marketing

MRKT20052 MARKETING MANGEMENT AND DIGITAL COMMUNICATIONS Assessment 2: Marketing Plan Marking Guide

Value 40% Criteria Weight Very Good Acceptable Unacceptable

HD (85-100%) D (75-84%) C (65-74%) P (60 -64%) P (50-59%) F (<50%) CONTENT: 80%

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1. Title Page 0.25% The title page clearly and concisely presents all students’ names, ID numbers, unit code and unit name, campus, term and year, the title of the assessment task, and the names of the unit coordinator, lecturer and tutor.

The title page is somewhat unclear with not all of the information provided.

The title page only presents students’ names and ID numbers.

2. Executive Summary 2% The executive summary clearly communicates the critical elements of the marketing plan so that it reads as a stand- alone document. The length of the executive summary is sufficient to cover the critical information, but no more than two pages.

The executive summary includes most, but not all of the critical elements of the marketing plan. Some of the information provided in the summary is unnecessary or trivial to understanding the plan. The summary is no more than two pages long.

The executive summary is either too short (less than one page) or too long (more than two pages). The summary contains mostly unnecessary or trivial information, therefore, it is inadequate as a stand-alone document.

3. Table of Contents 0.25% The table of contents clearly and concisely presents all headings within the report with page numbers. It also includes all chart and table titles and page numbers.

The table of contents clearly and concisely presents all headings within the report with page numbers. It omits all chart and table titles and page numbers.

The table of contents only provides headings with no page numbers.

4. Introduction 2% The introduction clearly and concisely introduces the purpose of the marketing plan.

The introduction is somewhat unclear and/or not concise in stating the purpose of the marketing plan.

There is no introduction that states the purpose of the marketing plan.

5. Situation Analysis Recap

3% Succinct overview of the company or organisation, the market and competitors within the industry. A comprehensive overview of the customer base and opportunities is also provided.

Information about most of the key components is provided.

Some information is provided, but the overview lacks thoroughness and clarity.

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The problem and opportunities statement is not clearly stated.

The problem and opportunities statement is missing or is not quantified or is inappropriate.

Criteria Weight Very Good Acceptable Unacceptable HD (85-100%) D (75-84%) C (65-74%) P (60 -64%) P (50-59%) F (<50%)

7. Potential Market Segments

10% Based on the SWOT Analysis (Assessment 1), the target market(s) is/are appropriately identified and described.

Based on the SWOT analysis, the target market(s) is/are identified but not described in enough detail.

The target market discussion is missing, or, if identified, does not seem appropriate given the SWOT analysis.

8. Target Market Positioning

10% A positioning statement for each target market is identified and explained reasonably well.

Positioning statement(s) is/are provided but not explained.

The positioning is missing, or, if identified, does not seem appropriate given the SWOT analysis.

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9. Marketing Objectives and Goals

4% The marketing objectives and goals are clearly related to the company or organisation mission. Objectives and goals are clearly stated and quantified.

Linkage of marketing objectives and goals to company or organisation mission is not clearly stated. Some of the objectives and goals are unclear and/or not quantified.

Marketing objectives and goals are missing or those that are identified are not quantified or are inappropriate.

10. Financial Objectives and Goals

3.5% The financial objectives and goals are clearly related to the company or organisation mission. Objectives and goals are clearly stated and quantified.

Linkage of financial objectives and goals to company or organisation mission is not clearly stated. Some of the objectives and goals are unclear and/or not quantified.

Financial objectives and goals are missing or those that are identified are not quantified or are inappropriate.

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11. Marketing Strategy and Marketing Mix

15% The marketing strategy direction that will frame marketing tactics of the marketing plan is clearly and specifically stated in 3 to 5 sentences. The marketing strategy is logically linked to the marketing objectives and goals. The objectives are clearly stated and appropriate. Tactics for managing the product/service/brand are thoroughly and clearly identified and reasoned.

Marketing strategy is identified but is unclear or unspecific in some aspects. The marketing strategy is logically linked to the marketing objectives and goals. The objectives are stated, but are somewhat unclear. Most of the tactics are thoroughly and clearly identified.

The marketing strategy is missing or is illogical given the marketing objectives and goals. Very little detail on specific tactics is provided. Tactics are unclear and hard to understand.

12. Implementation and Control

10% A thorough and specific implementation plan is clearly identified for every tactic. The plan identifies who is responsible for implementing the tactic, when it should be implemented, the cost, measurement of effectiveness, and any other relevant information. The implementation is specific enough so that the company/organisation has a blueprint for using the plan. In addition to specific effectiveness measures for each tactic, overall control measures for the marketing plan, and contingency actions are identified.

An implementation plan is identified, but one to two tactics are not addressed. Specificity of some of the plan could be improved. The company/organisation will be able to use the plan, but may be confused about some aspects because of missing information. Overall control measures are included and contingency actions are identified, but they lack thoroughness.

An implementation plan is identified, but more than two tactics are not addressed, and the plan generally lacks specificity. Because of missing information, the plan will not help the company/organisation implement the marketing plan. Overall control measures and contingency plans are not identified.

Criteria Weight Very Good Acceptable Unacceptable HD (85-100%) D (75-84%) C (65-74%) P (60 -64%) P (50-59%) F (<50%)

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(3 m

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7. 5%

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13. Promotion Mix 7.5% A thorough and detailed explanation of the promotion mix (advertising, personal selling, publicity and sales promotion) and how it applies to the marketing strategy is discussed in detail. Special focus on the use of digital communications is required.

An explanation of the promotion mix (advertising, personal selling, publicity and sales promotion) and how it applies to the marketing strategy is presented. Minimal focus on digital communications.

A description of the promotion mix (advertising, personal selling, publicity and sales promotion) is presented. How it applies to the marketing strategy is either missing or briefly described.

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expected outcomes with successful implementation of the marketing plan is clearly presented in a short paragraph.

A summary of expected outcomes is provided but lacks clarity.

No justification of expected outcomes is provided.

15. Academic References 2.5% Evidence of more than 15 (fifteen) academic journals/textbooks being cited through the presentation.

Evidence of at least 15 (fifteen) academic journals/textbooks being cited through the presentation.

Evidence of less than 15 (fifteen) academic journals/textbooks being cited through the presentation.

STYLE: 20%

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16. Referencing Format 15% Quoted material is identified with quotation marks and a page number. Correctly uses APA referencing for all in-text citations and reference list.

Quoted material is identified with quotation marks and a page number. Consistently uses APA referencing style for in-text citation and reference list.

Quoted material is not identified with quotation marks and a page number. Inconsistent or incorrect use of in-text citations and APA referencing style.

17. Report format 5% Report is very professionally presented with superior layout and font and heading styles, and makes excellent use of the conventions of report style. Language used and sentence construction are sophisticated and very professional. Professionally edited with no easily discernible errors in expression, spelling or grammar.

Report is clearly and appropriately presented with executive summary, title page, appropriate heading styles, appropriate font style, well-spaced content, use of bullet points, tables and figures as appropriate. Vocabulary and sentence construction is appropriate for a professional report. Minimal spelling errors. Shows clear evidence of editing.

Presentation of the report is unprofessional. Normal conventions of report format have not been followed. Casual / informal /personal language is used. Clichés are used. Words or syntax inappropriate or repetitive. Little attention to grammar, spelling and expression.