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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:
X9W89A
By
danaramoore
Ready to use
Public Rubric
Subject:
Business
Type:
Project
Grade Levels:
Undergraduate
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Marketing Category - 70%
Poor
1 pts
Fair
2 pts
Good
3 pts
Excellent
4 pts
Marketing Research
Poor
Defines the problem.
Fair
Defines the problem; Analyes the situation. Collects data.
Good
Defines the problem; Analyes the situation. Collects, analyzes and organizes data.
Excellent
Defines the problem; Analyes the situation. Collects, analyzes organizes data and proposes solution/s or conclusion/s.
Mission Statement
Poor
Mission Statement is mentioned but not created.
Fair
Created Mission Statement but lacks purpose and focus.
Good
Created a long, (more than two sentences) Mission Statement.
Excellent
Created a short, (one or two sentences) Mission Statement.
SWOT/Competitive Advantage
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.
Marketing Strategy
Poor
Determined the target market.
Fair
Determined the target market, used market segmentation.
Good
Determined the target market, used market segmentation, and identified distribution channels.
Excellent
Determined the target market, used market segmentation, identified distribution channels and developed a marketing mix.
Features and Benefits
Poor
Group mentions features and benefits but fails to give examples or describes two or less features or their product or service and converts them into sizzling benefits.
Fair
Group identifies and describes two to three features of their product or service and converts them into sizzling benefits.
Good
Group identifies and describes four to five features of their product or service and converts them into sizzling benefits.
Excellent
Group identifies and describes six or more features of their product or service and converts them into sizzling benefits.
Advertising, Promotion
and Public Relations Campaign
Poor
Little discussion on how to advertise the product.
Fair
Used 1 creative way to advertise/promote the product.
Good
Created fictional ad/s for newspaper,magazine,
and outdoor ads. no public relations plan.
Excellent
Created ad/s for newspaper,magazine,
direct-mail, directory advertising and outdoor ads. Promotion and public relations plan.
Conclusion
Poor
No mention on why the product would be a success internally or externally
Fair
Very little explanation for why the product will be a success internally or externally.
Good
Good explanation of why the product will be a success internally or externally.
Excellent
Outstanding explanation of why the product will be a success, backed up with statistics. (Can be projected stats against your competitors)
Works Cites
Poor
A few references. 3-5, either correct or incorrect.
Fair
5-7 references, good MLA format.
Good
7-8 references, good MLA format
Excellent
10 or more references. Perfect MLA format.
Keywords:
Sales and Marketing Plan
Subjects:
Business
Types:
Exam
Project
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