Advertising: Rubric for Marketing Plan

Group/Company Name: ____________________________________

Criteria Excellent Satisfactory Unacceptable Score
(10pts) (5pts) (1pt)
Introduction The introduction clearly and The introduction is somewhat There is no introduction that
concisely introduces the unclear and/or not concise in states the purpose of the
purpose of the marketing stating the purpose of the marketing plan.
plan. marketing plan.
Company Analysis Information about the Information about company Company or organization
company or organization is or organization is, for the information is provided, but
thoroughly and clearly most part, thoroughly and there is a great deal of
reported, including such clearly reported. But some potentially important
things as the type of product information that may be information missing.
or service, employees, critical to the marketing plan
company history, previous is missing.
and current marketing
efforts, current knowledge
about customers and
competitors, etc.
Market Definition, A visual depiction and Either the visual depiction or There is no visual depiction of
Potential, & Demand verbal description of the verbal description of the the market definition. More
market definition is provided market definition is missing; than one estimate/calculation
that is reasonable and based both may be provided but not of market potential, market
on the company or clear or reasonable. One of demand, and company
organization. Reasonable the estimates/calculations for demand are missing or clearly
estimates or calculations of market potential, market miscalculated. Necessary
market potential, market demand, and company assumptions are not provided.
demand, and company demand are missing or
demand are provided and clearly miscalculated.
clearly stated. Any necessary Assumptions are stated, but
assumptions used in not explained.
calculations are clearly
explained.
SWOT Analysis A thorough SWOT analysis SWOT analysis is provided, SWOT analysis is provided,
is provided, based on the but there are some missing but there are at more than six
preceding analyses. points from preceding missing points from preceding
Reasoning for each item in analyses. Reasoning for each analyses. There is no
the SWOT is provided and item is not always thoroughly reasoning provided for the
logical. Strengths and provided and/or logical. One items. More than two
weaknesses are clearly or two strengths/weaknesses strengths/weaknesses or
internal factors, and are external, or one-two opportunities/threats are
opportunities and threats are opportunities/threats are inappropriate.
clearly external factors. internal.
Marketing The marketing objectives Linkage of marketing Marketing goals and
Objectives & Goals and goals are clearly related objectives and goals to objectives are missing or those
to the company/organization company/organization that are identified are not
mission. Objectives and mission is not clearly stated. quantified or are
goals are clearly stated and Some of the objectives and inappropriate.
appropriately quantified. goals are unclear and/or not
appropriately quantified.
Marketing Strategy The marketing direction that Marketing strategy is The marketing strategy is
will frame marketing tactics identified but is unclear or missing or is illogical given
of the marketing plan is unspecific in some aspects. the marketing objectives and
clearly and specifically The marketing strategy is goals.
stated in 3-5 sentences. The logically linked to the
marketing strategy is marketing objectives and
logically linked to the goals.
marketing objectives and
goals.
Target Market & Based on the marketing Based on the marketing Target market and positioning
Positioning strategy and SWOT analysis, strategy and SWOT analysis, is missing, or, if identified,
the target market(s) is the target market(s) is does not seem appropriate
appropriately identified and identified but not described given the marketing strategy
described. A positioning in enough detail. Positioning and SWOT analysis.
statement for each target statement(s) is provided but Positioning statement(s) is
market is identified and not explained. missing.
explained, and reasonable.
Written Communication
Criteria Excellent Satisfactory Unacceptable
(10pts) (5pts) (1pt)
Organization Written work is well The organization is The plan is
organized and easy to generally good, but some disorganized to the
understand. Sections of the sections seem out of place. extent that it prevents
plan are marked with Some headings may be understanding the
appropriate headings. Tables missing. Tables and charts content. There are no
and charts are appropriately are included, but are headings. Inappropriate
used and easy to understand, difficult to understand use of charts or tables;
and contribute to the ease of (e.g., poorly labeled). or, use of tables and
reading the plan. charts is indicated, but
not included.
Writing Style The plan has a writing style The writing style lacks Plan is clearly the work
that is uniform throughout uniformity at times and is of multiple authors with
the paper and appropriate for not always appropriate for different writing styles,
this type of written project. a marketing plan. There is margins, printer fonts,
There is no indication that some indication of paper types, etc.
the paper involved multiple multiple authors (e.g.,
authors. different fonts, different
paper, etc.).
Grammar, The plan has been There are a few spelling There are frequent
Spelling, and thoroughly spell-checked and/or grammatical errors. misspelled words,
Formatting and proofread. There are no There are one to three serious grammatical
to almost none grammatical formatting errors. errors, and formatting
or spelling errors. There are errors, indicating that
no formatting errors. time was not taken to
spell-check and
proofread.
Use of Information is appropriately Information is sometimes Considerable amount of
Appendices placed in either the main text misplaced. Documenting material is misplaced.
or an appendix. Appendices and referencing in text are Appendices are not
are documented and somewhat incomplete. documented or
referenced in the text. Appendices are poorly referenced in text.
documented and
referenced in text.
References Material used in the writing Some material taken from No references in the
of the plan taken from external sources is not text or on a reference
external sources is referenced, either in the page are provided,
appropriately referenced text or on a reference page. although it is obvious
both within the document that material from
and on a reference page. external sources has
been used.
Professionalism Overall, the written Many aspects of the The marketing plan
communication of the marketing plan convey a lacks any sense of
marketing plan conveys a sense of professionalism, professionalism and is
sense of professionalism, a but there are some written clearly prepared by
written document that communication problems students.
appears and reads like it was that are not congruent with
developed by professionals, a professionally prepared
not students. marketing plan.

Group Name List

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3.___________________________________ 4. _____________________________________

4.___________________________________ 6. _____________________________________

Group Leader: ___________________________________________________________________