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GRADE
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7
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6
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5
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4
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3-1
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Higher Order Thinking (HCO) 2.1: Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
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50 to 42
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41 to 38
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37 to 33
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32 to 25
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< 25
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SITUATION ANALYSIS
[50 marks]
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You present a thorough discussion of the current marketing situation that includes an insightful and critical analysis of the company and the most relevant macro–environmental forces.
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You present a complete discussion of the current marketing situation that includes a critical analysis of the company and the macro–environmental forces.
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You present a discussion of the company and the current marketing situation and identify some of the key macro–environmental forces with some analysis on how they impact the situation.
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You present a basic overview of the company and the current marketing situation and identify some of the key macro–environmental forces.
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You present information regarding the current marketing situation, but do not analyse the company not identify the key macro–environmental forces.
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80 to 68
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67 to 60
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59 to 52
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51 to 40
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< 40
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MARKETING GOAL AND STRATEGY
[80 marks]
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You present a refined marketing goal that includes a focus and realistic benchmarks. Your marketing strategy is appropriate and fully developed. You present a critical profile of your target customers and value proposition, strongly supported and justified by research findings and critical analysis.
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You present a clear and realistic marketing goal that includes a focus and relevant benchmarks. Your marketing strategy is well developed. You present a profile of your target customers and value proposition, supported by research findings and analysis.
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You present a realistic marketing goal that includes a focus and benchmarks. Your marketing strategy is clear and you identify your target customers and value proposition, supported by research findings.
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You present a marketing goal that includes a focus and benchmarks though may need further refinement. Your marketing strategy identifies your target customers and value proposition, generally supported by research findings and some analysis.
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You present an incomplete or inappropriate marketing goal that lacks focus and/or benchmarks. Your marketing strategy does not identify target customers and value proposition. Lack of research evident. You do not correctly cite your sources.
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Knowledge and Skills (KS 1.1): Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
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120 to 102
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101 to 90
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89 to 78
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77 to 60
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< 60
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MARKETING TACTICS
[120 marks]
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You propose highly effective marketing tactics that are aligned to your goal and strategy, are within budgetary constraints and are strongly supported by academic and industry findings and analysis.
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You propose effective marketing tactics that are clearly linked to your goal and strategy, are within budgetary constraints and are supported by academic and industry findings.
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You propose marketing tactics that link to your goal and strategy, are mostly within budgetary constraints and are supported mainly by academic findings.
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You present your marketing tactics and attempt to make links to your goal and strategy. You consider budgetary constraints and use the unit materials to support your approach.
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You do not present your marketing tactics and/or do not present tactics that suit your goal and strategy. You do not correctly cite your sources. You do not present a budget or the budget is impractical.
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Professional Communication (PC 3.1): Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
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50 to 42
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41 to 38
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37 to 33
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32 to 25
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< 25
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CLARITY AND PRESENTATION
[50 marks]
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Your marketing plan adheres to the checklist requirements. Meaning is always clear with no or few errors in spelling, grammar and/or punctuation.
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Your marketing plan adheres to the checklist requirements. Meaning is usually clear with few errors in spelling, grammar and/or punctuation.
250
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Your marketing plan generally adheres to the checklist requirements. Overall meaning is clear with some errors in spelling, grammar and/or punctuation.
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Your marketing plan mostly adheres to the checklist requirements. Overall meaning is clear with some inconsistencies in expression, errors in spelling, grammar and/or punctuation.
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Your marketing plan does not meet the checklist requirements. Overall meaning is unclear with significant inconsistencies in expression, errors in spelling, grammar and/or punctuation.
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