MKTG860, Marketing Management – Assessment Three, Marketing Plan Student Name:
Criteria
“A” Range “B” Range “C” Range “D” Range Weighting Letter Grade
Situation Analysis
Good understanding of the concepts/information and how they are applied to the context in question.
Good balance of theory and application. Adequate understanding of the concepts/information and how they are applied to context in question.
Mostly adequate balance of theory and application.
May not address all areas of the assignment adequately.
Poor understanding of the concepts/information and may not apply them to the context well enough.
May focus too much on either the theory or the context.
Does not address all areas of the assignment accurately or adequately.
Inadequate understanding of the concepts/information and fails to apply them to the context.
20% A B C D
Market Analysis and Strategies
(STP)
Good understanding of the concepts/information and how they are applied to the context in question.
Good balance of theory and application. Adequate understanding of the concepts/information and how they are applied to context in question.
Mostly adequate balance of theory and application.
May not address all areas of the assignment adequately.
Poor understanding of the concepts/information and may not apply them to the context well enough.
May focus too much on either the theory or the context.
Does not address all areas of the assignment accurately or adequately.
Inadequate understanding of the concepts/information and fails to apply them to the context.
30% A B C D
Tactical Plans
(4Ps)
Good understanding of the concepts/information and how they are applied to the context in question.
Good balance of theory and application. Adequate understanding of the concepts/information and how they are applied to context in question.
Mostly adequate balance of theory and application.
May not address all areas of the assignment adequately.
Poor understanding of the concepts/information and may not apply them to the context well enough.
May focus too much on either the theory or the context
Does not address all areas of the assignment accurately or adequately.
Inadequate understanding of the concepts/information and fails to apply them to the context.
30% A B C D
Criteria
“A” Range “B” Range “C” Range “D” Range Weighting Letter Grade
Executive Summary
Good understanding of the concepts/information and how they are applied to the context in question.
Good balance of theory and application. Adequate understanding of the concepts/information and how they are applied to context in question.
Mostly adequate balance of theory and application.
May not address all areas of the assignment adequately.
Poor understanding of the concepts/information and may not apply them to the context well enough.
May focus too much on either the theory or the context.
Does not address all areas of the assignment accurately or adequately.
Inadequate understanding of the concepts/information and fails to apply them to the context.
5% A B C D
Referencing
More than adequate referencing (has gone beyond course readings and lecture notes).
Includes in-line citations. Adequate referencing (lecture notes and course readings).
Includes in-line citations. Poor attempt to reference (only one source or sources may not be academic).
May be no in-line citations.
No attempt to reference.
No in-line citations.
5% A B C D
Organisation
Good use of paragraphing format.
Ideas flow logically. Adequate use of paragraphing format.
Ideas flow reasonably logically. Paragraphing may be inadequate.
Ideas do not always flow logically. No paragraphing (e.g. may be bullet points).
No sense of an overall organisational pattern. 5% A B C D
Presentation
Good presentation (title page, correctly formatted, fulfils the page limit).
Accurate language used.
Adequate presentation (title page, correctly formatted, may be under or over page limit).
Readable, although some errors may still be noticeable.
Inadequate presentation (may be no title page, under or over length and/or not correctly formatted).
Language errors cause problems with readability.
Very poor presentation (e.g. no title page, severely under length, not correctly formatted).
Language errors cause severe problems with readability.
5% A B C D
Grade (out of 25): Letter Grade: Comments: please see, overleaf

Comments and Feedback:
Grade
Grade Definition
A+ (90-100) This assessment could not have been done better. Communication of this quality is rare. A standard far beyond normal expectations has been achieved.
A (85-89) An excellent quality is achieved in all areas of the assessment and it is exceptional in some aspects. This reflects a considerably greater level of commitment, effort, research and achievement than might reasonably be expected from the assignment.
A- (80-84) The learning outcomes have been achieved to an excellent standard and is as good as can be reasonably expected from the student given the difficulty of the assignment and the length of time available to undertake it. The work displays excellent use of conceptual frameworks, analysis of the problem, future directed synthesis, conclusions and relevant recommendations. There are strong linkages to
practical application. Presentation is persuasive and flawless.
B+ (75-79) This assessment is strong in all areas and excellent in some. It reflects hard work and appears well researched. A good level of communication has been achieved but there are gaps. In some cases, B+ may reflect a piece that is brilliant in some respects but
also has some flaws.
B (70-74) This assessment reflects a good effort on the part of the student. The assessment work is thorough and competent but could have been pushed further. Alternatively, it is strong in some areas but uneven in others. It is a more than average overall result, though. Communication is not consistent throughout the assessment.
B- (65-69) The assessment has met the learning outcomes overall, in some areas with merit. B- is still better than average work, but there may be some aspects that are lacking or that have not been extended as far as the student is capable. In some cases, a good result may have been achieved without sufficient research, or alternatively good research may have yielded a somewhat disappointing overall conclusions or synthesis. Communication of the assignment is good but needs further attention to detail.
C+ (60-64) This work is of an average standard. The problem/issue has been understood and an certainly have been taken further with more synthesis and stronger managerial relevance. Alternatively, this subject may not be an area of strength for the student in which case C+ is still a good grade.
C (55-59) Whilst this work is still of an acceptable standard there may be some concerns about it. These may relate to the effort involved, or the quality of research, synthesis or presentation. Alternatively, the student may have produced an assignment that has partly missed the point.
C- (50-54) This assessment has meet the learning outcomes overall to a pass standard. The grade reflects serious concern about the way the assignment was handled. There are major gaps in linking reported insights to practice. The final result communicates application, but without without insight and is more based on intuition. Presentation of the assignment is also just adequate with grammatical, spelling and layout mistakes evident.
D (0-49) This assessment has not meet any, very few or only some of the assessment criteria. The student has neither demonstrated a grasp of the topic nor carried the groundwork needed to communicate any meaningful insight or conclusions. A greater effort is needed to understand what is required and to ensure that these requirements are fulfilled to a professional standard. Overall approach is superficial. There is little attempt to link synthesis to practice and major sections of the assessment may be missing. Presentation is poor.