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iRubric: Marketing Plan rubric

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Marketing Plan Marketing Plan Development of a marketing plan for a new or improved product or service Rubric Code: SBB6A3 By velezao Ready to use Public Rubric Subject: Business Type: Project Grade Levels: Undergraduate

Marketing Category - 80 points
	Excellent 5 pts	Satisfactory 3 pts	Poor 1 pts	Zero 0 pts
Executive Summary	Excellent The executive summary clearly communicates the critical elements of the marketing plan so that it reads as a stand-alone document. The length of the executive summary is sufficient to cover the critical information, but no more than one page in length.	Satisfactory The executive summary includes most, but not all of the critical elements of the marketing plan. Some of the information provided in the summary is unnecessary or trivial to understanding the plan. The summary is no more than one page long.	Poor The executive summary is either too short (less than half a page) or too long (more than two pages). The summary contains mostly unnecessary or trivial information, therefore, it is inadequate as a stand-alone document.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Introduction	Excellent The introduction clearly and concisely introduces the purpose of the marketing plan.	Satisfactory The introduction is somewhat unclear and/or not concise in stating the purpose of the marketing plan.	Poor There is no introduction that states the purpose of the marketing plan.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Mission Statement	Excellent Created a short, (one or two sentences) Mission Statement.	Satisfactory Created a long, (more than two sentences) Mission Statement.	Poor Mission Statement is mentioned but not created.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Company Analysis	Excellent Information about the company or organization is thoroughly and clearly reported, including such things as the type of product or service, employees, company history, previous and current marketing efforts, current knowledge about customers and competitors, etc.	Satisfactory Information about company or organization is, for the most part, thoroughly and clearly reported. But some information that may be critical to the marketing plan is missing.	Poor Company or organization information is provided, but there is a great deal of potentially important information missing.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Market Definition, Potential, & Demand	Excellent A visual depiction and verbal description of the market definition is provided that is reasonable and based on the company or organization. Reasonable estimates or calculations of market potential, market demand, and company demand are provided and clearly stated. Any necessary assumptions used in calculations are clearly explained.	Satisfactory Either the visual depiction or verbal description of the market definition is missing; both may be provided but not clear or reasonable. One of the estimates/calculations for market potential, market demand, and company demand are missing or clearly miscalculated. Assumptions are stated, but not explained.	Poor There is no visual depiction of the market definition. More than one estimate/calculation of market potential, market demand, and company demand are missing or clearly miscalculated. Necessary assumptions are not provided.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Competitor Analysis	Excellent Information about all major competitors or strategic groups is thoroughly and clearly reported. Source(s) of the information is provided. Any information that is considered to be important to know, but that has not been obtained with reasonable effort is identified.	Satisfactory Information about most of the major competitors or strategic groups is provided. Not all of the information is as clearly reported as possible. The report does not explain missing data.	Poor Some information about competitors is provided, but the analysis lacks thoroughness and clarity. There appears to have been little effort given to obtaining competitor information and there is no explanation for missing information	Zero Student made no attempt, did not present or was not present during all of the presentations.
Customer Analysis	Excellent Information about customers is thoroughly and clearly reported. The source of data is clearly reported (i.e., secondary or primary data, company information or new data collected for the development of this plan. If new data has been collected, the method of collection, including sample size, description of sample, and data collection instrument is provided. Any information that is considered to be important to know, but that has not been obtained with reasonable effort is identified.	Satisfactory Most of the important information about customers is reported, although not as thoroughly and clearly as possible. For example, data collection information may not be fully reported, data collection instrument may be missing. The report does not explain missing data.	Poor Although some customer information is reported, it is clear that only minimal efforts toward attaining this data have been made. The information that is reported lacks clarity. The report does not recognize that data are missing.	Zero Student made no attempt, did not present or was not present during all of the presentations.
SWOT/Competitive Analysis	Excellent A thorough SWOT analysis is provided, based on the preceding analyses. Reasoning for each item in the SWOT is provided and logical. Strengths and weaknesses are clearly internal factors, and opportunities and threats are clearly external factors.	Satisfactory Somewhat identified the business's strengths, weakness, opportunities and threats external to the business.SWOT analysis is provided, but there are some missing points from preceding analyses. Reasoning for each item is not always thoroughly provided and/or logical. One or two strengths/weaknesses are external, or one-two opportunities/threats are internal.	Poor Identified the business's strengths & weakness.SWOT analysis is provided, but there are at more than six missing points from preceding analyses. There is no reasoning provided for the items. More than two strengths/weaknesses or opportunities/threats are inappropriate.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Marketing Objectives & Goals	Excellent The marketing objectives and goals are clearly related to the company/organization mission. Objectives and goals are clearly stated and appropriately quantified.	Satisfactory Linkage of marketing objectives and goals to company/organization mission is not clearly stated. Some of the objectives and goals are unclear and/or not appropriately quantified.	Poor Marketing goals and objectives are missing or those that are identified are not quantified or are inappropriate.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Marketing Strategy	Excellent Determined the target market, used market segmentation, identified distribution channels and developed a marketing mix.The marketing direction that will frame marketing tactics of the marketing plan is clearly and specifically stated in 3-5 sentences. The marketing strategy is logically linked to the marketing objectives and goals.	Satisfactory Determined the target market, used market segmentation, and identified distribution channels.Marketing strategy is identified but is unclear or unspecific in some aspects. The marketing strategy is logically linked to the marketing objectives and goals.	Poor Determined the target market.The marketing strategy is missing or is illogical given the marketing objectives and goals.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Target Market & Positioning	Excellent Based on the marketing strategy and SWOT analysis, the target market(s) is appropriately identified and described. A positioning statement for each target market is identified and explained, and reasonable.	Satisfactory Based on the marketing strategy and SWOT analysis, the target market(s) is identified but not described in enough detail. Positioning statement(s) is provided but not explained.	Poor Target market and positioning is missing, or, if identified, does not seem appropriate given the marketing strategy and SWOT analysis. Positioning statement(s) is missing.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Product and Brand Management	Excellent The objectives of product/brand management are clearly stated and appropriate. Tactics for managing the product/service/brand are thoroughly and clearly identified and reasoned. When necessary, sufficient detail about tactics is provided, making it easier to understand the scope of the tactic.	Satisfactory The objectives of product/brand management are stated, but somewhat unclear. Most of the tactics are thoroughly and clearly identified, but one obvious tactic is missing. Some detail on tactics is missing, hindering understanding.	Poor Objectives for product/brand management are missing. More than one obvious tactic is missing. Very little detail on specific tactics is provided. Tactics are unclear and hard to understand.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Features and Benefits	Excellent Student identifies and describes six or more features of their product or service and converts them into sizzling benefits.	Satisfactory Student identifies and describes four to five features of their product or service and converts them into sizzling benefits.	Poor Student mentions features and benefits but fails to give examples or describes two or less features or their product or service and converts them into sizzling benefits.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Advertising, Promotion and Public Relations Campaign	Excellent Created ad/s for newspaper,magazine,<BR> direct-mail, directory advertising and outdoor ads. Produced logo, promotion and public relations plan.	Satisfactory Created ad/s for newspaper,magazine,<BR> direct-mail, directory advertising and outdoor ads. Produced logo, promotion but no public relations plan.	Poor Created an ad, no logo, promotion or public relations plan.	Zero Student made no attempt, did not present or was not present during all of the presentations.
Pricing management	Excellent The objectives of pricing management are clearly stated and appropriate. Tactics for managing price are thoroughly and clearly identified and reasoned. When necessary, sufficient detail about tactics is provided, making it easier to understand the scope of the tactic.	Satisfactory The objectives of pricing management are stated, but somewhat unclear. Most of the tactics are thoroughly and clearly identified, but one obvious tactic is missing. Some detail on tactics is missing, hindering understanding.	Poor Objectives for pricing management are missing. More than one obvious tactic is missing. Very little detail on specific tactics is provided. Tactics are unclear and hard to understand.	Zero
Report	Excellent Report is in a binder, uses dividers and contains a minimum of seven sections.	Satisfactory Report is in a binder, uses dividers and contains the required sections.	Poor Report is stapled or paper clipped with no dividers and contains some of the required sections.	Zero Student made no attempt, did not present or was not present during all of the presentations.Report is in a binder, or stapled, or paper clipped with or without dividers and contains less than five sections.
Presentation -20 Points
	Excellent 4 pts	Good 3 pts	Poor 1 pts	Zero 0 pts
Knowledge	Excellent The team was fluent in the use of marketing concepts, principles, and ways of thinking and could easily work many different ideas into their arguments.	Good Team was conversant with marketing concepts, principles, and ways of thinking and used them to effectively make arguments that supported their analysis and plans.	Poor The team applied various marketing concepts, principles and ways of thinking but did not demonstrate deep business insight.	Zero Presenter reads all of the report with no eye contact.
Team Strength	Excellent It was clear that this was a team effort and that any member of the team could have made the presentation and address the issues that were raised.	Good All or most members participated during the presentation or discussion but there was a feeling that the team’s success depended upon a few people and not the whole team.	Poor Only a few people made the presentation or interacted with the investors. It was not clear how the other team members were involved or how knowledgeable and helpful they were to the business.	Zero Only one person participated in the presentation and discussion. There was no indication that others were involved or knowledgeable about the firm, market, or business plan.
Organization	Excellent The Marketing Plan was clearly stated and developed. The conclusions were clear. The presentation was succinct, with good flow and transitions.	Good The Marketing Plan information was presented in a logical sequence and was generally very well organized. However, better transitions from idea to idea and medium to medium are needed.	Poor The Marketing Plan arguments were loosely connected. The presentation lacked clear transitions, with choppy flow and organization.	Zero The presentation was choppy and disjointed. It did not flow. The development of the business plan was vague. There was no apparent logical order to the presentation.
Format of presentation materials	Excellent The team effectively used the presentation materials to present ideas in a clear, persuasive and forceful way. The team could provide backup material at a touch of a button or with a handout when issues were raised that were not in the original presentation.	Good The team had an appropriate number of slides to address the relevant points of the presentation. The presentation and slides were well synched - they supported each other and added clarity to the argument. The team was not able to quickly provided backup slides or materials to deal with questions or issues raised by the investors.	Poor The team had an appropriate number of slides but several were difficult to read and/or uninteresting. The slides and the presentation were not always synchronized and did not always support, illustrate or augment what was being said. Important information may have been missing. or glossed over images.	Zero The Power Point presentation contained mostly text and tables; there were no visual aids to enhance communication. The slides contained too much or too little content to be useful. There may have been too many or too few slides to communicate relevant ideas.
Delivery	Excellent The presentation was grammatically flawless. Handouts were submitted and complete. The team was able to finish the presentation within the allotted time. The team was able to hold the attention of the investors with the use of direct eye contact.	Good The presentation had no more than one grammatical error. Handouts were submitted and complete. The team was able to finish the presentation within the allotted time. Team members were able to consistently use direct eye contact with the investors and seldom referred to notes.	Poor The presentation had a few grammatical errors. Handouts (Power Point, tactical plan and pro-forma financials) were submitted but were incomplete, unorganized, or confusing. The team was not able to finish the presentation in the allotted time. Team members made minimal eye contact with the investors and mostly read notes	Zero The presentation had multiple grammatical errors. The team exceeded the time limit. Team members did not make eye contact with the investors while presenting

Keywords:

Sales and Marketing Plan

Subjects:

Business

Types:

Exam
Project

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