Example assessment & marking criteria
Assessment type:
Report – critical evaluation
Subject:
MKT520 Managing Product and Service Innovation
In an era where established business models are being constantly challenged or disrupted, organisations need a
culture of innovation and continuous improvement. This subject looks at innovation in an organisational context as
well as examining the challenges companies face in developing successful new products and services. The
activities involved in bringing a new product or service from an initial idea or opportunity through to a successful
launch are examined in detail.
On successful completion of this subject, students will be able to:
 critically reflect on the role of innovation in organisations and the challenges companies face in new product
development;
 synthesise innovation literature to develop a theoretical framework for use in an audit of innovation practices
of a specific organisation and make recommendations for improvement;
 evaluate the new product practices of an organisation and make recommendations for improvement that
demonstrate knowledge of success factors in new product development; and
 examine and critically evaluate current new product activities in the market.
Subject learning
outcomes:
Assessment task:
Value & length:
Task description:
Rationale:
3. Innovation Audit Report
30% 3000 words
Innovation is increasingly being considered as a core competency that organisations must develop. Companies that
consistently innovate don't rely on chance; they address innovation in a systematic way. Your task is as follows:
 Drawing on a wide range of literature on innovation (not just 1 or 2 sources), develop a framework that you
could use to assess an organisation in terms of innovation. Describe your framework and justify the critical
elements (with reference to the literature).
 The next step is to apply this framework to a particular organisation of your own choice. Where are the
gaps? What is being done well, what areas need to be improved? Note: This organisation may be your own
workplace, or an organisation you would like to work for.
 Finally, develop a plan to address areas of weakness. You may choose to focus on a few key areas and
discuss them in detail.
Note: If your chosen organisation has a focus on services make sure that you choose literature that is appropriate
for service innovation.
This assessment task is designed so that you can utilise your work experience in conjunction with your critical
literature work on innovation to design a theoretical framework to conduct an audit of your workplace and make
recommendations for change.
This task aligns with subject learning outcomes 1 and 2.
Marking criteria & standards of performance
Developed by Dr Cathi McMullen
Marking criteria
Use of relevant
innovation literature to
design and justify
innovation framework
Value 30%
Critical evaluation of
chosen organisation
Value 30%
Recommendations to
address areas of
weakness
Value 30%
Referencing using APA
Value 5%
Presentation
Value 5%
HD
Integration and originality in
the selection and handling
of relevant theory to build
and justify framework. Wide
range of sources integrated
in systematic way.
Identifies and insightfully
discusses areas of strength
and weakness in innovation
capabilities. Strong links to
organisational context and
relevant theory in
evaluation.
DI
Insightful and appropriate
selection of theory from a
good range of sources to
systematically build and
justify framework.
CR
Good selection of theory
from a range of sources to
build and adequately
justifies useful framework.
PS
Framework developed but
limited research or
framework incomplete in
areas. Lacks justification of
choice of elements.
FL
Inaccurate or inappropriate
use of literature on
innovation. Framework not
developed.
Identifies and clearly
explains
areas of strength and
weakness in innovation
capabilities.
Links to organisational
context and relevant theory
in evaluation
Identifies and discusses
areas of strength and
weakness in innovation
capabilities. Discussion of
some relevant issues in
theory and organisational
content in evaluation.
Poor evaluation.
Significant gaps in
knowledge of innovation
and lack of understanding
of company’s capabilities.
Excellent recommendations
made, linked to the
evaluation. Theory used in
insightful way to justify
recommendations and
discuss enhancement of
innovation capabilities
Referencing is consistently
accurate
Very good
recommendations made,
linked to the evaluation.
Used theory systematically
to justify recommendations
and discuss enhancement
of innovation capabilities
Referencing is mainly
accurate
Good recommendations
made, linked to the
evaluation results / may not
have linked back
systematically to relevant
theory
Simple discussion of areas
of strength and weakness in
innovation capabilities.
Works reflects limited
engagement with
organisational context or
relevant theory. Not all
aspects of task completed
in sufficient detail.
Some recommendations
made / not well linked to the
results of the evaluation or
relevant theory
Referencing is mainly
accurate
Some attempt at
referencing
Referencing is absent / not
systematic
Polished and imaginative
approach / very
professionally presented
Logically organised /
professionally presented /
Shows organisation and
coherence.
Attempted to organise in a
logical manner
Disorganised / incoherent
PLEASE NOTE THAT DESCRIPTIONS ARE TYPICAL IN THE MIDDLE OF THE GRADE RANGE
No recommendations made
/ no justification