Marketing Design Innovation

The Assessment for this module is an individual 2,000 word report (75%) and a 1000 word
reflective commentary (25%).
The module will be assessed by individual assignment. The assignment is given below.
Context:
You are required to select a contemporary consumer, industrial or commercial product or service that for
one reason or another inspires you to critique within the context of this module. Explain why this choice
has influenced you.
TASK 1: (2,000 words / 75%)
Carry out a written critique of the way in which characteristics of the chosen innovative product or service
has altered over time in order to suit the changing needs of the market by taking account of the following:
• The benefits and value derived by the clients or customers or recipients
• The uniqueness of its design elements – shape, colour, design, imagination, relevance and
usefulness
• Its brand appeal in relation to competitors in contemporary markets
Task 2: (1000 words / 25%)
Write a critical reflective essay on your journey of discovery through the module, set within the context of
the learning outcomes. In particular, describe how the course challenged your thinking, brought to you
new and interesting ideas and concepts, or, presented approaches to the topic with which you may have
disagreed.

6. Assessment Criteria and Marking Standards
You should demonstrate that you have shown the relevance of your arguments to the module learning
outcomes:
• Combined design, innovation, management and organisation practice and theory
• Shown evidence of critical and reflective analysis
• Used a variety of management literature using the Harvard system
The following provides a guide to how the assignment should be structured:
Introduction:
• Is there a clear introduction that the context of the situation that is to be analysed?
• Is there a clear statement of the problem/objective of the assignment?
Synthesis and use of literature:
• Have you used the literature to explore the topic and as evidence to support the points you
make?
• Have you integrated the literature?

You are expected to show your knowledge and understanding of the literature by using the
literature to argue a case in support of your point of view. Be sure to use your own words to
present ideas you have obtained from the literature and to cite your sources.
• The descriptive retelling of source material alone is insufficient.
Analysis:
• Have you moved beyond simple description?
• Have you drawn insights and conclusions which address the assignment purpose?
• Is there a review/reference made to relevant literature and its appropriate use?
• Is there critical evaluation?
• Are discussions and arguments coherent?
• Have you demonstrated skills in applying theory into practice?
• Analysis does not come by just describing ‘things’ and listing the views of the various writers. Instead
you must breakdown the various arguments. You must look for the strengths and weakness in each
argument.
Conclusions:
• Are your conclusions logical in the context of your assignment?
• What are the main points to be made in your conclusion?
• Are your conclusions evidenced based and built upon rigorous analysis?
• What lessons can be learnt from the conclusions?
Literacy:
• Have you checked structure, spelling, punctuation, grammar, language and sentence and
paragraph formation?
• Good paragraphs will contain transitional sentences which clearly state how you move from one
theme to the next.
• One/few sentences do not normally make a paragraph.
A final check:
If someone was to read your assignment could they:
• Tell you what the question is you are attempting to answer?
• Explain what they saw as your major points and conclusions?
• Be persuaded by the evidence you present and the line of reasoning you offered to support your
conclusions?

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