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iRubric: Marketing Plan rubric

iRubric: Marketing Plan rubric

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Marketing Plan 
Marketing Plan
Development of a marketing plan for a new or improved product or service
Rubric Code: WAB398
By kpolleypayne
Ready to use
Public Rubric
Subject: Business  
Type: Project  
Grade Levels: (none)

Powered by iRubric Marketing Plan Assignment
  Zero

0 pts

Poor

1 pts

Fair

2 pts

Good

3 pts

Excellent

4 pts

Business Objectives

Zero

Student did not list Business Objectives
Poor
Fair
Good
Excellent

Student listed Business Objectives
Nature of the product

Zero

Student did not describe the nature of the 'new and improved product'.
Poor
Fair
Good
Excellent

Student described the nature of the 'new and improved product'.
SWOT analysis

Zero

Students made no attempt to identify the current situation of the business using a SWOT analysis.
Poor

Identified the business's strengths & weakness.
Fair

Identifies the business's strength, weakness, opportunity and threat.
Good

Somewhat identified the business's strengths, weakness, opportunities and threats external to the business.
Excellent

Clearly identified the business's strengths, weakness, opportunities and threats external to the business.
Market attibutes

Zero

Student made no attempt to describe the target market, generic market, product market or niche market.
Poor

Determined the target market.
Fair

Determined the target market, while describing one of either generic market, product market or niche market.
Good

Determined the target market, while describing two of either generic market, product market or niche market.
Excellent

Determined the target market by first determining the generic market, product market and niche market.
Marketing Objectives

Zero

Student made no attempt to describe the marketing objectives of their product.
Poor
Fair

Student described the marketing objective of their business, without clearly linking it to their Business Objectives.
Good
Excellent

Student described the marketing objective of their business, which was clearly linked to their Business Objectives.
Marketing Mix

Zero

Student made no attempt to describe the marketing mix of their chosen product.
Poor

Student described only one of the marketing mix of their chosen product in respect to Product, Price, Place and Promotion.
Fair

Student described only two of the marketing mix of their chosen product in respect to Product, Price, Place and Promotion.
Good

Student described only three of the marketing mix of their chosen product in respect to Product, Price, Place and Promotion.
Excellent

Student described in full the marketing mix of their chosen product in respect to Product, Price, Place and Promotion.
Expansion Strategy

Zero

Student made no attempt to describe an expansion strategy of their chosen product.
Poor

Student described an expansion strategy of their chosen product with respect to one of either Exporting, Innovation and Diversification, and Research and Development.
Fair

Student described expansion strategies of their chosen product with respect to two or three of either Exporting, Innovation and Diversification, and Research and Development.
Good

Student described in full, with justification, realistic expansion strategies of their chosen product with respect to two or three of Exporting, Innovation and Diversification, and Research and Development.
Excellent

Student described in full, with justification, realistic expansion strategies of their chosen product with respect to Exporting, Innovation and Diversification, and Research and Development.
Evaluation of Marketing Strategy

Zero

Student made no attempt to evaluate the effectiveness of their marketing strategy.
Poor
Fair

Student made an attempt to evaluate the effectiveness of their marketing strategy with no reference to their marketing objectives.
Good
Excellent

Student gave realistic assumptions as to how they would evaluate the effectiveness of their marketing strategy, as well as how this relates to their marketing objectives.
Market Research

Zero

Student made no attempt to design a market research questionnaire.
Poor

Student designed a market research questionnaire, of at least 5 relevant questions long.
Fair

Student designed a market research questionnaire, of at least 10 relevant questions long.
Good

Student designed a market research questionnaire, of at least 15 relevant questions long.
Excellent

Student designed a market research questionnaire, at least 15 questions long, with relevant and well thought out questions.



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  • Marketing Plan

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