| B2B Marketing Assignment 1 Grading Rubric | | | | 5MARK009W |
| | 0% | 15% | 25% | 35% | 45% | 55% | 65% | 75% | 85% | 100% |
| Criteria | Not Attempted (0%) | Insufficient (15%) | Inadequate (25%) | Needs improvement (35%) | Basic(45%) | Competent(55%) | Proficient(65%) | Professional (75%) | Excellent (85%) | OUTSTANDING (100%) |
| One to One Meeting: Weight: 10% | 0%: The student has NOT attended the one to one session | 15%: The student attends but shows little or no preparation, understanding or knowledge of what is required. A4 sheet is very poorly put together or nonexistent. NO PRINTED A4 Sheet provided at 1-2-1 meeting and/or in the report Appendix. | 25%: A very basic or no A4 is presented. Little evidence of work-in-progress illustrated Very basic understanding of requirements of assignment. Student does not appear to have read the assignment carefully & requires significant clarity and direction. NO PRINTED A4 Sheet provided at 1-2-1 meeting and/or in the report Appendix. | 35%: A rather basic or no A4 is presented. Limited evidence of work-in-progress illustrated Limited understanding of requirements of assignment. This work is a marginal fail. The student lacks understanding of important requirements of the assignment. NO PRINTED A4 Sheet provided at 1-2-1 meeting and/or in the report Appendix. | 45%: A basic A4 is presented. Some evidence of work-in-progress illustrated including some basic academic research. There is a basic understanding of the direction of the assignment but student requires significant clarity and direction Some very basic clarity questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as appendix of report | 55%: A fairly basic A4 is presented. Reasonable evidence of work-in-progress illustrated including some relevant academic research. There is a reasonably understanding of the direction of the assignment but student requires some clarity and direction Some basic clarity questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | 65%: A succinct A4 is presented. Good work-in-progress illustrated including relevant academic research. There is a reasonably clear understanding of the direction of assignment. Some clarity questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | 75%: A clear succinct A4 is presented. Excellent work-in-progress illustrated including academic research. There is very clear understanding of direction of assignment. Professional questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | 85%: A very clear succinct A4 is presented. Excellent work-in-progress illustrated including strong academic research. There is an excellent understanding of the direction of the assignment. Salient, but original questions are asked. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report | 100%: Student demonstrated outstanding understanding of the scope of the assignment. There are no points requiring readjusting. There are no student questions. PRINTED A4 sheet presented at 1-2-1 meeting & Included as APPENDIX of report |
| Criteria | Not Attempted (0%) | Insufficient (15%) | Inadequate (25%) | Needs improvement (35%) | Basic(45%) | Competent(55%) | Proficient(65%) | Professional (75%) | Excellent (85%) | OUTSTANDING (100%) |
| Executive Summary: Weight: 10% | 0%: No Executive summary is provided. | 15%: Just a few lines which does not serve any purpose. | 25%: A very basic attempt to draft an executive summary. This may feel like an introduction only with limited wffort made to summarise the key aspects of report findings | 35%: There is an attempt to draft an executive summary. But limited effort is made to create an effective executive summary which adds to the report or respects convention. | 45%: The executive summary is short and does not adequately summarize the key parts of the report. There is a limited attempt to outline the key findings and recommendations. There are significant structural and proof reading issues present. | 55%: The executive summary is written on 1 page(but may not be a full page) There is an attempt to outline the key findings and recommendations, but this requred further effort. There are some structural and proof reading issues present. | 65%: The executive summary is written on 1 full page(respecting guidelines) and contains 4 paragraphs: Paragraph 1 explains the objectives/aims of the assignment. Paragraph 2 & 3 outline some of the key findings, but not all. Paragraph 4 attempts to identify some recommendations. Quite well written with minor proof reading issues. | 75%: The executive summary is written on 1 full page(respecting guidelines) and contains 4 clear paragraphs: Paragraph 1 clearly explains the objectives/aims of the assignment. Paragraph 2 & 3 clearly outline the key findings and Paragraph 4 clearly identifies the key recommendations. Excellently written without proof reading issues. | 85%: The executive summary succinctly summarises the key components of the report over 4 paragraphs: Paragraph 1 very clearly explains the objectives/aims of the assignment. Paragraph 2 & 3 very clearly outline the key findings and Paragraph 4 very clearly identifies the key recommendations. Excellently written without proof reading issues. | 100%: This is an outstanding Executive Summary which summarises the key aspects of the report. The student has very carefully captured the most relevant aspects to convey to the reader. This is written in a highly profesional style. |
| Criteria | Not Attempted (0%) | Insufficient (15%) | Inadequate (25%) | Needs improvement (35%) | Basic(45%) | Competent(55%) | Proficient(65%) | Professional (75%) | Excellent (85%) | OUTSTANDING (100%) |
| B2B Versus B2C Weight (10%) | 0% Did not attempt this section | 15%: Provides minimal detail with very limited knowledge or undesrtanding of the difference between B2B & B2C. | 25% Provides very limited or no sumarised table of the key differences. Includes a basic overview but this is lacking in content & undertanding. Weak choice and use of sources & referencing | 35%: Provides limited or no sumarised table of the key differences. Includes a brief overview but this is lacking in content & undertanding. There may be issues in terms of referencing format or validity/relaibility of Sources | 45% Provides a basic but adequate sumarised table of the key differences. This is followed by a brief overview which includes some references which may be of questionable origin & content. There may be issues in terms of referencing format or validity/relaibility | 55%: Provides a reasonable sumarised table of the key differences. This is followed by a reasonable overview of key fifferences between B2B & B2C which is supported by some academic references which is mostly referenced correctly. | 65% Provides a good sumarised table of the key differences. This is followed by quite a good overview of key fifferences between B2B & B2C which is supported by some good academic references which is reference correctly. | 75% Provides a clear sumarised table of the key differences. This is followed by a good overview of key fifferences between B2B & B2C which is supported by good academic references which is reference correctly. | 85% Provides a very clear sumarised table of the key differences. This is followed by a sucicnt over view of key fifferences between B2B & B2C which is supported by excellent academic references which is referenced to a high standard. | 100%: Outstanding compariosn of B2B & B2C |
| Criteria | Not Attempted (0%) | Insufficient (15%) | Inadequate (25%) | Needs improvement (35%) | Basic(45%) | Competent(55%) | Proficient(65%) | Professional (75%) | Excellent (85%) | OUTSTANDING (100%) |
| Customer journey map and key touchpoints. Weight: 35% | 0% Did not attempt this section | 15%: Provides minimal knowledge or undertanding of the customer journey and its importance in terms of customer satisfaction in a B2B marketing setting. Minimal engagement with the module material in developing a response to this section. | 25%: Provides very limited knowledge or undertanding of the customer journey and its importance in terms of customer satisfaction in a B2B marketing setting. Very limited engagement with the module material in developing a response to this section. | 35%: Provides very limited or no B2B Customer Journey map which may.may not be aligned with the AIDA framework and used as an anchor for this section. This is followed by a very limited discussion of the key areas of the Customer Journey. Includes limited use of basic models/frameworks & literature used in the module to help support & illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes minimal/weak supporting research which may be poorly referenced | 45%: Provides a basic B2B Customer Journey map which is to some extent aligned with the AIDA framework and used to some extent to anchor this section. This is followed by some basic discussion of the key areas of the Customer Journey. Includes some basic use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes basic supporting literature/research sources and there may be some referencing issues. Limited analysis occurs. | 55%: Provides a reasonable B2B Customer Journey map which is mostly aligned with the AIDA framework and used to some extent to anchor this section. This is followed by some discussion of the key areas of the Customer Journey. Includes some use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes some appropriately referenced academic literature to support discussion. Fariy limited analysis with some areas requiring further thought | 65%: Provides quite a good B2B Customer Journey map which is aligned with the AIDA framework and effectively used to anchor this section. This is followed by quite a good discussion of the key areas of the Customer Journey. Includes some good use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes some good appropriately referenced academic literature to support discussion & effective analysis, although there are some areas which might have been developed more. | 75%: Provides a strong B2B Customer Journey map which is aligned with the AIDA framework and effectively used to anchor this section. This is followed by a good discussion of the key areas of the Customer Journey. Includes good use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes good academic literature to support discussion & effective analysis. | 85%: Provides a comprehensive B2B Customer Journey map which is aligned with the AIDA framework and effectively used to anchor this section. This is followed by a comprehenive discussion of the key areas of the Customer Journey. Includes extensive use of models, frameworks and literature used in the module which helps illustrate how B2B marketers can measure customer satisfaction at various touchpoints of the journey. The student includes comprehensive academic literature to support discussion & effective analysis. | 100%: Outstanding undertanding of the Customer Journey and it's importance from a B2B Marketing perspective. |
| Criteria | Not Acceptable | Insufficient | | Needs improvement | Basic | Competent | Proficient | Professional | Excellent | OUTSTANDING |
| Ways of enhancing the BB customer experience. Weight: 25% | 0%
Not addressed | 15% Very minimal attempt to draw recommendations on how to enhance the B2B customer journey. There is very mininmal supporting evidence. There is a very minimal attempt to link the Customer Experience(CE) models and your conclusions/recommendations.
. | 25% Minimal attempt to draw clear and effective recommendations on how to enhance the B2B customer journey. There is very limited supporting evidence. There is a very limited attempt to link the Customer Experience(CE) models and your conclusions/recommendations.
. | 35% The student draws 5-6(or less) limited recommendations for management in terms of how to enhance the customer journey. There is limited supporting evidence. There is a limited attempt to link the Customer Experience(CE) models and your conclusions/recommendations.
A very descriptive attempt at presenting ways of enhancing the customer experience. | 45% The student draws 5-6 basic recommendations for management in terms of how to enhance the customer journey. The recommendations are supported to some extent by some academic literature/research sources where relevant which is mostly referenced accordingly. There is a basic attempt to link the Customer Experience(CE) models and your conclusion.
Includes some basic analysis of approaches to enhancing CE in a B2B setting which is supported by some basic evaluation. | 55% The student draws 5-6 reasonable recommendations for management in terms of how to enhance the customer journey. The recommendations are generally supported by some academic literature where relevant which is mostly referenced accordingly. There is some attempt to link the Customer Experience(CE) models and your conclusion.
Includes some analysis of approaches to enhancing CE in a B2B setting which is supported by some critical evaluation and judgement, although these could have been developed further. | 65% The student draws 5-6 fairly clear recommendations for management in terms of how to enhance the customer journey. These mostly flow from the earlier discussion. The recommendations are generally supported by various academic literature where relevant which is referenced accordingly. There is quite a good link between the Customer Experience(CE) models and your conclusion.
Includes quite good analysis of approaches to enhancing CE in a B2B setting which is supported by some good critical evaluation and judgement, although there are some areas which could have been developed further. | 75% The student draws 5-6 clear recommedations for management in terms of how to enhance the customer journey. These mostly flow from the earlier discussion. The recommendations are supported by various academic literature where relevant which is referenced accordingly. There is a good link between the Customer Experience(CE) models and your conclusion.
Good analysis of approaches to enhancing CE in a B2B setting which is supported by good critical evaluation and judgement | 85% The student draws 5-6 very clear recommedations for management in terms of how to enhance the customer journey. These mostly flow from the earlier discussion. The recommendations are supported by various academic literature where relevant which is referenced accordingly. Excellent link between the Customer Experience(CE) models and your conclusion.
Excellent analysis of approaches to enhancing CE in a B2B setting which is supported by critical evaluation and judgement | 100%
Excellent discussion of recommendations for enhancing the customer experience.
The paper is ready to be published in a peer-reviewed journal. |
| Criteria | Not Attempted (0%) | Insufficient (15%) | Inadequate (25%) | Needs improvement (35%) | Basic(45%) | Competent(55%) | Proficient(65%) | Professional (75%) | Excellent (85%) | OUTSTANDING (100%) |
| Structure, Clarity & Presentation:
Weight 20% | 0%
There are no headings or subheadings in the paper.
It is difficult to follow the logic.
Inappropriate structure within the paragraphs.
Many grammar, punctuation and spelling mistakes that are not acceptable at undergraduate level. | 15%
There is an attempt to create a report structure; however the paper still looks largely unstructured.
It is difficult to follow the logic.
Inappropriate structure within the paragraphs.
Many grammar, punctuation and spelling mistakes. | 25%
Poor presentation, structure & sequencing.
Unsatisfactory use of tables or figures.
Lacking in flow resulting in a narrative that is difficult to understand or follow.
Significant paragraphing, grammar, punctuation and spelling mistakes. | 35%
Inadequate presentation, structure or sequencing.
Unsatisfactory use of tables or figures.
No linking through the assessment resulting in a narrative that is difficult to understand or follow.
Some paragraphing, grammar, punctuation and spelling mistakes. | 45%
Satisfactory presentation of the report structure.
Satisfactory use of tables and figures.
Structure and sequencing appropriate to the assessment briefing.
Minor paragraphing, grammar, punctuation and spelling mistakes are allowed. | 55%
Satisfactory organised presentation which includes tables and figures where appropriate.
Structure and sequencing appropriate to the assessment briefing.
Minor grammar, punctuation and spelling mistakes are allowed. | 65%
Clear presentation, structure and sequencing.
Where appropriate clear tables and figures are used
There is a consistenct and valid structure which flows naturally through the whole assignment. .
Good overall structure of sentences and paragraphs, which can be improved in some places.
Good grammar and punctuation. Minor spelling mistakes are allowed. | 75%
Clear presentation, structure and sequencing.
Where appropriate clear tables and figures are used.
There is a very consistent and valid structure which flows naturally through the whole assignment.
Excellent structure of sentences and paragraphs.
It is easy to read and follows logically
Good grammar, punctuation and spelling. | 85%
Excellent presentation, structure and sequencing. The report looks professional.
Where appropriate clear tables and figures are used.
A consistent and valid structure which flows naturally through the whole assignment.
Excellent structure of sentences and paragraphs.
It is logical and easy to read
Good grammar, punctuation and spelling. | 100%
The paper is ready to be published in a peer-reviewed journal. |
| Criteria | Not Attempted (0%) | Insufficient (15%) | Inadequate (25%) | Needs improvement (35%) | Basic(45%) | Competent(55%) | Proficient(65%) | Professional (75%) | Excellent (85%) | OUTSTANDING (100%) |
Prakash agrawal
CWGradingRubricB2BAssignment12020.xlsx
