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Assessment 3: Green Marketing Observation & Analysis Portfolio
Criterion
Excellent (85-100)
Very Good (75-84.5)
Good (65-74.5)
Satisfactory (50-64.5)
Unsatisfactory (0-49.5)
1.
Brand priority sustainability audience analysis:
Excellent use of research skills to specify brand priority target audience, with complex links justifying the psychographic profile.
Insightful use of research skills to specify brand priority target audience, with appropriate links justifying the psychographic profile.
Research skills to specify brand priority target audience are evident and suitable, with links justifying the psychographic profile answering the ‘what’ not ‘why’.
Little evidence of research skills to specify brand priority target audience, with links justifying the psychographic profile answering the ‘what’ not ‘why’.
Demonstrates limited capacity to specify brand priority target audience and/or psychographic profile
2.
Green Marketing Strategy Critique & Analysis: Strategy 1
Displays comprehensive understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays high level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays good level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays adequate level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Limited display of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
3
Green Marketing Strategy Critique & Analysis: Strategy 2
Displays comprehensive understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays high level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays good level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays adequate level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Limited display of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
4
Green Marketing Strategy Critique & Analysis: Strategy 3
Displays comprehensive understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays high level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays good level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Displays adequate level of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
Limited display of understanding and interpretation of strategy frameworks to evaluate and critique a brand’s sustainability strategy.
5
Brand Sustainability Strategy Recommendations
Appropriate and highly insightful sustainability recommendations are provided that are clearly aligned and well supported by the analysis presented in the document. Recommendations demonstrate students’ ability to comprehensively apply and communicate sustainability strategy knowledge.
Appropriate and insightful sustainability recommendations that are aligned and supported by the consumption analysis presented in the document. Recommendations demonstrate students’ ability to appropriately apply and communicate sustainability strategy knowledge.
Adequate sustainability recommendations that are partially aligned and partially supported by the consumption analysis presented in the document. Recommendations demonstrate students’ ability to partially apply and communicate sustainability strategy knowledge
Superficial sustainability recommendations that are vaguely aligned to the consumption analysis presented in the document. Recommendations demonstrate rudimentary application to communicate sustainability strategy knowledge.
Limited or no ability to present sustainability recommendations related to the consumption analysis in the document.
6
Referencing (5%)
Correct referencing
No mark
Referencing is almost correct, yet has some minor flaws
No mark
Referencing is incorrect
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