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Faculty of Business and Law

Assignment Brief Mode E and R Regulations

Module Title: Project Management Assignment Number Coursework

for Business

Module Code: 6012SSL Assignment Title DigInnovate Digital Innovation

Project

Module Leader: Dr Ambi Ambituuni Assignment Credits 10

Release Date: 11-02-2021

Submission Tuesday 6th- April,

Date/Time: 2020
at 18:00 UK time

Submission Submission through

Time and Place: Turnitin ONLY

Assessment Information
This assignment is designed to assess learning outcomes 2, 3 and 4:
2. Evaluate current issues in project management and its application in the business environment.
3. Critically evaluate and apply different tools and techniques used in project management.
4. Critically assess the impact of hard and soft skills on the management of a variety of different projects.

This module is dually accredited with the CMI unit 513 Managing projects to achieve success with the
following learning outcomes:

1. Understand the role of projects in delivering organisational strategy

2. Understand processes for initiating, planning and managing projects
3. Understand the factors which contribute to effective project management

This assignment is an individual assignment. The word count is 2,000 words total. There will be two parts to
this submission + 300 words reflection

Read Carefully:
Those students who have failed their normal (first) attempt, and have received feedback from the marker,
are now in a position to do the re-work of their assessment. Hence, you are required to improve upon your
initial submission and write a 300 word reflection on what you have improved and what you have learned
from it.

Company Profile
A large digital innovative conglomerate called DigInnovate limited wishes to examine a number of potential
digital projects. Each project is to be ranked according to its feasibility, measured by the ability to adhere to a
number of corporate objectives. DigInnovate is a UK company based in Coventry looking to also extend its
investment in South Africa and Nigeria. Some of its already existing products include: televisions, mobile
phones, video games, and digital audio speakers. The company has been enjoying a steady growth in the sales
of these products and last year it generated a revenue of £7 billion with a 17% profit margin.

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The overriding objective of the company is to be a global leader in the production of modern digital technology
from the perspectives of innovation, creativity, connectivity and profitability.

There are five proposed digital projects which is to be judged against the strategic corporate objectives of the
company and the conglomerate will commission only 1 (one) of these projects.

The corporation has three “must have” strategic objectives as listed below. These objectives are determined
by the company executives and in line with shareholder expectations of ethical, responsible and profitable
business outcomes and comply with the oranisation’s strategic aims.

1. The selected project must need to meet legal, safety and environmental standard.
2. The selection projects must have the ability to remain compactable with existing product from the
perspectives of functionality and connectivity.
3. The selected project should not have an adverse effect on a current or planned operation within the
larger community.
The third objective is in reference to the conglomerate’s strategic plan to expand in South African and Nigeria,
hence the need to maintain a neutral political position.

“Want” strategic objectives are assigned relative importance by top management. Mapping of all project will
adhere to the already established weighting for their relative importance. Want objective are not critical to the
company's mission and are as follow:
1. The project product will have the potential to be nominated for and win a digital. product of the year in
the UK Digital Experience award.
2. Attract and create a strong media attention.
3. Generate additional revenue such through enhanced functionality and connectivity with existing
products.
4. Raise public consciousness about environmental issues.
5. General ROI in excess of 18 percent and a one-year time to market.
6. Advance the state of the art in digital innovation.
7. Provide the basis for the developments of a new digital products.

Project Proposals

Project Proposal 1: Digitally Connection Halogen Bulb

A high energy consuming halogen bulb with connectivity portal to mobile phones. The smart bulb will be
designed and produced to be compact, much brighter, have better color representation, and feature control
apps. The project is expected to deliver a ROI of 35% and will have a 2 (two) year time to market with £300k
budget.

Project Proposal 2: Smart Autonomous Car

A green manufactured and operated autonomous energy efficient electric car with smart radar sensors to
perceive their surroundings. The car will be enabled with active safety systems including systems to provide
electronic blind-spot assistance, crash avoidance, emergency braking, parking assistance, adaptive cruise
control, lane-keep assistance, lane-departure warning. The car will also be equipped with smart connectivity
features that will allow connections with other products such as mobile phones, LED Road Flares and other
voice enables products. On demand, customer can ask for additional product such as smart watch, phone and
tablet which can all be connect to the car. The project is expected to deliver a ROI of 23% and will have one-
year time to market with £1.3m budget.

Project proposal 3: History and Social Connect App

A history and social connect app with a potential RIO of 27% and a 3-month time to market prospect with £30k
budget. The app will include features that will prompt social inclusivity. It will also include features that remind
users of the consequences of racism drawing from the Nazi rule, British colonization of Nigeria and the
Apartheid in South Africa. Apartheid was a system of institutionalized racial segregation that existed in South
Africa. The app will be aimed at provoking discourse for social-political change.

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Project Proposal 4: DigInnovate Home AI.

A virtual assistant AI technology Called DigInnovate AI which will be support by the DigInnovate Echo smart
speakers. It is capable of voice interaction, music playback, setting alarms, streaming podcasts and
audiobooks, and providing weather, traffic, sports, and other real-time information, such as news. DigInnovate
can also control several smart devices using itself as a home automation system. The project is expected to
deliver a ROI of 15% and will have a 13-month time to market with £150k budget.

Project Proposal 5: DigInnovate Smart Door Bell.

A Smart doorbell that contains a high-definition but energy consuming camera, a motion sensor, and a
microphone and speaker for two-way audio communication. It integrates with an associated mobile app,
which allows users to view real-time video from the camera, receive notifications when the doorbell is rung,
and communicate with visitors at the door via the integrated speaker and microphone. It is also capable of
operating as a surveillance camera, and can automatically trigger recordings when rung, or when its motion
sensors are activated. The project is expected to deliver a ROI of 19% and will have a 9-month time to market
with £73k budget.

Your task
Part One 1a- Project Selection
As a member of the strategic project selection team you are to evaluate each of the submitted proposals, the
task is to rank each submission according to the corporate objectives, and to select a project to be
commissioned by the company using the project selection tool in Appendix 1.

Part 1b- Project Justification and Evaluation of Required PM Skills

Using credible and appropriate project management theories and literature, (i) critically justify your selected
project showing how this aligns with the strategic organizational objectives of DigInnovate Limited, and (ii)
propose both hard and soft project management skills that will be required to deliver this project.

Part 2- Project Initiation document (PID)

Following your project selection, DigInnovate limited has appointed you to manage the project. Your project
management task begins with the development of a PID, drawing on appropriate project management theory
and frameworks, to present to the Project Sponsor. In delivering the project, the project sponsor has asked
you to develop a prototype product, test run the prototype for both functionality and quality, establish a
manufacturing system for the new product, and organized a product launch event.

The environmental impact assessment of all the project proposals have been completed and all budgets have
been reviewed and provisionally approved. A market research has also been conducted for all proposals.

The PID should consider the following aspects of the project:

1. The project scope statement, including a Work Breakdown Structure (WBS)
2. The project schedule including a Gantt chart and project milestones.
3. An initial assessment of stakeholders (minimum 8) by identifying, analysing, planning and providing
recommendations on how these stakeholders should be managed to maximize the chance of achieving
the project objectives.
4. An initial assessment of risks (minimum 8) presented by the project and the response strategies propose
5. A clear evaluation of the factors which will lead to project success.

NOTE
You are required to research and apply project management theories and literature in order to successfully
complete this assignment. In order to pass, you will need to use a minimum of 15 separate sources, including
a minimum of 5 textbooks and/or scientific journal articles. DO NOT copy the research article without
providing critical and academically sound analysis. The use of theories and literature must be evidence
across both parts 1 and 2.

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Report recommended structure: (Part 1 -800words, Part 2- 1200 words)

Your assignment should be presented as a report, using the following structure:

Part 1a- Project Selection

In this section you are required to evaluate each project proposal against DigInnovate’s organizational
objectives using the project selection tool.

Part 1b- Project Justification and Evaluation of Required PM Skills

i. Provide a critical justification of the selected project using appropriate and credible project management
theories and literature
ii. Provide strong argument (backed with credible literature) on both soft and hard project management
skills required to successfully deliver the selected proposed project.
Part 2- Project Initiation Document (PID)
1. Introduction
2. Project scope statement (including inclusions, exclusions, assumptions, objectives, deliverables and
constraint, and a WBS)
3. Project schedule with a Gantt chart and milestones
4. Project stakeholder assessment
5. Risk management – threats and opportunities assessment
6. A clear evaluation of project success factors

Reference list

Criteria for Assessment

This table details the weightings of the five criteria by which your work will be assessed.

Criteria Proportion of overall

module mark
Part One
(1a) Project Selection: Clearly linked the selected project with the “must and
want” strategic objectives using the project selected tool provided- 15%

(1b)- Project Justification and Evaluation of Required PM Skills: Drawing on a

minimum of 5 credible academic sources:
i. Provide a critical justification of the selected project using appropriate 30%
and credible project management theories and literature- 10%

ii. Provide strong argument (backed with credible literature) on both soft
and hard project management skills required to successfully deliver the
selected proposed project- 5%.
Part Two
Project Initiation Document (PID): Drawing on appropriate PM tools and techniques 55%
supported by relevant and credible literature develop:
1. Scope and WBS – 15%
2. Project schedule – 10%
3. Stakeholder management plan – 10%
4. Risk management plan – 10%
5. A clear evaluation of project success factors - 10%

NOTE: You must draw on a minimum of 10 credible academic literature to support

the application of project management tools and techniques.
Accurate citations and referencing 5%
Overall
Clarity and credibility of proposal 10%

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Total 100%

Word Count
The word count is 2000 words

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the
word limit by 10% or more.
The word limit includes quotations and citations. Tables, figures, appendices and the final references list are
omitted from the overall word count. You must state the number of words used on the front cover of the
assignment.

How to submit your assessment

The assessment must be submitted by 26-10-2020 at 18:00 UK time. No paper copies are required. You can
access the submission link through the module web.

• Your coursework will be given a zero mark if you do not submit a copy through Turnitin on your Aula
space. Please take care to ensure that you have fully submitted your work.
• Please ensure that you have submitted your work using the correct file format, unreadable files will
receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised
by the module leader.
• All work submitted after the submission deadline without a valid and approved reason (see below) will be
given a mark of zero.
• The University wants you to do your best. However we know that sometimes events happen which mean
that you can’t submit your coursework by the deadline – these events should be beyond your control and
not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks,
or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for
example, to the resit period following the main Assessment Boards). You must apply before the deadline.
You will find information about the process and what is or is not considered to be an event beyond your
control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism checking
websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up your
coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that
you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to
copy from another source without acknowledging that it is someone else’s writing or thinking. This includes
using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of
others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure,
please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by
completing the Good Academic Practice quiz available.

Self-plagiarism or reuse of work previously submitted

You must not submit work for assessment that you have already submitted (partially or in full), either for your
current course or for another qualification of this and any other university, unless this is specifically provided
for in your assignment brief or specific course or module information. Where earlier work by you is citable, ie.
it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted
concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot
gain credit for the same work twice.

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The University VLE includes a plagiarism detection system and assessors are experienced enough to recognise
plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large
sections from a book or the internet are examples of plagiarism and carry serious consequences. If you are a
business student and joined Coventry University in September 2020 or later please use APA 7th edition
referencing, if you joined prior to this date you may use APA or the existing Harvard Reference Style (Coventry
version) that you are familiar with. Law students should use OSCOLA. Please be consistent in the referencing
style that you use and use it correctly to avoid a case of plagiarism or cheating being brought. If you are
unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you within 10 working days. If for any reason there is a delay
you will be kept informed. Marks and feedback will be provided online, in class and face to face. As always,
marks will have been internally moderated only, and will therefore be provisional; your mark will be formally
agreed later in the year once the external examiner has completed his / her review.

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Appendix 1: Project selection tool.

Must Objectives Must meet if applicable Project proposals

meet legal, safety and environmental Yes= Y 1 2 3 4 5
standard No= N
Not applicable= N/A
have the ability to remain Yes= Y
compactable with existing product No= N
from the perspectives of functionality Not applicable= N/A
and connectivity.
not have an adverse effect on a Yes= Y
current or planned operation within No= N
the larger community. Not applicable= N/A

Want Objective Relative Single project WS* WS* WS* WS* WS*
importance impact
1-100
have the potential to be nominated 60 0=No Potential
for and win a digital. product of the 1= Low potential
year in the UK Digital Experience 2=High potential
award.
Attract and create a strong media 10 0=No Potential
attention 1= Low potential
2=High potential
Generate additional revenue such 20 0=No Potential
through enhanced functionality and 1= Low potential
connectivity with existing products 2=High potential
Raise public consciousness about 55 0=No Potential
environmental issues. 1= Low potential
2=High potential
General ROI in excess of 18 percent 70 0<18%
and a one-year time to market 1= 18-22%
2> 22%
Advance the state of the art in digital 40 0=No Potential
innovation. 1=Low potential
2=High potential
Provide the basis for the 10 0=No Potential
developments of a new digital 1= Low potential
products. 2=High potential

Total Weighted score

Priority
Adapted from Gray and Larson (2007). WS*= Weighted average score

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