| Module Code: | BMA5000 |
| Module Title: | Creativity for Business |
| Assignment: | S2. Individual Report (60%) |
| Word Count: | 3000 words (+/- 10%) |
| Referencing Convention: | Harvard Referencing |
| Submit via: | Turnitin on VLE |
| Submission Deadline: | 8th October 2026 by 23:59pm |
| Module Leader: | Joelinne Wamba (j.wamba@bathspa.ac.uk) |
| Assessment Brief 2 |
| Assessment Brief 2 |
|
Introduction and Rationale
This assessment provides you with an opportunity to demonstrate your understanding of what creativity is and why it is important for organisations. It also allows you to show that you can analyse and report on secondary information and data, and use this data to inform your arguments for why creativity is important in the workplace.
The purpose of your report is to · Explain what creativity is · Why creativity is important to organisations.
That is, why should organisations try to be creative and encourage creativity within their employees? What benefits would this bring to the organisation?
Assessment Guidance Your report should cover the following:
1. Abstract A summary of the report.
2. Introduction Introduce the topic and why it is important. That is, why the reader should be interested in reading the rest of the report. ‘Set the scene’ and provide contextual and background information.
3. Literature Review
This section should focus on academic literature and theory. Your chosen organisation will be analysed later in the Data Analysis section. · Defining creativity Explain to the reader what creativity is. Provide a referenced definition. You may want to discuss how this definition is the same as, or different to, some of the many other definitions of creativity. · What the literature says: reasons why creativity is important for organisations (critical analysis) This will be one of the biggest sections of your report, if not the biggest section. You are welcome to use subheadings within this section. Use this section to discuss some of the reasons why creativity is important for organisations (e.g. because it enables them to create new products/services). You do not have to discuss all the reasons why creativity is important: it is better to discuss fewer topics in more depth than discuss many topics with very little or no detail. Use good quality sources to reference your arguments (compare different viewpoints from authors, theories and real-world examples).
4. Research Approach and Methods: Case study and secondary data (reasoned justification +/- of methods used) Method (how you collected the data) This report should use secondary data, which involves collecting existing information from sources such as:
You should explain:
You should also provide a reasoned justification, discussing: Advantages, for example:
Limitations, for example:
5. Data Analysis – What your data says: Case study analysis (reasoned justification +/- of methods used) You are expected to: Identify and explain the method of data analysis For example, you may use:
You should: Present and explain your findings Explain what your secondary data revealed about creativity in your chosen organisation. This may include:
You must:
Appendices are optional but may be used to present supporting materials such as summary tables of sources.
6. Conclusion (Reflection – did you answer why creativity is important in organisations?) In this section, you should:
You should base this conclusion on:
You may also briefly reflect on:
7. References Follow Bath Spa’s referencing guidelines for your reference list. Pay particular attention to using only good quality sources.
Notes
Your report will be capped at 40% if you submit it after the deadline, unless you have an extension. Extensions are granted only in the case of documented illness or other serious problems. Such extensions must be obtained before the submission date from Module Leader, and the work must be submitted by the agreed extension date. Work submitted up to one week late without an agreed extension will receive a maximum mark of 40%. Any coursework submitted more than one week late will not be marked and will receive a zero grade. For Extenuating circumstances, students should apply on My Services. |
| For all policies regarding the submission of your work please refer to the Programme and Key information available on VLE. |
Reading
The core text for this module is:
- Sawyer, R. (2012), Explaining Creativity: The Science of Human Innovation. Oxford: OUP.
Other reading:
- Brown, T. (2009), Change by Design: How Design Thinking Transforms Organisations and Inspires Innovation. New York: Harper Collins.
- Greetham, B. (2016), Smart Thinking: How to Think Conceptually, Design Solutions and Make Decisions. Palgrave: London.
- Saunders, M.N.K., Lewis P. & Thornhill, A. (2022), Research methods for business students, (8th edition). Pearson.
Assessment 2 Grading Criteria: Individual Report
| Criterion | Failed attempt
0-39% |
Satisfactory attempt
40-49% |
Sound attempt
50-59% |
Good attempt
60-69% |
Excellent attempt
70-84% |
Outstanding attempt
85-100% |
| Understanding
20% |
Doesn’t answer question; Very limited; Highly descriptive; little, if any, analysis. | General knowledge demonstrated but mainly descriptive. | Some evidence of evaluative thought. | Developed analysis; Evidence of some reading beyond the core topics. | Evidence of thorough understanding; Good level of evaluation; Evidence of a good amount of reading beyond the core topics. | Full understanding; Critical throughout; Original argument; Evidence of extensive reading beyond the core topics. |
| Depth of knowledge
25% |
Inappropriate resources used; All key literature missing. | Sparse range of resources used; Resources mainly poor quality. | Appropriate range of reading evident; Mixed quality of resources; Limited use of resources. | Resources mainly of high quality: Resources well used. | Awareness of wider issues; Comprehensive range of resources used, all of high quality; Some evidence of critical engagement. | Extensive range; Insightful; Consistency critical engagement of resources. |
| Structure
15% |
Disorganised; unclear; entirely lacking structure. Loose ends. Unacceptably brief. | Satisfactory structure but some sections unclear. | Coherent; Clear throughout. | Logical throughout; Well organised; Well developed. | Integrated. Verry well structured and focused. Clear and fluid style. | Outstanding structure. Entirely focussed. Compelling arguments made throughout. |
| General requirements
English 15% |
Much incomprehensible. | Comprehensible. Written in third person. | Minimal grammatical, spelling & syntax errors. Proper paragraphs. Some structure. | No errors. Concisely written. Structure evident throughout. | Varied, engaging prose. Structure evident to sentence-level & substantially aids clarity. | Immaculate prose of publishable quality. |
| Presentation Format
15% |
Messy, gaudy presentation, and/or a lack of colour where this is required for clarity. | Generally consistent styling with some errors. | Good use made of headings. Consistency applied to headers/ footers, etc. | Several ‘levels’ of heading using with clearly defined styles. | ‘Clean’, professional, consistent styling. | Immaculate presentation akin to large corporates’ quality. |
| Referencing
10% |
Neither in-text or post-script list of references correct (in convention used and/or format). | Either in-text or post-script list of references correct. References are traceable. | Both forms substantially correct; List of references alphabetised. | Referencing wholly correct; Multiple papers from single year dealt with correctly. | Referencing doesn’t interfere with flow of prose. | Immaculate referencing. |
Qualities for sound, good, excellent, and outstanding classifications include all lower classification qualities.
Use of Artificial Intelligence (AI) Tools
All assessments permit the use of established assistive AI tools for spelling, punctuation and grammar (e.g. Grammarly, spellchecks, autocorrect).
For this assessment task, you are permitted to use additional generative AI tools.
- While preparing this assessment, you can then use digital creative platforms to help you gather data from your guest speakers and to assist you in grouping the information into themes. Please note that the generated output itself is not the goal of the task; you will need to answer the assessment brief by analysing/creatively developing your work beyond the output. Your use of these types of AI tools must be acknowledged in an appendix as set out below.
- While preparing this assessment, you may use text-generating in the early phases of planning your submission, but you may not generate the majority of the submission using these tools. Your use of these tools must be acknowledged in an appendix as set out below.
The Bath Spa University Academic Misconduct Policy emphasises the need for academic integrity at all times. This means that you are expected to be honest in your studies, acknowledging the work of others where appropriate and giving credit where you have legitimately used ideas from other sources, including through Artificial Intelligence tools, as part of presenting your own work
In addition to referencing books, literature and other academic sources, if you use any generative AI tools at any stage of your assessment, include the following information as an appendix at the end of your piece of work:
- Name the generative AI tool(s) you have used and summarise how you have used them. For example (select all that apply):
- I acknowledge the use of <insert name(s) and url> to generate information for background research.
- I acknowledge the use of <insert name(s) and url> at the drafting stage of the writing process with the creation of an outline structure for this essay.
- I acknowledge the use of <insert name(s) and url> to identify improvements in the writing style.
- I acknowledge the use of <insert name(s) and url> as an information source to generate materials that were included within my final assessment in my own words.
- I acknowledge the use of <insert name(s) and url> to create the images included in this presentation.
- No content generated by AI technologies has been presented as my own work
- Provide a reference: generative AI source(s) must be acknowledged through appropriate referencing, as you would any other literature or sources of information whether paraphrasing or quoting. com offers guidance on how to cite generative AI sources using the Harvard referencing system.
Extensions and Deferrals
Details about applying for a short-term extension, or a longer term deferral due to exceptional circumstances are available on the BSU website.
To get a high quality, Plagiarism and AI free solution, customised just for you, please contact us on +254716353533
