Written Marketing Plan marking rubric
MKTG101 Marketing plan (written) Group Name/No:_________________________________
Zero
0%
Fail
45%
Pass
60%
Credit
70%
Distinction
80%
High Distinction
100%
1) Executive summary
(10%)
Not attempted or entirely or significantly plagiarised from other sources.
The executive summary is either too short (less than one page) or too long (more than two pages). The summary is unclear and/or missing key elements, therefore, it is inadequate as a stand-alone document.
The executive summary adequately summarises the marketing plan.
The executive summary clearly communicates the critical elements of the marketing plan.
The executive summary clearly and effectively 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 long
The executive summary provides an outstanding encapsulation of the marketing plan in a one to two page stand-alone document.
2) Introduction
(5%)
Not attempted or entirely or significantly plagiarised from other sources.
The Introduction does not provide a clear statement of the background and purpose of the marketing plan.
The introduction provides some background and includes a statement of the purpose of marketing plan.
The introduction provides a clear and concise background and a clear statement of the purpose of the marketing plan.
The introduction provides a succinct and effective background and a convincing statement of the purpose of the marketing plan.
The introduction provides an outstanding statement of the background and purpose of the marketing plan.
3) Situation analysis (Research and analysis)
(30%)
Not attempted or entirely or significantly plagiarised from other sources.
Research and/or analysis is insufficient, incomplete and/or unclear.
Basic research and analysis of all elements (macro, micro and internal factors and SWOT) that is organised and mostly clear.
Comprehensive
Zero
0%
Fail
45%
Pass
60%
Credit
70%
Distinction
80%
High Distinction
100%
1) Executive summary
(10%)
Not attempted or entirely or significantly plagiarised from other sources.
The executive summary is either too short (less than one page) or too long (more than two pages). The summary is unclear and/or missing key elements, therefore, it is inadequate as a stand-alone document.
The executive summary adequately summarises the marketing plan.
The executive summary clearly communicates the critical elements of the marketing plan.
The executive summary clearly and effectively 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 long
The executive summary provides an outstanding encapsulation of the marketing plan in a one to two page stand-alone document.
2) Introduction
(5%)
Not attempted or entirely or significantly plagiarised from other sources.
The Introduction does not provide a clear statement of the background and purpose of the marketing plan.
The introduction provides some background and includes a statement of the purpose of marketing plan.
The introduction provides a clear and concise background and a clear statement of the purpose of the marketing plan.
The introduction provides a succinct and effective background and a convincing statement of the purpose of the marketing plan.
The introduction provides an outstanding statement of the background and purpose of the marketing plan.
3) Situation analysis (Research and analysis)
(30%)
Not attempted or entirely or significantly plagiarised from other sources.
Research and/or analysis is insufficient, incomplete and/or unclear.
Basic research and analysis of all elements (macro, micro and internal factors and SWOT) that is organised and mostly clear.
Comprehensive