GRADE

7

6

5

4

3-1

Higher Order Thinking (HCO) 2.1:  Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.

50 to 42

41 to 38

37 to 33

32 to 25

< 25

SITUATION ANALYSIS

[50 marks]

You present a thorough discussion of the current marketing situation that includes an insightful and critical analysis of the company and the most relevant macro–environmental forces.

You present a complete discussion of the current marketing situation that includes a critical analysis of the company and the macro–environmental forces.

You present a discussion of the company and the current marketing situation and identify some of the key macro–environmental forces with some analysis on how they impact the situation.

You present a basic overview of the company and the current marketing situation and identify some of the key macro–environmental forces.

You present information regarding the current marketing situation, but do not analyse the company not identify the key macro–environmental forces.

80 to 68

67 to 60

59 to 52

51 to 40

< 40

MARKETING GOAL AND STRATEGY

[80 marks]

You present a refined marketing goal that includes a focus and realistic benchmarks. Your marketing strategy is appropriate and fully developed. You present a critical profile of your target customers and value proposition, strongly supported and justified by research findings and critical analysis.

You present a clear and realistic marketing goal that includes a focus and relevant benchmarks. Your marketing strategy is well developed. You present a profile of your target customers and value proposition, supported by research findings and analysis.

You present a realistic marketing goal that includes a focus and benchmarks. Your marketing strategy is clear and you identify your target customers and value proposition, supported by research findings.

You present a marketing goal that includes a focus and benchmarks though may need further refinement. Your marketing strategy identifies your target customers and value proposition, generally supported by research findings and some analysis.

You present an incomplete or inappropriate marketing goal that lacks focus and/or benchmarks. Your marketing strategy does not identify target customers and value proposition. Lack of research evident.  You do not correctly cite your sources.

Knowledge and Skills (KS 1.1): Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.

120 to 102

101 to 90

89 to 78

77 to 60

< 60

MARKETING TACTICS

[120 marks]

You propose highly effective marketing tactics that are aligned to your goal and strategy, are within budgetary constraints and are strongly supported by academic and industry findings and analysis.

You propose effective marketing tactics that are clearly linked to your goal and strategy, are within budgetary constraints and are supported by academic and industry findings.

You propose marketing tactics that link to your goal and strategy, are mostly within budgetary constraints and are supported mainly by academic findings.

You present your marketing tactics and attempt to make links to your goal and strategy. You consider budgetary constraints and use the unit materials to support your approach.

You do not present your marketing tactics and/or do not present tactics that suit your goal and strategy.  You do not correctly cite your sources. You do not present a budget or the budget is impractical.

Professional Communication (PC 3.1): Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.

50 to 42

41 to 38

37 to 33

32 to 25

< 25

CLARITY AND PRESENTATION

[50 marks]

Your marketing plan adheres to the checklist requirements. Meaning is always clear with no or few errors in spelling, grammar and/or punctuation. 

Your marketing plan adheres to the checklist requirements. Meaning is usually clear with few errors in spelling, grammar and/or punctuation. 

250

Your marketing plan generally adheres to the checklist requirements.  Overall meaning is clear with some errors in spelling, grammar and/or punctuation. 

Your marketing plan mostly adheres to the checklist requirements.  Overall meaning is clear with some inconsistencies in expression, errors in spelling, grammar and/or punctuation. 

Your marketing plan does not meet the checklist requirements.  Overall meaning is unclear with significant inconsistencies in expression, errors in spelling, grammar and/or punctuation.