marketing managment
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ATMC MKG701 Task 2 - 2020
Percentage range (HD to FL). Will calculate a �nal grade.
Levels of Achievement
Criteria High Distinction Distinction Credit Pass Fail
Criteria 1: Identi�cation and description of an appropriate Australian SME
85.00 to 100.00 %
Strategically identi�es and describes an Australian SME and its product or service. Synthesises pertinent information about the organisation and target market/s demonstrating a purposeful selection of content that provides a platform for deep analysis.
75.00 to 84.00 %
Identi�es an organisation, product or service that is relevant to the task and manageable/doable within the Task parameters. Succinctly discusses the organisation and target market/s focusing on relevant and useful information.
65.00 to 74.00 %
Identi�es an organisation, product or service that is achievable to complete the Task. Explains the organisation and target market/s with clarity, identifying some key information.
50.00 to 64.00 %
Identi�es an organisation, product or service that is too general and wide- ranging for the Task. Describes the organisation and target market/s without speci�cation.
0.00 to 49.00 %
Fails to identify a relevant organisation, product or service relevant for the Task. Provides an inadequate description of the organisation and target market/s to base analysis upon.
Criteria 2: Comprehension of external marketing environment theory and concepts
85.00 to 100.00 %
Distinguishes possible implications from sources within and beyond recommended course material relating to the context by recognising broader issues at play or perspectives beyond the author’s explicit message.
75.00 to 84.00 %
Draws complex inferences from various sources to argue concepts and/or support or challenge the author/s perspective in relation to the context.
65.00 to 74.00 %
Draws basic inferences from course material to discuss key concepts presented by the author/s in relation to the context.
50.00 to 64.00 %
Apprehends foundational concepts adequately to paraphrase or summarise the information from course material.
0.00 to 49.00 %
Provides an inadequate description of the foundational concepts for external marketing environment analysis.
Name
Description
Rubric Detail
Weight 10.00%
Weight 10.00%
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Levels of Achievement
Criteria High Distinction Distinction Credit Pass Fail
Criteria 3: Critical analysis & evaluation of the external marketing environment
85.00 to 100.00 %
Displays advanced ability to critically analyze all aspects of External Environment of an Australian Small to Medium Enterprise
75.00 to 84.00 %
Shows good capacity to critically analyze pertinent issues of the External Environment of an Australian Small to Medium Enterprise
65.00 to 74.00 %
Demonstrates reasonable capacity to identify and analyze a range of issues associated with the External Environment of an Australian Small to Medium Enterprise
50.00 to 64.00 %
Business issues are identi�ed, and basic analysis is evidenced in the External Environment of an Australian Small to Medium Enterprise.
0.00 to 49.00 %
Demonstrates inadequate capacity to identify and analyze the External Environment of an Australian Small to Medium Enterprise
Criteria 4: Identi�cation and assessment of key opportunities and threats facing the SME
85.00 to 100.00 %
Identi�es highly pertinent opportunities and threats that should be addressed through the development a comprehensive marketing plan.
75.00 to 84.00 %
Identi�es key opportunities and threats for the development of an e�ective marketing plan
65.00 to 74.00 %
Selects some relevant opportunities and threats to inform development of a relevant marketing plan
50.00 to 64.00 %
Identi�es obvious opportunities and threats for the development of a basic marketing plan
0.00 to 49.00 %
Fails to adequately identify obvious and relevant opportunities and threats from which development of a marketing plan could be e�ectively completed
Criteria 5: Recommendations for addressing 1 key opportunity and 1 key threat
85.00 to 100.00 %
Displays advanced critical and creative thinking to provide insightful recommendations that would lead to a highly competitive advantage.
75.00 to 84.00 %
Applies critical and creative thinking to provide novel recommendations that may lead to a competitive advantage.
65.00 to 74.00 %
Provides relevant recommendations to establish a competitive advantage.
50.00 to 64.00 %
Provides obvious recommendations in line with the marketing situation.
0.00 to 49.00 %
Fails to provide sensible or practical recommendations to suit the market situation.
Weight 40.00%
Weight 10.00%
Weight 15.00%
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Levels of Achievement
Criteria High Distinction Distinction Credit Pass Fail
Criteria 6: Communication using digital tools/channels.
85.00 to 100.00 %
Demonstrates sophisticated use of digital tools/channels to communicate in a highly e�ective manner. Presentation is well-structured, logical and clear. Arguments are very persuasive and easy to follow. Language choice and tone is highly professional, appropriate and impactful. Exhibits a sophisticated level of netiquette characterised by courtesy, consideration and respect.
75.00 to 84.00 %
Con�dently uses digital tools/channels to communicate accurately and professionally. Language choice and tone is professional, appropriate and e�ective. Exhibits a professional level of courtesy, consideration and respect in a digital communications context. Presentation is mostly well structured, logical and clear. Arguments are persuasive and easy to follow.
65.00 to 74.00 %
Competently and accurately communicates using digital tools/channels. Language choice and tone is e�ective and appropriate. Exhibits courtesy, consideration and respect in a digital communications context. Presentation is generally well structured, logical and clear. Arguments are relatively persuasive, and most points are easy to follow
50.00 to 64.00 %
Uses digital tools/channels to communicate appropriately. Language choice and tone is appropriate. Demonstrates basic awareness of the importance of exhibiting an adequate level of courtesy, consideration, respect in a digital communications context. The main arguments are presented. Uses a sequenced structure to present information and ideas.
0.00 to 49.00 %
Demonstrates little or no ability to use digital communication tools/channels to communicate appropriately in a business context. Presentation is confusing, di�cult to follow and non- compelling due to lack of structure, logic and clarity. Demonstrates limited or no awareness of an appreciation of the importance of exhibiting an adequate level of courtesy, consideration, and respect in a digital communications context.
Weight 10.00%
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Levels of Achievement
Criteria High Distinction Distinction Credit Pass Fail
Criteria 7: Referencing of sources of information used within the body of the document and in a reference, list using Harvard referencing style
85.00 to 100.00 %
A range of highly relevant sources of information are fully integrated and correctly cited within the body of the text using Harvard referencing. A comprehensive and correctly formatted list of references is presented in Harvard Referencing
75.00 to 84.00 %
Correctly cites and integrates multiple relevant sources of information within the body of the text using Harvard referencing style. A correctly formatted list of references is presented in Harvard referencing style.
65.00 to 74.00 %
Cites relevant sources of information within the body of the text using Harvard referencing style. A list of all references is provided in Harvard referencing style.
50.00 to 64.00 %
Cites sources within the text using an appropriate Harvard referencing style. An appropriate referencing style is used for presenting sources cited in a list of references.· No evidence of plagiarism.
0.00 to 49.00 %
Lack of or errors in referencing indicating potential plagiarism or poor evidence of information sourcing.
Weight 5.00%
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