Professional Documents
Culture Documents
Assessment Criteria APPLY TO ALL SECTIONS Organization (structure, serving main idea, flow between sections) Word Limit including use of tables, graphics, etc (2,500 +/- 10%) Language Use Including in graphics, or other means of communication Secondary research (Harvard Referencing style for in-text citations and Listing of References; and at least 10 references used from diversity of types (case study brief, textbook, journal articles, industry reports, relevant web material) Data Evidence Unsatisfactory No discernible structure to the assignment or activity Marginal (Pass) Organizational attempt is present, but not serving the main idea or lacks flow Just outside or within range (2,2502,750) and/or poor use of tables and graphics Usage of language or other means of communication is adequate, but sometimes vague or not appropriate for the discipline Attempt to use Harvard Referencing style is evident but more attention to style needed (in-text citations and/or list of references); minimum number of 10 references are used, but references are not spread across the required types Satisfactory Organization is clear, and generally enhances the assignment, but does not always flow smoothly Just outside or within range (2,2502,750) and some good use of tables and graphics Usage of language or other means of communication satisfies all aspects of the assignment, but does not show mastery of language Harvard Referencing style is properly used in most instances (in-text citations and/or list of references); references are satisfactory in terms of number and spread across the required types Above Average The structure flows logically from point to point, and between sections enhancing the central idea Within range (2,250-2,750) and excellent use of tables and graphics Usage of language or other means of communication are sophisticated, accurate, clear, and show mastery of discipline-specific language Harvard Referencing style is properly used (in-text citations and/or list of references); references well exceed minimum number and are spread across the required types with several relevant journal articles identified and well used
Word limit exceeds 2,750 or is less than 2,250, and/or poor use of graphics Many errors in usage, enough to detract from the assignment and fails to meet basic standards of the discipline Harvard Referencing style has not been met (in-text citations and/or list of references); minimum of 10 relevant references not fulfilled and/or relevance of references is unsatisfactory
Adequate data presented, but no clear link between data and the solutions Some identification and analysis of some marketing environmental situation and issues but more supporting evidence needed
PART ONE: STRATEGIC AUDIT (10 MARKS) Macro and Micro Insufficient identification and Environmental analysis analysis of marketing including PESTLE Impact environmental situation and Matrix (West et al issues with supporting evidence p.19,74,75,93); a productmarket/ industry analysis using one model/framework of choice (West et al pp.7882) and check-list of issues from West et al pp. 43, 55) Competitor analysis incorporating the Four Levels of Competition analysis (West et al p.7879) and 6 competitor analysis activities (West et al p.83) Strategic Fit including Insufficient or no consideration of key competitors and their marketing position
Comprehensive analysis of various issues of relevance to the marketing environmental situation and issues with clear links to supporting evidence
Extensive range of supporting evidence reviewed from which a creative analysis of the marketing environmental situation and issues is identified and presented
Some identification and analysis of key competitors and their market position for the segment of interest, but limited range of competitor dimensions analysed
Competitor analysis comprehensively and succinctly analyses key competitors (actual and potential) and their market position on a range of dimensions
Competitor analysis of key competitors (actual and potential) and their marketing position is particularly insightful for the segment of interest
Insufficient or inadequate
Well designed and implemented primary marketing research with clearly presented findings that provide new and interesting insights into the segment of interest and are creatively used in your Plan solutions
Main idea is clear, focused, and interesting Objectives and future directions to link to earlier issues analysis, refer to organizational mission/vision and exhibit many SMART dimensions, relate to a big idea of the Plan, and their results and how these will be measured is considered
Marketing mix strategies creatively implement chosen marketing program positioning, marketing objectives and a big idea Plan implementation and control when executed are considered imaginatively and in detail Detailed budget with cost estimates and associated supporting evidence, explanation of assumptions are included, and detailed consideration of results from the Plan when executed