assignment 2 marketing
Skylerreybrasil
GB530_Rubrics.pdf
Rubric Title: GB530 Unit 1 Assignment Rubric Assignment Criteria Level III Level II Level I Not Present Criteria 1 (25%) Level III
Max Points: 25 Level II
Max Points: 21.25 Level I
Max Points: 17.5 Not Present
New product identification
Meets all criteria: ● Receives the
instructor’s approval for the project.
● Identifies a new revenue-generating product or service for an existing company.
● Describes details of the new product, including the parent company, brand name, and new product name.
● Receives the instructor’s approval for the project.
● Identifies a new revenue-generating product or service for an existing company.
One (1) of the following is true:
● Misses describing the parent company
● Misses the brand name
● Misses details of the new product description
● Misses new product name
● Receives the instructor’s approval for the project.
● Identifies a new revenue-generating product or service for an existing company.
Two (2) or more of the following are true:
● Misses describing the parent company
● Misses the brand name
● Misses details of the new product description
● Misses new product name
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present Criteria 2 (15%)
Level III Max Points: 15
Level II Max Points: 12.75
Level I Max Points: 10.5 Not Present
Brand definition
Meets all criteria: ● Defines brand
extension. ● Categorizes new
product as a line or category extension.
● Provides rationale for the product category.
Meets two (2) criteria: ● Defines brand
extension. ● Categorizes new
product as a line or category extension.
Meets one (1) criteria: ● Defines brand
extension.
Does not meet any criteria.
Criteria 3 (15%) Level III
Max Points: 15 Level II
Max Points: 12.75 Level I
Max Points: 10.5 Not Present
Source of the research
Meets all criteria: ● Describes how
the information will be acquired for the marketing plan.
● Discusses what research will be conducted.
● Provides specific research sources.
Meets two (2) criteria: ● Describes how the
information will be acquired for the marketing plan.
● Discusses what research will be conducted.
Meets one(1) criteria: ● Describes how the
information will be acquired for the marketing plan.
Does not meet any criteria.
Criteria 4 (15%)
Level III Max Points: 15
Level II Max Points: 12.75
Level I Max Points: 10.5 Not Present
Assignment Criteria Level III Level II Level I Not Present
Target market
Meets all criteria: ● Describes the target
market for the new product.
● Discusses details of the target market.
● Provides rationale for target market selection.
Meets two (2) criteria: ● Describes the target
market for the new product.
● Discusses details of the target market.
Meets one (1) criteria: ● Describes the target
market for the new product.
Does not meet any criteria.
Criteria 5 (10%) Level III
Max Points: 10 Level II
Max Points: 8.5 Level I
Max Points: 7 Not Present
Distribution Strategy
Meets all criteria: ● Describes
distribution strategy. ● Defines the
distribution of the new product as global or domestic.
● Provides rationale for distribution strategy.
Meets two (2) criteria: ● Describes the
distribution strategy. ● Defines the distribution
of the new product as global or domestic.
Meets one (1) criteria: ● Describes the
distribution strategy.
Does not meet any criteria.
Criteria 6 (10%)
Level III Max Points: 10
Level II Max Points: 8.5
Level I Max Points: 7 Not Present
APA Style
Meets all criteria ● Applies APA style to
in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets two (2) criteria ● Applies APA style to in-
text citations with minor errors
● Applies APA style to references, with minor errors
Meets one (1) criteria ● Applies APA style to in-
text citations with minor errors
● Applies APA style to references, with minor errors
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Resources are from reliable and/or scholarly sources
● Resources are from reliable and/or scholarly sources
Criteria 7 (10%) Level III
Max Points: 10 Level II
Max Points: 8.5 Level I
Max Points: 7 Not Present
Writing Conventions Meets all criteria:
● Writing is focused, concise and organized
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Meets three (3) criteria:
● Writing is focused, concise and organized
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Meets one (1)-two (2) criteria:
● Writing is focused, concise and organized
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Does not meet any criteria.
Maximum Total Points 100.000 85.000 70.000 0
Minimum Total Points 85.001 points minimum 70.001 points minimum 0.001 point minimum 0
Rubric Title: GB530 Unit 2 Assignment Rubric
Assignment Criteria Level III Level II Level I Not Present Criteria 1 (5%) Level III
Max Points: 5 Level II
Max Points: 4.25 Level I
Max Points: 3.50 Not Present
Situation Analysis
Meets all criteria: ● Provides a
summary of the current situation’ including at least four (4) key components.
The following is true:
● Provides a summary of the current situation, including three (3) key components.
The following is true:
● Provides a summary of the current situation, including one (1) - two (2) key components.
Does not meet any criteria.
Criteria 2 (5%)
Level III Max Points: 5
Level II Max Points: 4.25
Level I Max Points: 3.50 Not Present
Market Summary
Meets all criteria: ● Defines target
customer groups.
● Defends selection of target market.
● Provides market growth projections.
Meets two (2) criteria:
● Defines target customer groups.
● Defends selection of target market.
● Provides market growth projections.
Meets one (1) criteria:
● Defines target customer groups.
● Defends selection of target market.
● Provides market growth projections.
Does not meet any criteria.
Criteria 3 (10%) Level III
Max Points: 10 Level II
Max Points: 8.5 Level I
Max Points: 7 Not Present
Market Demographics
Meets all criteria: ● Defines the
demographic profile of the target market.
Meets three (3) criteria: ● Defines the
demographic profile of the target market.
Meets one (1) - two (2) criteria: ● Defines the
demographic profile of the target market.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Defines the geographic area of the target market.
● Defines behavioral influencers of the target market.
● Defines the psychographic profile of the target market.
● Defines the geographic area of the target market.
● Defines behavioral influencers of the target market.
● Defines the psychographic profile of the target market.
● Defines the geographic area of the target market.
● Defines behavioral influencers of the target market.
● Defines the psychographic profile of the target market.
Criteria 4 (5%)
Level III Max Points: 5
Level II Max Points: 4.25
Level I Max Points: 3.5 Not Present
Market Needs
Meets all criteria: ● Describes new
product benefits for the target market.
● Discusses the needs of the target market.
● Provides research to support (market needs) assumptions.
Meets two (2) criteria: ● Describes new product
benefits for the target market.
● Discusses the needs of the target market.
● Provides research to support (market needs) assumptions.
Meets one (1) criteria: ● Describes new product
benefits for the target market.
● Discusses the needs of the target market.
● Provides research to support (market needs) assumptions.
Does not meet any criteria.
Criteria 5 (10%) Level III
Max Points: 10 Level II
Max Points: 8.5 Level I
Max Points: 7 Not Present
Market Trends
Meets all criteria: ● Identifies at least
three (3) industry trends related to the new product.
● Distinguishes differences between
Any of the following are true: ● Identifies two (2)
industry trends. ● Misses differences
between trends (long-
Any of the following are true: ● Identifies one (1)
industry trend. ● Misses differences
between trends (long-
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
trends (long-term) and fads (short- term).
term) and fads (short- term).
term) and fads (short- term).
Criteria 6 (5%) Level III
Max Points: 5 Level II
Max Points: 4.25 Level I
Max Points: 3.5 Not Present
Market Growth
Meets all criteria: ● Explains whether
the market is growing, static, or diminishing.
● Discusses growth trends.
● Provides research to support trend assessment.
● Determines ways to address market growth conditions.
Meets three (3) criteria: ● Explains whether the
market is growing, static, or diminishing.
● Discusses growth trends.
● Provides research to support market growth assessment.
● Determines ways to address market growth conditions.
Meets one (1) - two (2) criteria: ● Explains whether the
market is growing, static, or diminishing.
● Discusses growth trends.
● Provides research to support market growth assessment.
● Determines ways to address market growth conditions.
Does not meet any criteria.
Criteria 7 (15%) Level III
Max Points: 15 Level II
Max Points: 12.75 Level I
Max Points: 10.5 Not Present
SWOT Analysis
Meets all criteria: ● Describes at least
three (3) strengths
● Describes at least three (3) weaknesses
● Describes at least three (3) opportunities
One of the following is true:
● Describes three (3) strengths
● Describes fewer than three (3) weaknesses
● Describes fewer than three (3) opportunities
Two (2) or more of the following is true:
● Describes fewer than three (3) strengths
● Describes fewer than three (3) weaknesses
● Describes fewer than three (3) opportunities
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Describes at least three (3)threats
● Describes fewer than three (3) threats
● Describes fewer than three (3) threats
Criteria 8 (10%) Level III
Max Points: 10 Level II
Max Points: 8.5 Level I
Max Points: 7 Not Present
Competition
Meets all criteria: ● Describes the
competition. ● Describes
competitive strategy. ● Defines the
marketing mix (4 P’s) of at least one competitor.
● Discusses competitive advantage.
Meets three (3) criteria: ● Describes the
competition. ● Describes competitive
strategy. ● Defines the marketing
mix (4 P’s) of at least one competitor.
● Discusses competitive advantage.
Meets one (1) - two (2) criteria: ● Describes the
competition. ● Describes competitive
strategy. ● Defines the marketing
mix (4 P’s) of at least one competitor.
● Discusses competitive advantage.
Does not meet any criteria.
Criteria 9 (10%)
Level III Max Points: 10
Level II Max Points: 8.5
Level I Max Points: 7 Not Present
Product Offering
Meets all criteria: ● Describes product
features. ● Describes product
benefits. ● Describes brand
equity model. ● Defines strategy to
build brand equity.
Meets three (3) criteria: ● Describes product
features. ● Describes product
benefits. ● Describes brand equity
model. ● Defines strategy to
build brand equity.
Meets one (1) - two (2) criteria: ● Describes product
features. ● Describes product
benefits. ● Describes brand equity
model. ● Defines strategy to
build brand equity.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present Criteria 10 (5%)
Level III Max Points: 5
Level II Max Points: 4.25
Level I Max Points: 3.5 Not Present
Keys to Success
Meets all criteria: ● Describes at least
three factors that will determine the success of the new product.
The following is true: ● Describes at least two
factors that will determine the success of the new product.
The following is true: ● Describes one factor
that will determine the success of the new product.
Does not meet any criteria.
Criteria 11 (5%) Level III
Max Points: 5 Level II
Max Points: 4.25 Level I
Max Points: 3.5 Not Present
Critical Issues
Meets all criteria: ● Describes how to
leverage your SWOT strengths.
● Describes how to leverage your SWOT opportunities.
● Discusses how to reduce the impact of your SWOT weaknesses.
● Discusses how to reduce the impact of your SWOT threats.
● Defines product life- cycle stage of the new product.
● Justifies how the product life-cycle stage was determined.
Meets four (4) - five (5) criteria: ● Describes how to
leverage your SWOT strengths.
● Describes how to leverage your SWOT opportunities.
● Discusses how to reduce the impact of your SWOT weaknesses.
● Discusses how to reduce the impact of your SWOT threats.
● Defines product life- cycle stage of the new product.
● Justifies how the product life-cycle stage was determined.
Meets three (3) - one (1) criteria: ● Describes how to
leverage your SWOT strengths.
● Describes how to leverage your SWOT opportunities.
● Discusses how to reduce the impact of your SWOT weaknesses.
● Discusses how to reduce the impact of your SWOT threats.
● Defines product life- cycle stage of the new product.
● Justifies how the product life-cycle stage was determined.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present Criteria 12 (5%)
Level III Max Points: 5
Level II Max Points: 4.25
Level I Max Points: 3.5 Not Present
APA Style Meets all criteria: ● Uses APA formatted
template provided. ● Applies APA style to
in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets two (2) criteria ● Uses APA
formatted template provided.
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets one (1) criteria ● Uses APA
formatted template provided.
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Does not meet any criteria.
Criteria 13 (10%) Level III
Max Points: 10 Level II
Max Points: 8.5 Level I
Max Points: 7 Not Present
Writing Conventions Meets all criteria
● Writing is focused, concise, and organized.
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Meets three (3) criteria
● Writing is focused, concise, and organized.
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Meets one (1) - two (2) criteria ● Writing is focused,
concise, and organized. ● Articulates at a college
level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Does not meet any criteria.
Maximum Total Points 100.000 85.000 70.000 0
Assignment Criteria Level III Level II Level I Not Present Minimum Total Points 85.001 points minimum 70.001 points minimum 0.001 point minimum 0
Rubric Title: GB530 Unit 3 Assignment Rubric Assignment Criteria Level III Level II Level I Not Present Criteria 1 (30%) Level III
Max Points: 30 Level II
Max Points: 25.5 Level I
Max Points: 21 Not Present
Mission
Meets all criteria: ● Establishes goals for
product quality. ● Establishes goals for
customer satisfaction.
● Defines the product offering.
● Describes the mission.
● Defines the value proposition.
Meets four (4) criteria: ● Establishes goals for
product quality. ● Establishes goals for
customer satisfaction. ● Defines the product
offering. ● Describes the mission. ● Defines the value
proposition.
Meets one(1)- three (3) criteria: ● Establishes goals for
product quality. ● Establishes goals for
customer satisfaction. ● Defines the product
offering. ● Describes the mission. ● Defines the value
proposition.
.
Does not meet any criteria.
Criteria 2 (30%) Level III
Max Points: 30 Level II
Max Points: 25.5 Level I
Max Points: 21 Not Present
Objectives
Meets all criteria: Defines quantifiable marketing goals including the following:
● Market share by quarter
Meets four (4) criteria: Defines quantifiable marketing goals including the following:
● Market share by quarter
● Market penetration
Meets one(1)- three (3) criteria: Defines quantifiable marketing goals including the following:
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Market penetration
● Brand awareness
● Customer acquisition plan
● Measurable market share and size
● Brand awareness ● Customer
acquisition plan ● Measurable market
share and size
● Market share by quarter
● Market penetration ● Brand awareness ● Customer
acquisition plan ● Measurable market
share and size
Criteria 3 (20%) Level III
Max Points: 20 Level II
Max Points: 17 Level I
Max Points: 14 Not Present
Target Market
Meets all criteria: ● Describes the
specific market segment for the new product.
● Describes the specific market niches for the new product.
● Provides rationale for target market selection.
Meets two (2) criteria: ● Describes the specific
market segment for the new product.
● Describes the specific market niches for the new product.
● Provides rationale for target market selection.
Meets one (1) criteria: ● Describes the specific
market segment for the new product.
● Describes the specific market niches for the new product.
● Provides rationale for target market selection.
Does not meet any criteria.
Criteria 4 (10%) Level III
Max Points: 10 Level II
Max Points: 8.5 Level I
Max Points: 7 Not Present
APA Style Meets all criteria:
● Uses APA formatted template provided.
Meets two(2) criteria:
● Uses APA formatted template provided.
● Applies APA style to in-text citations and
Meets one (1) criteria:
● Uses APA formatted template provided.
● Applies APA style to in-text citations and
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
references with minor to no errors
● Resources are from reliable and/or scholarly sources.
references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Criteria 5 (10%) Level III
Max Points: 10 Level II
Max Points: 8.5 Level I
Max Points: 7 Not Present
Writing Conventions Meets all criteria: ● Writing is focused,
concise and organized
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Meets three (3) criteria: ● Writing is focused,
concise and organized ● Articulates at a college
level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Meets one(1)-two (2) criteria: ● Writing is focused,
concise and organized ● Articulates at a college
level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Does not meet any criteria.
Maximum Total Points 100.000 85 .000 70.000 0
Minimum Total Points 85.001 points minimum 70.001 points minimum 0.001 point minimum 0
Rubric Title: GB530 Unit 4 Assignment Rubric
Assignment Criteria Level III Level II Level I Not Present Criteria 1 (8.33%) Level III
Max Points: 10 Level II
Max Points: 8.499 Level I
Max Points: 6.999 Not Present
Positioning Strategy
Meets all criteria: ● Describes how your
product/service meets the need(s) of the target market segments.
● Describes how your product/service is different from the main competition.
● Determines the most distinguishing feature of your new product.
Meets two (2) criteria: ● Describes how your
product/service meets the need(s) of the target market segments.
● Describes how your product/service is different from the main competition.
● Determines the most distinguishing feature of your new product.
Meets one (1) criteria: ● Describes how your
product/service meets the need(s) of the target market segments.
● Describes how your product/service is different from the main competition.
● Determines the most distinguishing feature of your new product.
Does not meet any criteria.
Criteria 2 (15%) Level III
Max Points: 18 Level II
Max Points: 15.3 Level I
Max Points: 12.6 Not Present
Product Decisions
Meets all criteria: ● Explains product
differentiation. ● Describes product’s
most distinguishing features.
● Defines product value.
Meets two (2) criteria: ● Explains product
differentiation. ● Describes product’s
most distinguishing features.
● Defines product value.
Meets one (1) criteria: ● Explains product
differentiation. ● Describes product’s
most distinguishing features.
● Defines product value.
Does not meet any criteria.
Criteria 3 (22.5%) Level III
Max Points: 27 Level II
Max Points: 22.95 Level I
Max Points: 18.9 Not Present
Assignment Criteria Level III Level II Level I Not Present
Price Decisions
Meets all criteria: ● Determines the
price of the new product.
● Explains how the price was determined. Determines what the product is worth.
● Defines how pricing strategy distinguishes the product from the competition.
Meets three (3) criteria: ● Determines the
price of the new product.
● Explains how the price was determined. Determines what the product is worth.
● Defines how pricing strategy distinguishes the product from the competition.
Meets one (1) - two (2) criteria: ● Determines the
price of the new product.
● Explains how the price was determined. Determines what the product is worth.
● Defines how pricing strategy distinguishes the product from the competition.
Does not meet any criteria.
Criteria 4 (15%)
Level III Max Points: 18
Level II Max Points: 15.3
Level I Max Points: 12.6 Not Present
Distribution (Place) Decisions
Meets all criteria: ● Determines
distribution strategy.
● Describes alternative delivery methods (if any).
● Determines whether utilizing direct or indirect distribution.
● Provides rationale for (direct or indirect) distribution decisions.
Meets three (3) criteria: ● Determines
distribution strategy. ● Describes
alternative delivery methods (if any).
● Determines whether utilizing direct or indirect distribution.
● Provides rationale for (direct or indirect) distribution decisions.
Meets one (1) - two (2) criteria:
● Determines distribution strategy.
● Describes alternative delivery methods (if any).
● Determines whether utilizing direct or indirect distribution.
● Provides rationale for (direct or indirect) distribution decisions.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present Criteria 5 (15%)
Level III Max Points: 18
Level II Max Points: 15.3
Level I Max Points: 12.6 Not Present
Promotion Decisions
Meets all criteria: ● Describes in
detail promotional tools you will use.
● Determines promotional tactics.
● Describes plan to gain market share.
● Determines how to evaluate the results of your promotional campaign.
Meets three (3) criteria: ● Describes in detail
promotional tools you will use.
● Determines promotional tactics.
● Describes plan to gain market share.
● Determines how to evaluate the results of your promotional campaign.
Meets one (1) - two (2) criteria:
● Describes in detail promotional tools you will use.
● Determines promotional tactics.
● Describes plan to gain market share.
● Determines how to evaluate the results of your promotional campaign.
Does not meet any criteria.
Criteria 6 (8.33%)
Level III Max Points: 10
Level II Max Points: 8.499
Level I Max Points: 6.999 Not Present
Marketing Research
Meets all criteria: ● Determines the
type(s) of marketing research needed to help make informed decisions.
● Discusses ways to evaluate whether the research
Meets three (3) criteria: ● Determines the
type(s) of marketing research needed to help make informed decisions.
● Discusses ways to evaluate whether the research provides the needed results.
Meets one (1)-two (2) criteria:
● Determines the type(s) of marketing research needed to help make informed decisions.
● Discusses ways to evaluate whether the research provides the needed results.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
provides the needed results.
● Decides whether to outsource or to conduct the research internally.
● Provides rationale for whether or not to outsource marketing research.
● Decides whether to outsource or to conduct the research internally.
● Provides rationale for whether or not to outsource marketing research.
● Decides whether to outsource or to conduct the research internally.
● Provides rationale for whether or not to outsource marketing research.
Criteria 7 (7.5%)
Level III Max Points: 9
Level II Max Points: 7.65
Level I Max Points: 6.3 Not Present
APA Style Meets all criteria: ● Uses APA formatted
template provided. ● Applies APA style to
in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets two (2) criteria ● Uses APA
formatted template provided.
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets one (1) criteria ● Uses APA
formatted template provided.
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Does not meet any criteria.
Criteria 8 (8.33%) Level III
Max Points: 10 Level II
Max Points: 8.499 Level I
Max Points: 6.999 Not Present
Writing Conventions Meets all criteria
● Writing is focused, concise, and organized.
Meets three (3) criteria ● Writing is focused,
concise, and organized.
Meets one (1) - two (2) criteria
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
● Writing is focused, concise, and organized.
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Maximum Total Points 120.000 102.000 84.000 0
Minimum Total Points 102.001 points minimum
84.001 points minimum 0.001 point minimum 0
Rubric Title: GB530 Unit 5 Assignment Rubric Assignment Criteria Level III Level II Level I Not Present Criteria 1 (14.11%) Level III
Max Points: 23.987 Level II
Max Points: 20.389 Level I
Max Points:16.791
Not Present
Executive Summary
Meets all criteria: ● Provides a summary
of the Brand Extension Marketing Plan in four-six (4-6) paragraphs.
Describes: ● product ● benefits ● target markets ● customer needs ● value proposition
● Provides a summary of the Brand Extension Marketing Plan in four- six (4-6) paragraphs.
Meets six (6)-seven(7) criteria: Describes:
● product ● benefits ● target markets ● customer needs
Provides a summary of the Brand Extension Marketing Plan. Meets five (5)-one(1) criteria: Describes:
● product ● benefits ● target markets ● customer needs ● value proposition
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● sales projections ● when you
project to break- even
● keys to success
● value proposition ● sales projections ● when you project to
break-even ● keys to success
● sales projections ● when you project to
break-even ● keys to success
Criteria 2 (19.41%) Level III
Max Points: 32.997 Level II
Max Points: 28.047 Level I
Max Points: 23.079 Not Present
Marketing Analysis
Meets all criteria: ● Explains the current
situation ● Describes the
market summary ● Defines market
demographics ● Defines market
needs ● Explains market
trends ● Provides a SWOT
analysis ● Defines the product
offering ● Explains the keys to
success ● Determines critical
issues
Meets seven (7)-eight (8) criteria: ● Explains the current
situation ● Describes the market
summary ● Defines market
demographics ● Defines market needs ● Explains market trends ● Provides a SWOT
analysis ● Defines the product
offering ● Explains the keys to
success ● Determines critical
issues
Meets one (1)-six (6) criteria: ● Explains the current
situation ● Describes the market
summary ● Defines market
demographics ● Defines market needs ● Explains market trends ● Provides a SWOT
analysis ● Defines the product
offering ● Explains the keys to
success ● Determines critical
issues
Does not meet any criteria.
Criteria 3 (5.29%)
Level III Max Points: 8.993
Level II Max Points: 7.644
Level I Max Points: 6.295 Not Present
Assignment Criteria Level III Level II Level I Not Present
Marketing Objectives
Meets all criteria: ● Defines the
organization’s mission and goals.
● Determines marketing objectives (including marketing share, penetration, awareness, and customer acquisition).
● Describes the target market segment(s).
● Justifies the chosen target market segment(s).
Meets three (3) criteria: ● Defines the
organization’s mission and goals.
● Determines marketing objectives (including marketing share, penetration, awareness, and customer acquisition).
● Describes the target market segment(s).
● Justifies the chosen target market segment(s).
Meets one (1)-two (2) criteria: ● Defines the
organization’s mission and goals.
● Determines marketing objectives (including marketing share, penetration, awareness, and customer acquisition).
● Describes the target market segment(s).
● Justifies the chosen target market segment(s).
Does not meet any criteria.
Criteria 4 (10.59%)
Level III Max Points: 18.003
Level II Max Points: 15.303
Level I Max Points: 12.602 Not Present
Marketing Mix
Meets all criteria: ● Describes the
product’s positioning.
● Explains product decisions.
● Explains pricing decisions.
● Explains promotion decisions.
Meets five (5) criteria: ● Describes the
product’s positioning.
● Explains product decisions.
● Explains pricing decisions.
● Explains promotion decisions.
● Explains place/distribution decisions.
Meets one (1) - four (4) criteria:
● Describes the product’s positioning.
● Explains product decisions.
● Explains pricing decisions.
● Explains promotion decisions.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Explains place/distribution decisions.
● Determines the type(s) of marketing research needed to help make informed decisions.
● Determines the type(s) of marketing research needed to help make informed decisions.
● Explains place/distribution decisions.
● Determines the type(s) of marketing research needed to help make informed decisions.
Criteria 5 (22.35%) Level III
Max Points: 37.995 Level II
Max Points: 32.295 Level I
Max Points: 26.596 Not Present
Financial Decisions
Meets all criteria: ● Explains when
the product will break even.
● Provides a break-even table/chart along with explanations.
● Determines sales forecast for the first three (3) years.
● Identifies potential risks.
● Identifies the most important components of sales performance.
● Determines promotion and distribution expenses for the
Meets five (5) criteria: ● Explains when the
product will break even.
● Provides a break- even table/chart along with explanations.
● Determines sales forecast for the first three (3) years.
● Identifies potential risks.
● Identifies the most important components of sales performance.
● Determines promotion and distribution expenses for the next three years.
Meets one (1)-four (4) criteria:
● Explains when the product will break even.
● Provides a break- even table/chart along with explanations.
● Determines sales forecast for the first three (3) years.
● Identifies potential risks.
● Identifies the most important components of sales performance.
● Determines promotion and distribution expenses for the next three years.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
next three (3) years.
Criteria 6 (7.06%) Level III
Max Points: 12.002 Level II
Max Points: 10.201 Level I
Max Points: 8.401 Not Present
Controls
Meets all criteria: ● Provides plans
to monitor expenses and revenue.
● Identifies the type(s) of methods/reports to use along with the frequency of those reports.
● Determines how to assess marketing effectiveness.
● Determines how to assess changes in the market environment.
Meets three (3) criteria: ● Provides plans to
monitor expenses and revenue.
● Identifies the type(s) of methods/reports to use along with the frequency of those reports.
● Determines how to assess marketing effectiveness.
● Determines how to assess changes in the market environment.
Meets one (1)-two (2) criteria:
● Provides plans to monitor expenses and revenue.
● Identifies the type(s) of methods/reports to use along with the frequency of those reports.
● Determines how to assess marketing effectiveness.
● Determines how to assess changes in the market environment.
Does not meet any criteria.
Criteria 7 (9.41%) Level III
Max Points: 15.997 Level II
Max Points: 13.507 Level I
Max Points: 11.198 Not Present
Organization and Planning
Meets all criteria: ● Describes the
marketing organization.
Meets four (4) criteria ● Describes the marketing
organization.
Meets one (1)-three (3) criteria ● Describes the marketing
organization.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Determines marketing responsibilities.
● Defines the contingency plan.
● Identifies potential risks.
● Determines how to monitor risks.
● Determines marketing responsibilities.
● Defines the contingency plan.
● Identifies potential risks. ● Determines how to
monitor risks.
● Determines marketing responsibilities.
● Defines the contingency plan.
● Identifies potential risks. ● Determines how to
monitor risks.
Criteria 8 (5.89%) Level III
Max Points: 10.013 Level II
Max Points: 8.511 Level I
Max Points: 7.009 Not Present
APA Style Meets all criteria: ● Uses APA formatted
template provided. ● Applies APA style to
in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets two (2) criteria ● Uses APA
formatted template provided.
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets one (1) criteria ● Uses APA
formatted template provided.
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Does not meet any criteria.
Criteria 9 (5.89%)
Level III Max Points: 10.013
Level II Max Points: 8.511
Level I Max Points: 7.009 Not Present
Writing Conventions Meets all criteria ● Writing is focused,
concise, and organized.
● Articulates at a college level with sentence variety and complexity
Meets three (3) criteria ● Writing is focused,
concise, and organized. ● Articulates at a college
level with sentence variety and complexity
Meets one (1)-two (2) criteria ● Writing is focused,
concise, and organized. ● Articulates at a college
level with sentence variety and complexity
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Maximum Total Points 170.000 144.408 118.980 0
Minimum Total Points 144.409 points minimum
118.981 points minimum .001 point minimum 0
Rubric Title: GB530 Unit 6 Assignment Rubric Assignment Criteria Level III Level II Level I Not Present Criteria 1 (12%) Level III
Max Points: 15 Level II
Max Points: 12.75 Level I
Max Points: 10.5 Not Present
Vision
Meets all criteria: ● Defines personal
career goal(s). ● Identifies the
desired profession.
● Identifies desired company and desired job title/ position.
Meets two (2) criteria: ● Defines personal
career goal(s). ● Identifies the
desired profession. ● Identifies desired
company and desired job title/ position.
Meets one (1) criteria:
● Defines personal career goal(s).
● Identifies the desired profession.
● Identifies desired company and desired job title/ position.
Does not meet any criteria.
Criteria 2 (16%) Level III
Max Points: 20 Level II
Max Points: 17 Level I
Max Points: 14 Not Present
Assignment Criteria Level III Level II Level I Not Present
Market Summary
Meets all criteria: ● Provides a
personal SWOT Analysis by Identifying: three (3) Strengths, three (3) Weaknesses, three (3) Opportunities, and three (3) Threats.
● Describes your main competition
● Defines at least one (1) personal core competency.
Meets two (2) criteria: ● Provides a personal
SWOT Analysis by Identifying: three (3) Strengths, three (3) Weaknesses, three (3) Opportunities, and three (3) Threats.
● Describes your main competition
● Defines at least one (1) personal core competency.
Meets one (1) criteria: ● Provides a personal
SWOT Analysis by Identifying: three (3) Strengths, three (3) Weaknesses, three (3) Opportunities, and three (3) Threats.
● Describes your main competition
● Defines at least one (1) personal core competency.
Does not meet any criteria.
Criteria 3 (12%) Level III
Max Points: 15 Level II
Max Points: 12.75 Level I
Max Points: 10.5 Not Present
Target Markets
Meets all criteria: ● Describes the
chosen industry, including demographics and organizational culture.
● Identifies the name of three potential firms/organizati ons
Meets two (2) criteria: ● Describes the
chosen industry, including demographics and organizational culture.
● Identifies the name of three potential firms/organizations
● Identifies rationale for selected firms/organizations .
Meets one (1) criteria: ● Describes the
chosen industry, including demographics and organizational culture.
● Identifies the name of three potential firms/organizations
● Identifies rationale for selected firms/organizations .
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Identifies rationale for selected firms/organizati ons.
Criteria 4 (16%) Level III
Max Points: 20 Level II
Max Points: 17 Level I
Max Points: 14 Not Present
Cultural Literacy
Meets all criteria: ● Describes the
corporate culture of your desired company and desired job.
● Discusses how well you understand various cultures.
● Discusses how well you participate with various cultures.
Meets two (2) criteria: ● Describes the
corporate culture of your desired company and desired job.
● Discusses how well you understand various cultures.
● Discusses how well you participate with various cultures.
Meets one (1) criteria: ● Describes the
corporate culture of your desired company and desired job.
● Discusses how well you understand various cultures.
● Discusses how well you participate with various cultures.
Does not meet any criteria.
Criteria 5 (12%) Level III
Max Points: 15 Level II
Max Points: 12.75 Level I
Max Points: 10.5 Not Present
Positioning Statement
Meets all criteria: ● Includes a
personal positioning statement.
● Explains two (2) skills or abilities you offer a potential employer.
Meets two (2) criteria: ● Includes a personal
positioning statement.
● Explains two (2) skills or abilities you offer a potential employer.
● Describes two (2) personal traits you
Meets one (1) criteria: ● Includes a personal
positioning statement.
● Explains two (2) skills or abilities you offer a potential employer.
● Describes two (2) personal traits you
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present
● Describes two (2) personal traits you offer a potential employer.
offer a potential employer.
offer a potential employer.
Criteria 6 (16%) Level III
Max Points:20 Level II
Max Points: 17 Level I
Max Points: 14 Not Present
Marketing Mix
Meets all criteria: Describes in detail your marketing mix:
● Identifies six (6) key product features (what you offer) along with the benefit to the hiring company.
● Describes how much it will cost the employer to hire you.
● Defines personal distribution strategy.
● Describes the promotional strategy you will use.
Meets three (3) criteria: Describes in detail your marketing mix:
● Identifies six (6) key product features (what you offer) along with the benefit to the hiring company.
● Describes how much it will cost the employer to hire you.
● Defines personal distribution strategy.
● Describes the promotional strategy you will use.
Meets one (1) - two (2) criteria: Describes in detail your marketing mix:
● Identifies six (6) key product features (what you offer) along with the benefit to the hiring company.
● Describes how much it will cost the employer to hire you.
● Defines personal distribution strategy.
● Describes the promotional strategy you will use.
Does not meet any criteria.
Criteria 7 (8%)
Level III Max Points: 10
Level II Max Points: 8.5
Level I Max Points: 7 Not Present
Assignment Criteria Level III Level II Level I Not Present
Implementation
Meets all criteria: ● Defines what
needs to be done to implement a personal marketing plan.
● Plan includes personal /professional development.
● Describes when each item will be completed.
● Defines steps for next quarter, next six (6) months, next one (1) year, and next five (5) years.
Defines what needs to be done to implement a personal marketing plan.
Two (2) of the following are true:
● Plan includes personal /professional development.
● Describes when each item will be completed.
● Defines steps for next quarter, next six (6) months, next one (1) year, and next five (5) years.
Defines what needs to be done to implement a personal marketing plan.
One (1) of the following are true:
● Plan includes personal /professional development.
● Describes when each item will be completed.
● Defines steps for next quarter, next six (6) months, next one (1) year, and next five (5) years
Does not meet any criteria.
Criteria 8 (4%)
Level III Max Points: 5
Level II Max Points: 4.25
Level I Max Points: 3.5 Not Present
APA Style Meets all criteria: ● Uses APA formatted
template provided. ● Applies APA style to
in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets two (2) criteria ● Uses APA
formatted template provided.
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Meets one (1) criteria ● Uses APA
formatted template provided.
● Applies APA style to in-text citations and references with minor to no errors
● Resources are from reliable and/or scholarly sources.
Does not meet any criteria.
Assignment Criteria Level III Level II Level I Not Present Criteria 9 (4%)
Level III Max Points: 5
Level II Max Points: 4.25
Level I Max Points: 3.5 Not Present
Writing Conventions Meets all criteria ● Writing is focused,
concise, and organized.
● Articulates at a college level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Meets three (3) criteria ● Writing is focused,
concise, and organized. ● Articulates at a college
level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Meets one (1) - two (2) criteria ● Writing is focused,
concise, and organized. ● Articulates at a college
level with sentence variety and complexity
● Few or no grammar or punctuation errors
● Uses non-offensive, inclusive, and respectful language
Does not meet any criteria.
Maximum Total Points 125.000 106.250 87.500 0
Minimum Total Points 106.251 points minimum
87.501 points minimum 0.001 point minimum 0
Updated 2/2/2021
