember, a critical incident can be either a negative or positive experience.

ii)You can be very insightful throughout the reflective learning model. E.g. when you reach the evaluation / analysis / action stages, this is where a bit of reading will go a long way. Here you should find out ‘why’ such an incident occurred in the first place (insightful reasons with references) and what can be done next time, that is within your control (further research and maybe a possible opportunity for you to practice this? Again, some further research into how to ‘practice’ your own entrepreneurial learning from this particular incident.

Indicative Structure:

Cover page – include your full details, module code, module name and module leader
Executive summary – short summary of your findings. About two short paragraphs. Ensure that you write this when you have completed your work and include your main findings only. It is not an introduction (an introduction tells us what you are going to be writing about)

Contents Page – list of headings / subheadings. Ensure you include corresponding page numbers and that you have page numbers throughout your work.

Introduction – what are you going to be discussing in this report? Two sentences are sufficient.

Critical Incidents:

a.Critical incident and reflection 1: Identify your first critical incident by going straight into using one of the reflective learning cycles to describe it and explain what happened etc and include relevant theories or research to help make sense of what happened, why and what next.
b.Critical incident and reflection 2:    Same as above but for another critical incident.
Book Review – this is any additional learning from any source of your choice (book, text, Ted Talk, etc) and answer:

• What have you learned from the book that you can apply to further develop yourself?
• How do you plan to apply it and by when?

Action Plan – separate from the above to show us what you plan to self-improve and/or self-develop. You can use the following as a guide but any example of a personal development plan you can find to structure this is fine:

Action points/SMART OBJECTIVE	Resource/link	To be achieved by when (give date)
1
2
3 etc..

Reference List – ensure you use Cite It Right for correct referencing style.
Appendices – there should be no appendices.
-Please see Blackboard for further sources to help you with this assessment.

A link to your video assessment brief for this assessment is available on Blackboard

LEARNING OUTCOMES ADDRESSED:

1. Critically and objectively evaluate participative learning through personal reflections as an individual member of a creative and diverse team through reflective practice.
4. Creatively embed authentic learning approaches throughout the learning process linked back to class experiences, wider reading, networking and opportunity recognition and exploitation.

ASSESSMENT CRITERIA

The assessment criteria and weightings show you what is important in the assessment and how marks are shared across each criterion. When you are completing your assessment remember you need to fulfil the brief and the assessment criteria below.

Marking Criteria	Weight	Items Description
Summary of new learning	25%	o Honest, self-critical review of learning with respect to all aspects of the moduleo Include critical incidents (with dates) andparticular learnings working under pressure
Use of supporting Literature	25%	o Personal account that is informed by insights fromreading/theoryo Accurately referenced
Quality of Reflection and development plans	40%	o Effectiveness of reflection highlighting further development required as a creative team entrepreneur and as personal developmento Ability to critically evaluate the implications of the findingso Effective and achievable plan to achieve personal objective including time scales – use SMART objectives to structure your plan.
Quality of Report	10%	o Logical structure including use of headings and subheadingso Clear and concise executive summary
TOTAL	100%

CW2 – Individual Critical Reflective Report

Criterion For individualcoursework		Fail	Marginal Fail	Pass	Merit	Distinction	Distinction
	Weight	0-39	40-49	50-59	60-69	70-79	80-100
Summary of new learning	25%	No evidence to suggest that any learning has taken place beyond the most basic principles. A wholly descriptive piece of work with no recognition of personal responsibility foroutcomes.	Limited evidence of new learning. Largely descriptive but some insights. Starts to recognise personal responsibility.	Evidence of new learning and recognition of personal responsibility. Starts to tie progress into creative innovationconcepts.	A critical piece of writing with clear insights tied into the team creativity and innovation management process.	Insightful honest appraisal of the journey with a clear timeline tracking failures and improvements.	Insightful honest and strong appraisal of the journey with a clear timeline tracking failures and improvements.
Use of supporting Literature	25%	Very little supporting material is used or drawn wholly and solely from the literature in the reading list. Limited relevance to the element of the report that it purports to support.	Limited supporting material used but does, to some extent, tie in with the report. No evidence of reading outside the prescribed material.	A good balance of material from literature. Some evidence of reading outside the prescription.	A good balance of material from literature. Evidence of reading outside the prescription. Clearly relevant to the area of the report where it sits.	Strong evidence of being widely, and appropriately, read. Has suggested a few additional number of sources that could usefully be added to the reading list.	Clear and strong evidence of being widely, and appropriately, read. Numerous external sources that could usefully be added to the reading list.
Quality of Reflection and development plans	40%	No serious self-awareness of personal impact and has little or no coherence. There are no clear goals, nor means of personal development.	There is recognition of what needs to be done to improve and for self- development, but there is limited recognition of how this might be achieved.	There is clear recognition of what needs to be added to the skills and there is recognition of how this might be achieved. However, the timelines are notwell defined nor is the end state.	There is clear recognition of what needs to be added to the skills and self- development and there is recognition of how this might be achieved. The timelines and how to judge progress are defined.	An insightful self- reflection on personal impact and development plan of action based on the recognition from the reflection. The suggested means of achieving this are well defined with reasonable timescales.	A clear, critical and insightful self- reflection on personal impact and development plan of action based on the recognition from the reflection. The suggested means of achieving this are well defined with reasonable timescales.
Quality of report	10%	Does not follow a report format and is poorly formatted that contains errors of spelling and grammar. Word count ignored.	May follow report format but is either poorly formatted, or contains spelling errors, or grammatical errors. Report doesnot comply with word count.	Follows report format and is professionally produced with clear evidence of proof reading. Word count used.	A thoroughly professional piece of work with no spelling or grammatical errors and which shows strong evidence of proof reading.	A thoroughly professional piece of work that is visually appealing and which has used the word count well. The writing style is crisp and effective.	A thoroughly excellent and professional piece of work that is visually appealing and which has used the word count well. The writing style is crisp, effective and professional