Develop a Comprehensive Marketing plan.
poeicj
auo_b6026_m5_a1_g1_5w.docxLASA 2—The Marketing Plan
|
Assignment Component |
Unsatisfactory |
Emerging |
Proficient |
Exemplary |
Score |
|
Content Knowledge: Understanding
Communicates understanding of developing a situational analysis:
Market summary
SWOT analysis
Competitor analysis
Product offering
Keys to success
Critical issues
Pricing |
Response does not incorporate analysis or synthesis of central concepts of the assigned topic.
Response reflects lack of understanding of the specific topic within the discipline.
Response provides inaccurate supporting details and irrelevant examples. |
Response incorporates minimal analysis and synthesis of central concepts of the assigned topic.
Response reflects a superficial understanding of the specific topic within the discipline.
Response provides few details and examples. |
Response incorporates analysis and synthesis of central concepts of the assigned topic.
Response reflects understanding of the nature of the specific topic within the discipline and its applications in contemporary times.
Response provides necessary details and specific examples. |
Response incorporates in- depth analysis and synthesis of central concepts of the assigned topic leading to new conclusions and recommendations.
Response reflects a thorough understanding of the nature of the specific topic within the discipline and its applications in contemporary times.
Response provides a variety of insightful details and specific examples that consider different perspectives. |
/ 60 pts |
|
Content Knowledge: Application Component 1
Communicates the ability to design a marketing strategy:
Mission
Marketing objectives
Product positioning
Marketing mix (4P’s)
Marketing research |
Response exhibits substantial gaps in knowledge of the disciplinary content knowledge.
Response provides a minimal explanation of the specific issue within the context of the topic area.
Response fails |
Response exhibits some gaps in knowledge of the disciplinary content knowledge.
Response discusses the specific issue superficially within the context of the topic area using a few details. |
Response demonstrates a working command of the disciplinary content knowledge.
Response examines the specific issue within the context of the topic area using relevant details and examples. |
Response demonstrates an exemplary understanding of the disciplinary content.
Response provides an in- depth discussion of the specific issue within the context of the topic area using relevant details and numerous examples.
Response |
/ 60 pts |
Page 1 of 4
Marketing Planning and Strategy
©2012 Argosy University
|
|
to provide supporting details or examples. |
Response relates the specific aspect of the issue to applicable areas within the discipline.
Response is supported by current literature but is not consistently done. |
Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.
Response is adequately supported by current and relevant literature. |
analyzes the specific aspect of the issue to applicable areas within the discipline and provides insightful recommendations related to real- world contexts.
Response is supported by current and relevant literature based on sound theories and best practices leading to effective conclusions. |
|
|
Content Knowledge: Application Component 2
Communicates the ability to explain the financials:
Sales forecast
Profit targets |
Response exhibits substantial gaps in knowledge of the disciplinary content knowledge.
Response provides a minimal explanation of the specific issue within the context of the topic area.
Response fails to provide supporting details or examples. |
Response exhibits some gaps in knowledge of the disciplinary content knowledge.
Response discusses the specific issue superficially within the context of the topic area using a few details.
Response relates the specific aspect of the issue to applicable areas within the discipline.
Response is supported by current literature but is not consistently done. |
Response demonstrates a working command of the disciplinary content knowledge.
Response examines the specific issue within the context of the topic area using relevant details and examples.
Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.
Response is supported by current and relevant literature. |
Response demonstrates an exemplary understanding of the disciplinary content.
Response provides an in- depth discussion of the specific issue within the context of the topic area using relevant details and numerous examples.
Response analyzes the specific aspect of the issue to applicable areas within the discipline and provides insightful recommendations related to real- world contexts.
Response is supported by current and relevant literature based on sound theories and best practices leading |
/ 60 pts |
4
LASA 2—The Marketing Plan
Page 2 of 4
Marketing Planning and Strategy
©2012 Argosy University
|
|
|
|
|
to effective conclusions. |
|
|
Content Knowledge: Application Component 3
Communicates the ability to identify the control:
Milestones
Implementations and timelines |
Response exhibits substantial gaps in knowledge of the disciplinary content knowledge.
Response provides a minimal explanation of the specific issue within the context of the topic area.
Response fails to provide supporting details or examples. |
Response exhibits some gaps in knowledge of the disciplinary content knowledge.
Response discusses the specific issue superficially within the context of the topic area using a few details.
Response relates the specific aspect of the issue to applicable areas within the discipline.
Response is supported by current literature but is not consistently done. |
Response demonstrates a working command of the disciplinary content knowledge.
Response examines the specific issue within the context of the topic area using relevant details and examples.
Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.
Response is supported by current and relevant literature. |
Response demonstrates an exemplary understanding of the disciplinary content.
Response provides an in- depth discussion of the specific issue within the context of the topic area using relevant details and numerous examples.
Response analyzes the specific aspect of the issue to applicable areas within the discipline and provides insightful recommendations related to real- world contexts.
Response is supported by current and relevant literature based on sound theories and best practices leading to effective conclusions. |
/ 60 pts |
|
Content Knowledge: Application Component 4
Communicates the ability to write a summary |
Response exhibits substantial gaps in knowledge of the disciplinary content knowledge.
Response provides a minimal explanation of the specific issue within the context of the |
Response exhibits some gaps in knowledge of the disciplinary content knowledge.
Response discusses the specific issue superficially within the context of the topic area |
Response demonstrates a working command of the disciplinary content knowledge.
Response examines the specific issue within the context of the topic area using relevant |
Response demonstrates an exemplary understanding of the disciplinary content.
Response provides an in- depth discussion of the specific issue within the context of the topic area using relevant details and numerous |
/ 40 pts |
Page 3 of 4
Marketing Planning and Strategy
©2012 Argosy University
|
|
topic area.
Response fails to provide supporting details or examples. |
using a few details.
Response relates the specific aspect of the issue to applicable areas within the discipline.
Response is supported by current literature, but is not consistently done. |
details and examples.
Response analyzes the specific aspect of the issue to applicable areas within the discipline and their relevance to real-world contexts.
Response is supported by current and relevant literature. |
examples.
Response analyzes the specific aspect of the issue to applicable areas within the discipline and provides insightful recommendations related to real- world contexts.
Response is supported by current and relevant literature based on sound theories and best practices leading to effective conclusions. |
|
|
Written Communication/Personal Effectiveness
Conveys through written word understanding and application of academic writing that has proper grammar, spelling, and attribution. |
Writing is disorganized and lacks appropriate APA style and format.
Writing is unclear and includes major grammatical and usage errors. |
Writing shows gaps with respect to organization and rhetoric and has some errors with respect to APA style and format.
Writing is somewhat clear but includes some major grammatical or usage errors. |
Writing is concise and clear in content, language use, grammar, organization, and sentence structure.
Writing is free of major grammatical and usage errors. |
Writing is professional and scholarly, reflecting mastery of content, language use, grammar, organization, and sentence structure.
Writing is cohesive, convincing, and well composed. |
/ 20 pts |
|
|
|
|
|
Total: |
/ 300 pts |
Page 4 of 4
Marketing Planning and Strategy
©2012 Argosy University
LASA
2
—
T
h
e
Ma
r
k
e
t
i
ng Pl
a
n
A
s
sig
n
me
n
t
Com
p
onent
U
n
s
a
t
isf
a
ct
o
r
y
E
mer
g
ing
Pr
o
f
ic
i
ent
E
x
e
m
p
l
a
r
y
S
co
r
e
C
o
n
t
ent
Kno
w
led
g
e:
U
n
de
r
sta
n
ding
Co
m
m
u
ni
c
at
e
s
u
n
d
e
rs
t
a
n
d
i
ng
of
d
e
v
e
l
o
p
i
n
g
a
s
i
t
u
at
i
o
n
a
l
a
n
a
l
y
s
i
s
:
·
M
a
r
k
et
s
u
m
m
ary
·
S
W
O
T
a
n
a
l
y
s
i
s
·
Co
m
p
e
t
i
tor
a
n
a
l
y
s
i
s
·
P
r
o
d
u
c
t
o
ff
eri
n
g
·
K
e
y
s
to
s
u
cc
e
s
s
·
C
r
i
t
i
c
a
l
i
ss
u
e
s
·
P
r
i
c
i
n
g
Re
s
p
o
n
s
e
d
o
es
n
o
t
i
n
c
orpor
a
te
a
n
a
l
y
s
i
s
or
s
y
nt
h
e
s
i
s
of
c
e
n
tral
c
o
n
c
e
p
ts
of
t
h
e
a
ss
i
g
n
e
d
t
o
p
i
c
.
Re
s
p
o
n
s
e
r
e
f
l
e
c
ts
l
a
c
k
of
u
n
d
e
rs
t
a
n
d
i
ng
of
t
h
e
sp
e
c
i
f
i
c
to
pi
c
w
i
t
h
i
n
the
d
i
sc
i
p
li
n
e.
Re
s
p
o
n
s
e
pro
v
i
d
e
s
i
n
a
cc
ura
t
e
s
u
p
p
o
r
t
i
ng
d
e
t
a
il
s
a
nd
i
rr
e
l
e
v
a
nt
e
x
a
m
p
l
e
s
.
Re
s
p
o
n
s
e
i
n
c
orpor
a
tes
m
i
n
i
m
al
a
n
a
l
y
s
i
s
a
n
d
s
y
nt
h
e
s
i
s
of
c
e
n
tral
c
o
n
c
e
p
ts
of
the
as
si
g
n
e
d
to
pi
c
.
Re
s
p
o
n
s
e
r
e
f
l
e
c
ts
a
s
u
p
er
f
i
c
i
al
u
n
d
e
rs
t
a
n
d
i
ng
of
t
h
e
sp
e
c
i
f
i
c
to
pi
c
w
i
t
h
i
n
the
d
i
sc
i
p
li
n
e.
Re
s
p
o
n
s
e
pro
v
id
e
s
fe
w
d
e
t
a
il
s
a
nd
e
x
a
m
p
l
e
s
.
Re
s
p
o
n
s
e
i
n
c
orpor
a
tes
a
n
a
l
y
s
i
s
a
n
d
s
y
nt
h
e
s
i
s
of
c
e
n
tral
c
o
n
c
e
p
ts
of
the
as
si
g
n
e
d
to
pi
c
.
Re
s
p
o
n
s
e
r
e
f
l
e
c
ts
u
n
d
e
rs
t
a
n
d
i
ng
of
t
h
e
n
a
ture
of
t
h
e
sp
e
c
i
f
i
c
to
pi
c
w
i
t
h
i
n
the
d
i
sc
i
p
li
n
e
a
n
d
i
ts
a
p
p
li
c
a
t
i
o
n
s
i
n
c
o
n
te
m
p
o
r
a
r
y
t
i
m
e
s
.
Re
s
po
n
s
e
pro
v
i
d
e
s
n
e
c
e
ss
a
r
y
d
e
t
a
il
s
a
nd
s
p
e
c
i
f
i
c
e
x
a
m
p
l
e
s
.
Re
s
p
o
n
s
e
i
n
c
orpor
a
tes
in
-
d
e
p
t
h
a
n
a
l
y
s
i
s
a
n
d
s
y
nt
h
e
s
i
s
of
c
e
n
tral
c
o
n
c
e
p
ts
of
t
h
e
a
ss
i
g
n
e
d
to
pi
c
l
e
a
d
i
ng
t
o
n
e
w
c
o
n
c
l
u
s
i
o
ns
and
r
e
c
o
mm
e
n
d
a
t
i
o
n
s
.
Re
s
p
o
n
s
e
r
e
f
l
e
c
ts
a
t
h
o
r
o
u
g
h
u
n
d
e
rs
t
a
n
d
i
ng
of
the
n
at
u
r
e
of
t
h
e
s
p
e
c
i
f
i
c
t
o
p
i
c
w
i
t
h
i
n
t
he
d
i
sc
i
p
li
n
e
a
nd
i
ts
a
p
p
li
c
a
t
i
o
n
s
i
n
c
o
n
te
m
p
o
r
a
r
y
t
i
m
e
s
.
Re
s
p
o
n
s
e pro
v
i
d
e
s
a
vari
e
t
y of
i
n
s
i
g
h
t
f
ul
d
e
ta
i
l
s
a
n
d
s
p
e
c
i
f
i
c
e
x
a
m
p
l
es
t
h
at
c
o
n
s
i
d
e
r
d
i
ff
erent
p
e
rs
p
e
c
t
i
v
e
s
.
/
60
pts
C
o
n
t
ent
Kno
w
led
g
e:
A
p
pl
i
c
a
t
ion
Com
p
onent
1
Co
m
m
u
ni
c
at
e
s
t
h
e
a
b
i
li
t
y
t
o
de
s
i
g
n
a
m
a
r
k
et
i
ng
s
tra
t
e
g
y
:
·
M
i
ss
i
on
·
M
a
r
k
et
i
ng
o
b
j
e
c
t
i
v
es
·
P
r
o
d
u
c
t
p
o
s
i
t
i
o
n
i
n
g
·
M
a
r
k
et
i
ng
m
i
x
(4
P’
s
)
·
M
a
r
k
et
i
ng
re
s
e
ar
c
h
Re
s
p
o
n
s
e
e
x
h
i
b
i
ts
s
u
b
s
ta
n
t
i
al
g
a
ps
i
n
k
n
o
w
l
e
d
g
e
of
the
d
i
s
c
i
p
li
n
a
r
y
c
o
n
te
n
t
k
n
o
w
l
e
d
g
e
.
Re
s
p
o
n
s
e
pro
v
i
d
e
s
a
m
i
n
i
m
al
e
x
p
l
a
n
a
t
i
on
of
the
s
p
e
c
i
f
i
c
i
ss
ue
w
i
th
i
n
t
h
e
c
o
n
text
o
f t
h
e
to
pi
c
area.
Re
s
p
o
n
s
e
f
a
i
l
s
Re
s
p
o
n
s
e
e
x
h
i
b
i
ts
s
o
m
e
g
a
ps
i
n
k
n
o
w
l
e
d
g
e
of
t
h
e
d
i
sc
i
p
li
n
a
r
y
c
o
n
te
n
t
k
n
o
w
l
e
d
g
e
.
Re
s
p
o
n
s
e
d
i
sc
u
ss
es
t
h
e
s
p
e
c
i
f
i
c
i
ss
ue
s
up
e
r
f
i
c
i
a
ll
y
w
i
t
h
i
n
t
he
c
o
n
text
o
f t
h
e
to
pi
c
area
u
s
i
ng
a
f
e
w
d
e
t
a
il
s
.
Re
s
p
o
n
s
e
d
e
m
o
n
s
t
r
at
e
s
a
w
or
k
i
ng
c
o
m
m
a
n
d
o
f
the
d
i
sc
i
p
li
n
a
r
y
c
o
n
te
n
t
k
n
o
w
l
e
d
g
e
.
Re
s
p
o
n
s
e
e
x
a
m
i
n
e
s
t
h
e
s
p
e
c
i
f
i
c
i
ss
ue
w
i
t
h
i
n
t
he
c
o
n
text
o
f t
h
e
to
pi
c
area
u
s
i
ng
r
e
l
e
v
a
nt
d
e
t
a
il
s
a
nd
e
x
a
m
p
l
e
s
.
Re
s
p
o
n
s
e
d
e
m
o
n
s
trat
e
s
an
e
x
e
m
p
l
a
r
y
u
n
d
e
rs
t
a
n
d
i
ng
of
the
d
i
sc
i
p
li
n
a
r
y
c
o
n
te
n
t
.
Re
s
p
o
n
s
e
pro
v
i
d
e
s
an
i
n
-
d
e
p
t
h
d
i
sc
u
ss
i
on
of
t
h
e
sp
e
c
i
f
i
c
i
ss
ue
w
i
th
i
n
t
h
e
c
o
n
text
o
f t
h
e
to
pi
c
area
u
s
i
ng
r
e
l
e
v
a
n
t
d
e
t
a
i
l
s
a
n
d
n
u
m
erous
e
x
a
m
p
l
e
s
.
Re
s
p
o
n
s
e
/
60
pts
P
ag
e
1
o
f
4
M
a
r
ke
t
i
n
g
P
l
a
nn
i
n
g
a
n
d
S
t
r
a
t
e
g
y
©
201
2
Ar
g
os
y
U
ni
v
e
r
si
ty
LASA 2—The Marketing Plan
Assignment Component Unsatisfactory Emerging Proficient Exemplary Score
Content Knowledge:
Understanding
Communicates
understanding of developing
a situational analysis:
Market summary
SWOT analysis
Competitor analysis
Product offering
Keys to success
Critical issues
Pricing
Response does
not incorporate
analysis or
synthesis of
central
concepts of the
assigned topic.
Response
reflects lack of
understanding
of the specific
topic within the
discipline.
Response
provides
inaccurate
supporting
details and
irrelevant
examples.
Response
incorporates
minimal
analysis and
synthesis of
central
concepts of
the assigned
topic.
Response
reflects a
superficial
understanding
of the specific
topic within
the discipline.
Response
provides few
details and
examples.
Response
incorporates
analysis and
synthesis of
central
concepts of
the assigned
topic.
Response
reflects
understanding
of the nature
of the specific
topic within
the discipline
and its
applications in
contemporary
times.
Response
provides
necessary
details and
specific
examples.
Response
incorporates in-
depth analysis
and synthesis of
central concepts
of the assigned
topic leading to
new conclusions
and
recommendations.
Response reflects
a thorough
understanding of
the nature of the
specific topic
within the
discipline and its
applications in
contemporary
times.
Response provides
a variety of
insightful details
and specific
examples that
consider different
perspectives.
/ 60
pts
Content Knowledge:
Application Component 1
Communicates the ability to
design a marketing strategy:
Mission
Marketing objectives
Product positioning
Marketing mix (4P’s)
Marketing research
Response
exhibits
substantial
gaps in
knowledge of
the disciplinary
content
knowledge.
Response
provides a
minimal
explanation of
the specific
issue within the
context of the
topic area.
Response fails
Response
exhibits some
gaps
in knowledge
of the
disciplinary
content
knowledge.
Response
discusses the
specific issue
superficially
within the
context of the
topic area
using a few
details.
Response
demonstrates
a working
command of
the
disciplinary
content
knowledge.
Response
examines the
specific issue
within the
context of the
topic area
using relevant
details and
examples.
Response
demonstrates an
exemplary
understanding of
the disciplinary
content.
Response
provides an in-
depth discussion
of the specific
issue within the
context of the
topic area using
relevant details
and numerous
examples.
Response
/ 60
pts
Page 1 of 4
Marketing Planning and Strategy
©2012 Argosy University
