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iRubric: Marketing Plan Rubric

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Marketing Plan Rubric 
Marketing Plan Rubric
Rubric Code: BX4282X
By yedi83
Ready to use
Public Rubric
Subject: Business  
Type: Assessment  
Grade Levels: Undergraduate

Powered by iRubric Marketing Plan Rubric
  Does not meet Expectations

1 pts

Meets Expectations

3 pts

Exceeds Expectations

4 pts

Market and Environment Analysis

Does not meet Expectations

Does not include any relevant market and environmental trends.
Meets Expectations

Identified relevant market and environmental trends, but DID NOT analyze.
Exceeds Expectations

Identified relevant market trends and analyzed the implications of market and environmental trends on the product.
Competitor Analysis

Does not meet Expectations

Does not identify direct or major competitors.
Meets Expectations

Identified some direct and indirect competitors but DID not conduct competitive analysis.
Exceeds Expectations

Identified ALL major direct and indirect competitors as well as conducted a thorough competitive analysis
SWOT Analysis

Does not meet Expectations

Incomplete and unclear SWOT analysis.
Meets Expectations

SWOT analysis completed but not clear in some areas.
Exceeds Expectations

SWOT analysis is clear and complete and demonstrates an advanced understanding of each element of the analysis.
Target Market Strategy

Does not meet Expectations

Does not include a target market strategy.
Meets Expectations

Some target market ing strategy is included but it is incomplete.
Exceeds Expectations

Demonstrated a clear target market strategy.
Product Knowledge and Strategy

Does not meet Expectations

Did not demonstrate knowledge of the product or service. Unclear product/service description and no mention of the product position or unique selling proposition.
Meets Expectations

Demonstrated some knowledge of the product or service. Provided some description of the product/service and some discussion on the product position or unique selling proposition.
Exceeds Expectations

Demonstrated a clear knowledge of the product or service. Provided a clear product/service description and articulated the product position or unique selling proposition clearly.
Pricing Strategy

Does not meet Expectations

Did not provide a clear pricing strategy.
Meets Expectations

Provided a pricing strategy but some elements of the strategy were unclear.
Exceeds Expectations

Provided a clear pricing strategy for the product or service taking into account costs, customers, competitors and tactics.
Distribution Strategy

Does not meet Expectations

Did not provide a clear distribution strategy.
Meets Expectations

Provided a distribution strategy but some elements of the strategy were unclear.
Exceeds Expectations

Provided a clear distribution strategy for the product or service including channel of distribution, intensity of distribution and location of applicable.
Promotion Strategy

Does not meet Expectations

Did not provide a clear promotion strategy.
Meets Expectations

Provided a promotion strategy but some elements of the strategy were unclear.
Exceeds Expectations

Provided a clear promotion strategy for the product or service including all elements of the promotion mix that are applicable including a specific media plan for each.
Overall Integration

Does not meet Expectations

Did not demonstrate a clear integration of marketing concepts.
Meets Expectations

Some integration of marketing concepts were demonstrated.
Exceeds Expectations

Clearly demonstrated an integration of marketing concepts.




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