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iRubric: Marketing Plan rubric
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Marketing Plan
Marketing Plan Group Project Presentation
Evaluation criteria for Group Marketing Plan Presentation
Rubric Code:
P2W3A98
By
Reamuel2019
Ready to use
Public Rubric
Subject:
Education
Type:
Project
Grade Levels:
Undergraduate
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Criteria
Poor
5 pts
Satisfactory
10 pts
Excellent
15 pts
Executive Summary
Poor
The executive summary contains mostly unnecessary or trivial information, therefore, it is inadequate. (5)
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. (10)
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. (15)
Mission
Poor
Has no mission statement or statement is not distinctive. (5)
Satisfactory
Mission statement is brief, memorable, and distinctive. The purpose of the of the program is stated but it lacks clarity or does not include the primary functions or activities of the plan. (10)
Excellent
Mission statement is brief, memorable, and distinctive. The purpose of the of the program is clearly stated and it indicates the primary functions or activities of the plan. (15)
Environment/Market Situation
Poor
Little or no detail provided. (10)
Satisfactory
Defines size of market, share among relevant players, positioning of competitors and advantages/disadvantages of competing brands. (15)
Excellent
A definitive assessment that defines size of market, share among relevant players, positioning of competitors and advantages/disadvantages of competing brands. Utilizes key insights from primary and secondary sources. Provides qualified estimates, even in situations where limited data exists. (20)
Competitive Activity & Dangers
Poor
Little or no detail provided. (5)
Satisfactory
Provides a general assessment of competitive activity, competitor strength, and potential strategic actions that these competitors could take against you. (7)
Excellent
An exceptional assessment of competitive activity, competitor strength, and potential strategic actions that these competitors could take against you. Utilizes primary and secondary sources. Shows insight into possible strategic actions that capitalize on inherent strengths. (10)
Strategy Recommendation
Poor
Little or no detail provided. (5)
Satisfactory
Shows a general understanding of strategy formulation based on company strengths and weaknesses. Demonstrates a general ability to assess the industry, determine areas of growth and how they can be exploited over the next 5+ years. (7)
Excellent
Shows a profound understanding of strategy formulation based on company strengths and weaknesses. Demonstrates exceptional ability to assess the industry, determine areas of growth and how they can be exploited over the next 5+ years. Generates thought provoking strategy, supported by a demonstarble understanding of the company's financial and non-financial assets. (10)
Group Dynamics
Poor
Poor coordination/preparation. Easy to distinguish contributors from non-contributors among group members. (5)
Satisfactory
Good coordination/preparation. All members actively participate and appear comfortable with the subject matter. (7)
Excellent
Outstanding coordination/preparation. All members actively participate and appear very comfortable with the subject matter. Engages audience with outstanding diction/grammar. (10)
Objective
Poor
Marketing goals and objectives are missing or those that are identified are not quantified or are inappropriate. (5)
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. (7)
Excellent
The marketing objectives and goals are clearly related to the company/organization mission. Objectives and goals are clearly stated and appropriately quantified. (10)
Product/Service Description
Poor
Service and/or product description is missing. (5)
Satisfactory
Service and/or product description is stated, but somewhat unclear. (15)
Excellent
Service and/or product description is clearly stated and appropriate. Actual samples either in person or visually shared during presentation. (15)
Target Audience/Segment
Poor
Little or no detail provided. (5)
Satisfactory
Provides a general assessment that identifies the position of each brand and its target market. (10)
Excellent
An outstanding assessment that identifies the position of each brand and its target market, utilizing a combination of primary and secondary sources. (15)
Pricing & Positioning Strategy
Poor
Objectives for pricing and positioning are missing. More than one obvious tactic is missing. Very little detail on specific tactics is provided. Tactics are unclear and hard to understand. (5)
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. (10)
Excellent
The objectives of pricing management are clearly stated and appropriate. Tactics for managing price are thoroughly and clearly identified and reasoned. Sufficient detail about tactics is provided. (15)
Marketing Strategy
Poor
Marketing strategy and positioning is missing, or, if identified, does not seem appropriate given the product/service description and. Positioning statement(s) is missing. (5)
Satisfactory
Based on the product/service description the marketing strategy is identified but not described in enough detail. Positioning statement(s) is provided but not explained. (10)
Excellent
Based on the product/service description, the marketing strategy is appropriately identified and described. A positioning statement is identified and explained. (15)
Financial Projections
Poor
Fiinancial projections missing or not clear or realistic. (10)
Satisfactory
Financial projections provided but not in alignment with product/service description. (15)
Excellent
Financial projections provided in detail. Align with product/service description and make sense. (20)
Proposal
Poor
Proposal not provided or very little detail on specific tactics is provided. Proposal is unclear and hard to understand. (10)
Satisfactory
Most of the proposals are thoroughly and clearly identified, but one obvious tactic is missing. Some detail about the proposal is missing, hindering understanding. (20)
Excellent
Tactics for a proposal are thoroughly and clearly identified and reasoned. When necessary, sufficient detail about proposal is provided, making it easier to understand the scope of the proposal. (30)
Subjects:
Business
Education
Types:
Project
(Other)
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