MARKETING

  1  

M003LO N,  CW2   Rubric  

0   2   3   4   5   6   7   8   9   10  

Criteria  1  Knowledge   and  Understanding:   Use  of  relevant,   credible  marketing   information   gathered  from  a   range  of  sources.   (Models,  concepts,   theories,  data,  visual   data  etc.).  

No   attempt,   No   submissio n,  Absent    

Insufficient   use  of   marketing   information   gathered   from  a   limited,   unreliable   range  of   sources  to   support  your   work.  Weak   demonstratio n  of  data   handling  with   unsatisfactory   comprehensi on  of   application   and/or   integration  of   the  data.    

Limited  use  of   marketing   information   gathered   from  a   narrow,   unreliable   range  of   sources    to   support  your   work.   Superficial  or   scant   demonstratio n  of  data   handling  with   partial  or   formulaic   comprehensi on  of   application   and/or   integration  of   the  data.    

Satisfactory   use  of   relevant   marketing   information   gathered   from  a   selected   range  of   sources  to   support  your   work.   Adequate   demonstratio n  of  data   handling  with   basic  if   generic   comprehensi on  of   application   and/or   integration  of   the  data.    

Reasonable   use  of   relevant,   credible   marketing   information   gathered   from  a  range   of  sources    to   support  your   work.   Appropriate   demonstratio n  of  data   handling  with   decent   comprehensi on  of   application   and/or   integration  of   the  data.    

Effective  use   of  relevant,   credible   marketing   information   gathered   from  a  good   range  of   sources    to   support  your   work.   Competent   demonstratio n  of  data   handling  with   proper  or   accurate   comprehensi on  of   application   and/or   integration  of   the  data.    

Proficient  use   of  relevant,   credible   marketing   information   gathered   from  a  broad   range  of   sources    to   support  your   work.   Commendabl e   demonstratio n  of  data   handling  with   precise   comprehensi on  of   application   and/or   integration  of   the  data.  

Impressive   use  of   relevant,   credible   marketing   information   gathered   from  a  wide   range  of   sources    to   support  your   work.   Excellent   demonstratio n  of  data   handling  with   articulate   comprehensi on  of   application   and/or   integration  of   the  data.  

Brilliant  use   of  relevant,   credible   marketing   information   gathered   from  a  broad   range  of   sources    to   support  your   work.   Outstanding   demonstratio n  of  data   handling  with   superb   comprehensi on  of   application   and/or   integration  of   the  data.    

Impeccable   use  of   relevant,   credible   marketing   information   gathered   from  a  vast   range  of   sources    to   support  your   work.   Exceptional   demonstratio n  of  data   handling  with   remarkable   comprehensi on  of   application   and/or   integration  of   the  data.    

  2  

Criteria  2  Cognitive   (thinking)  Skills:   Analysis,  application,   interpretation  and   synthesis  of   marketing   information  and/or   theories.    

No   attempt,   No   submissio n,  Absent    

Poor  analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories  with   insufficient  or   weak  attempt   at  integration   of  these   within  the   work    

Limited  or   inadequate   analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories  with   partial  or   superficial   attempt  at   integration  of   these  within   the  work    

Acceptable  if   basic  analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories  with   demonstrable   if  generic   attempt  at   integration  of   these  within   the  work    

Appropriate   or  reasonable   analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories  with     reasonable   demonstrable   attempt  at   integration  of   these  within   the  work.  

Competent  or   effective   analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories  with   demonstrable   or  proper   attempt  at   integration  of   these  within   the  work.    

Commendabl e  or  proficient     analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories  with   demonstrable   attempt  at   integration  of   these  within   the  work.    

Excellent  and   articulate   analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories,  with   thorough   integration  of   these  within   the  work.    

Outstanding   analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories,  with   thorough   integration  of   these  within   the  work.    

Exceptional   analysis,   application,   interpretation   or  synthesis   of  marketing   information   and/or   theories,  with   thorough   integration  of   these  within   the  work.    

Criteria  3  Practical   Skills:  Professional   presentation  and  use   of  I.T  and/or   marketing  standard   equipment  and   software.  

No   attempt,   No   submissio n,  Absent    

Poor   professional   presentation   and  little  or   no  use  of  I.T   and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.    

Inadequate   unprofession al   presentation   and  basic  use   of  I.T  and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.  

Basic   presentation   and  weak  use   of  I.T  and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.  

Appropriate   professional   presentation   use  of  I.T   and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.  

Competent   professional   presentation   and  accurate   use  of  I.T   and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.  

Commendabl e  professional   presentation   and  proficient   use  of  I.T   and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.    

Excellent   professional   presentation   and   innovative   use  of  I.T   and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.    

Outstanding   professional   presentation   innovative   use  of  I.T   and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.    

Exceptional   professional   presentation   innovative   use  of  I.T   and/or   demonstratio n  of  ability  to   make  use  of   marketing   standard   equipment  or   software.    

  3  

Criteria  4   Transferable  Skills:   Visual,  verbal  and   written   communication  of   appropriate   marketing   information  and   theories  (e.g.   terminology,   application  of  theory   and  contemporary   examples).   Referencing  and   Citation:   Acknowledgement  of   sources  used.  

No   attempt,   No   submissio n,  Absent    

Poor  visual,   verbal  and   written   communicati on  of   appropriate   marketing   information   with  weak   application  of   terminology   and/or   theories.   Referencing   and  citations   unsatisfactory .    

Incomplete  or   inadequate   visual,  verbal   and  written   communicati on  of   appropriate   marketing   information   with   inadequate   application  of   terminology   and/or   theories.   Citation  use   limited  in   areas.  Some   questionable   references.    

Basic  visual,   verbal  and   written   communicati on  of   appropriate   marketing   information   with   satisfactory  if   generic   application  of   terminology   and/or   theories.   Some   citations   missing.   References   rather  basic.  

Appropriate   visual,  verbal   and  written   communicati on  of   appropriate   marketing   information   with   reasonable  or   decent   application  of   terminology   and/or   theories.  Fair   use  of   citations.   Structured   reference  list.  

Competent   visual,  verbal   and  written   communicati on  of   appropriate   marketing   information   with  effective   or  accurate   application  of   terminology   and/or   theories.   Competent   use  of   citations.   Structured   reference  list.    

Commendabl e  visual,   verbal  and   written   communicati on  of   appropriate   marketing   information   with   proficient   application  of   terminology   and/or   theories.  Very   good  use  of   citations  and   references.  

Excellent     visual,  verbal   and  written   communicati on  of   appropriate   marketing   information   with  well-­‐ articulated   application  of   terminology   and/or   theories.   Highly   Impressive   use  of   citations  and   references.  

Outstanding   visual,  verbal   and  written   communicati on  of   appropriate   marketing   information   with  brilliant   application  of   terminology   and/or   theories.   Outstanding   use  of   citations  and   wonderful   reference  list.  

Exceptional   visual,  verbal   and  written   communicati on  of   appropriate   marketing   information   with   impeccable   application  of   terminology   and/or   theories.   Perfect  use  of   citations  and   an   extraordinary   reference  list.  

Criteria  5  Executive   Summary  and   Introduction:   Executive  Summary   and  Introduction   identifying  and   explaining  the   company's   background,  it's   mission,  vision  and   values.  

No   attempt,   No   submissio n,  Absent    

Poor  attempt   at  developing   an  Executive   Summary  and   Introduction   with  weak  or   insufficient   explanation   of  the   company's   background,   it's  mission,   vision  and   values.    

Inadequate   attempt  at   developing  an   Executive   Summary  and   Introduction   with  limited   or  superficial   explanation   of  the   company's   background,   it's  mission,   vision  and   values.  

Basic  attempt   at  developing   an  Executive   Summary  and   Introduction   with   adequate  if   generic   explanation   of  the   company's   background,   it's  mission,   vision  and   values.    

Appropriate   attempt  at   developing  an   Executive   Summary  and   Introduction   with  a   reasonable  or   decent   explanation   of  the   company's   background,   it's  mission,   vision  and   values.    

Competent   attempt  at   developing  an   Executive   Summary  and   Introduction   with  a  proper   or  effective   explanation   of  the   company's   background,   it's  mission,   vision  and   values.  

Commendabl e  attempt  at   developing  an   Executive   Summary  and   Introduction   with  a   proficient  or   precise   explanation   of  the   company's   background,   it's  mission,   vision  and   values.  

Excellent   attempt  at   developing  an   Executive   Summary  and   Introduction   with  a  well-­‐ articulated   explanation   of  the   company's   background,   it's  mission,   vision  and   values.    

Outstanding   attempt  at   developing  an   Executive   Summary  and   Introduction   with  a  superb   explanation   of  the   company's   background,   it's  mission,   vision  and   values.  

Exceptional   attempt  at   developing  an   Executive   Summary  and   Introduction   with  an   impeccable   explanation   of  the   company's   background,   it's  mission,   vision  and   values.    

  4  

Criteria  6  Situation   Analysis:  Business   Environments  -­‐   demonstrating  and   evidencing   understanding  of   business   environments    -­‐  This   is  supported  and   evidenced  with  the   literature  review:   relevance  and   completeness   (content).  Quality  of   presentation  on   rationale  for   literature  approach   selected,  its   relevance  and   limitations  in  the   context  of  this   research  (marketing   plan),  showing  a   balance  of  sources.          

No   attempt,   No   submissio n,  Absent    

Unsatisfactor y  analysis  of   business   environments .  This  might   be   manifesting   through  the   absence  of   two  stages   and  /  or  the   lack  of  depth   and   referencing   (of   frameworks   as  well  as   empirical   evidence)   across  the   board.  

Partial   analysis  of   business   environments .  This  might   be   manifesting   through  the   absence  of   one  stage  and   /  or  the  lack   of  depth  and   referencing   (of   frameworks   as  well  as   empirical   evidence)   with  regards   to  the   material   displayed.  

Passable   analysis  of   business   environments .  Both  stages   must  have   been   considered,   perhaps  not   with  enough   rigour  and  /   or  depth   throughout.   Both   theoretical   frameworks   and  empirical   evidence  are   fairly  clearly   defined  and   referenced.  

Fair  analysis   of  business   environments .  Both  stages   must  have   been   completed,   perhaps  with   some  gaps  in   terms  of   scope  and   depth.  Both   theoretical   frameworks   and  empirical   evidence  are   clearly   defined  and   referenced   throughout.  

Effective   analysis  of   business   environments .  Both  stages   must  have   been  dealt   with  in  full   without  any   major  gaps  in   terms  of   scope  and   depth.  Both   theoretical   frameworks   and  empirical   evidence  are   fully  defined   and   referenced   throughout.  

Proficient   analysis  of   business   environments .  Both  stages   must  have   been   integrated  in   a  compelling   PESTEL/SWOT   analysis.   There  can  be   no  gaps  in   terms  of   scope  and   depth.  Both   theoretical   frameworks   and  empirical   evidence  are   reflected   upon  well.  

Impressive   analysis  of   business   environments .  Both  stages   must  have   been   integrated  in   a  compelling   PESTEL/SWOT   analysis.  The   scope  and  the   depth  of   theoretical   frameworks   and  empirical   evidence  are   allowing  for  a   critical   discussion  to   take  place   throughout   this  section.  

Outstanding   analysis  of   business   environments .  Both  stages   must  have   been   integrated  in   a  compelling   PESTEL/SWOT   analysis.  The   scope  and  the   depth  of   theoretical   frameworks   and  empirical   evidence  are   allowing  for  a   critical   discussion   leading  to   sound  options   for  marketing   strategy.  

Perfect   analysis  of   business   environments .  Both  stages   must  have   been   integrated  in   an  accurate   PESTEL/SWOT   analysis.  The   scope  and  the   depth  of   theoretical   frameworks   and  empirical   evidence  are   allowing  for  a   detailed   critical   discussion   leading  to   extensive   options  for   marketing   strategy.    

Criteria  7  Situation   Analysis:   Segmentation,   Targeting  and   Positioning  (STP)  -­‐   demonstrate  the  STP   process  highlighting   links  between  an   overall  market  and   how  a  company   chooses  to  compete  

No   attempt,   No   submissio n,  Absent    

Poor  effort  in   terms  of  how   the  report   articulates   the  chosen   marketing   strategy  into   value  adding   components.   Segmentation ,  targeting  

Inadequate   effort  in   terms  of  how   the  report   articulates   the  chosen   marketing   strategy  into   value  adding   components.   Segmentation

Sufficient   effort  in   terms  of  how   the   report   articulates   the  chosen   marketing   strategy  into   value  adding   components.  

Fair  effort  in   terms  of  how   the  report   articulates   the  chosen   marketing   strategy  into   value  adding   components.   Segmentation ,  targeting  

Competent   effort  in   terms  of  how   the  report   articulates   the  chosen   marketing   strategy  into   value  adding   components.   Segmentation

Strong  effort   in  terms  of   how  the   report   articulates   the  chosen   marketing   strategy  into   value  adding   components.   Segmentation

Articulate   effort  in   terms  of  how   the  report   articulates   the  chosen   marketing   strategy  into   value  adding   components.   Segmentation

Outstanding   effort  in   terms  of  how   the  report   articulates   the  chosen   marketing   strategy  into   value  adding   components.   Segmentation

Impeccable   effort  in   terms  of  how   the   report   articulates   the  chosen   marketing   strategy  into   value  adding   components.  

  5  

in  that  market.     and   positioning   aren't  clearly   defined  and   discussed;   there  is  an   overall  lack  of   a  useful   proposition.  

,  targeting   and   positioning   are  defined  in   basic  terms   and  not   discussed  in   an  acceptable   level  of  detail;   there  is  still   no  overall   proposition   on  display.  

Segmentation ,   targeting  and   positioning   are  defined  in   basic  terms   and  discussed   in  an   acceptable   level  of  detail;   though  there   is  a  slightly   confusing   overall   proposition   on  display.  

and   positioning   are  clearly   defined  and   discussed  in   an  acceptable   level  of  detail;   there  is  an   overall   proposition   on  display.  

,  targeting   and   positioning   are  well   defined  and   discussed  in  a   good  level  of   detail;  the   overall   proposition  is   logically   explained  in   context.  

,  targeting   and   positioning   are  fully   defined  and   discussed  in  a   very  good   level  of  detail;   the  overall   proposition  is   critically   explained  in   context.  

,  targeting   and   positioning   are  minutely   defined  and   discussed  in   much  detail;   the  overall   proposition  is   critically   supported  in   context.  

,   targeting  and   positioning   are  minutely   defined  and   discussed  in   much  detail.   Theory  and   data  are  fully   integrated   into  the   overall   proposition   and  in  line   with  the   ongoing   rationale.  

Segmentation ,  targeting   and   positioning   are   impressively   well  defined   and  discussed   in  much   detail.  Theory   and  data  are   logically   integrated   into  the   overall   proposition   and  in  line   with  the   ongoing   rationale.  

Criteria  8  Objectives   and  Strategy  -­‐   identifying  specific   marketing   objectives.  Apply  the   widely  used  SMART   framework  to  assess   the  suitability  of   objectives  set  to   drive  different   strategies  or  the   improvement  of  the   full  range  of  business   processes.  The   Marketing  strategy   needs  to   demonstrate  a  

No   attempt,   No   submissio n,  Absent    

Weak   justification   for  the   marketing   strategy   selection  and   its  breakdown   into   suitable   objectives.   The  report   barely  uses   the   information   and/or  the   knowledge   available  

Incomplete   justification   for  the   marketing   strategy   selection  and   its  breakdown   into  suitable   objectives.   The  report   tries  using  the   information   and/or  the   knowledge   available   (from   previous  

Acceptable   justification   for  the   marketing   strategy   selection  and   its  breakdown   into  suitable   objectives.   The  report   makes  some   use  of  using   the   information   and/or  the   knowledge   available  

Reasonable   justification   for  the   marketing   strategy   selection  and   its  breakdown   into  suitable   objectives.   The  report   uses  the   information   and/or  the   knowledge   available   (from   previous  

Competent   justification   for  the   marketing   strategy   selection  and   its  breakdown   into  suitable   objectives.   The  report   makes  good   use  of  the   information   and  the   knowledge   available   (from  

Commendabl e  justification   for  the   marketing   strategy   selection  and   its  breakdown   into  suitable   objectives.   The  report   consistently   makes  good   use  of  the   information   and  the   knowledge   available  

Excellent   justification   for  the   marketing   strategy   selection  and   its  breakdown   into  suitable   objectives.   The  report   makes   excellent  use   of  the   information   and  the   knowledge   available  

Superb   justification   for  the   marketing   strategy   selection  and   its  breakdown   into  suitable   objectives.   The  report   consistently   makes   excellent  use   of  the   information   and  the   knowledge  

Perfect   justification   for  the   marketing   strategy   selection  and   its  breakdown   into  suitable   objectives.   The  report   makes  full  use   of  the   information   and  the   knowledge   available   (from  

  6  

comprehensive  plan   for  achieving  the   marketing  objectives   of  the  organisation.    

(from   previous   sections).  

sections)   without   shedding   much  light  on   the  above-­‐ mentioned   areas.  

(from   previous   sections),  yet   it  does  leave   some  gaps   regarding  the   above-­‐ mentioned   areas.  

sections)   consistently,   yet  it  might   still  leave   some  minor   gaps   regarding  the   above-­‐ mentioned   areas.  

previous   sections)   without   leaving  any   gaps  with   regards  to  the   above-­‐ mentioned   areas.  

(from   previous   sections).  The   connections   between   theory  and   data  are   logical.  

(from   previous   sections).  The   connections   between   theory  and   data  are   logical  and   well   integrated.  

available   (from   previous   sections).  The   connections   between   theory  and   data  are   logical  and   well   integrated   into  an   appropriate   rationale.  

previous   sections)   without  any   hesitation.   The   connections   between   theory  and   data  are  fully   logical  and   extremely   well   integrated   into  a   watertight   rationale.  

Criteria  9  Tactics  -­‐   providing  a  rationale   for  the   implementation  of   specific  marketing   activities  in  relation   to  the  full  marketing   mix  (7  Ps),   completeness  and   manner  of   presentation  of  the   tactics,  the  actions,   the  operational   aspect  of  the   strategy:  what   concrete  actions   need  to  be  taken  to   meet  the  objectives.      

No   attempt,   No   submissio n,  Absent    

Unsatisfactor y  justification   for  the   implementati on  of   programmes   and/or   techniques  in   relation  to   the  marketing   mix.  The   report  is   missing  three   or  more  Ps,   and  there  is  a   general  lack   of  detail.  

Limited   justification   for  the   implementati on  of   programmes   and/or   techniques  in   relation  to   the  marketing   mix.  The   report  is   missing  two   or  more  Ps,   and  there  is  a   general  lack   of  detail  in   theoretical   and  empirical   terms.  

Basis   cjustification   for  the   implementati on  of   programmes   and  /  or   techniques  in   relation  to   the  marketing   mix.  The   report  is  still   missing  one   of  the  Ps,  and   there  is  some   lack  of  detail   especially  in   empirical   terms  -­‐  a   partial  use  of   theory  is  not  

Fair   justification   for  the   implementati on  of   programmes   and  /  or   techniques  in   relation  to   the  marketing   mix.  The   section  is   completed  in   all  its  parts   (Ps);  only  a   minor  lack  of   detail  is  going   to  be   tolerated.  

Proper   justification   for  the   implementati on  of   programmes   and/or   techniques  in   relation  to   the  marketing   mix.  The   section  is   completed  in   all  its  parts   (Ps);  no  lack   of  detail  is   going  to  be   tolerated.  In   short,  a   complete   rationale  

Proficient   justification   for  the   implementati on  of   programmes   and/or   techniques  in   relation  to   the  marketing   mix.  The   section  is   completed  in   all  its  parts   (Ps);  an   extensive   rationale   must  be   provided  that   includes  well-­‐ articulated  

Excellent   justification   for  the   implementati on  of   programmes   and/or   techniques  in   relation  to   the  marketing   mix.  The   section  is   completed  in   all  its  parts   (Ps);  a   comprehensiv e  rationale   must  be   provided  that   includes   several  well-­‐

Exceptional   justification   for  the   implementati on  of   programmes   and/or   techniques  in   relation  to   the  marketing   mix.  The   section  is   completed  in   all  its  parts   (Ps);  a  fully   comprehensiv e  rationale   must  be   provided  that   includes   many  well-­‐

Faultless   justification   for  the   implementati on  of   programmes   and/or   techniques  in   relation  to   the  marketing   mix.  The   section  is   completed  in   all  its  parts   (Ps);  an   exhaustive   rationale   must  be   provided  that   includes   theoretical  

  7  

  going  to  be   tolerated.  

must  be   provided  that   includes   theoretical   and  empirical   elements.  

theoretical   and  empirical   arguments.  

articulated   theoretical   and  empirical   arguments.    

articulated   theoretical   and  empirical   arguments.  

and  empirical   arguments  of   the  highest   order.  

Criteria  10  Action   and  Control  -­‐  the   marketing  objectives   need  to  be   measured.   Successful  goal   setting  requires   placing  KPIs  and   benchmarks  on  your   plans.  Assign   numbers,  deadlines,   and  metrics  to  each   marketing  objective   to  allow  the   company  to  evaluate   progress  along  the   way  and  assess   results.        

No   attempt,   No   submissio n,  Absent    

Weak   integration  of   (not   necessarily   SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in  the   plan.  These   might  also  be   relatively   unrelated  to   the  marketing   strategy  (and   the  marketing   mix).  

Incomplete   integration  of   not   necessarily   SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in  the   plan.  These   might  in  part   be  unrelated   to  the   marketing   strategy  (and   the  marketing   mix).  

Sufficient   integration  of   (SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in  the   plan.  These   might  still  be   unrelated  to   the  marketing   strategy,  but   must  reflect   the  marketing   mix.  

Decent   integration  of   (specifically   SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in  the   plan.  These   should  for  the   most  part  be   related  to  the   marketing   strategy  and   the  marketing   mix.  

Accurate   integration  of   (specifically   SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in   the  plan.   These  should   be  related  to   the  marketing   strategy  and   the  marketing   mix  -­‐  a  few,   but  fully   sensible   ideas.  

Well-­‐ articulated   integration  of   (specifically   SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in  the   plan.  Some   fully  sensible   ideas   connected   with  both  the   marketing   strategy  and   the  marketing   mix.  

Impressive   integration  of   (fully  SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in  the   plan.  Several   fully  sensible   concepts   connected   with  both  the   marketing   strategy  and   the  marketing   mix.  

Superb   integration  of   (fully  SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in  the   plan.  Several   wellarticulate d  concepts   taking  into   account  both   the  marketing   strategy  and   the  marketing   mix.  

Immaculate   integration  of   (fully  SMART)   selected   metrics  for   the   measurement   of  key   objectives  as   set  in  the   plan.  Many   compelling   concepts   taking  into   account  both   the  marketing   strategy  and   the  marketing   mix.