Marketing Management and Digital Communication

MRKT20052: Marketing Management and Digital Communication
Rubric for Marketing audit (40%)
Outstanding Very good Good Acceptable Poor Fail SNP

Excutive summary	The executive summary clearly communicates the critical elements of the marketing audit so that it reads as a stand-alone document. The length of the executive summary is sufficient to cover the critical information, but no more than one page.	The executive summary sufficently communicates the critical elements of the marketing audit so that it reads as a stand-alone document. The length of the executive summary is sufficient to cover the critical information, but no more than one page.	The executive summary communicates the critical elements of the marketing audit but misses some important points. The length of the executive summary is no more than one page.	The executive summary includes most, but not all of the critical elements of the marketing audit. Some of the information provided in the summary is unnecessary or trivial to understanding the audit. The summary is no more than one page.	The executive summary does not include all of the critical elements of the marketing audit. Some of the information provided in the summary is unnecessary or trivial to understanding the audit. The summary is more than one page long and difficult to follow as a reader.	The executive summary is either too short (less than one page) or too long (more than one page). The executive summary contains mostly unnecessary or trivial information, therefore, it is inadequate as a stand-alone document.	Section not presented. 0
Mark possible	3	2.5	2	1.5	1	0.5
Introduction	The introduction clearly and concisely introduces the purpose of the marketing audit.	The introduction sufficiently provides the purpose of the marketing audit.	The introduction reasonably provides the purpose of the marketing audit with some points missing.	The introduction is somewhat unclear and/or not concise in stating the purpose of the marketing audit.	The introduction is unclear and/or not concise in stating the purpose of the marketing audit.	The introduction does not state the purpose of the marketing audit. It provides irrelevant information in the section.	Section not presented. 0
Mark possible	2	1.75	1.5	1.25	1	0.5
Situation analysis	A succinct overview of the company or organisation, the market and competitors within the industry is presented. A comprehensive overview of the customer base, SWOT and TOWS analyses are well developed.	The writeup provides a good overview of the company or organisation, the market and the competitors within the industry. A good overview of the customer base, SWOT and TOWS analyses are well developed.	The writeup provides an adequate overview of the company or organisation, the market and competitors within the industry. An adequate overview of the customer base, SWOT and TOWS analyses are good.	The overview of the company or organisation, the market and competitors within the industry and the customer base omits some important points. SWOT and TOWS analyses have some important points missing.	The overview of the company or organisation, the market and competitors within the industry and the customer base are poorly written. SWOT and TOWS analyses are inadequate and do not add value to the report.	The overview of the company or organisation, the market and competitors within the industry and the customer base are not provided. SWOT and TOWS analyses are not presented.	Section not presented. 0
Mark possible	20	16.4	14.4	12.4	10	5
Segmentation, targeting and positioning (STP)	Provides a succinct overview of the customer segments, targeting and positioning of the product or service. It is clearly written with appropriate justifcation and evidence.	Provides a good overview of the customer segments, targeting and positioning of the product or service. It is clearly written with appropriate justifcation and evidence.	Provides a good overview of the customer segments, targeting and positioning of the product or service. It is written with appropriate justifcation and with some supporting evidence.	Provides an average overview of the customer segments, targeting and positioning of the product or service. There is not enough justification or supporting evidence provided.	Provides a poor overview of the customer segments, targeting and positioning of the product or service. There is not enough justification or supporting evidence provided.	Provides an inadquate overview of the customer segments, targeting and positioning of the product or service . There is no justification or supporting evidence provided.	Section not presented. 0
Mark possible	20	16.4	14.4	12.4	10	5
Marketing mix strategy	Provides a succinct overview of the marketing mix strategy used by the company. It is clearly written with appropriate justifcation and evidence.	Provides a good overview of the marketing mix strategy used by the company. It is clearly written with appropriate justifcation and evidence.	Provides a good overview of the marketing mix strategy used by the company. It is written with appropriate justifcation and with some supporting evidence.	Provides an average overview of the marketing mix strategy used by the company. There is not enough justification or supporting evidence provided.	Provides a poor overview of the marketing mix strategy used by the company. There is not enough justification or supporting evidence provided.	Provides an inadquate overview of the marketing mix strategy used by the company. There is no justification or supporting evidence provided.	Section not presented 0
Mark possible	40	33.4	29.4	25.4	20	10
Report Format and Writing Style (Mechanics)	The report is very professionally presented with superior layout and font and heading styles. Language used, sentence construction, grammar and spelling are very professional with no easily discernible errors. Professional structure, guiding the reader through a logical analysis.	The report is professionally presented with good layout and font and heading styles. Language used, sentence construction, grammar and spelling are professional with no easily discernible errors. Professional structure, guiding reader through a logical analysis.	The report is professionally presented with good layout and font and heading styles. Language used, sentence construction, grammar and spelling are professional with some discernible errors. Professional structure, guiding reader through a logical analysis.	The report is somewhat professionally presented. Language used, sentence construction, grammar and spelling have errors. Logical flow of the paragraphs is present.	The report is poorly presented. Language used, sentence construction, grammar and spelling have errors. Logical flow of the paragraphs is missing.	The report is not professionally presented. Language used, sentence construction, grammar and spelling have numerous errors. Does not guide the reader through a logical analysis.	The writing was of poor quality with numerous grammar, spelling and punctuation mistakes.
Mark possible	3	2.5	2	1.5	1	0.5	0
Referencing	All quoted materials are identified with quotation marks and page numbers. Correctly uses APA referencing for all intext citations and reference list.	Quoted materials were mostly identified with quotation marks and page numbers. Correctly uses APA referencing for all intext citations and reference list.	Quoted materials were mostly identified with quotation marks and page numbers. Consistently uses APA referencing for all intext citations and reference list with few of exceptions.	Not all quoted materials are identified with quotation marks and page numbers. Some errors in the use of APA referencing style for intext citations and reference list.	Not all quoted materials are identified with quotation marks and page numbers. Large number of errors in the use of APA referencing style for intext citations and reference list.	Quoted materials are not identified with quotation marks and a page number. Inconsistent or incorrect use of intext citations and in the reference list. Does not adhere to APA referencing style.	No evidence of research.
Mark possible	2	1.75	1.5	1.25	1	0.5	0
Presentation	Presentation was outstanding, informative and professional. It covered all the critical elements of the report in succinct manner. Delivery was professional with clear voice. Presentation finished in 5 minutes.	Presentation was very good, informative and professional. Missed a few of the critical elements of the report. Delivery was professional with clear voice. Presentation finished in 5 minutes.	Presentation was good, informative and professional. Missed some of the critical elements of the report. Delivery was somewhat professional with clear voice. Presentation finished in 5 minutes.	Presentation was somewhat informative and professional with some important points missing. Delivery was somewhat professional. The presentation either finished too early or was stopped at 5 minutes.	Presentation was not very informative and professional with some important points missing. Delivery was somewhat professional. The presentation either finished too early or was stopped at 5 minutes.	Presentation was not very informative with many important points missing. Delivery was not professional. The presentation either finished too early or was stopped at 5 minutes.	No presentation was delivered.
Mark possible	10	8.4	7.4	6.4	5	2.5	0