Marketing G Marking Sheet Marketing Plan – Student name/ s Topic: Grade Fail Pass Credit Distinction High Distinction Executive /10 No Exec Summary; Should be 1 2 pages Exceed passable Exec summary is a Excellent standard for all – Intro or Conclusion long, summarising all standard. complete summary in exec summary, intro, summary/ Not a summary of major points. Provides a 1-2 pages and conclusion intro/ the entire plan Should include an comprehensive, but introduction and conclusion introduction and consise summary, conclusion. Provides conclusion introduction a summary in the encourages reader to conclusion read on. Competitor /10 No discussion, or A shallow discussion Provides a more Analytical Compares major very limited. No detailed comparison, comparison of the competitors, and highlights analysis & comparison but does not analyse competitors. May the competitive advantages No use of tools (eg. with great depth utilise tools to environment (direct & Tables/ perceptions enhance the indirect); maps/ SWOT etc) discussion. Utilises tools such No references perceptual maps or tables Objectives of /10 Not present Present and Objectives & issues SMART objectives SMART and very well attempted, but not don’t relate and linked through integrated examples the Marketing SMART May be SMART, but the plan. Comes Focused on the issues Plan & Major Objectives & issues not utilised through the analysis related to the plan. Marketing don’t relate throughout the plan Integrated throughout the Problems plan and come from the analysis Target Market /10 No discussion No theory to ground/ Utilises some theory More indepth Very clearly articulated, No articulation of justify (eg. Type of to support, but a analysis with a good and justified with use of selection & the customer segmentation method shallow analysis use of theory theory segmentation utilised) provided integrated Environmental /10 Research lacking Limited discussion, Basic discussion with Expanded Research present and No discussion and does not relate to research utilised discussion, relies on indicates why this is forces the rest of the plan research and
Marketing G Marking Sheet – Marketing Plan Student name/ s Topic: Grade Fail Pass Credit Distinction High Distinction Executive summary/ intro/ conclusion /10 No Exec Summary; Intro or Conclusion Not a summary of the entire plan Should be 1 – 2 pages long, summarising all major points. Should include an introduction and conclusion Exceed passable standard. Provides a comprehensive, but consise summary, introduction encourages reader to read on. Exec summary is a complete summary in 1-2 pages and introduction and conclusion. Provides a summary in the conclusion Excellent standard for all exec summary, intro, conclusion Competitor analysis & advantages /10 No discussion, or very limited. No comparison No use of tools (eg. Tables/ perceptions maps/ SWOT etc) No references A shallow discussion Provides a more detailed comparison, but does not analyse with great depth Analytical comparison of the competitors. May utilise tools to enhance the discussion. Compares major competitors, and highlights the competitive environment (direct & indirect); Utilises tools such perceptual maps or tables Objectives of the Marketing Plan & Major Marketing Problems /10 Not present Present and attempted, but not SMART Objectives & issues don’t relate Objectives & issues don’t relate May be SMART, but not utilised throughout the plan SMART objectives and linked through the plan. Comes through the analysis SMART and very well integrated examples Focused on the issues related to the plan. Integrated throughout the plan and come from the analysis Target Market selection & segmentation /10 No discussion No articulation of the customer No theory to ground/ justify (eg. Type of segmentation method utilised) Utilises some theory to support, but a shallow analysis provided More indepth analysis with a good use of theory integrated Very clearly articulated, and justified with use of theory Environmental forces /10 Research lacking No discussion Limited discussion, and does not relate to the rest of the plan Basic discussion with research utilised Expanded discussion, relies on research and Research present and indicates why this is