24223 Product Innovation Marketing
The Complete Study & Assessment Guide · Spring 202624223 Overview
- UTS Business School
- Spring 2026
- an undergraduate level 2 subject
- 6 credit points
- a marketing subject with prerequisite conditions published by UTS
- 25% Group Storyboard, 20% online Quiz, and 55% Individual Report comprising a draft report and final report
24223 Product Innovation Marketing follows a new offering from opportunity identification and concept generation through evaluation, forecasting, product testing, market testing and launch management. It is taught within UTS Business School. It is an undergraduate level 2 subject. It carries 6 credit points.
- 24223 grading Group Storyboard 25% · Online Quiz 20% · Individual Report 55%
- 24223 task mode Plan around this operating format: No final examination is included in the published Spring 2026 assessment set.
- 24223 pressure point The main transfer challenge is this: Keeping the product opportunity, customer problem, concept, test evidence and launch recommendation connected as one traceable chain.
- 24223 pass rule Before relying on the total mark, apply this control: Passing requires at least 50% overall. No separate component hurdle or minimum tutorial-attendance threshold is published in the captured Spring 2026 site.
How 24223 is assessed
| Component | Weight | Format |
|---|---|---|
| Group Storyboard | 25% | Group persona/storyboard task linked to opportunity and concept work |
| Online Quiz | 20% | Online knowledge assessment; current timing and permitted resources must be checked in Canvas |
| Individual Report | 55% | Individual draft and final report applying the new-products process |
The current Spring 2026 structure is 25% Group Storyboard, 20% online Quiz and 55% Individual Report comprising a draft and final report. Passing requires at least 50% overall. No separate component hurdle or final examination is published in the captured current site.
What 24223 covers
The sequence opens at Opportunity Evidence and the Storyboard-to-Report Route, develops its central analytical shift in Sales Forecasting and the A-T-A-R Model, and closes with Group Storyboard, Quiz and Individual Report Synthesis.
Opportunity Evidence and the Storyboard-to-Report Route
25/20/55 architecture · stage-gate evidence · storyboard-to-report chain · map each assessment output to the customer, concept, testing and launch decisions it must support02Product Innovation Strategy and the Product Innovation Charter
innovation strategy · product innovation charter · strategic fit · set arena, goals and constraints before evaluating an opportunity03Opportunity Identification and Customer Problems
customer need · problem gathering · market and technology change · turn observations and research into a bounded opportunity statement04Concept Generation: Personas, Lead Users and Crowds
persona evidence · lead-user insight · crowdsourcing · generate alternatives from several sources while keeping authorship, representativeness and strategic fit visible05Product Concepts, Protocols and Architecture
form-technology-benefit concept · product protocol · product architecture · convert an idea into a testable product concept and development agreement06Concept Testing, Full Screens and Scoring Models
concept test research · full-screen criteria · weighted scoring model · combine customer evidence and internal capability criteria into a transparent continue-revise-stop decision07Sales Forecasting and the A-T-A-R Model
awareness and availability · trial and repeat · forecast assumptions · build an A-T-A-R sales estimate and identify which uncertain input most controls the launch case08Product Design, Sustainability and Branding
design specification · sustainability consequence · brand positioning · connect product form and feature choices to customer benefit, environmental effect and intended market position09Product Use Testing and Test Design
performance and usability · test participant and task · diagnostic result · design a use test that can identify whether the product delivers the claimed benefit and where it fails10Market Testing: Pseudo, Controlled and Full Sales Tests
simulated test market · controlled sales test · full market test · select a test-market design by realism, control, cost, speed and competitive exposure11Launch Strategy, Tactics and the Launch Cycle
target market and positioning · launch timing and channel · tracking and adjustment · turn the accumulated evidence into a coordinated launch plan with owners, measures and response triggers12Group Storyboard, Quiz and Individual Report Synthesis
customer story · concept evidence trail · recommendation and limitation · convert the module sequence into a coherent storyboard and an individually defensible reportIt is positioned as a marketing subject with prerequisite conditions published by UTS.
Theory is delivered through interactive online modules rather than formal lectures, then applied in 90-minute tutorials and a linked storyboard-report assessment arc.
The subject repeatedly asks whether evidence supports moving a concept through the next gate of the new-products process.
Assessment in 24223 is distributed as follows: 25% Group Storyboard, 20% online Quiz, and 55% Individual Report comprising a draft report and final report
The operational assessment conditions matter here. No final examination is included in the published Spring 2026 assessment set.
The 20% quiz is completed online; its current duration, availability window and permitted resources must be checked in Canvas.
What makes 24223 demanding is concrete: Keeping the product opportunity, customer problem, concept, test evidence and launch recommendation connected as one traceable chain.
A creative idea is not yet a viable concept, and a favourable test result is not useful unless the sample, assumptions and next decision are explicit.
Passing requires at least 50% overall.
No separate component hurdle or minimum tutorial-attendance threshold is published in the captured Spring 2026 site.
For enrolment planning, The subject requires 24108 Marketing Foundations or 24109 Marketing and Customer Value, subject to the current UTS access conditions.
The sequence opens at Opportunity Evidence and the Storyboard-to-Report Route, develops its central analytical shift in Sales Forecasting and the A-T-A-R Model, and closes with Group Storyboard, Quiz and Individual Report Synthesis.
Coverage note: older handbook assessment figures are not used because the Spring 2026 Canvas summary is offering-specific.
Screen a product concept without hiding the assumptions
- 1Calculate the weighted concept score.
- 1Identify the criterion creating the greatest downside risk.
- 1Run a sensitivity check on the strategic-fit assumption.
- 1Recommend continue, revise or stop with a named next test.
Key terms
- New product development
- A managed process for discovering, designing, evaluating, developing and launching a new or substantially improved offering.
- Opportunity identification
- The systematic search for unmet needs, market gaps, technological changes or strategic spaces that could support an offering.
- Product concept
- A developed statement of an offering's form, technology, benefit and intended customer or use situation.
- Concept testing
- Research that presents a product concept to intended users and measures their understanding, reactions and likely response.
- Scoring model
- A screening tool that rates a proposed product against weighted criteria to support a proceed, revise or stop decision.
- A-T-A-R model
- A sales-forecasting model combining awareness, trial, availability and repeat-purchase rates with the size of the target market.
24223 FAQ
How is 24223 assessed?
25% Group Storyboard, 20% online Quiz, and 55% Individual Report comprising a draft report and final report
Does 24223 have a hurdle or component-level pass rule?
Passing requires at least 50% overall. No separate component hurdle or minimum tutorial-attendance threshold is published in the captured Spring 2026 site.
Where do students usually lose marks in 24223?
Keeping the product opportunity, customer problem, concept, test evidence and launch recommendation connected as one traceable chain. A creative idea is not yet a viable concept, and a favourable test result is not useful unless the sample, assumptions and next decision are explicit.
What prerequisites or restrictions apply to 24223?
The subject requires 24108 Marketing Foundations or 24109 Marketing and Customer Value, subject to the current UTS access conditions.
Which offering does this 24223 guide cover?
It is aligned to Spring 2026; confirm your enrolled class and timetable in the current institutional system.
Is this 24223 resource an official university guide?
No. It is an independent 24223 study resource; current institutional instructions remain authoritative for assessment operation.
How to prepare for the assessments
Retrieve the course map, practise the recurring method—define the customer problem and product opportunity, move the concept through evidence-based screens and tests, then connect the forecast to a launch decision—on changed scenarios, and verify every operational assessment detail in the live institutional system.
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