Marketing Plan

Criteria

Levels of Achievement

Content 70%

Advanced

Proficient

Developing

Not present

Company/ Organization and 5 Ps

28 to 25 points

Provides a substantive and accurate response for the company description, mission, vision, company goals, and core competencies & sustainable competitive advantage. Each of the 5 Ps are described in detail with adequate support/evidence from external sources.

24 to 20 points

Provides a substantive response for the company description, mission, vision, company goals, and core competencies & sustainable competitive advantage. Each of the 5 Ps are described in detail. Some of the content is either inaccurate or not well supported/evidenced.

19 to 1 points

Provides a response for the company description, mission, vision, company goals, and core competencies & sustainable competitive advantage. Each of the 5 Ps are described in detail. While content is provided, there are inaccuracies and the content is not well supported/evidenced.

0 points

Not present

Situation/ Environment Analysis

28 to 25 points

Provides a well-researched response including a SWOT analysis chart with narrative explanation, industry analysis, key competitors, company analysis, and customer analysis. The customer analysis includes highlights from the CB Profile.

24 to 20 points

Provides a researched-based response including a SWOT analysis chart with narrative explanation, industry analysis, key competitors, company analysis, and customer analysis. Some areas may need more detail or are missing information.

19 to 1 points

Provides a basic response including a SWOT analysis chart with narrative explanation, industry analysis, key competitors, company analysis, and customer analysis. The elements require more detail.

0 points

Positioning Strategy

28 to 25 points

Provides a proposed positioning strategy that the company should use to increase demand for one segment (segment from CB Profile) of the market. The proposed strategy aligns with the company’s mission and vision, and does not decrease demand in another segment.

24 to 20 points

Provides a proposed positioning strategy that the company should use to increase demand for one segment (segment from CB Profile) of the market. The proposed strategy aligns with the company’s mission and vision, but either results in decreased demand for another segment or is not detailed enough.

19 to 1 points

Provides a proposed positioning strategy that the company should use to increase demand for one segment (segment from CB Profile) of the market. The proposed strategy does not align with the company’s mission and vision.

0 points

Marketing Mix

28 to 25 points

Provides a proposed marketing mix for increasing demand for one segment of the market that includes product, pricing, promotion, and distribution strategies. The proposed strategies align with the company’s mission and vision, and does not decrease demand in another segment.

24 to 20 points

Provides a proposed marketing mix for increasing demand for one segment of the market that includes product, pricing, promotion, and distribution strategies. The proposed strategies align with the company’s mission and vision, but either results in decreased demand for another segment or is not detailed enough.

19 to 1 points

Provides a proposed marketing mix for increasing demand for one segment of the market that includes product, pricing, promotion, and distribution strategies. The proposed strategies do not align with the company’s mission and vision.

0 points

CB Implications

28 to 25 points

Provides a detailed description of the implications of the CB Profile for the marketing plan and discusses how an understanding of CB leads to better marketing. Indicates how utilizing CB knowledge can bring glory to God, and incorporates relevant scripture for support.

24 to 20 points

Provides a basic description of the implications of the CB Profile for the marketing plan and discusses how an understanding of CB leads to better marketing. Indicates how utilizing CB knowledge can bring glory to God, but scripture is either not well integrated or is not provided.

19 to 1 points

Provides a weak description of the implications of the CB Profile for the marketing plan and discusses how an understanding of CB leads to better marketing. Indicates how utilizing CB knowledge can bring glory to God, but scripture is either not well integrated or is not provided. The content lacks requisite details.

0 points

Structure 30%

Advanced

Proficient

Developing

Not present

Structure & Length

25 to 23 points

The submission includes 15-20 pages of content, includes a title page, abstract, introduction, conclusion, and reference page.

22 to 18 points

The submission includes 15-20 pages of content, but lacks one of the following: a title page, abstract, introduction, conclusion, and reference page.

17 to 1 points

The submission is less than the required 15 pages, and lacks several structural components required.

0 points

Scholarly Sources

25 to 23 points

The submission utilizes 10 scholarly articles, relevant to the topic and assignment.

22 to 18 points

The submission utilizes 8-9 scholarly articles, relevant to the topic and assignment.

17 to 1 points

The submission utilizes 7 or fewer scholarly articles or the articles provided are not relevant to the topic and assignment.

0 points

APA Format

10 to 9 points

The paper adheres to current APA format without errors or 1 minimal error including a title page, abstract/executive summary, citations (parenthetical or in-text), and reference page.

8 to 7 points

The paper follows current APA format, but has 2-3 errors including a title page, abstract/executive summary, citations (parenthetical or in-text), and reference page.

6 to 1 points

The paper has numerous APA errors throughout the document.

0 points