Product Development

Product Development Final Assessment: Outline and RubricCompetency Name: Product Development
Competency Statement: Develop an understanding of the role of operations management in
business.
Final Assessment Title: Product Development Plan
Competency Objectives:
1. Develop an understanding to identify and describe the features and benefits of products
and services to enhance quality (e.g., describing the different groups of adopters
articulated by the diffusion of innovation theory.)
2. Develop an understanding of life cycle, product mix, and line depth.
3. Develop an understanding of how marketing of services differs from the marketing of
products.
4. Discuss the four gaps in the Service Gap Model and the zone of tolerance.
5. Develop the ability to communicate to stakeholders the value of a new product or service
that supports new product development.
6. Develop a plan for a new product launch.
Program Learning Outcome(s): N/A
Institutional Learning Outcome(s): N/A
Purpose of this Assessment
This final assessment is designed to evaluate your knowledge of product development. You must
demonstrate your knowledge of the service gap model, the life cycle stage, the features of a new
product, the stakeholders involved in the creation, and the timeline for the launch.
Items Required for Submission
1.
The item required for submission is a 12- to 15-minute PowerPoint presentation with voiceover
of your Product Development Plan with your analysis and recommendations for the Indie Gogo
product of your choice.
Step ONE: Preparation
To prepare for this assignment, go to the Indie Gogo website. Take a look at the various products and
select one that you would like to use for your Product Development Plan.
Research the product using at least five scholarly sources. Be prepared to incorporate them into your
plan, and cite them references at the conclusion of your presentation.
Step TWO: Completing the PowerPoint with Voiceover
Provide recommendations for the product of your choice as if you were working in business
development and addressing angel investors. Prepare a PowerPoint with voiceover that is supported by
five scholarly sources. The presentation of your product plan must be comprehensive, interesting, and
logical, while addressing key points and connecting with well-chosen and appealing visuals.
Final Assessment: Outline and Rubric
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Product Development Final Assessment: Outline and Rubric
The PowerPoint must include the following sections:
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Introduction (1- 2 Slides)
o Define the product, highlighting key characteristics and any applicable levels of the
product.
o Identify product features and benefits.
o Describe the stakeholders who were involved in its creation.
Product Life Cycle (3 – 4 Slides)
o Describe the product life cycle stages, and identify the existing stage of the product.
Make projections about the behavior of the product at the other stages, using your
research to support your projections.
o Include a timeline for key events in the product development, including its launch.
Marketing Tools
o Market Testing (2 – 3 Slides)
 Explain the type of market testing that has been done.
 Include descriptions of market research that may have taken place. If you are
unable to find the details of market testing or market research readily available,
make recommendations for what would be the best approaches to take. Again,
using your research to support your recommendations.
o Marketing Strategies (2 – 4 Slides)
 Describe the marketing strategies you will recommend for the product.
 Describe the group of adopters of the product.
 Describe the best marketing channels to employ, and why these are preferred
over others.
 Describe the product mix of the product. (Please note: If there is only one
product line for the product, no product mix description is necessary.)
Four Gaps in Service Model (3 – 4 Slides)
o Explain the steps that could be taken to eliminate the consequences of the four service
gaps.
Future Directions and Conclusions (1 – 2 Slides)
o Identify what you believe will be the future changes for the product. How will the
product plan you have described so far be impacted? What existing research supports
your opinions?
References(1 – 2 Slides)
o Include a final page showing your citations for your sources in APA format.
Step THREE: Complete Checklist for Submission
Before you submit your work, check to see if you have met the criteria noted below. Did you:
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Provide an engaging and detailed description of the new product with its features and benefits?
Did you thoroughly discuss all stakeholders involved in its development?
Provide substantial supporting information with additional research to demonstrate your
understanding of the product development cycle?
Final Assessment: Outline and Rubric
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Product Development Final Assessment: Outline and Rubric
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Demonstrate a sophisticated understanding of all marketing tools, including market testing and
marketing strategies that will effectively manage your product’s development?
Include a detailed description of the service gap model with thorough and reasonable suggestions
for avoiding the consequences of all four gaps?
Provides a strong conclusion with clear and defensible projections for the future of the product?
Demonstrate creativity (use of images, color, design and layout; voice that is compelling, strong
delivery, and inflection) consistently throughout the PowerPoint presentation?
Use course readings, five scholarly sources, and learning tools to support your opinions?
Check to make sure that the PowerPoint is logical, well written, and the required length?
Check for accurate spelling, grammar, and punctuation?
Use APA formatting standards and citations?
Ensure you appear well prepared and poised, and that you are articulate?
Ensure your oral voiceover is comprehensive, interesting, flows logically, fully addressed key
points, and designed for a senior management team?
Step FOUR: Submit Your Product Development Plan
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Your completed files should be submitted through the Final Assessment page of your competency.
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Please note, for files smaller than 10MB (e.g., most Word documents), use the corresponding
“+UPLOAD STUDENT FILE” button to upload your Final Assessment documents. For larger files of
any type (e.g., voice over PowerPoint files, video presentations), please use the optional TEXT
EDITOR to provide a URL where your tutorial faculty can download your file.
●
How you create a download URL is up to you, but various free online providers, including Google
Drive and Dropbox, offer this service. Please make sure that the URL you provide can be accessed
by anyone with the link. For further instructions on how to create public links for uploaded files,
consult the support pages for your chosen provider.
Final Assessment: Outline and Rubric
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Product Development Final Assessment: Outline and Rubric
Scoring Rubric for Final Assessment
Criterion
Introduction
Product Life
Marketing
Tools and
Strategies
Service Gap
EMERGING (1)
Provides little if
any description of
the new product.
Includes little if any
of its features and
benefits, and does
not describe the
stakeholders
involved in its
development.
DEVELOPING (2)
Provides a vague
description of the
new product.
Includes few of its
features and
benefits, and does
not completely
describe the
stakeholders
involved in its
development.
Provides weak or
Provides limited
unrelated
supporting
supporting
information with
information with
additional research
little or no research
to demonstrate
to demonstrate an some expectations
expectation of the
of the product
product
development cycle.
development cycle.
Demonstrates
Demonstrates
little, if any,
limited
understanding of
understanding of
all marketing tools, all marketing tools,
including market
including market
testing, group of
testing, group of
adopters, product
adopters, product
mix (if necessary)
mix (if necessary)
and marketing
and marketing
strategies with no
strategies with
description of how limited information
to effectively
about how to
manage the
manage the
product’s
product’s
development.
development.
Fails to includes a
Includes a
description of the
description of the
service gap model
service gap model
with no
with some limited
suggestions for
suggestions for
avoiding the
avoiding the
consequences of
consequences of
any of the four
some of the four
gaps.
gaps.
Final Assessment: Outline and Rubric
PROFICIENT (3)
Provides a detailed
description of the
new product.
Includes its
features and
benefits, and
stakeholders
involved in its
development.
Provides
supporting
information with
additional research
to demonstrate
plausible
expectations of the
product
development cycle.
Demonstrates
understanding of
all marketing tools,
including market
testing, group of
adopters, product
mix (if necessary),
and marketing
strategies to
manage the
product’s
development.
Includes an
accurate
description of the
service gap model
with reasonable
suggestions for
avoiding the
consequences of all
four gaps.
EXEMPLARY (4)
Provides an
engaging and
detailed
description of the
new product.
Includes its
features and
benefits, and all
stakeholders
involved in its
development.
Provides
substantial
supporting
information with
additional research
to demonstrate
acute expectations
of the product
development cycle.
Demonstrates
sophisticated
understanding of
all marketing tools,
including market
testing, group of
adopters, product
mix (if necessary)
and marketing
strategies to
effectively manage
the product’s
development.
Includes a detailed
and accurate
description of the
service gap model
with thorough and
reasonable
suggestions for
avoiding the
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Product Development Final Assessment: Outline and Rubric
Future
Directions and
Conclusions
Provides few, if
any, conclusions tp
project the future
of the product.
Provides a limited
conclusion that
presents some
projections for the
future of the
product.
Provides a
conclusion that
presents defensible
projections for the
future of the
product.
Creativity
Does not
demonstrate
creativity (use of
images, color, and
voice that is
compelling,
includes strong
delivery, and
inflection)
throughout the
PowerPoint
presentation.
Uses two or fewer
sources to support
the case study
analysis. The
PowerPoint lacks
clarity and may be
confusing; may be
20% too long or
short. Numerous
errors in spelling,
grammar, and/or
punctuation.
Limited if any
adherence to APA
standards
Demonstrates
creativity (use of
images, color, and
voice that is
compelling,
includes strong
delivery, and
inflection)
throughout some
of the PowerPoint
presentation.
Demonstrates
creativity (use of
images, color, and
voice that is
compelling,
includes strong
delivery, and
inflection)
throughout most of
the PowerPoint
presentation.
Uses three to four
scholarly sources,
course readings,
and or learning
tools to support
the case study
analysis. The
PowerPoint is
logical, well
written, and the
required length.
Spelling, grammar,
and punctuation
are accurate. APA
formatting
standards are
followed; citations
are used.
Presenter is
prepared but
nervousness
and/or “ums” or
“ahs” may interfere
with delivery.
PowerPoint
Uses four to five
scholarly sources,
course readings,
and or learning
tools to support
the case study
analysis. The
PowerPoint is
logical, wellwritten, and the
required length.
Spelling, grammar,
and punctuation
are accurate. APA
formatting
standards are
followed; citations
are used.
Presenter is fairly
well prepared,
poised after initial
nervousness, and
fairly well spoken.
PowerPoint
presentation is
Writing
Mechanics &
References
Professionalism
Presenter is
unprepared and/or
too nervous to
make a coherent
presentation.
PowerPoint
presentation is
Final Assessment: Outline and Rubric
consequences of all
four gaps.
Provides a strong
conclusion that
presents
thoughtful and
defensible
projections for the
future of the
product.
Demonstrates
creativity (use of
images, color, and
voice that is
compelling,
includes strong
delivery, and
inflection)
consistently
throughout all the
PowerPoint
presentation.
Uses five or more
scholarly sources,
course readings,
and or learning
tools to support
the case study
analysis. The
PowerPoint is
logical, wellwritten, and the
required length.
Spelling, grammar,
and punctuation
are accurate. APA
formatting
standards are
followed; citations
are used.
Presenter is well
prepared, poised
and well spoken.
PowerPoint
presentation is
comprehensive,
interesting,
5
Product Development Final Assessment: Outline and Rubric
confusing and/or
presentation is
clear, flows fairly
unclear, illogical,
somewhat clear
logically, addresses
multiple key points
but may not flow
most key points
and/or is not
logically, misses
and designed for a
designed for a
one or two key
senior
senior
points and/or may management team.
management team. not be designed for
Discussion
Discussion does
a senior
connects fairly
not connect with
management team.
consistently with
visuals.
Discussion
visuals.
connects
inconsistently with
visuals.
Final Assessment: Outline and Rubric
logically flows, fully
addresses key
points, and
designed for a
senior
management team.
Discussion
connects
consistently with
visuals.
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