Tri 2-21- rubrics 3028MKT Assessment 2 Strategic Marketing Plan (1) - Tagged PDF

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Assessment Item 2: Strategic Marketing Plan - Assessment Criteria Criteria Executive Summary (2.5%)

Excellent (85 -100) A comprehensive executive summary addressing all the key points of the campaign

Very Good (75 – 84.5%) A very clear executive summary addressing most key points of the campaign

Good (65 – 74.5%) A clear executive summary addressing key points of the campaign

Satisfactory (49 – 64.5%) A somewhat clear executive summary addressing some key areas of the campaign

Unsatisfactory (0 – 48.5%) An unclear executive summary failing to address key points of the campaign

Strategy Development (10%)

The strategies identified are all relevant and all clearly linked to the situation analysis The marketing objectives set are all related to the strategies developed and all follow the SMART framework Identifies a highly detailed outline of marketing mix strategies, very clearly linked to strategies and marketing objectives Outlines a completely justifiable resource allocation scheme and fully relevant action plan to implement the strategies

The strategies identified are mostly relevant and all clearly linked to the situation analysis The objectives set are mostly related to the strategies developed and all follow the SMART framework Identifies a mainly detailed outline of marketing mix strategies, clearly linked to strategies and marketing objectives Outlines an adequately justifiable resource allocation scheme and fully relevant action plan to implement the strategies

The strategies identified are mainly relevant and clearly linked to the situation analysis The objectives set are mostly related to the strategies developed and most follow the SMART framework Identifies a sufficiently detailed outline of marketing mix strategies, linked to strategies and marketing objectives Outlines a sufficiently justifiable resource allocation scheme and mainly relevant action plan to implement the strategies

Some of the strategies identified are relevant and somewhat clearly linked to the situation analysis Some of the objectives set are related to the strategies developed and some follow the SMART framework

The strategies identified are not relevant or not clearly linked to the situation analysis

Does not identify any detailed outline of marketing mix strategies, or not clearly linked to strategies and marketing objectives Does not outline a justifiable resource allocation scheme or a relevant action plan to implement the strategies

The evaluation and control mechanisms specify thoroughly relevant and

The evaluation and control mechanisms specify almost relevant and logical metrics

The evaluation and control mechanisms specify mainly relevant and

Identifies a somewhat detailed outline of marketing mix strategies, at times linked to strategies and marketing objectives Outlines a somewhat justifiable resource allocation scheme and somewhat relevant action plan to implement the strategies The evaluation and control mechanisms specify some relevant and logical metrics

Marketing Objectives Setting (2.5%)

Marketing Mix Strategies (7.5%)

Strategy Implementation (5%)

Strategy Evaluation and Control (2.5%)

The objectives set are not related to the strategies developed or do not follow the SMART framework

The evaluation and control mechanisms do not specify relevant or logical metrics that

Apply relevant theory to the identification of issues and recommendation of strategies (2.5%)

Write using academic language, adhering to APA referencing style (2.5%)

logical metrics that are clearly linked to the strategies and marketing objectives The issues identified and strategies recommended are comprehensive and clearly linked to the relevant theory

that are clearly linked to the strategies and marketing objectives

metrics that are almost clearly linked to the strategies and marketing objectives The issues identified and The issues identified and strategies recommended are the strategies adequate and mainly linked to recommended are the relevant theory sufficient and are at times linked to the relevant theory

Thoroughly coherent and concise structure; all arguments presented in academic language; all of the sources are accurately cited

Adequately coherent and concise structure; most arguments presented in academic language; most sources are accurately cited with minimal errors

Assessment mark: ….. /100 Assessment weighting: 35% of the total course grade

Sufficiently coherent and concise structure; arguments mainly presented in academic language; most sources accurately cited with some errors

that are somewhat clearly linked to the strategies and marketing objectives

are clearly linked to the strategies or marketing objectives

Some of the issues identified and the strategies recommended have limited links to the relevant theory

The issues identified or the recommended solutions are not clearly linked to the relevant theory

Partially coherent and concise structure; some of arguments presented in academic language; some of the sources are accurately cited

Poor structure; arguments not presented in academic language; failing to accurately cite the sources...