Marketing Plan Assignment #4
Rava12345
mktgplangradingrubric_120pts.docMarketing Plan Grading Rubric
Written Plan: 120 total points
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Four sections at 25 pts/section; plus up to 20 points for overall presentation (see reverse)
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Exemplary (22-25 points) |
Proficient (17-21 points) |
Incomplete (0-16 points) |
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Part 1: Cover/table of contents, company description Scores: |
Cover page and table of contents enhance prescribed format with creative design; Company described clearly and accurately, covering all required information listed in syllabus plus additional insights. |
Cover page and table of contents follow prescribed format; Company described clearly and accurately, covering all required information listed in syllabus. |
Incomplete cover page and/or table of contents; company description inaccurate or missing details prescribed in syllabus. |
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Plan Points: |
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Part 2: Situation assessment Scores: |
Plan justified by facts; plan includes complete and accurate SWOT analysis and additional environmental information that supports strategy. |
Plan justified by facts; plan includes complete and accurate SWOT analysis. |
Plan not well supported by research or facts; missing 1 or more required format elements.
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Part 3: Marketing objectives, goals, tactics Scores: |
Plan is based on clearly articulated B2B and B2C objectives; fitting tactical plan to deliver strategy; additional tactics or creative tactics that demonstrate course learning. |
Plan is based on clearly articulated B2B and B2C objectives; fitting tactical plan with at least 18 tactics designed to deliver strategy. |
Missing or inappropriate plan objectives; missing required minimum number of tactics; tactics are not well founded or poorly envisioned |
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Part 4: Budget, performance controls Scores: |
Comprehensive plan budget, performance projection and control metrics to monitor/measure performance of plan and each tactic |
Plan includes budget and control metrics to monitor/ measure performance of plan |
Plan fails to project performance and/or does not provide control metrics |
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Up to 20 pts. for overall presentation |
Exemplary (18-20 points) |
Proficient (14-17 points) |
Incomplete (0-16 points) |
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Team: |
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All Plan Points |
Marketing Plan enhances prescribed format with creative design; plan strategy is clearly articulated and reasonable; Executive Summary persuasively summarizes plan
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Marketing Plan follows prescribed format; Executive Summary accurately previews critical elements of plan and includes marketing strategy. |
Marketing Plan does not follow prescribed format, and/or Executive Summary does not accurately preview critical elements of plan or doesn’t include statement of strategy. |
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