MBAX9132 Intrapreneurship - 2021

Intensive, Sydney CBD
Term 2
6 Units of Credit

Offering Selection
This course outline is for the current semester. To view outlines from other years and/or semesters, visit the archives

1. Course Details

Summary of Course

Organisations must increasingly innovate in order to survive and thrive. This course is designed for leaders who intend to apply their entrepreneurial spirit to innovating within established organisations, as well as for managers whose goal is to build and manage innovation processes in the organisation.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

This course is scheduled to be offered at our Sydney CBD Campus. At the time of publishing this Course Outline, it is not known whether this will be possible, due to COVID-19 restrictions.  

If it is not possible to gather together for the two Intensive weekends, we will offer the course asynchronously online in Moodle. This mode will be augmented by some synchronous online discussions on the days of the scheduled Intensive weekends. Attendance at these discussions will be optional and they will be recorded for students who are unable to attend. 

View course timetable

Course Policies & Support

Course Aims and Relationship to Other Courses

The course sets the stage for intrapreneurship with a top management perspective of organisational innovation and the importance of managing the tension between top-down and bottom-up approaches. Students will learn how to recognise and leverage the innovation advantages existing organisations have over start-ups, and how to evaluate and mitigate factors that work against innovation. Students will explore some of the world's most successful innovation companies (along with a notable failure) to contrast directed innovation models with under-the-radar 'stealth innovation'.

With this view of top-down innovation management as a foundation, the course then focuses on bottom-up intrapreneurial execution. Students will learn about their own 'innovator's DNA', and intrapreneurial best practices that combine innovation strategies, start-up thinking and entrepreneurial methods to accomplish organisational innovation in its many forms by practising human centred design (HCD) methods and tools.

Additonal Course Details

3. Staff Contact Details

Position Name Email Location Phone Consultation Times
Facilitator in ChargeMunib KaravdicSchool of Marketing, UNSW Business School0401 688 491As per agreement

The role of your Facilitator is to support the learning process by encouraging interaction amongst participants, providing direction in understanding the course content, assessing participant progress through the course and providing feedback on work submitted. Facilitators comprise academics and industry practitioners with relevant backgrounds.

You will be notified of your Facilitator's name and contact details in your class confirmation email sent by AGSM Experience. Details will also be available in the gallery section of your class Moodle site.

4. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

The learning approach has four main components:

  1. Learning from others - by studying online reading material and discussing it with each other in online forums
  2. Learning with others - by online teamwork to solve the problem
  3. Learning for action - by developing an individual intrapreneurship plan 
  4. Learning to collaborate remotely - students studying in online mode will do all of their teamwork online with supplied methods and tools; students studying in intensive mode will do some of their teamwork online.

The teaching approach focuses on providing guidance and directional advice for teamwork as well for the intrapreneurship plan.

Learning Activities and Teaching Strategies

Our program's Intensive delivery has been designed for practising Human Centred Design methods and tools and some aspects of the Blue Ocean Strategy. In normal circumstances, this means that participants conduct interviews and collect observations live during the Intensive weekends. However, due to COVID-19 limitations, we believe it is safer to do it online and complete interviews before the Intensive weekend at the end of Week 4.

This approach requires more agility from your team before the Intensive session in Week 4, which means that you need to:

  • determine which company and problem area you are going to take for your project
  • discuss target customers 
  • conduct interviews (6-8)

We will set up your groups in Microsoft Teams for you to do the work, and will provide more details in our introductory videoconference in Week 1. We will also provide a video with detailed instructions about conducting the research. Your facilitator will be available to clarify any questions.

Please also note the following.

Students intending to survey other people in the course of their studies, should be aware of UNSW Sydney advice quoted from here as follows:

  • The activities comply with any relevant privacy and/or confidentiality requirements. (e.g. a process of informed consent);
  • Relevant health and safety requirements are adhered to (e.g. ... personal safety procedures, interview protocols etc.);
  • Information will not be disseminated or published for a research purpose;
  • Participants from a vulnerable population are not the focus of the project (as outlined in section 4 of the National Statement on Ethical Conduct in Human Research, 2015);
  • The project does not aim to explore contentious or sensitive topics.
  • There is no potential for participants to be exposed to harm as a result of the project including physical, psychological, social, economic or legal harm.


To ensure that participants give informed consent, students should also ensure that participants:

  • are informed how their responses will be used
  • understand that they can withdraw from participating, or withdraw their responses, at any stage prior to finalisation of the project.

Course Structure

Unit 1: 'An introduction to intrapreneurship underpinned by human centred design' (HCD), shows how HCD is a key driver of corporate innovation. This Unit will also give an overall picture of the course and the best approach to take across the term.

Unit 2: 'Innovation management' discusses this component of the intrapreneur's role, which will help them to navigate a path for the innovation strategy through an established organisation, from strategic planning to market launch.

Unit 3: 'Blue ocean strategy' (BOS) covers essential parts of BOS that are highly relevant for both intrapreneurship and building concepts using human centred design. 

Unit 4: 'The intrapreneurship ecosystem' explains at a high level the elements of this ecosystem.

Unit 5: 'Ten types of innovation' covers how to achieve a broader reach of innovation through this framework. The more types of innovation the company incorporates, the more successful its innovating is likely to be.

Unit 6: 'Crowdsourcing innovation' discusses how organisations can engage their employees and the public in searching for growth solutions by using the concept of crowdsourcing innovation. It also provides guidance for intrapreneurs in taking a bottom-up approach to engaging and managing the crowd.

Unit 7: 'Business model innovation' (BMI) explains the importance of BMI in creating a new way to make money in the organisation and how to navigate this concept with key stakeholders.

Unit 8: 'Innovation implementation' discusses key enablers and the process for ideas implementation, underpinned by human centred design.

Unit 9: 'Innovation culture' outlines key elements for creating a culture of innovation that are critical drivers of innovation success.

Unit 10: 'You and intrapreneurship' discusses the role of the intrapreneur and what expertise is required to build innovation momentum and make it sustainable.

6. Course Resources

Learning resources

You have four major resources to help you learn:

  1. The course materials, comprising the weekly study units with readings, references, insights and commentary. You will do much of your learning outside the classroom by working through the course materials, and by completing the exercises as they arise.
  2. Your online or intensive classes with your team and Facilitator. The Facilitator's job is to guide your learning by conducting the class discussion, answering questions that might arise after you have done the week's work, providing insights from their practical experience and understanding of theory, providing you with feedback on your assessments, and directing discussions and debates that will occur between you and your co-participants in the classroom. Your teamwork will be through an online collaborative environment preset for your group which includes instructional videos and templates.
  3. Your co-participants. Your colleagues in the classroom are an invaluable potential source of learning for you. Their work and life, and their willingness to question and argue with the course materials, the Facilitator and your views, represent a great learning opportunity. They bring much valuable insight into the learning experience.
  4. In addition to course-based resources, please also refer to the AGSM Learning Toolkit (available in Moodle) for tutorials and guides that will help you learn more about effective study practices and techniques.
Other resources


BusinessThink is UNSW's free, online business publication. It is a platform for business research, analysis and opinion. If you would like to subscribe to BusinessThink, and receive the free monthly e-newsletter with the latest in research, opinion and business then go to

7. Course Evaluation & Development

Continual Course Improvement

AGSM courses are revised each time they run, with updated course outlines and assessment tasks developed. Changes relating to any industry developments will also be included. 

Additionally, the AGSM surveys students each time a course is offered. The data collected provides anonymous feedback from students on the quality of course content and materials, class facilitation, student support services and the program in general. This student feedback is considered during all course revisions. 

Student Response

Overall students were very positive about learnings from this course. In particular, they felt the group project was an excellent learning opportunity. They were well organised in Microsoft Teams and appreciated the videos, quick responses to questions and constructive feedback. There is a desire to get slightly more information around Assessment 3 as students are doing this type of assessment for the first time. 



Response to Student Feedback

To provide more clarity for Assessment 3, we will provide additional information based on learnings from previous cohorts. The workload required for Assessment 2 has also been reduced.

8. Course Schedule

Week Activity Topic Detail/Engagement Assessment Task
Week 1 Online forum Participation and Group workAn introduction to subject and working dynamics
  • Videoconference to discuss course content and approach (not compulsory; recorded for students who cannot attend)
  • Introduction to intrapreneurship: complete readings and online forum activities
  • Group collaboration work online
    • form groups to do preparation work for Intensive weekends
    • define the company and problem to resolve for group work
  • Assessment 1: Participation is assessed from Weeks 1 to 9 online via forums.
Assessment 1 : Online participation and activities
Week 2 Online forum Participation and Group workInnovation Management
  • Innovation Management: complete readings and online forum activities
  • Group collaboration work online
    • watch interviewing video,
    • define your target customer for interviews, and 
    • develop a discussion guide as per instructions
Assessment 1 : Online participation and activities
Week 3 Online forum Participation, Group work, Your PlanBlue Ocean Strategy
  • Blue Ocean Strategy: complete a reading and online forum activities
  • Group collaboration work online
    • interview your target customers and record observation notes
  • Assessment 3 Stage 1 is due
Assessment 1 : Online participation and activities
Assessment 3 : Stage 1: Define scenario for your personal plan
Week 4 Intensive weekend and Online forum ParticipationThe Intrapreneurship Ecosystem
  • The Intrapreneurship Ecosystem: complete reading and online forum activities
  • Group collaboration work online
    • interview your target customers and record observation notes
  • Intensive Weekend: Saturday 26 and Sunday 27 June 2021, 9am to 5pm
Assessment 1 : Online participation and activities
Week 5 Online forum Participation and Group workTen Types of Innovation
  • Ten Types of Innovation: complete readings and online forum activity
  • Group collaboration work online  
    • firm up learnings from Intensive Weekend 1
Assessment 1 : Online participation and activities
Week 6 Online forum Participation and Group workCrowdsourcing Innovation
  • Crowdsourcing innovation: complete reading and participate in online forum discussion
  • Group collaboration work online
    • firm up learnings from Intensive Weekend 1
Assessment 1 : Online participation and activities
Week 7 Intensive weekend and Online forum ParticipationBusiness Model Innovation
  • Business model innovation: complete readings and online forum activities
  • Group collaboration work online
    • finalise your insights and opportunity areas for the Intensive Weekend
  • Intensive Weekend: Saturday 17 and Sunday 18 July 2021, 9am to 5pm
Assessment 1 : Online participation and activities
Week 8 Online forum Participation and Group workInnovation implementation
  • Innovation implementation: complete reading and participate in online forum activities
  • Group collaboration work online
    • firm up learnings from Intensive Weekend 2 and start finalising your video content 
Assessment 1 : Online participation and activities
Week 9 Online forum Participation, Group work, ReportInnovation Culture
  • Innovation culture: complete readings and participate in an online forum
  • Group collaboration work online
    • firm up learnings from Intensive Weekend 2 and start finalising your video content
Assessment 1 : Online participation and activities
Week 10 Group Video submissionYou and Intrapreneurship
  • Group collaboration work online 
    • finalise your group video content 
  • Assessment 2 is due
Assessment 2 : A new concept design
Week 11 Independent study week
Week 12 Personal Plan submission
  • Assessment 3 is due
Assessment 3 : Stage 2: Write a full report for your personal plan

9. Policies and Support

Information about UNSW Business School protocols, University policies, student responsibilities and education quality and support.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs.  Separate PLOs for honours and postgraduate research programs are included under 'Related Documents'.

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.



UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate CapabilitiesBusiness School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 7: Leadership development

Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 6: Global and cultural competence
  • PLO 7: Leadership development

Professionals capable of ethical, self-directed practice and independent lifelong learning
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 5: Responsible business practice

Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 5: Responsible business practice
  • PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility.  The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Centre.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.


UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

  • Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
  • Paying another person to perform an academic task and passing it off as your own
  • Stealing or acquiring another person’s academic work and copying it
  • Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz:


The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at:

For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE tutorials for all new UNSW students: For information on student conduct see:

For information on how to acknowledge your sources and reference correctly, see: If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

​Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.


It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload


Your regular and punctual attendance at lectures and seminars or in online learning activities is expected in this course. The Business School reserves the right to refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g., tutorials, flipped classroom sessions, seminars, labs, etc.).

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

​The University and the Business School provide a wide range of support services and resources for students, including:

Business School EQS Consultation Program
The Consultation Program offers academic writing, literacy and numeracy consultations, study skills, exam preparation for Business students. Services include workshops, online resources, individual and group consultations. 
Level 1, Room 1035, Quadrangle Building.
02 9385 4508

Communication Resources
The Business School Communication and Academic Support programs provide online modules, communication workshops and additional online resources to assist you in developing your academic writing.

Business School Student Centre
The Business School Student Centre provides advice and direction on all aspects of admission, enrolment and graduation.
Level 1, Room 1028 in the Quadrangle Building
02 9385 3189

UNSW Learning & Careers Hub
The UNSW Learning & Careers Hub provides academic skills and careers support services—including workshops, individual consultations and a range of online resources—for all UNSW students. See their website for details.
Lower Ground Floor, North Wing Chancellery Building.
02 9385 2060

Student Support Advisors
Student Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process.
John Goodsell Building, Ground Floor.
02 9385 4734

International Student Support
The International Student Experience Unit (ISEU) is the first point of contact for international students. ISEU staff are always here to help with personalised advice and information about all aspects of university life and life in Australia.
Advisors can support you with your student visa, health and wellbeing, making friends, accommodation and academic performance.
02 9385 4734

Equitable Learning Services
Equitable Learning Services (formerly Disability Support Services) is a free and confidential service that provides practical support to ensure that your health condition doesn't adversely affect your studies. Register with the service to receive educational adjustments.
Ground Floor, John Goodsell Building.
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
02 9385 5418

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9385 2650

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
02 9385 3331

UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333