Raw Score ________/100
MKG701 Task 2 Assessment Rubric – Marketing Plan Report, Semester 1, 2018
Student’s Name(s) ________________________________________________________________________________
Criteria
(1)
Case background
(2)
Comprehension of marketing
planning theory and concepts
(3)
Analysis of internal marketing
environment and development
of SWOT
(4)
Development and articulation
of the marketing plan
(5)
Application of academic writing
conventions and referencing
High Distinction
(85% +)
Strategically summarises the
company background and
current market situation to
provide a platform for deep
analysis. Synthesises pertinent
information about the
organisation’s market segments
and consumer related factors
demonstrating a purposeful
selection of content.
Distinguishes possible
implications from sources within
and beyond recommended
course material by recognising
broader issues at play or
perspectives beyond the
author’s explicit message.
Assesses the relationship
between the external and
internal marketing
environments and the product
or service and uses this
knowledge and the literature to
assess and discuss how
significant opportunities and
threats can be responded to
based on the relevant strengths
and weaknesses.
Uses SWOT analysis to
strategically develop SMART
objectives. Discusses the overall
strategic marketing approach
for achieving the objectives.
Clearly distinguishes the specific
targeted markets and proposed
market positioning. Provides
creative and purposeful
strategies for each marketing
mix element that integrate into
a logical, implementable and
measurable marketing plan.
Presents a persuasive argument
which expresses originality in
thought and mastery of
knowledge through the
Distinction
(75% - 84%)
Summarises the company
background and identifies
pertinent factors in the current
market situation to enable
logical analysis. Succinctly
discusses the organisations
market segments and consumer
related factors focussing on
relevant and useful information.
Draws complex inferences from
various sources to argue
concepts and/or support or
challenge the author/s
perspective in relation to the
context.
Integrates knowledge of the
product or service and its
internal and external marketing
environments with literature to
identify and assess critical
strengths and weaknesses in
response to opportunities and
threats.
Defines SMART objectives
directly linked to the SWOT
analysis. Identifies an overall
marketing strategy and
positioning for specific market
segments. Provides practical
strategies for each marketing
mix element to form an
implementable and measurable
marketing plan.
Presents a balanced argument
which evidences the integration
and analysis of significant ideas
through the construction of a
Credit
(65% - 74%)
Provides relevant details of the
company background and
current market situation for the
purpose of analysis. Explains the
market segments and consumer
related factors with some clarity,
identifying key information.
Draws basic inferences from
course material to discuss key
concepts presented by the
author/s in relation to the
context.
Uses the literature to validate
the internal and external
marketing environments.
Provides a justified explanation
of the organisation’s relevant
strengths and weaknesses in
response to opportunities and
threats.
Identifies relevant SMART
objectives to establish a
marketing strategy and
positioning for broad market
segments. Provides an
implementable marketing plan
integrating the marketing mix
elements and including
evaluations and controls.
Presents a valid argument and
evidences knowledge of key
ideas through the construction
of a logically sequenced,
Pass
(50% - 64%)
Identifies some details of the
company background and
current market situation.
Describes market segments
and consumer related factors
without specification.
Apprehends foundational
concepts adequately to
paraphrase or summarise the
information from course
material.
Uses literature to
describe/summarise the
internal marketing
environments. Provides a
narrative of the organisation’s
strengths and weaknesses in
response to opportunities and
threats.
Identifies obvious objectives in
response to opportunities and
threats existing in the broad
market. Provides a marketing
strategy and development of a
simple marketing plan for the
marketing mix elements with a
basic level of evaluation and
controls identified
Establishes a simple argument
and evidences foundational
knowledge through the
construction of a logically
Weighted Mark _____/40
Weighted
Fail Mark Mark
(49% or less)
________/30
Fails to provide adequate
details of the company
background and current
market situation. Provides an ___marks
inadequate description of the
market segments and (Out of 10)
consumer related factors to
base analysis upon.
Provides an inadequate
description of the foundational
concepts for external ___marks
marketing environment
analysis. (Out of 10)
Provides a narrow narrative of
the internal marketing
environment. Identifies a
limited SWOT that is lacking in
depth and rigour from which ___marks
to base a practical marketing
plan. (Out of 20)
Provides impractical objectives
with little relevance to the
marketing environments.
Provides a simplistic marketing
strategy and plan that would
be a challenge to implement ___marks
and validate with practical
evaluations and controls. (Out of 50)
Establishes a fragmented
___marks
argument. Foundational
concepts are not evident due
(Out of 10)
to infrequent, inconsistent
 construction of a fluent and
expressive report with tactical
use of citations and a reference
list
fluent report and the purposeful
selection and use of citations
and a reference list
cohesive and grammatically
correct report supported by
relevant and consistent citations
and a reference list
sequenced, cohesive and
grammatically correct report
supported by relevant and
consistent citations and a
reference list
and/or incorrect use of
specified referencing and
academic writing conventions.

Glossary

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
credibly
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