MKT350 Product Innovation Management ~Marking Criteria: Assessment Item 3 ~ Concept & product testing

Criteria to be
Assessed
HD DI CR PS FL
CONCEPT TESTING
Attention to task –
designing concept
test
-Addressed the task
comprehensively.
-Exceptional creativity
originality
-Exceptional understanding of
key concepts conveyed

-Has addressed the task
coherently.
-High degree of
creativity/originality
-Excellent understanding of
key concepts conveyed
-Has addressed the main
aspects of the task.
-Creativity/originality in some
areas
-Sound understanding of key
concepts conveyed
-Has covered most aspects of the
tasks. Limited creativity.
-Limited creativity/originality

-A basic understanding of
concepts conveyed.

-Fails to address the task set

-Little or no creativity/originality

-Understanding not
demonstrated
Recommendations –
Ability to explain how
YOU would perform
concept testing
Sophisticated, convincing
recommendations, very
clearly articulated, justified
and skilfully developed and
drawn from earlier analysis
Convincing
recommendations, very
clearly articulated and
justified and capably
developed from the earlier
analysis
Sound recommendations
which are clearly articulated
and developed. Usually
drawn from the earlier
analysis
Satisfactory recommendations
with some inadequacies. Not
always not drawn clearly from the
previous analysis
Unsatisfactory
recommendations with
inconsistencies. Not consistent
with the earlier analysis.
CONCEPT TESTING

MARK /10
PRODUCT TESTING
Attention to task
-Addressed the task
comprehensively.
-Exceptional creativity
originality
-Exceptional understanding of
key concepts conveyed

-Has addressed the task
coherently.
-High degree of
creativity/originality
-Excellent understanding of
key concepts conveyed
-Has addressed the main
aspects of the task.
-Creativity/originality in some
areas
-Sound understanding of key
concepts conveyed
-Has covered most aspects of
the tasks. Limited creativity.
-Limited creativity/originality
-A basic understanding of
concepts conveyed.

-Fails to address the task set
-Little or no creativity/originality
-Understanding not
demonstrated
Recommendations –
Ability to explain how
YOU would perform
product testing
Sophisticated, convincing
recommendations, very
clearly articulated, justified
and skilfully developed and
drawn from earlier analysis
Convincing
recommendations, very
clearly articulated and
justified and capably
developed from the earlier
analysis
Sound recommendations
which are clearly articulated
and developed. Usually drawn
from the earlier analysis
Satisfactory recommendations
with some inadequacies. Not
always drawn clearly from the
previous analysis
Unsatisfactory
recommendations with
inconsistencies. Not consistent
with the earlier analysis.
PRODUCT TESTING

MARK /20
Evidence of research*

Wide range of appropriate
sources used very well.
A good range of appropriate
sources used well.
A solid range of appropriate
sources (beyond the text).
Limited range of academic
and/or industry sources (beyond
the text).
Little or no appropriate
academic or industry research
beyond the text
Referencing using
APA
Referencing is consistently
accurate
Referencing is mainly
accurate
Referencing is mainly accurate Some attempt at referencing Referencing is absent / not
systematic
Presentation Polished and imaginative
approach.
Very professionally presented
Logically organised

Professionally presented.
Shows organisation and
coherence.
Professionally presented.
Attempted to organise in a
logical manner.
Mostly professionally presented.
Occasional typographical,
spelling or grammatical errors.
Disorganised/incoherent

Frequent typographical, spelling
or grammatical errors.
OVERALL COMMENT MARK /30 %
* Academic journals & websites/business press on Fitbit and fitness trackers – both concept & product testing