ASSIGNMENT

• 3000 words critical (75%, marked out of 100)• 1000 words reflective (25%)• Contemporary-existing, modern but could have been

developed> 3000 years ago • Consumer, commercial, industrial product or service• How it inspires you• Explain how this product/service has influenced you• Do not insult us by saying that you like the product –

why- will explain

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Development of item

• Characteristics have altered over time in order to suit changing need

• Changing need suggests WHY-analytical• If you choose a brand you would be limiting

your research to that brand development only, need to consider product and it’s development, capturing all aspects of the development taking place with that product

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2- characteristics

• If you are researching mattresses you need to write about all brands, in the development from leaves, cotton, fibre to, SERTA , Memory Foam, Sleep Number, Sealy, Posturepaedic, Simmons Beauty Rest, Air camping mattresses( battery or electricity)

• If you write about SERTA you would only look at the development of box and spring from single to interlocking and pillow top

• The brand with the most appeal because of easily recall ads, sheep

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Marketing aspect of the assignment as applied to the product

• Show competitive advantage gain and how competition counteracted- mk plan

• Segmentation-target audience-mk plan• Communication -how they use the different

platforms• Marketing models used• Patents and trademarks registered for

protection ---a must, a learning outcome

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Marketing aspect of the assignment• Innovation and Diffusion• Environmental and green issues/SCR- which

company more involved• Use brands to show differentiation and

development• Require in-depth research and analysis• Do not rewrite lecture’s notes- descriptive-000

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Theory to practice

• Use your models, theorists, what authors are saying

• Link to your assignment• Read your assignment on analysis and

evaluation• Description would get you 39 marks

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Summary of development

• Cannot use Chronological table to show development as assignment –no words, a table

• However this can be used as a summary at the end

• Spot at a glance by marker

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Benefits as characteristics change, simultaneous with the change

• As the characteristics change-features, style• Indicate benefits and value derived by customers• Primary added and secondary added value- may

mention/involve the company• Symbolic and functional• Product levels1-5• Segment that benefitted• As feature is added or developed may get more

benefits- Carl Ziess lens for glasses, clearer, brighter polycarbonate, transitional, anti glare

• Drill

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As the item change

• Product or service design/differentiation • Product and service process /design lecture• Shape, colour design imagination relevance

usefulness• Style, form, reparability, replaceability,

conformance , performance• Difficult to describe , you can show small

pictures in body of essay

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Brand appeal• Choose one because of word limit• Meaning• Brand equity, brand awareness, image,

relationship• Quality, cost, status, performance, differentiation• Branding strategy• Innovation centered -first to market• Customer service- warrantees, guarantees• International appeal also• Check notes on appeal

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ARUMBA

•REFLECTIVE•Marketing Design and Innovation

Marking Criteria –Reflective Essay

1. The ability to critically evaluate own performance in completion of the main assignment 10%

2. Ability to evaluate key learning from the assignment 10%

3. Structure and Presentation 5%Total 25%

Reflective PracticeSchon, Gibbs etc

see: http://firstclass.ultraversity.net/~ian.tindal/rm/modeloverview.html

1. What happened what I did?2. What’s important about this?3. How did this happen?4. Further Action?

Reflective EssaySeparate cover sheet

25% of marks• Evaluate own performance in completion of the main

assignment,-time, work load , lost, paced oneself• How has my understanding and appreciation of the

role and value of marketing, design and innovation to the organisation has changed?- application, or unaware off the MDI and linkage

• What specific topics have been particularly valuable to me?-models, theories

Reflective

• What learning can I take on board for the future? How it can help to improve real life and work life and apply to current social needs, idea generation

• What barriers are likely to create a problem in implementing some of my ideas and recommendations at the work place?

• How will I overcome these barriers

Reflective

• What contributions did I make to my class group and the module as a whole?

• What did I learn from my group colleagues? -theory and behavioural

• ?any elements that need to be mentioned, storming , norming, performing , adjourning

• Lecture- type differentiation, use of videos, edutainment, interesting or boooored, help with assignment or not, understanding of assignment

The end

• Best of luck• Remember new regulations so make time for

your assignment• You will party next year at graduation.

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