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MK 6943 Strategic Marketing Management Marketing Plan Rubric Page 1 of 3

Page 1 of 3

Student Name: Company Name:

Product / Service: Date:

Section Description Points

Available Points

Achieved Instructor Comments

1. Executive Summary A marketing plan starts with an executive summary. An executive summary should provide all the information your company’s executives

need to decide without reading the rest of the plan.

20

2. The Business Challenge

Why is the offering needed? How does it fit in with what the company is already doing and further its overall business goals? In addition, the company’s mission statement should be referenced. How does the offering and marketing

plan further the company’s mission?

30

3. The Market Customers: Who are they and what do they need?

Company Analysis: Your firm’s strengths and weaknesses relative to this marketing and the offering

Collaborators: Your collaborators should include supplier and/or distributors or retailers.

Competitors: Who are they and what are they doing?

Business Climate: This section includes the opportunities and threats created by environmental forces, such as government regulations and legislations, the economy, and social, cultural, and technological forces.

30

MK 6943 Strategic Marketing Management Marketing Plan Rubric Page 2 of 3

Page 2 of 3

Section Description Points

Available

Points

Achieved Instructor Comments

4. The Strategy The strategy: Why did you choose the strategy you did? Consider including a brief discussion of

alternatives that were considered and discarded

The offering: Provide details on the features and benefits of the offering, as well as price options. The communication plan: How will the offering be launched? What will the ongoing communication

strategies be? This section is likely to be fairly broad and will require collaboration with communication partners such as your firm’s advertising agency.

Distribution: How will the offering be sold? Who will sell it? Who will ship it? Who will service it?

30

5. The Budget Investment: Provide details about the budget needed to launch and maintain the offering.

Return: List both short-term and long-term

financial goals of the offering, including its projected sales, costs, and net income

30

MK 6943 Strategic Marketing Management Marketing Plan Rubric Page 3 of 3

Page 3 of 3

Section Description Points

Available Points

Achieved Instructor Comments

6. Conclusion In the conclusion, repeat the highlights. Summarize the target market, the offer, and the

communication plan. Your conclusion should remind the reader of all the reasons why your plan is the best choice.

20

Writing Mechanics Includes: grammar, spelling, punctuation, sentence structure and clarity

20

Formatting & Structure Includes: adherence to APA formatting – header;

reference page and in-text citations crediting resources used during research. Cover page; Table of Contents with page numbers; visuals where appropriate; organization of topics; consistent font style and size.

20

Total Points 200