final

Excellent (3)

Acceptable (2)

Unacceptable (1)

Determine the Extent of Information Needed

Demonstrates the ability to locate and use 5 sources directly relevant to the topic from scholarly sources. These sources must be on the topic of the paper. They cannot be general resources.

Demonstrates the ability to locate 8-9 sources relevant to the topic.

The literature review has fewer than 8 sources.

Access the Needed Information

Sources are relevant, balanced, and thorough in scope. The logic for source selection is apparent.

Topics are supported with conceptual depth and strength.

The paper must cover all the major areas of the topic in depth.

Most sources target the topic. Some sources are bias or lack precision, verification, or purpose. The discussion varies in quality and extent of coverage of study.  The quality and relevance of the sources selected vary. Not all the areas of the paper are thoroughly developed.

Sources were too vague, general, or irrelevant. The quality and relevance of the sources is poor

Evaluate Information and its Sources Critically

The information included is scholarly and relevant to the literature review. The sources selected are scientific and not popular option.

The information includes has both scholarly material and some material written only on the basis of personal opinion. 

The material included is lacking in scholarly respectability. The information included is incomplete, inconsistent, or inaccurate. 

Use Information Effectively to Accomplish a Specific Purpose

The review of the website is thorough and focused It was well organized and easily understood.  It uses terminology appropriate to the discipline. It presents the material with a scholarly tone.

The sources reviewed are appropriate to the study.  The paper may not be logically organized or some sections may lack development.

The literature review is unprofessional including poor quality sources, poor organization, and missing information. The material may be used inappropriately or poorly organized.  The writing style may vary throughout the paper.

Access and Use Information Ethically and Legally--

Paper includes no plagiarism and documents correctly.

The literature review includes extensive documentation using the APA and MLA format.  The sources are documented in the paper and in the references. The electronic sources are hyperlinked to the references. The books are supported with copies of the titles pages hyperlinked to the references. Demonstrates a full understanding of ethical and legal restrictions on the use of information.

The literature review is document in the paper and in the references, but includes some minor documentation issues.  This paper would include no major unethical or illegal uses of the information.

The literature review lacks documentation in the paper or references. Does not demonstrate a full understanding of the ethical and legal l restrictions on the use of information. The literature review may include plagiarism.

Excellent

Acceptable

Below Acceptable

Purpose of the Organization

Using the history, leadership, mission statement, vision, motto, reputation, and corporate social responsibility, the student correctly and accurately identifies the purpose, the product, and the target customers.

The student fails to fully address one of the following: the purpose, the product, or the target customers.

The student has difficult identifying the purpose, the product, and the target customers.

Scope of Communication

Student correctly and accurately identifies the scope of the organizational communication:  international, national, state, or community.  The organization may address all four of these groups or only some of them.  Once these areas are identified, then discuss how that audience influence the communication of the organization.

Student accurately identifies some of the audiences, but misses other audiences or has difficulty explaining how those audiences affect communication.

Student has difficult identifying the scope of communication or how that affects the communication of the organization.

Issues

Student accurately identifies at least two issues the organization is facing and explains those fully and completely documenting your sources.

Student identifies one issue the organization is facing fully and completely.

The student has difficult explaining the issues the organization is facing.

Commercials/Ad

Student thoroughly describes at least two ads with great deal.

Student describes two ads, but those descriptions lack depth and breadth development.

Student only vaguely mentions ads or commercials.

Website

Thoroughly describes and analyzes the website addressing the issues in the assignment

Basically described the website including most of the details in the assignment.

Only has a vague description of the website.

Evaluation

Based on the previous information, the student accurately and thoroughly describes exactly how the organization is communicating well and where the organization needs improvement

The student basically describes what the organization is doing well and how it needs to improve

There is little analysis of the communication

Final Thoughts

Includes three ideas about how this analysis helped you learn about how organizations use their websites to communicate with their audiences.

Includes two ideas about how this analysis helped you learn about how organizations use their websites to communication with their audiences.

Has little information on what they learned about how organizations use their websites to communicate.