13.30: Assignment- Complete Marketing Plan
Resubmission recommendation: We recommend giving students an initial due date to complete Part 3 of the Marketing Plan after Module 13: Promotion: IMC. Then, after students have received some instructor feedback, in lieu of a final exam, we recommend allowing the students to revise and resubmit their final, improved Marketing Plan with a final due date prior to the end of term.
Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments.
When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan should be complete. You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor.
Marketing Mix (Four Ps)
Product Strategy
Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider:
- What level of quality and consistency does the offering have?
- How many features does it have and can they be removed or added?
- How well does your product or service deliver what the customer values? How can it improve?
- What improvements would help your offering compete more effectively?
Pricing Strategy
How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:
- How sensitive are your customers to changes in price?
- What revenue you need to break even and achieve profitability?
- What does the price says about your product in terms of value, quality, prestige, etc.?
Place: Distribution Strategy
What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:
- What are the best distribution channels and methods for you to use, and why?
- Will you have a retail outlet and if so, where will it be located?
- In what geographic area(s) will your product/service be available?
Promotion: Integrated Marketing Communications Strategy
Use the template below to lay out your design for a marketing campaign aimed at your target segment.
Approach
How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.
Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.
Goal
In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.
- Describe the target segment for your campaign.
- What is the goal you want to achieve with the campaign?
- What is your call to action?
- Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)
Example:
- Audience: HR professionals who are casual and power-users of Chumber systems
- Increase event registration by 20% by the start date of the annual user conference.
- Call to action: Register online today.
Messages
Identify the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.
Example:
- Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
- Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
- Proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.
- Call to Action: Register online today.
Promotional Mix and IMC Tools
Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.
Example:
Digital Marketing
- Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media
Direct Marketing
- Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend conference.
Sales Promotion + Digital Marketing
- Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day
Sales Alignment
At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?
Measurement (KPIs—Key Performance Indicators)
How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.
Examples of KPIs:
- Total sales/revenue
- New/incremental sales
- Number of qualified leads generated
- Net Promoter Score
- Web site unique visitors
- Number of registrations/sign-ups
- Impressions – views of content
- CTR – click through rate
- Engagement – comments, likes, shares, pageviews, video views
- Followers – social media (Facebook, Twitter, LinkedIn, YouTube)
- Awareness
- Etc.
Budget
Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.
| Item | Purpose | Cost Estimate |
|---|---|---|
| Example: White paper authored by technical writer | Lay out business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry | $500.00 |
| Item #1 | ||
| Item #2 | ||
| Item #3 | ||
| Item #4 |
Add additional rows as needed.
Estimated campaign impact: [insert]
Action Plan
Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.
| Timing | Activity Type | Brief Description | Audience | Owner |
|---|---|---|---|---|
| Today’s Date |
Example:
Web site Update |
Add new key messages that fit repositioning strategy and audience focus | Tech company hiring managers | Jim Hill |
| Date | ||||
| Date | ||||
| Date | ||||
| Date | ||||
| Date | ||||
| Launch Date |
Add additional rows as needed.
Risk Factors
Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.
Executive Summary
Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:
Company Description
Briefly description the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.
Target Segment
Identify and briefly describe your target segment.
Competitive Advantage
Explain your organization’s competitive advantage.
Positioning Statement
Provide the positioning statement your marketing plan will apply.
Marketing Plan Objectives
List the objectives of marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.
Sample Grading Rubric
Marketing Mix (Four Ps) Grading Rubric
| Criteria: Marketing Mix (Four Ps) | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-1 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
2 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
3 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
4 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
4 pts |
| Thoroughness |
0-1 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
2 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
3 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
4 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
4 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
1 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
1.5 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
2 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
2 pts |
Total points possible for Marketing Mix (Four Ps): 10 pts.
Goal Grading Rubric
| Criteria: Goal | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-0.5 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
1 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
1.5 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
2 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
2 pts |
| Thoroughness |
0-0.5 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
1 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
1.5 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
2 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
2 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
0.25 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
0.5 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
1 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
1 pts |
Total points possible for Goal: 5 pts.
Approach Grading Rubric
| Criteria: Approach | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-0.5 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
1 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
1.5 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
2 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
2 pts |
| Thoroughness |
0-0.5 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
1 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
1.5 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
2 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
2 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
0.25 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
0.5 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
1 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
1 pts |
Total points possible for Approach: 5 pts.
Messages Grading Rubric
| Criteria: Message | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-1.5 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
3 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
4.5 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
6 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
6 pts |
| Thoroughness |
0-1.5 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
3 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
4.5 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
6 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
6 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
1 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
2 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
3 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
3 pts |
Total points possible for Messages: 15 pts.
Promotional Mix and IMC Tools Grading Rubric
| Criteria: Promotional Mix and IMC Tools | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-1.5 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
3 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
4.5 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
6 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
6 pts |
| Thoroughness |
0-1.5 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
3 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
4.5 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
6 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
6 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
1 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
2 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
3 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
3 pts |
Total points possible for Promotional Mix and IMC Tools: 15 pts.
Sales Alignment Grading Rubric
| Criteria: Sales Alignment | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-1 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
2 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
3 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
4 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
4 pts |
| Thoroughness |
0-1 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
2 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
3 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
4 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
4 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
1 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
1.5 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
2 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
2 pts |
Total points possible for Sales Alignment: 10 pts.
Budget Grading Rubric
| Criteria: Budget | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-1 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
2 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
3 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
4 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
4 pts |
| Thoroughness |
0-1 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
2 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
3 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
4 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
4 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
1 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
1.5 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
2 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
2 pts |
Total points possible for Budget Grading: 10 pts.
Action Plan Grading Rubric
| Criteria: Action Plan | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-1 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
2 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
3 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
4 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
4 pts |
| Thoroughness |
0-1 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
2 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
3 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
4 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
4 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
1 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
1.5 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
2 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
2 pts |
Total points possible for Action Plan: 10 pts.
Risk Factors Grading Rubric
| Criteria: Risk Factors | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-1 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
2 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
3 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
4 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
4 pts |
| Thoroughness |
0-1 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
2 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
3 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
4 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
4 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
1 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
1.5 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
2 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
2 pts |
Total points possible for Risk Factors: 10 pts.
Executive Summary Grading Rubric
| Criteria: Executive Summary | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-1 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
2 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
3 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
4 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
4 pts |
| Thoroughness |
0-1 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
2 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
3 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
4 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
4 pts |
| Progression |
0 pts
Does not incorporate feedback or suggestions from instructor and peers |
1 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
1.5 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
2 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
2 pts |
Total points possible for Executive Summary: 10 pts.
Total points possible for Complete Marketing Plan Assignment (Marketing Mix Four Ps, Approach, Goal, Messages, Promotional Mix and IMC, Sales Alignment, Budget, Action Plan, Risk Factors, and Executive Summary) Tools: 100 pts.
Contributors and Attributions
- Assignment: Complete Marketing Plan. Provided by : Lumen Learning. License : CC BY: Attribution