PD4151 Creativity and Innovation Syllabus:

PD4151 Creativity and Innovation Syllabus – Anna University PG Syllabus Regulation 2021

COURSE OBJECTIVES:

1. Applying the principles of essential theory of creativity in new product design and development.
2. Applying the principles of various methods and tools for creativity in new product design and development.
3. Applying the design principles of creativity in new product design and development.
4. Applying the various innovation principles and practices in new product design and development.
5. Applying the principles of innovation management in new product design and development.

UNIT I INTRODUCTION TO ESSENTIAL THEORY OF CREATIVITY

Directed creativity: The Need for Creative Thinking in the Pursuit of Quality -Essential Theory for Directed Creativity: Definitions and the Theory of the Mechanics of Mind; Heuristics and Models: Attitudes, Approaches, and Actions That Support Creative Thinking.

UNIT II METHODS AND TOOLS FOR CREATIVITY

Three basic principles behind the tools of directed creativity – Tools that prepare the mind for creative thought – Tools that stimulate the imagination for new idea – Development and action: the bridge between mere creativity and the rewards of innovation – ICEDIP: Inspiration, Clarification, Distillation, Perspiration, Evaluation and Incubation – Creativity and Motivation

UNIT III DESIGN AND APPLICATION OF CREATIVITY

Three levels of emotional design: Visceral, Behavioral and Reflective – Process design, reengineering, and creativity – Creativity and customer needs analysis – Innovative product and service design – Creative problem solving and incremental improvement.

UNIT IV INNOVATION PRINCIPLES & PRACTICES

Methods of Creativity Activation: Morphological Box – Requirements for Inventive Problem Solving – Altshuller’s Engineering Parameters– Altshuller’s Inventive Principles– Altshuller’s Contradiction Matrix Algorithm.

UNIT V INNOVATION MANAGEMENT

Disruptive Innovation Model – Two Types of Disruption – Three Approaches to Creating New- Growth Businesses – New Market Disruptions: Three Case Histories – Product Architectures and Integration – Process of commoditation and de-commoditation – Two Processes of Strategy Formulation – Role of senior executive in leading new growth: The Disruptive Growth Engine.

COURSE OUTCOMES:

Upon completion of the course, the students will be able to
1. Apply the principles of essential theory of creativity in new product design and development.
2. Apply the principles of various methods and tools for creativity in new product design and development.
3. Apply the design principles of creativity in new product design and development.
4. Apply the various innovation principles and practices in new product design and development.
5. Apply the principles of innovation management in new product design and development

REFERENCES

1. Clayton M. Christensen Michael E. Raynor,” The Innovator’s Solution”, Harvard Business School Press Boston, USA, 2013
2. Donald A. Norman,” Emotional Design”, Perseus Books Group New York , 2004
3. Geoffrey Petty,” how to be better at Creativity”, The Industrial Society 1999
4. Rousing Creativity: Think New Now Floyd Hurr, ISBN 1560525479, Crisp Publications Inc. 1999
5. Semyon D. Savransky,” Engineering of Creativity – TRIZ”, CRC Press New York USA 2003.