14.7: Assignment- Marketing Plan Peer Review
- Page ID
- 16296
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Recommended Placement: Due after students have submitted their marketing plans for initial review. The Peer Review step would provide feedback for students to incorporate into their final Marketing Plan submissions.
For this assignment, students use the same rubric as the instructor (see below) and grade their peers’ work. The peer review grade counts for 25% of a student’s total grade for the Marketing Plan. Each student also receives points for completing the peer review, equivalent to 10% of the total class grade.
Student Instructions: Review a marketing plan prepared by one of your classmates for this course, as assigned by your instructor. Use the rubric below to evaluate your classmate’s work. Provide summary comments about each section of the plan, as well as suggestions for improvement in any areas that warrant further attention and work. You should comment on what your peer has done well, along with things to improve.
Remember, as a reviewer your job isn’t just to find nice things to say. Your job is to evaluate the overall quality of the work and identify problems that need to be corrected, so that your peer can improve his or her work and receive full credit for the marketing plan assignment. You will receive credit for the peer review based on the professionalism, thoroughness and accuracy of how you evaluate and provide feedback on your peer’s marketing plan.
Instructor’s Sample Grading Rubric for Peer Review
| Criteria | D: Below Standard | C: Meeting Standard | B: Above Standard | A: Exceeding Standard | Suggested Weight (instructor can adjust) |
| Point value (4-point scale) | 0–1 | 2 | 3 | 4 | |
| Criteria Definitions | Incomplete and/or missing work; in need of major revisions, additions and edits | Submission appears as first-draft quality needing edits and improvements; limited supporting data | Submission contains all elements and includes supporting data; analysis, vision and/or strategy are still developing | Submission has compelling analysis, vision and strategy; well-supported with strong data | |
| Readiness for Review | Incomplete; not ready to present | Ready to present to committee for constructive feedback | Ready to present to your boss/client | Ready to present to the board | |
| Marketing Plan Peer Review | 0–1 | 2 | 3 | 4 | 50/50 |
| Professionalism of peer review: Proper grammar, spelling, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; presentation is articulate; contains appropriate content and length; addresses all prompts and assignment criteria; effectively conveys ideas and recommendations | 30% | ||||
| Accuracy: Professional appearance, posture, poise, eye-contact, volume, confidence, audience engagement and response, +/- 2 minutes of appropriate length | 30% |
Student Assignment: Peer Review Grading Rubric: Marketing Plan Part 1
| Criteria | D: Below Standard | C: Meeting Standard | B: Above Standard | A: Exceeding Standard | Suggested Weight (instructor can adjust) |
| Point value (4-point scale) | 0–1 | 2 | 3 | 4 | |
| Criteria Definitions | Incomplete and/or missing work; in need of major revisions, additions and edits | Submission appears as first-draft quality needing edits and improvements; limited supporting data | Submission contains all elements and includes supporting data; analysis, vision and/or strategy are still developing | Submission has compelling analysis, vision and strategy; well-supported with strong data | |
| Readiness for Review | Incomplete; not ready to present | Ready to present to committee for constructive feedback | Ready to present to your boss/client | Ready to present to the board | |
| Company Profile | 0–1 | 2 | 3 | 4 | 10/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Market Segmentation & Targeting: Determine market segments and target customers | 0-1 | 2 | 3 | 4 | 40/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Situation & Company Analysis: Explain how a marketing strategy supports an organization’s corporate strategy | 0–1 | 2 | 3 | 4 | 50/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Summary Comments, Feedback and Recommendations for Improvement: |
Peer Review Sample Grading Rubric: Marketing Plan Part 2
| Criteria | D: Below Standard | C: Meeting Standard | B: Above Standard | A: Exceeding Standard | Suggested Weight (instructor can adjust) |
| Point value (4-point scale) | 0–1 | 2 | 3 | 4 | |
| Criteria Definitions | Incomplete and/or missing work; in need of major revisions, additions and edits | Submission appears as first-draft quality needing edits and improvements; limited supporting data | Submission contains all elements and includes supporting data; analysis, vision and/or strategy are still developing | Submission has compelling analysis, vision and strategy; well-supported with strong data | |
| Readiness for Review | Incomplete; not ready to present | Ready to present to committee for constructive feedback | Ready to present to your boss/client | Ready to present to the board | |
| Marketing Information & Research: Use marketing information and research to develop marketing strategies for organizations | 0–1 | 2 | 3 | 4 | 25/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Consumer Behavior: Use information about consumer behavior to inform marketing strategy and tactics | 0–1 | 2 | 3 | 4 | 25/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Positioning & Differentiation: Create a product or service positioning statement that aligns with a value proposition and a target segment | 0–1 | 2 | 3 | 4 | 25/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Branding: Analyze elements of a brand and explain how the brand-building process contributes to success of products or services | 0–1 | 2 | 3 | 4 | 25/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Summary Comments, Feedback and Recommendations for Improvement: |
Peer Review Sample Grading Rubric: Marketing Plan Part 3
| Criteria | D: Below Standard | C: Meeting Standard | B: Above Standard | A: Exceeding Standard | Suggested Weight (instructor can adjust) |
| Point value (4 point scale) | 0–1 | 2 | 3 | 4 | |
| Criteria Definitions | Incomplete and/or missing work; in need of major revisions, additions and edits | Submission appears as first-draft quality needing edits and improvements; limited supporting data | Submission contains all elements and includes supporting data; analysis, vision and/or strategy are still developing | Submission has compelling analysis, vision and strategy; well-supported with strong data | |
| Readiness for Review | Incomplete; not ready to present | Ready to present to committee for constructive feedback | Ready to present to your boss/client | Ready to present to the board | |
| Product Strategy: Make product marketing decisions based on product life cycle and product portfolio structure | 0–1 | 2 | 3 | 4 | 20/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Pricing Strategy: Use pricing strategies to enhance marketing of products and services | 0–1 | 2 | 3 | 4 | 10/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Place: Distribution Strategy: Evaluate how to use distribution channels to market an organization’s products and services effectively | 0–1 | 2 | 3 | 4 | 10/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Promotion: Integrated Marketing Communication Strategy: Demonstrate how companies use an integrated marketing communication (IMC) strategy to support an organization’s marketing strategy | 0–1 | 2 | 3 | 4 | 35/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Budget, Action Plan and Risk Factors: Create an integrated marketing communication plan and budget using multiple IMC tools to execute a marketing strategy | 0–1 | 2 | 3 | 4 | 15/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Executive Summary | 0–1 | 2 | 3 | 4 | 10/100 |
| Professionalism: Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. | 40% | ||||
| Thoroughness: Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis | 40% | ||||
| Progression: Incorporates feedback and suggestions from instructor and peers; demonstrates continuous improvement | 20% | ||||
| Summary Comments, Feedback and Recommendations for Improvement: |
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- Optional Assignment: Marketing Plan Peer Review. Provided by: Lumen Learning. License: CC BY: Attribution