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Raw Score ________/100

MKG701 Task 2 Assessment Rubric – Marketing Plan Report, Semester 1, 2018

Weighted Mark _____/40
Student’s Name(s) ________________________________________________________________________________

Criteria High Distinction Distinction Credit Pass Weighted

Fail Mark Mark
(85% +) (75% - 84%) (65% - 74%) (50% - 64%) (49% or less)
Strategically summarises the Summarises the company Provides relevant details of the Identifies some details of the Fails to provide adequate
company background and background and identifies company background and company background and details of the company
current market situation to pertinent factors in the current current market situation for the current market situation. background and current
provide a platform for deep market situation to enable purpose of analysis. Explains the Describes market segments market situation. Provides an ___marks
(1) analysis. Synthesises pertinent logical analysis. Succinctly market segments and consumer and consumer related factors inadequate description of the
Case background information about the discusses the organisations related factors with some clarity, without specification. market segments and (Out of 10)
organisation’s market segments market segments and consumer identifying key information. consumer related factors to
and consumer related factors related factors focussing on base analysis upon.
demonstrating a purposeful relevant and useful information.
selection of content.
Distinguishes possible Draws complex inferences from Draws basic inferences from Apprehends foundational Provides an inadequate
implications from sources within various sources to argue course material to discuss key concepts adequately to description of the foundational
and beyond recommended concepts and/or support or concepts presented by the paraphrase or summarise the concepts for external ___marks
Comprehension of marketing
course material by recognising challenge the author/s author/s in relation to the information from course marketing environment
planning theory and concepts
broader issues at play or perspective in relation to the context. material. analysis. (Out of 10)
perspectives beyond the context.
author’s explicit message.
Assesses the relationship Integrates knowledge of the Uses the literature to validate Uses literature to Provides a narrow narrative of
between the external and product or service and its the internal and external describe/summarise the the internal marketing
internal marketing internal and external marketing marketing environments. internal marketing environment. Identifies a
environments and the product environments with literature to Provides a justified explanation environments. Provides a limited SWOT that is lacking in
or service and uses this identify and assess critical of the organisation’s relevant narrative of the organisation’s depth and rigour from which ___marks
Analysis of internal marketing
knowledge and the literature to strengths and weaknesses in strengths and weaknesses in strengths and weaknesses in to base a practical marketing
environment and development
assess and discuss how response to opportunities and response to opportunities and response to opportunities and plan. (Out of 20)
significant opportunities and threats. threats. threats.
threats can be responded to
based on the relevant strengths
and weaknesses.
Uses SWOT analysis to Defines SMART objectives Identifies relevant SMART Identifies obvious objectives in Provides impractical objectives
strategically develop SMART directly linked to the SWOT objectives to establish a response to opportunities and with little relevance to the
objectives. Discusses the overall analysis. Identifies an overall marketing strategy and threats existing in the broad marketing environments.
strategic marketing approach marketing strategy and positioning for broad market market. Provides a marketing Provides a simplistic marketing
for achieving the objectives. positioning for specific market segments. Provides an strategy and development of a strategy and plan that would
(4) Clearly distinguishes the specific segments. Provides practical implementable marketing plan simple marketing plan for the be a challenge to implement ___marks
Development and articulation targeted markets and proposed strategies for each marketing integrating the marketing mix marketing mix elements with a and validate with practical
of the marketing plan market positioning. Provides mix element to form an elements and including basic level of evaluation and evaluations and controls. (Out of 50)
creative and purposeful implementable and measurable evaluations and controls. controls identified
strategies for each marketing marketing plan.
mix element that integrate into
a logical, implementable and
measurable marketing plan.
Presents a persuasive argument Presents a balanced argument Presents a valid argument and Establishes a simple argument Establishes a fragmented
(5) which expresses originality in which evidences the integration evidences knowledge of key and evidences foundational argument. Foundational
Application of academic writing thought and mastery of and analysis of significant ideas ideas through the construction knowledge through the concepts are not evident due
(Out of 10)
conventions and referencing knowledge through the through the construction of a of a logically sequenced, construction of a logically to infrequent, inconsistent
construction of a fluent and fluent report and the purposeful cohesive and grammatically sequenced, cohesive and and/or incorrect use of
expressive report with tactical selection and use of citations correct report supported by grammatically correct report specified referencing and
use of citations and a reference and a reference list relevant and consistent citations supported by relevant and academic writing conventions.
list and a reference list consistent citations and a
reference list


Term Explanation
Adequate Satisfactory or acceptable in quality or quantity equal to the requirement or occasion
Analyse Dissect to ascertain and examine constituent parts and/or their relationships; break down or examine in order to identify the essential elements, features,
components or structure; determine the logic and reasonableness of information; examine or consider something in order to explain and interpret it, for the
purpose of finding meaning or relationships and identifying patterns, similarities and differences
Apprehend Demonstrate a mental grasp of an issue
Assess Measure; determine, evaluate; estimate or make a judgement about the value, quality, outcomes, results, size, significance, nature or extent of something
Balanced Keeping or showing a balance; not biased; fairly judged or presented; taking everything into account in a fair, well-judged way
Clarity Clearness of thought or expression; the quality of being coherent and intelligible; free from obscurity of sense; without ambiguity; explicit; easy to perceive,
understand or interpret
Cohesive Characterised by being united; bound together or having integrated meaning; forming a united whole
Complex Composed or consisting of many different and interconnected parts or factors; compounds; composite; characterised by an involved combination of parts;
complicated; intricate; a complex whole or system; a complicated assembly of particulars
Describe Give an account (written or spoken) of a situation, event, pattern or process, or the characteristics or features of something
Discussion A detailed treatment of a topic in speech or writing
Distinguish Recognise as different or distinct; note points of difference between; discriminate; discern; make clear a difference/s between two or more concepts or items
Explanation Provides a statement or account that makes a matter or issue clear
Fluent Spoken or written with ease; able to speak or write smoothly, easily or readily; articulate; eloquent
Fragmented Disorganised; broken down; disjointed or isolated
Implications Conclusions or outcomes that can be drawn from something that are not explicitly stated; a possible future effect or result
Inadequate Not enough (detail); not good enough
Infer Derive or conclude something from evidence or reasoning, rather than from explicit statements; listen or read beyond what has been literally expressed
Integrate Combine into a whole; amalgamate
Justified Sound reasons or evidence are provided to support an argument, statement or conclusion
Logical Rational and valid; internally consistent, reasonable; reasoning in accordance with the principles/rules of logic or formal argument; characterised by or capable of
clear, sound reasoning; expected or sensible under the circumstances
Narrative A written account of connected events
Narrow Limited in range or scope; lacking in breadth of view; limited in amount; barely sufficient or adequate; restricted
Parameters Limiting factors
Pertinent Directly relevant or significantly applicable to a particular matter; apposite
Persuasive Capable of changing someone’s ideas, opinions or beliefs; appearing worthy of approval or acceptance; (of an argument or statement) communicating reasonably or
Purposeful Having an intended or desired result; having a useful purpose; determined; resolute; full of meaning; significant; intentional
Relevant Being related to the matter at hand; pertinent
Significant Important; of consequence; expressing a meaning; indicative; includes all that is important; sufficiently great or important to be worthy of attention; noteworthy;
having a particular meaning; indicative of something
Strategic Consideration of the overall Task/s in selecting a relevant organisation, product or service
Synthesises Combine different parts or elements (e.g. information, ideas, components) into a whole in order to create new understanding
Validate Use sound reasoning to justify, using a sound basis in logic or fact (for an argument or point); provide reasonable support to legitimise or defend