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MMK325 Strategic Marketing Plan Assessment Criteria (T3 2011)Gp 9

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

Insufficient data used as supporting evidence

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

Data is comprehensively organized in exhibits

Detailed data analysis that supports solutions

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

Some attempt to conclude a

Strategic fit and competitive

Strategic fit is comprehensively and

MMK325 Strategic Marketing Plan Assessment Criteria (T3 2011)Gp 9


SWOT/TOWS matrix (West conclusion of a strategic fit and strategic fit from the external and advantage are comprehensively and et al p.95) and competitive competitive advantage from succinctly argued on a range of internal analysis and the competitive advantage from the competitor advantage strategies the environmental and dimensions identified in the (check-list of competitor analyses environmental and competitor analysis issues/actions/decisions analyses from West et al p. 43) PART TWO: PRIMARY MARKETING RESEARCH AND TARGET MARKET ANALYSIS (10 MARKS) Target Market Description No discernible attempt to There is an attempt to design this The strategic plan is clearly targeted and Understanding design this strategic plan for a to a specific audience, but the strategic plan for a specific audience, (insights and how specific audience execution is not always suited to that but the execution is not appropriate marketing idea relates to audience to that audience them) Primary Marketing Insufficient consideration of Some attempt to design and Well designed and implemented Research marketing research theories primary marketing research with implement primary marketing and methods in design and research and to present the findings, clearly presented findings that are implementation of primary well used in your Plan solutions, and but more consideration of marketing marketing research and research theories and methods resulting insights provide some new presentation of findings information about the segment of needed and better use of findings in your Plan solutions interest PART THREE: STRATEGY FORMULATION, TRANSLATION FOR IMPLEMENTATION AND CONTROL (6 MARKS) Main idea Main idea is focused but could be Lacks a main idea and fails to Main idea is simplistic and/or does developed further (Is one evident in this meet expectations of the not fulfill all aspects of the assignment?) assignment assignment/activity Objectives and Future Insufficient link between Some attempt to link objectives and Objectives and future directions link objectives and future directions future directions to earlier issues Directions (SMART: to earlier issues analysis, and exhibit Specific, Measurable, analysis, and for objectives to exhibit to earlier issues analysis, and many SMART dimensions that refer Achievable, Realistic, Time- objectives are not SMART nor SMART dimensions and refer to to organizational mission/vision refer to organizational Bound); flow from earlier organizational mission/vision mission/vision analysis, link to organizational mission and vision and identify performance measures Marketing Program Marketing mix strategies clearly link No reference to strategic Marketing mix strategies suggest a to chosen marketing program Positioning and Marketing marketing program positioning chosen marketing program positioning but are not always Mix Strategies and marketing mix strategies positioning, but are not always integrated with marketing objectives do not clearly link to objectives appropriate to achieving the and a big idea and big idea marketing objectives and a big idea Implementation and Consideration of Plan Some consideration of Plan Plan implementation and control Control (may include implementation and control implementation and control when when executed are considered contingency plans and risk when executed is not executed analysis, milestones) considered or insufficient Forecasts and Budget (at No attempt or insufficient Some consideration of results from Budget with cost estimates and some minimum, estimated costs attempt to estimate costs of the Plan when executed, including associated supporting evidence are of Plan implementation) Plan implementation or other Budget with cost estimates, but little provided and some consideration of forecasts and budgets supporting evidence results from the Plan when executed succinctly argued on a range of dimensions identified in the environmental and a creative competitive advantage is identified and presented from the competitor analyses The strategic plan is clearly targeted to an intended audience, and the execution is precise and focused

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

MMK325 Strategic Marketing Plan Assessment Criteria (T3 2011)Gp 9


Academic reviewer to complete: Turnitin Similarity Index reported Mark as a grade out of 26* * HD=20.8+; D=18.2-20.7; C= 15.6-18.1; P=13.0-15.5; F=< 12.9 PART ONE: STRATEGIC AUDIT PART TWO: PRIMARY MARKETING RESEARCH AND TARGET MARKET ANALYSIS PART THREE: STRATEGY FORMULATION, TRANSLATION FOR IMPLEMENTATION AND CONTROL TOTAL LEARNING REFLECTION (MAXIMUM 300 WORDS PER STUDENT) Not included in word count Each member of the group will be assessed separately Final Mark with penalties if appropriate: Comments (additional to above Strategic Marketing Plan marking rubric for further feedback on assessment criteria): Well researched, argued and presented overall, although a major limitation of your Plan is that it greatly exceeds the word limit (being 3382 excluding references and personal reflections, and appendices, and 4860 including the detailed analysis within your appendices). Good identification and use of 22 relevant references, with a variety of references, including 4 academic journal articles from published journals. Some good use of exhibits to present data, although all tables and figures included anywhere in the Plan (i.e. if in an Appendix) should be numbered, headed and referred to by number in body of Plan. Diagram on page 9 cannot be seen. Some good content in audit section, but more referencing to supporting evidence throughout would strengthen this analysis (I am aware that some of this evidence is in an Appendix, but you should have managed content in the body of Plan to enable you to include reference to supporting evidence). Barely adequate PEST and some ranking of these as threats and opportunities could have been included. Good application of Porters 5 forces, and competitor analysis. However WP7 strengths and weaknesses are not well identified in this section (i.e. there should be more than one of each) and SWOT/TOWS strategies do not summarise strategic fit options for WP7 based on responses to combinations of the SWOT/TOWS. Some good secondary research in target market analysis, but again the reference sources for each the findings need to be included as in-text citations. Your primary market research of 30 tertiary students including your survey questions and summary of some answers is also satisfactory although more presentation of summary findings to each of the questions could have been included. (e.g. frequencies and percentages in a table listing the questions and responses). I doubt that your sampling method was a random one as defined in marketing research, and it is more likely to have been a convenience sample (which is quite acceptable in this type of exploratory research). The aim of your primary research could have been more clearly stated and your limitation is a valid one, but should have been overcome in your research by seeking such demographic information from your respondents and then presenting these descriptive statistics for each of these demographics and analysis undertaken to identify whether there are further sub-segment differences by gender etc.). Some comparison between the findings from your secondary sources and primary marketing research could have been useful and the implications for your Plan considered. Strategy formulation is satisfactory but could have been further developed, and how it could be implemented over the next 3 years of the Plan should have been further considered. More links between the Plan sections would have strengthened the flow of your Plan and enabled your big ideas and strategies for implementing them to be more focused and specific to the target market of interest. For example, good identification (in your appendix!) of WP7 as the follower in the market, and you should have integrated this into your strategic fit analysis along with relevant strategy options for such followers. Another big idea emerges in the final section of your Plan (4.5) about the need for WP7 to have better advertisements. This analysis would have been better incorporated in your competitor analysis and it could have become one of the objectives of your Plan. 13% 19/26 D 7.5/10 MK 7.5/10 MK 4/6 MARKS 19/26 4 MARKS N/A

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