iRubric: Target Market/Target Audience/Buyer Persona rubric

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Target Market/Target Audience/Buyer Persona

Rubric Code: A237B7X

By julieellenprice

Draft

Public Rubric

Subject: Communication

Type: Assignment

Grade Levels: Undergraduate

Target Market/Target Audience/Buyer Persona
	Poor 5 pts	Fair 10 pts	Good 15 pts	Excellent 20 pts
Background	Poor Weak description of client	Fair Minimal description of product with vague mention of competitors	Good Adequate description of product which may or may not include info from SWOT, brief mention of competitors, along with some discussion of environmental factors	Excellent Detailed, concise description of the product which includes information from the SWOT. Competition is detailed along with any environmental factors
Target Market	Poor Weak description of target market. . Minor or little discussion of . variables to segment the target market (demographic, geographic, behavioristic, psychographic)	Fair Minimal description of target market., . Discussion of . variables to segment the target market (demographic, geographic, behavioristic, psychographic)	Good Adequate description of target market. .Identify the appropriate Targeting Strategy (Undifferentiated, Concentrated or Differentiated) Minor discussion of . variables to segment the target market (demographic, geographic, behavioristic, psychographic)	Excellent Detailed description of target market. Consumer market or business market is discussed . Targeting Strategy is discussed (Undifferentiated, Concentrated or Differentiated) Discussion of . variables to segment the target market (demographic, geographic, behavioristic, psychographic)
Target Audience	Poor Little or no description of target audience characteristics . No research stated .	Fair Minimal discussion of target audience characteristics with some behavior patterns or lifestyle choices. , Minimal Target Audience research shown.	Good Adequate discussion of target audience characteristics and behavior patterns ,or lifestyle choices. May or may not include social media preferences. Target Audience research shown.	Excellent Specific and concise discussion of target audience characteristics and behavior patterns, lifestyle choices, activities,, social media use and media preferences. . Target Audience research shown.
Buyer Persona	Poor Vague description of Virtual buyer, with minimal characteristics noted	Fair Description of Virtual buyer within the target audience. May mention career goals, some lifestyle characteristics	Good Somewhat detailed description of Virtual buyer within the target audience. May include demographic information.	Excellent Specific, detailed description of Virtual buyer within the target audience. Includes demographic information, possible career or lifestyle, buyer behavior pattern or , psychographics
Grammar/Tone/Style	Poor Assignment is poorly constructed with many grammar, style and tone mistakes	Fair Assignment is written in inconsistent business style and tone. Several grammar, spelling, punctuation mistakes	Good Assignment is written in formal business style and tone. Minimal /a few grammar, punctuation or spelling mistakes.	Excellent Assignment is written in formal business style and tone. None or minimal grammar, punctuation or spelling mistakes

Subjects:

Communication

Types:

Assignment

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