Individual Marketing Plan

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MKT3SEM: Assessment 2(Individual Marketing Plan) Grading Rubric
latrobe.edu.au
CRITERIA
N: Unacceptable (<50%)
D: Acceptable (50 – 59%)
C: Good (60 – 69%)
B: Very good (70 – 79%)
A: Excellent (> 80 %)
Supporting literature,
analysis, justification
of the knowledge gap
and future work
Not all required relevant
references present (< 5).
No/Little understanding
demonstrated.
Very disorganized / no or poor
summaries. Random points.
Irrelevant information. Little
expressed in own words.
No insights into the literature
base haven’t emerged /
attempted insights are
inappropriate/ Future research
mostly or totally neglected.
Minimum 5 required relevant
references present and used.
Some understanding demonstrated.
Attempted summary of literature
but no integration. No links between
ideas.
Not all information relevant /
overuse of quotes rather than using
own words.
Insights into the literature base
haven’t emerged / are mostly
inappropriate./ Future research
doesn’t emerge from integration of
literature.
At least 5 required references are
present and used.
Acceptable understanding
demonstrated. Identifies what is
known.
All literature well summarized.
Some links between ideas but not
all clear. Some themes identified
Most information was relevant
and expressed in own words;
some quotes included. Insights
into the literature are emerging.
Attempts to identify what is not
known but research question gap
/ future research not strongly
supported in the review.
Goes beyond minimum 5
required relevant references
present and used.
Good understanding
demonstrated. Clearly identifies
what is known.
All literature very well
summarized. Themes identified
and links between ideas evident.
All information was relevant and
expressed in own words; some
well used quotes. Insights into
the literature are establishing.
Clear attempts to identify what
is not known. Research question
gap / future research supported
in the review.
Goes well beyond minimum
references with all used (at least
8).
Excellent understanding
demonstrated.
Links and connections between
literature / ideas made clear.
Themes clearly developed.
Insights into the literature are
clear and appropriate.
Clearly identifies what is not
known. / Research question gap /
future research are strongly
supported / justified in the
review.
20 Marks
0-9 marks
10-11 marks
12-13 marks
14-15 marks
16-20 marks
Identification and
analysis of the social
marketing problem /
issue
No attempt to define problem /
confused purpose
Some attempt at defining the
problem in social marketing terms
by relating it to the supporting
review (secondary data).
The social marketing problem is
identified and related to the
supporting review, but lacks
specificity for required behaviour
change.
The social marketing problem is
identified and related to the
supporting review, and includes
specificity for required
behaviour change.
The social marketing problem is
identified along with plan’s
purpose in terms of required
behaviour change in specific
location.
10 Marks
0-4 marks
5 marks
6 marks
7 marks
8, 9, 10 marks
Situation Analysis
Stakeholders analysis
Upstream Policy
Issues
Situation analysis and/or
stakeholder analysis incomplete.
No link to goals.
No attention to upstream policy
issues.
Situation analysis and/or
stakeholder analysis lacks purpose.
Little link to goals.
Few upstream policy issues.
Very few changes recommended
Situation analysis and/or
stakeholder analysis partially
identified.
Some link to goals.
Upstream policy issues impact is
mostly clear. Some changes
recommended.
Situation analysis and/or
stakeholder analysis identified.
Links to goals present.
Upstream policy issues impact is
clear. Changes recommended.
Situation analysis and stakeholder
analysis both analyse ability to
reach goals.
Upstream policy issues impact is
clear.
15 Marks
0-7 marks
8 marks
9, 10 marks
11 marks
12-15 marks
Choice and
justification of
appropriate social
marketing theory for
application
Social marketing theory chosen,
but critical elements not
identified.
No/little description of theory.
No/little justification for theory.
No link to behaviour change.
Social marketing theory chosen, but
critical elements poorly identified.
Theory is described, but justification
of choice is very unclear. Little
attempt to link elements critical for
behaviour change
Social marketing theory is chosen
and some critical elements
identified.
Justification of choice is
somewhat clear and attempts to
link to the elements critical for
behaviour change.
Social marketing theory is well
chosen and many critical
elements identified.
Justification of choice is mostly
clear and links to the elements
critical for behaviour change
Social marketing theory chosen
and critical elements identified.
Justification of choice is clear and
precise and linked to the elements
critical for behaviour change.
10 Marks
0-4 marks
5 marks
6 marks
7 marks
8, 9, 10 marks
MKT3SEM: Assessment 2 (Individual Marketing Plan) Grading Rubric
latrobe.edu.au
CRITERIA
N: Unacceptable (<50%)
D: Acceptable (50 – 59%)
C: Good (60 – 69%)
B: Very good (70 – 79%)
A: Excellent (> 80 %)
Segmentation &
Targeting
No clear purpose. Segments and
target market not identified /
analysed.
Purpose of social marketing plan
intervention with specific segment
(one only) present but unclear.
Target market (audience) not clearly
identified / analysed.
Purpose of social marketing plan
intervention with specific
segments and target market
(audience) identified with some
analysis.
Purpose of social marketing plan
intervention with specific
segments and target market
(audience) identified with clear
analysis.
Purpose of social marketing plan
intervention with specific
segments considered and target
market (audience) identified with
deep analysis.
15 Marks
0-7 marks
8 marks
9, 10 marks
11 marks
12-15 marks
The marketing mix
Formulation of offer is scattered /
absent. Poor and/or restricted use
of 4Ps + People and Partnerships.
Formulation of offer is incomplete.
Very limited use of 4Ps + People and
Partnerships.
Formulation of offer is partially
developed. Some use of 4Ps +
People and Partnerships.
Formulation of offer is mostly
developed. Good use of 4Ps +
People and Partnerships.
Formulation of offer is fully
developed. Full use of 4Ps +
People and Partnerships.
10 Marks
0-4 marks
5 marks
6 marks
7 marks
8, 9, 10 marks
Recommendations
for implementing
and evaluating the
social marketing
approach.
No implementation approach.
No evaluation shown.
Implementation & evaluation uses
few specifics to track response to
social marketing intervention (e.g.
brand awareness) and to track
behaviour change after intervention
Implementation & evaluation
uses some specifics to track
response to social marketing
intervention and track behaviour
change after intervention.
Implementation & evaluation
uses a good range of specifics to
track response to social
marketing intervention and track
behaviour change after
intervention.
Implementation & evaluation uses
an excellent range of measures
with statistics / incidence rates to
track response to social marketing
intervention and to track
behaviour change after
intervention.
10 Marks
0-4 marks
5 marks
6 marks
7 marks
8, 9, 10 marks
Academic writing
conventions and
referencing format
Response is poorly written with
frequent errors; little or no
adherence to Harvard referencing
style.
Acceptable quality of academic
writing, although with some spelling
or grammatical errors. Some
references correctly cited using
Harvard referencing style, with some
errors.
Good quality of academic writing,
with few spelling or grammatical
errors. Most references correctly
cited using Harvard referencing
style.
Very good quality of academic
writing, with little or no spelling
or grammatical errors. All
references correctly cited using
Harvard referencing style.
Excellent quality of academic
writing, with no spelling or
grammatical errors. All references
correctly cited using Harvard
referencing style.
10 Marks
0-4 marks
5 marks
6 marks
7 marks
8, 9, 10 marks

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