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iRubric: School Marketing Proposals rubric

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School Marketing Proposals Rubric Code: RX4XC84 By chudsonhrt Draft Public Rubric Subject: Business Type: Project Grade Levels: 9-12

School Marketing Proposal Enter rubric description
	Good 3 pts	Fair 2 pts	Poor 1 pts	Did Not Complete 0 pts
Written Proposal
	Enter Title (N/A)	Enter Title (N/A)	Enter Title (N/A)	Enter Title (N/A)
Introduction 5 pts	Enter Title The introduction clearly and concisely introduces the purpose of the marketing plan.	Enter Title The introduction is somewhat unclear and/or not concise in stating the purpose of the marketing plan.	Enter Title The introduction does not state the purpose of the marketing plan.	Enter Title No Introduction
Company Analysis 10 pts	Enter Title 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.	Enter Title 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.	Enter Title Company or organization information is provided, but there is a great deal of potentially important information missing.	Enter Title No Company Analysis
Market Definition, Potential, & Dem 10 pts	Enter Title 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.	Enter Title 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.	Enter Title 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.	Enter Title No Attempt
Competitor Analysis 10 pts	Enter Title 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.	Enter Title 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.	Enter Title 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	Enter Title No Attempt
Customer Analysis 10 pts	Enter Title 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.	Enter Title 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.	Enter Title 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.	Enter Title No Attempt
SWOT Analysis 10 pts	Enter Title 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.	Enter Title 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.	Enter Title 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.	Enter Title No Attempt
Marketing Objectives & Goals 10 pts	Enter Title The marketing objectives and goals are clearly related to the company/organization mission. Objectives and goals are clearly stated and appropriately quantified.	Enter Title 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.	Enter Title Marketing goals and objectives are missing or those that are identified are not quantified or are inappropriate.	Enter Title No Attempt
Marketing Strategy 10 pts	Enter Title 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.	Enter Title Marketing strategy is identified but is unclear or unspecific in some aspects. The marketing strategy is logically linked to the marketing objectives and goals.	Enter Title The marketing strategy is missing or is illogical given the marketing objectives and goals.	Enter Title No Attempt
Target Market & Positioning 10 pts	Enter Title 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.	Enter Title 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.	Enter Title 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.	Enter Title No Attempt
Product and Brand Management 5 pts	Enter Title 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.	Enter Title 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.	Enter Title 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.	Enter Title No Attempt
Communications Management 5 pts	Enter Title The objectives of communication management are clearly stated and appropriate. Tactics for managing communications 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.	Enter Title The objectives of communication 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.	Enter Title Objectives for communication 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.	Enter Title No Attempt
Implementation & Control 10 pts	Enter Title A thorough and specific implementation plan is clearly identified for every tactic; the plan identifies who is responsible for implementing the tactic, when it should be implemented, the cost, measurement of effectiveness, and any other relevant information. The implementation plan is specific enough so that the company/organization has a blueprint for using the plan....	Enter Title An implementation plan is identified, but one to two tactics are not addressed. Specificity of some of the plan could be improved. The company/organization will be able to use the plan to implement the marketing plan, but may be confused about some aspects because of missing information. Overall control measures are included and contingency actions are identified, but they lack thoroughness.	Enter Title An implementation plan is identified, but more than two tactics are not addressed, and the plan generally lacks specificity. Because of missing information, the plan will not help the company/organization implement the marketing plan. Overall control measures and contingency plans are not identified.	Enter Title
Conclusion 10 pts	Enter Title A brief summary that identifies the expected outcomes with successful implementation of the marketing plan is clearly presented in a short paragraph.	Enter Title	Enter Title A summary of expected outcomes is provided but lacks clarity.	Enter Title There is no conclusion.
Organization 5 pts	Enter Title Written work is well organized and easy to understand. Sections of the plan are marked with appropriate headings. Tables and charts are appropriately used and easy to understand, and contribute to the ease of reading the plan.	Enter Title The organization is generally good, but some sections seem out of place. Some headings may be missing. Tables and charts are included, but are difficult to understand (e.g., poorly labeled).	Enter Title There are no headings or Inappropriate use of charts or tables; or, use of tables and charts is indicated, but not included.	Enter Title The plan is disorganized to the extent that it prevents understanding the content.
Writing Style 5 pts	Enter Title The plan has a writing style that is uniform throughout the paper and appropriate for this type of written project. There is no indication that the paper involved multiple authors.	Enter Title The writing style lacks uniformity at times and is not always appropriate for a marketing plan. There is some indication of multiple authors (e.g., different fonts, different paper, etc.).	Enter Title Plan is clearly the work of multiple authors with different writing styles, margins, printer fonts, paper types, etc.	Enter Title The writing style is
Grammar, Spelling, and Formatting 5 pts	Enter Title The plan has been thoroughly spell-checked and proofread. There are no to almost none grammatical or spelling errors. There are no formatting errors.	Enter Title There are a few spelling and/or grammatical errors. There are one to three formatting errors.	Enter Title There are frequent misspelled words, serious grammatical errors, and formatting errors, indicating that time was not taken to spell-check and proofread.	Enter Title The Grammar is poor to the extent that it prevents understanding the content.
Use of Appendices 5 pts	Enter Title Information is appropriately placed in either the main text or an appendix. Appendices are documented and referenced in the text.	Enter Title Information is sometimes misplaced. Documenting and referencing in text are somewhat incomplete. Appendices are poorly documented and referenced in text.	Enter Title Considerable amount of material is misplaced. Appendices are not documented or referenced in text.	Enter Title No Appendices
References 5 pts	Enter Title Material used in the writing of the plan taken from external sources is appropriately referenced both within the document and on a reference page.	Enter Title Some material taken from external sources is not referenced, either in the text or on a reference page.	Enter Title	Enter Title No references in the text or on a reference page are provided, although it is obvious that material from external sources has been used.
Professionalism 5 pts	Enter Title Overall, the written communication of the marketing plan conveys a sense of professionalism, a written document that appears and reads like it was developed by professionals, not students.	Enter Title Many aspects of the marketing plan convey a sense of professionalism, but there are some written communication problems that are not congruent with a professionally prepared marketing plan.	Enter Title	Enter Title The marketing plan lacks any sense of professionalism and is clearly prepared by students.

Subjects:

Business

Types:

Project

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