MKT 500 Final Project Milestone One: Product Idea Guidelines and Rubric
Overview: For the first milestone, choose an existing organization and submit an idea for a product or service. This product or service idea will be used to create
your marketing plan for the final project. If your idea is a product, describe the product, its functionality, and how it works. If it is a service, describe the service
offering so that readers understand what they would receive. Your product or service should address a problem that is not currently being sufficiently addressed by
current solution providers, i.e., your competition. This milestone is due in Module One.
It is suggested that you create a fictitious product or service. Please do not attempt to write a marketing plan for a large company like Google or Aflac, as that is
beyond the purview of this course.
Your description should answer the following questions:
Where is your company located?
What problem does your product/service solve for the target market (not you)? Would your target market say, “Yes, that is a problem and no one has
solved it” about your product/service?
What competitive advantages do you offer?
What challenges might you face in the marketing of this product or service?
Ensure that you have adequately described your product or service. By the time your product or service description is written, the reader should understand and
be able to envision what you want to bring to market. If you have a service description, the reader should know where you are located, what your service offers,
and so on.
Guidelines for Submission: Your paper must be submitted as a two- to three-page Microsoft Word document with double spacing, 12-point Times New Roman
font, one-inch margins, and APA formatting.
Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information,
review these instructions.
Critical Elements
Main Elements
Inquiry and Analysis
Exemplary (100%)
Includes all of the main
elements and requirements
and cites multiple examples
to illustrate each element
Provides in-depth analysis
that demonstrates complete
understanding of multiple
concepts
Proficient (90%)
Includes most of the main
elements and requirements
and cites many examples to
illustrate each element
Provides in-depth analysis
that demonstrates complete
understanding of some
concepts
Needs Improvement (70%)
Includes some of the main
elements and requirements
Not Evident (0%)
Does not include any of the
main elements and
requirements
Value
25
Provides analysis that
demonstrates some
understanding of concepts
Does not provide in-depth
analysis
20
Integration and
Application
Critical Thinking
Research
Writing
(Mechanics/Citations)
All of the course concepts are
correctly applied
Draws insightful conclusions
that are thoroughly defended
with evidence and examples
Incorporates many scholarly
resources effectively that
reflect depth and breadth of
research
No errors related to
organization, grammar and
style, and citations
Most of the course concepts
are correctly applied
Draws informed conclusions
that are justified with
evidence
Incorporates some scholarly
resources effectively that
reflect depth and breadth of
research
Minor errors related to
organization, grammar and
style, and citations
Some of the course concepts
are correctly applied
Draws logical conclusions,
but does not defend with
evidence
Incorporates very few
scholarly resources that
reflect depth and breadth of
research
Some errors related to
organization, grammar and
style, and citations
Does not correctly apply any
of the course concepts
Does not draw logical
conclusions
10
Does not incorporate
scholarly resources that
reflect depth and breadth of
research
Major errors related to
organization, grammar and
style, and citations
Earned Total
15
20
10
100%
