7004MKT Marketing for Social Change – Marking Criteria for Learning Portfolio (70marks)

Criteria

Excellent

Very Good

Good

Satisfactory

Unsatisfactory

Marketing knowledge Ability to understand, create, communicate and deliver a social marketing campaign

30 marks

Social marketing campaign (component) is well organised and highly appropriate to address the campaign objectives.

Demonstrates excellence in undertaking a Social marketing campaign.

26-30 marks

Social marketing campaign (component) is generally well organised, appropriate to address the campaign objectives. Demonstrates competence in undertaking a Social marketing campaign.

25-23 marks

Social marketing campaign (component) is organised, however it is not completely clear if it is appropriate to address the campaign objectives. Some inconsistencies are evident.

Demonstrates a sound ability to undertake a Social marketing campaign.

24-20 marks

Social marketing campaign (component) is satisfactory but can be confusing or unclear, Social marketing may be somewhat ineffectively used, and may not the optimal way to address the campaign objectives. Demonstrates a satisfactory ability to undertake a Social marketing campaign.

19-15 marks

Weak social marketing. Demonstrates limited or no ability to undertake a Social marketing campaign.

0-14 marks

Audience attraction and engagement

20 marks

Social marketing campaign (component) is used extremely effectively to attract and engage the target audience.

18-20 marks

Social marketing campaign (component) is reasonably effective in attracting and engaging the target audience.

15-17 marks

Social marketing (component) is able to attract people but does not sufficiently engage the target audience.

12-14 marks

Social marketing campaign (component) has a limited ability to attract people and does not seek to adequately engage the target audience.

11-10 marks

Social marketing campaign (component) is not able to attract people nor does the campaign sufficiently engage the target audience.

0-9 marks

Campaign organisation

10 marks

Campaign content is thorough, clearly organised and well structured

9-10 marks

Campaign content is complete in all sections, well organised and structured.

7-8 marks

Campaign content is mostly complete, with generally good organisation and structure.

5-6 marks

Attempt at organising content is evident but incomplete. Organisation present but awkward; some aspects out of place.

3-4 marks

Many errors in content. Organization is lacking or confusing; lacks proper structure.

0-2 marks

Quality of communication

10 marks

Excellence is demonstrated throughout.

Communication is of an extremely high standard in all sections.

Social marketing campaign is convincing and persuasive.

9-10 marks

Very good quality of communication. Social marketing campaign is persuasive.

7-8 marks

Good quality of communication.

May contain some factual errors.

5-6 marks

Social marketing campaign is not convincing or persuasive. May contain irrelevant information.

3-4 marks

Poorly presented; factual errors present.

0-2 marks