| Assessment Criteria |
• Introduction (5%) • Strategic Fit and Business Portfolio Evaluation (10%) • Statement of Marketing Objectives: Clear, Concise and Measurable (5%) • Target Markets clearly defined and justified, using marketing theories and models (20%) • Marketing Strategy outlined: all elements of the marketing mix detailed and justified using marketing theory and models. Links to Customer needs, wants and demands (30%) • Marketing Positioning outlined and discussed (10%) • Implementation and Action Plan (5%) • Measurement and Controls (5%) • Conclusion (5%) • Executive Summary, Reference(APA style), Report Format, Structure, Grammar (5%) • See next pages for the marking rubrics |
| Assessment Title: |
Global Marketing Plan (individual) |
| Assessment Guideline |
All marketing programs commence with a through situation and a SWOT analysis, i.e. evaluation of the current marketing situation, and an understanding of the opportunities that exist. Keeping this information in mind, a formal marketing strategy and action plan must be devised. You are required to complete a comprehensive Global Marketing Plan to exploit the opportunity identified in your earlier Situation and Opportunity Analysis for which you will have received feedback. Instructions • The assessment should be written in report format • Commence with an introduction, stating the marketing objective/s of the plan according to (previously identified opportunities). Be specific, detailed and measureable as possible (you will need to explain this in a later section, whether the objectives have been fulfilled). Briefly discuss how the opportunity fits with the company’s overall mission and current business portfolio. • Elaborate on the strategic fit between the company’s capabilities, resources and opportunity being exploited • Define, describe and elaborate on the target market/s. Consider all aspects (cultural, demographics, consumer behaviour and industry structure where relevant) • Elaborate on aspect of the each of the marketing mix strategy linking customer needs and positioning • Create a brief implementation / action plan with a timeline • Outline measurement criteria- determination of achievement of objective and control strategies that have been employed. • Conclusion |
| Assessment Length | 4000 words (excluding executive summary, appendices and references) |
RUBRIC: MARKETING PLAN – FINAL REPORT
| Criterion | FAIL | PASS | CREDIT | DISTINCTION | HIGH DISTINCTION | Weight | Mark |
| Introduction | Minimal or no evidence is demonstrated: The Introduction is missing or does not meet its purpose for its intended audience, i.e. it does not state the purpose of the report. |
Some evidence is demonstrated: Some attempt at introduction, but is somewhat unclear and/or not concise in stating the purpose of the report. Lack of an overriding topic sentence or otherwise incomplete. Other sentences within the Introduction do not cover all of the report. |
Adequate evidence is demonstrated: The Introduction introduces the purpose of the report in a satisfactory fashion. The Introduction uses a clear topic sentence first that covers most of the report. Other sentences cover most elements of the report. |
Thorough evidence is demonstrated: The Introduction clearly introduces the purpose of the report. Uses a clear topic sentence that covers the report adequately. Other sentences cover all aspects of report. |
Excellent evidence is demonstrated: The Introduction clearly and concisely introduces the purpose of the report. Clear evidence of a summary topic sentence. All other sentences clearly outline each aspect of the report. |
5% | |
| Strategic Fit Evaluation and Business Portfolio Evaluation |
Not attempted or done very poorly. No or minimal identification of marketing opportunity with no or little justification provided. |
Some identification of marketing opportunity, but poorly argued and with little rationale provided on the strategic fit between the company’s capabilities, resources and opportunity being exploited. Minimal evidence of linkage has been made to prior completed analysis. |
Satisfactory identification of marketing opportunity with adequate justification provided on the strategic fit between the company’s capabilities, resources and opportunity being exploited. Some linkage has been made to prior completed analysis. Few major points are missing or categorised inaccurately. |
Good identification of marketing opportunity that is well justified regarding the strategic fit between the company’s capabilities, resources and opportunity being exploited. Logical linkages have been made to prior completed analysis. No major points are missing or categorised incorrectly. |
Excellent identification of marketing opportunity that is well argued and succinctly written regarding the strategic fit between the company’s capabilities, resources and opportunity being exploited. Insightful and logical linkages have been made to prior completed analysis. No points are missing or inaccurately categorised. |
10% |
| Statement of Marketing Objectives – Clear, Concise and Measureable |
Not attempted or done very poorly. The marketing objectives provide an incomplete summary of goals partly based on the information presented in the situation analysis, or those that are identified are not quantified or are inappropriate. |
The marketing objectives provide a range of goals that are largely logical and practical based on the information presented in the situation analysis (in Assignment 1). Some of the objectives are unclear and/or not appropriately quantified. |
The marketing objectives provide a range of goals that are largely logical and practical based on the information presented in the situation analysis (in Assignment 1). The objectives are clearly stated, though some may not be appropriately quantified. |
The marketing objectives provide a range of logical and practical goals based on the information presented in the situation analysis (in Assignment 1). The objectives are clearly stated and appropriately quantified. |
The marketing objectives provide a range of logical and plausible goals based on the information and the critical insights presented in the situation analysis (in Assignment 1). The objectives are clearly stated and appropriately quantified. |
5% |
| Target Markets Clearly Defined and Justified, using Marketing Theories and Models |
Not attempted or done very poorly. The information is inaccurate or elements are missing. The target market does not seem appropriate given the marketing strategy and SWOT analysis. Insufficient information to inform evaluation. No use of marketing theories and models. |
Adequate information on target markets provided, although not sufficiently comprehensive to inform understanding of the possible impact on marketing strategy. Adequate use of marketing theories and models. |
Satisfactory information on target markets provided. There may be some omissions of key areas not adequately explained. Sufficiently comprehensive to inform understanding of the possible impact on marketing strategy. Satisfactory use of marketing theories and models. |
Good, concise information on target markets provided. No omissions of key areas and most adequately explained. Comprehensive treatment that informs understanding of the impact on marketing strategy. Good use of marketing theories and models. |
Excellent information on target markets provided. Very high standard of accuracy and succinctness in presentation of information. Evidence of higher level linkages to marketing strategy. Excellent use of marketing theories and models. |
20% |
| Marketing Strategy Outlined – All Elements of Marketing Mix Detailed and Justified with theory. Links Established to Customer Needs, Wants & Demands |
Not attempted or done very poorly. Some strategies are generated and partly justified that demonstrate a partial synthesis of theory and issues analysis to achieve targeting and positioning requirements. |
Some plausible strategies are generated and justified that are linking to customer needs and demonstrate a reasonable synthesis of theory to achieve targeting and positioning requirements. |
Plausible and mostly insightful strategies are generated and justified that are linking to customer needs and demonstrate synthesis of theory and issues analysis to achieve targeting and positioning requirements. |
Insightful and plausible strategies are generated and justified that are linking to customer needs and demonstrate perceptive synthesis of theory and issues analysis to achieve targeting and positioning requirements. |
Insightful and plausible strategies are generated and justified that are linking to customer needs and demonstrate an extremely perceptive synthesis of theory and issues analysis to achieve targeting and positioning requirements. |
30% |
| Market Positioning Outlined and Discussed |
Not attempted or done very poorly. Positioning statement(s) is(are) missing. |
Adequate description of the positioning statement(s) is(are) provided but not explained. |
Satisfactory description of the positioning statement(s) is(are) provided. |
Good description of the positioning statement(s) is(are) provided. A positioning statement for each target market is identified and most are explained. |
Excellent description of the positioning statement(s) is(are) provided. A positioning statement for each target market is identified and explained and reasonable. |
10% |
| Implementation and Action Plan & Measurement and Controls |
Not attempted or done very poorly. No implementation/ action plan with timeline provided. Limited/no evaluation (measurement and control) processes applied to any strategies. |
An adequate implementation plan is identified, but more than two tactics are not addressed, and the plan and timeline generally lack specificity. Some evaluation processes applied to some strategies. |
A satisfactory implementation plan is identified, but one to two tactics are not addressed. Specificity of some of the plan and timeline could be improved. Some evaluation processes applied to most strategies. |
A good implementation plan is identified, with all tactics addressed. Specificity of one to two tactics of the plan and timeline could be improved. A structured evaluation framework is applied to most strategies is provided. |
An excellent, thorough and specific implementation plan is clearly identified for every tactic. Both the plan and timeline are specific and detailed. A structured evaluation framework is applied to all strategies. |
10% |
| Implementation and Action Plan & Measurement and Controls |
Not attempted or done very poorly. No implementation/ action plan with timeline provided. Limited/no evaluation (measurement and control) processes applied to any strategies. |
An adequate implementation plan is identified, but more than two tactics are not addressed, and the plan and timeline generally lack specificity. Some evaluation processes applied to some strategies. |
A satisfactory implementation plan is identified, but one to two tactics are not addressed. Specificity of some of the plan and timeline could be improved. Some evaluation processes applied to most strategies. |
A good implementation plan is identified, with all tactics addressed. Specificity of one to two tactics of the plan and timeline could be improved. A structured evaluation framework is applied to most strategies is provided. |
An excellent, thorough and specific implementation plan is clearly identified for every tactic. Both the plan and timeline are specific and detailed. A structured evaluation framework is applied to all strategies. |
10% |
| Conclusion Clear reiteration of main issues. |
Either draws no conclusion or draws an inappropriate conclusion with a lack of alignment to the preceding information. |
Draws appropriate conclusions, reiterating the main issues. There is consistency with the analysis, but it could be improved. The conclusion attempts to unify the report. |
Draws appropriate conclusions and clearly reiterates the main issues. The conclusions are accurate, logical, and consistent with the analysis. The conclusion brings unity to the report. |
Draws appropriate conclusions and clearly reiterates the main issues. The conclusions are accurate, logical, and consistent with the analysis. The conclusion unifies the report successfully. |
Draws appropriate, strong conclusions and clearly reiterates the main issues. The conclusions are accurate, logical, and consistent with the analysis. The conclusion draws the report into a fully constructive analysis. |
5% |
| Report Format – includes referencing, structure, grammar |
Poor overall writing quality, structure clarity and formatting. Writing sometimes coherent with some marketing-specific academic language. Acknowledges some sources. Some referencing conventions followed. The report has not been proofread, spell-checked or edited. The large number of grammar, punctuation and spelling errors impede the audience’s comprehension of the report. |
Adequate overall writing quality, structure, clarity and formatting. Writing generally coherent and in marketing-specific, academic language. Acknowledges most relevant sources. Reasonably accurate referencing. The report has been spellchecked, but several spelling, grammar, and punctuation errors are evident. These mistakes do not interfere with the report’s content, comprehension or ease of reading. |
Good overall writing quality, clarity and formatting. Well organised writing, mostly logical, concise and coherent, and in marketing specific, academic language. Acknowledges all relevant sources. Mostly accurate referencing. The report has editing and spell checking evidence. A few minor mistakes are evident which in no way detract from the report’s content or ease of comprehension. |
Very good overall writing quality, structure, clarity and formatting. Logical structure and a coherent, concise and well-developed writing style in marketing specific, academic language. Acknowledges all relevant sources. Accurate and consistent referencing. The report has been edited, spell checked and proofread, and has minimal errors. All grammar and punctuation are correctly applied. |
Excellent writing quality, structure, clarity and formatting. Logical structure and a coherent, concise and fluent writing style in marketing specific, academic language. Acknowledges all relevant sources. Accurate and consistent referencing. The report has been edited, spell-checked and proofread, and has no errors. All sentences are complete and grammatically correct with punctuation correctly applied. |
5% |
| Total | 100% |
COMMENTS:
