Vous êtes sur la page 1sur 37

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)

BCO101 Rubric - Assessment 3 Total Marks: 50%


Student Name: April J FRANCISCO (259726)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%) CREDIT (60% to 74%) DISTINCTION (75% to 84%)
HIGH DISTINCTION (85% and
Above)
MARKS
Written
Presentation:
Report Format (3
Marks)
Areportformatisnotused.
No table of contents is
provided. Formatting has
majorerrors.
Somesectionsaremissing.
Notableofcontentsis
provided.Someformatting
errorsexist.
Allmajorsectionsareincludedbutsome
sectionsseemoutofplace.Atableof
contentsisprovided.Limitedformatting
errorsexist.
Allrequiredsectionsareincludedbutone
needstobeorganizedbetter.Atableof
contentsisprovided.Noformattingerrors
exist.
Allrequiredsectionsareincluded,and
eachiseffectivelyorganized.Atableof
contentsisprovided.Noformattingerrors
exist.
2.5
Written
Presentation:
Mechanics (2
Marks)
Reporthascountless
punctuation,spellingor
capitalizationerrors.
Reporthasmanypunctuation,
spellingorcapitalization
errors.
Reporthassomepunctuation,spellingor
capitalizationerrors.
Reporthasafewpunctuation,spellingor
capitalizationerrors.
Reporthasnopunctuation,spellingor
capitalizationerrors.
1.5
Text
Organisation:
Structure (5
Marks)
Writtenworkis
disorganizedtotheextent
thatitprevents
understandingthecontent.
Therearenoheadings.
Inappropriateuseofcharts
ortables;or,useoftables
andchartsisindicated,but
notincluded.
Writtenworkissatisfactorily
organisedbutsomeareasare
difficulttounderstand.Some
headingsmaybemissing.
Tablesandchartsare
included,butareoutof
contextornotlabelled.
Writtenworkisgenerallygoodbutoneor
twoareasaredifficulttounderstand.
Someheadingsmaybemissing.Tablesand
chartsareincluded,butaredifficultto
understand(e.g.,poorlylabelled).
Writtenworkiswellorganizedandeasyto
understand.Sectionsoftheplanaremarked
withappropriateheadings.Tablesand
chartsareappropriatelyusedandeasyto
understand,andcontributetotheeaseof
readingtheplan.
Writtenworkisexceptionallywell
organizedandeasytounderstand.
Sectionsoftheplanaremarkedwith
appropriateheadings.Tablesandcharts
areappropriatelyusedandeasyto
understand,andcontributetotheeaseof
readingtheplan.
3
Text
Organisation:
Grammar,
Readability (5
Marks)
Simplistic,tendstonarrate
ormerelysummarize;
illogicalarrangementof
ideas.Languagefrequently
weakenedbycliches,
colloquialisms,repeated
inexactwordchoices.
Notconsistentlylogically
structured:narrates;
digressesfromonetopicto
another;awkwarduseof
words,numerouserrorsin
styleandpresentation
includinggrammar.
Reasonablywrittenandpresented:some
awkwardtransitions;somebrief,weakly
unifiedorundevelopedparagraphs;
arrangementmaynotappearentirely
natural;containsextraneousinformation.
Morefrequentwordiness;unclearor
awkwardsentences;impreciseuseof
wordsoroverrelianceonpassivevoice;
somedistractinggrammaticalerrors.
Wellwrittenandpresentedreport:
distinctunitsofthoughtinparagraphs;clear
transitionsbetweendeveloped,coherent,
andlogicallyarrangedparagraphs;afew
mechanicaldifficultiesorstylisticproblems;
maymakeoccasionalproblematicword
choicesorsyntaxerrors;useofacliche.
Wellconstructedreport:appropriate,
clear,andsmoothtransitions;
arrangementoforganizationalelements
seemsparticularlyapt;usessophisticated
sentenceseffectively;usuallychooses
wordsaptly;observesprofessional
conventionsofwrittenEnglishandreport
format.
3.5



Content: Market
Analysis (10
Marks)
Limited research skills
demonstrated with irrelevant
sources. No or minimal
understanding of the theory
of tools for market analysis.
Research demonstrates an
attempt to use sources, but
shows less depth in analysis.
Info is gathered froma limited
range of electronic and non-
electronic sources.
Demonstrates an understanding of the
theory of tools for market analysis. An
attempt to use credible and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories for
market analysis, but requires more
congruence with the research conducted.
Evidence of broad research on marketing.
The effective usage of research relevant to
the market analysis in conjunction with
tools presented in text book.
7.5
Content: Market
Application (10
Marks)
Lack of understanding of the
tools for market analysis
leads to the inability to apply
to the real life marketing.
Market analysis not applied to
support the argument.
Insufficient market analysis
fails to identify the market, and
design of market plan.
Tools are used, but not always applied to
the market analysis. The analysis needs
more depth to be used in a marketing
plan.
Able to make decisions about the relevance
of info. Demonstrates in- depth market
analysis that could be used in a marketing
plan.
Demonstrate capability to apply the
marketing analysis by using the theory and
research to new product situations.
7.5
Content:
Application of
Marketing
Strategies (10
Marks)
Unable to apply the analysis
to develop and implement a
marketing strategy for the
product, which could be
integrated into the marketing
plan.
An attempt is made to apply
the analysis to develop and
implement marketing strategy
for the product, needs a better
fit for success in the marketing
plan.
Demonstrates an ability to apply the
analysis to develop the marketing
strategy, but the strategy and its
implementation need more integration
into the marketing plan.
Demonstrates an ability to apply the theory
and analysis to develop a marketing strategy
for the product, more support fromthe
implementation is required.
Demonstrates an ability to apply the theory
and analysis to develop and implement a
marketing strategy for the product
integrated into the marketing plan.
7.5
Research and
Referencing (5
Marks)
Limited research skills
demonstrated. Very limited
range of sources utilised.
Major errors in referencing.
Information is gathered froma
limited range of electronic and
nonelectronic sources.
Not all information is
documented correctly. Errors
exist with citations, and
References. Found
information is not introduced
or analysed adequately.
Information is gathered froma good
range of electronic and nonelectronic
sources but could be extended. Some
minor documentation errors exist but
student generally understands how to
cite sources; compile a References page;
and in general, introduce and analyse
found information.
Demonstrates selection of credible, relevant
sources fromrelevant, quality literature.
Negligible documentation errors exist;
student understands how to cite sources;
compile a References page; and in general,
introduce and analyse found information.
Evidence of broad, systematic and creative
research. Demonstrates skilful use of high
quality, credible, relevant sources.
Selection of sources goes beyond the
mainstreamliterature. Report contains no
errors in documentation. Student
introduces and analyses found information
in a professional manner.
3
Comments & Total
Marks
Report was demonstrate all required sections. No formatting errors exist. Report is well organized and easy to
understand. Good market analysis used in a marketing plan. Student showed ability to apply the theory and analysis
to develop a marketing strategy for The Spot Caf & Bar. Marketing plan well researched, report emphasized on
Market Research, Financials, Break-Even Analysis, Sales Forecast, Expenses Forecast and Controls. Good
resources were used. Overall good Marketing Plan.
36
BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name: Haisheng XU (254197)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2.5
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1.5
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3.5
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3.5

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
7
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
6
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
6
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
2
Comments &
Total Marks
Report was demonstrate all required sections. No formatting errors exist. Good market analysis used in a marketing plan. Student showed ability to apply the theory and
analysis to develop a marketing strategy for the Holden Colorado 7. Report should have more emphasises on marketing strategy and implementation. Information is
gathered from a limited range of electronic and non electronic sources.

32

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:Harpreet SINGH (257818)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
2

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
7
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
6
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
6.5
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
2.5
Comments &
Total Marks
All major sections are included but subsections are combined and not clear. Report has many punctuation, spelling or
capitalization errors.Written work is generally good but one or two areas are difficult to understand. Some sub-headings are
missing. Most of the report is having brief, weakly unified or undeveloped paragraphs and some distracting grammatical errors.
Marketing analysis needs more depth to be used in a marketing plan.Information is gathered from a limited range of electronic
and non electronic sources. Not all information is documented correctly.
30

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:HUIHUA ZHU (261285)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
2

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
6
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
6
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
5.5
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
2.5
Comments &
Total Marks
STP Analysis: Tsingtao Beer s Market Segmentation is not detailed. 7 P of Marketing: Process & Physical Evidence were missing.Implementation
Strategy and Evaluation Metrics and Control: Information is very limited only 58 words instead of 200 words; in this section you should be
discussing on timing of promotional activities, when monitoring will take place, and how expansions likely will proceed.Section VI: Evaluation
Metrics and Control is missing 200 words (methods of undertaking Marketing Plan assessment in terms of quantitatively or qualitatively). Overall
your Marketing Plan is lacking in MARKETING STRATEGY & EVALUATION METRICS AND CONTROL PHASES.
28

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:Jagdeep SINGH (261457)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
2

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
5
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
5
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
5
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
2
Comments
& Total
Marks
Late Submission. Table of contents is not provided Report has a major punctuation, spelling or capitalization errorsObjectives
and goals are clearly stated and appropriately quantified. SWOT analysis is provided, but there are some missing points from
preceding analyses. Marketing strategy and SWOT analysis, the target market(s) is identified but not described in enough detail
Marketing Plan Implementing Strategy section is completely missing. Information is gathered from a good range of electronic and
non electronic sources but could be extended.
25

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:Kamini SHARMA (262480)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
2

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
5.5
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
5
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
5.5
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
2.5
Comments
& Total
Marks
Late Submission, All major sections are included but subsections are combined and not clear. Report has many punctuation, spelling or
capitalization errors. Written work is generally good but one or two areas are difficult to understand. Some sub-headings are missing.
Most of the report is having brief, weakly unified or undeveloped paragraphs and some distracting grammatical errors.
Marketing analysis needs more depth to be used in a marketing plan. Information is gathered from a limited range of electronic
and non electronic sources. Not all information is documented correctly.
26

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:Lin JIA (264059)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2.5
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1.5
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3.5
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3.5

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
8
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
7.5
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
8
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
2.5
Comments &
Total Marks
Report was demonstrate all required sections. No formatting errors exist. Report is well organized and easy to understand. Good
market analysis used in a marketing plan. Student showed ability to apply the theory and analysis to develop a marketing strategy
for the Enviro Group Solamate product. Information is gathered from a limited range of electronic and non electronic sources.
Overall good Marketing Plan.
37

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name & ID: Meng LI (266170)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Somesections are
missing.
No tableof contents is
provided. Some
formatting errors exist.
All major sections areincluded but
somesections seemout of place. A
tableof contents is provided.
Limited formatting errors exist.
All required sections areincluded but
oneneeds to beorganized better. A
tableof contents is provided. No
formatting errors exist.
All required sections areincluded,
and each is effectively organized. A
tableof contents is provided. No
formatting errors exist.
2.5
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has somepunctuation,
spelling or capitalization errors.
Report has afew punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1.5
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. Thereareno
headings.
Inappropriateuseof
charts or tables; or,
useof tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but someareas are
difficult to understand.
Someheadings may be
missing. Tables and
charts areincluded, but
areout of context or not
labelled.
Written work is generally good but
oneor two areas aredifficult to
understand. Someheadings may be
missing. Tables and charts are
included, but aredifficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of theplan aremarked with
appropriateheadings. Tables
and charts areappropriately
used and easy to understand, and
contributeto theeaseof reading
theplan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
theplan aremarked with
appropriateheadings.
Tables and charts are
appropriately used and
easy to understand, and
contributeto theeaseof
readingtheplan.
3.5
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrateor merely
summarize; illogical
arrangement of ideas.
Languagefrequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
onetopic to another;
awkward useof words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
someawkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. Morefrequent
wordiness; unclear or awkward
sentences; impreciseuseof words
or overrelianceon passivevoice;
somedistracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; useof a
clich.

Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3.5
Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered froma limited
rangeof electronic and
non electronic sources.
Demonstrates an understanding of
thetheory of tools for market
analysis. An attempt to usecredible
and relevant sources.
Evidenceof necessary research skills.
Showed comprehension of thetheories
for market analysis, but requires more
congruencewith theresearch
conducted.
Evidenceof broad research on
marketing. Theeffectiveusageof
research relevant to themarket
analysis in conjunction with tools
presented in text book.
7
Content:
Market
Application
(10 Marks)
Lack of understanding
of thetools for market
analysis leads to the
inability to apply to
thereal lifemarketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify themarket, and
design of market plan.
Tools areused, but not always
applied to themarket analysis. The
analysis needs moredepth to be
used in a marketing plan.
Ableto makedecisions
About therelevanceof info.
Demonstrates in depth market
analysis that could beused in a
marketing plan.
Demonstratecapability
to apply themarketing analysis
by using thetheory and research
to new product situations.
5
Content:
Application of
Marketing
Strategies
(10 Marks)

Unableto apply the
analysis to develop
and implement a
marketing strategy for
theproduct, which
could beintegrated
into themarketing
plan.
An attempt is madeto
apply theanalysis to
develop and implement
marketing strategy for
theproduct, needs a
better fit for success in
themarketing plan.
Demonstrates an ability to apply
theanalysis to develop the
marketing strategy, but the
strategy and its implementation
need moreintegration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for theproduct,
moresupport fromtheimplementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
theproduct integrated into the
marketing plan.
3
Research and
Referencing
(10 Marks)
Limited research skills
demonstrated. Very
limited rangeof
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited rangeof
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good rangeof electronic and non
electronic sources but could be
extended. Someminor
documentation errors exist but
student generally understands how
to citesources; compilea
References page; and in general,
introduceand analysefound
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligibledocumentation
errors exist; student understands how
to citesources; compileaReferences
page; and in general, introduceand
analysefound information.
Evidenceof broad, systematic and
creativeresearch. Demonstrates
skilful useof high quality, credible,
relevant sources. Selection of
sources goes beyond themainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in aprofessional
manner.
5
Comments &
Total Marks
STP Analysis: David Jones Market Segmentation is not detailed, information about Market Segmentation is generic. 7 P of Marketing: Process &
Physical Evidence were missing and you should relate about Marketing Promotion not Human Resource Promotion. Implementation Strategy and
Evaluation Metrics and Control: Information is very limited only 58 words instead of 200 words; in this section you should be discussing on timing of
promotional activities, when monitoring will take place, and how expansions likely will proceed. Section VI: Evaluation Metrics and Control is missing
200 words (methods of undertaking Marketing Plan assessment in terms of quantitatively or qualitatively). Overall your Marketing Plan is lacking in
MARKETING STRATEGY & EVALUATION METRICS AND CONTROL PHASES.
31/50

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name: Mo WANG (261445)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2.5
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1.5
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
4
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3.5

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
8
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
7.5
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
7
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
3.5
Comments &
Total Marks
Report was demonstrate all required sections. No formatting errors exist. Report is well organized and easy to understand. Good market analysis used in a marketing plan.
Student showed ability to apply the theory and analysis to develop a marketing strategy for the Mos Travelling Company. Report should have more emphasise on
marketing strategy. Good resources were used. Overall good Marketing Plan.


37

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name: Qi WANG (260346)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2.5
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1.5
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
4
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3.5

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
8
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
7.5
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
8
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
3.5
Comments &
Total Marks
Report was demonstrate all required sections. No formatting errors exist. Report is well organized and easy to understand. Good market analysis used in a marketing plan.
Student showed ability to apply the theory and analysis to develop a marketing strategy for the JB HIFI product. Good resources were used. Overall good Marketing Plan.


38.5

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:Ranjod SINGH (264910)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
2

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
6
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
6
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
5.5
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
2.5
Comments
& Total
Marks
Late Submission, major sections are included but some sections seem out of place. A table of contents is provided with no page
numbers. Report has a few punctuation, spelling or capitalization errors. Written work is generally good, some STP and Strategy
areas are difficult to understand. Marketing Plan Implementing Strategy section is completely missing. Information is gathered
from a good range of electronic and non electronic sources but could be extended.
27

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:Saurabh KHURANA (2616067)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
2.5

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
5.5
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
5.5
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
5.5
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
3
Comments
& Total
Marks
Late Submission, Report was demonstrate all required sections. Table of Contents were missing page numbers.. Student showed
ability to apply the theory and analysis to develop a marketing strategy. Report has a few punctuation, spelling or capitalization errors.
Report should have more emphasises on marketing strategy and implementation. Most of the report is having brief, weakly unified or
undeveloped paragraphs and some distracting grammatical errors. Marketing analysis needs to be used in a marketing plan.
28

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name: Vamsi Chilukuri (263794)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
2
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
3
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
3
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
0
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
1.5
Comments &
Total Marks
Report doesnt have Table of Contents, The executive summary includes most, but not all of the critical elements of the
marketing plan. Marketing plan objective is missing. Company Overview is elaborated and competitor analysis is ignored.
SWOT analysis, the target market(s) is identified but not clear. Integral Sections of Marketing Plan are missing (STP,
MARKETING STRATEGY and Evaluation Metrics and Control). Information is gathered from a limited range of electronic and
non electronic sources. Not all information is documented correctly. Student showed poor participation in classes, having less
attendance and hasnt followed Marketing Plan Format given. No catch up classes or assignment help session were attended.
15

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name: Wenhao LI (254196)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1.5
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3.5

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
6
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
6
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
7
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
3
Comments &
Total Marks
The executive summary includes most, but not all of the critical elements of the marketing plan. The marketing objectivesand
goals are clearly related to the company/organization mission. Objectives and goals are clearly stated and appropriately
quantified. SWOT analysis is provided, but there are some missing points from preceding analyses. The marketing strategy is
logically linked to the marketing objectives and goals. Based on the marketing strategy and SWOT analysis, the target market(s)
is identified but not described in enough detail. Information is gathered from a good range of electronic and non electronic
sources but could be extended. Overall good marketing plan.
32





BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:Xiaojiao SHI (259874)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2.5
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1.5
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3.5
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3.5

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
8
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
7.5
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
8
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
3.5
Comments &
Total Marks
Report was demonstrate all required sections. No formatting errors exist. Report is well organized and easy to understand. Good
market analysis used in a marketing plan. Student showed ability to apply the theory and analysis to develop a marketing strategy
for the Coles. Report should have worked more on Metrics and Control. Overall good Marketing Plan.
38

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name:Yibing LIU (266140)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
3
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
2

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
7
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
6
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
6.5
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
2.5
Comments &
Total Marks
All major sections are included but subsections are combined and not clear. Report has many punctuation, spelling or
capitalization errors.Written work is generally good but one or two areas are difficult to understand. Some sub-headings are
missing. Most of the report is having brief, weakly unified or undeveloped paragraphs and some distracting grammatical errors.
Marketing analysis needs more depth to be used in a marketing plan.Information is gathered from a limited range of electronic
and non electronic sources. Not all information is documented correctly.
30

BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)
BCO101 Rubric Assessment 3 Total Marks: 50%
Student Name: Zhe WAN (261592)
ASSESSMENT
CRITERIA
FAIL
(Less than 50 %)
PASS
(50% to 59%)
CREDIT
(60% to 74%)
DISTINCTION
(75% to 84%)
HIGH DISTINCTION
(85% and Above)
MARKS
Written
Presentation:
Report Format
(3 Marks)
A report format is not
used. No table of
contents is provided.
Formatting has major
errors.
Some sections are
missing.
No table of contents is
provided. Some
formatting errors exist.
All major sections are included but
some sections seemout of place. A
table of contents is provided.
Limited formatting errors exist.
All required sections are included but
one needs to be organized better. A
table of contents is provided. No
formatting errors exist.
All required sections are included,
and each is effectively organized. A
table of contents is provided. No
formatting errors exist.
2
Written
Presentation:
Mechanics
(2 Marks)
Report has countless
punctuation, spelling
or capitalization
errors.
Report has many
punctuation, spelling or
capitalization errors.
Report has some punctuation,
spelling or capitalization errors.
Report has a few punctuation, spelling
or capitalization errors.
Report has no punctuation, spelling
or capitalization errors.
1
Text
Organisation:
Structure
(5 Marks)
Written work is
disorganized to the
extent that it prevents
understanding the
content. There are no
headings.
Inappropriate use of
charts or tables; or,
use of tables and
charts is indicated, but
not included.
Written work is
satisfactorily organised
but some areas are
difficult to understand.
Some headings may be
missing. Tables and
charts are included, but
are out of context or not
labelled.
Written work is generally good but
one or two areas are difficult to
understand. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labelled).
Written work is well organized
and easy to understand. Sections
of the plan are marked with
appropriate headings. Tables
and charts are appropriately
used and easy to understand, and
contribute to the ease of reading
the plan.
Written work is
exceptionally well
organized and easy to
understand. Sections of
the plan are marked with
appropriate headings.
Tables and charts are
appropriately used and
easy to understand, and
contribute to the ease of
reading the plan.
2
Text
Organisation:
Grammar,
Readability
(5 Marks)
Simplistic, tends to
narrate or merely
summarize; illogical
arrangement of ideas.
Language frequently
weakened by clichs,
colloquialisms,
repeated inexact word
choices.
Not consistently
logically structured:
narrates; digresses from
one topic to another;
awkward use of words,
numerous errors in style
and presentation
including grammar.
Reasonably written and presented:
some awkward transitions; some
brief, weakly unified or
undeveloped paragraphs;
arrangement may not appear
entirely natural; contains extraneous
information. More frequent
wordiness; unclear or awkward
sentences; imprecise use of words
or overreliance on passive voice;
some distracting grammatical
errors.
Well written and presented
report:
distinct units of thought in
paragraphs; clear transitions
between developed, coherent, and
logically arranged paragraphs; a
few mechanical difficulties or
stylistic problems; may make
occasional problematic word
choices or syntax errors; use of a
clich.


Wellconstructed report:
appropriate,
clear, and smooth transitions;
arrangement of organizational
elements seems particularly apt;
uses sophisticated sentences
effectively; usually chooses words
aptly; observes professional
conventions of written English and
report format.
3

Content:
Market
Analysis
(10 Marks)
Limited research skills
demonstrated with
irrelevant sources. No
or minimal
understanding of the
theory of tools for
market analysis.
Research demonstrates
an attempt to use
sources, but shows less
depth in analysis. Info is
gathered from a limited
range of electronic and
non electronic sources.
Demonstrates an understanding of
the theory of tools for market
analysis. An attempt to use credible
and relevant sources.
Evidence of necessary research skills.
Showed comprehension of the theories
for market analysis, but requires more
congruence with the research
conducted.
Evidence of broad research on
marketing. The effective usage of
research relevant to the market
analysis in conjunction with tools
presented in text book.
3
Content:
Market
Application
(10 Marks)
Lack of understanding
of the tools for market
analysis leads to the
inability to apply to
the real life marketing.
Market analysis not
applied to support the
argument. Insufficient
market analysis fails to
identify the market, and
design of market plan.
Tools are used, but not always
applied to the market analysis. The
analysis needs more depth to be
used in a marketing plan.
Able to make decisions
about the relevance of info.
Demonstrates in depth market
analysis that could be used in a
marketing plan.
Demonstrate capability
to apply the marketing analysis
by using the theory and research
to new product situations.
3
Content:
Application of
Marketing
Strategies
(10 Marks)

Unable to apply the
analysis to develop
and implement a
marketing strategy for
the product, which
could be integrated
into the marketing
plan.
An attempt is made to
apply the analysis to
develop and implement
marketing strategy for
the product, needs a
better fit for success in
the marketing plan.
Demonstrates an ability to apply
the analysis to develop the
marketing strategy, but the
strategy and its implementation
need more integration into the
marketing plan.
Demonstrates an ability to apply the
theory and analysis to develop a
marketing strategy for the product,
more support fromthe implementation
is required.


Demonstrates an ability to apply the
theory and analysis to develop and
implement a marketing strategy for
the product integrated into the
marketing plan.
0
Research and
Referencing
(5 Marks)
Limited research skills
demonstrated. Very
limited range of
sources utilised.
Major errors in
referencing.
Information is gathered
froma limited range of
electronic and non
electronic sources.
Not all information is
documented correctly.
Errors exist with
citations, and
References. Found
information is not
introduced or analysed
adequately.
Information is gathered froma
good range of electronic and non
electronic sources but could be
extended. Some minor
documentation errors exist but
student generally understands how
to cite sources; compile a
References page; and in general,
introduce and analyse found
information.
Demonstrates selection of credible,
relevant sources fromrelevant, quality
literature. Negligible documentation
errors exist; student understands how
to cite sources; compile a References
page; and in general, introduce and
analyse found information.
Evidence of broad, systematic and
creative research. Demonstrates
skilful use of high quality, credible,
relevant sources. Selection of
sources goes beyond the mainstream
literature. Report contains no errors
in documentation. Student
introduces and analyses found
information in a professional
manner.
1
Comments &
Total Marks
Report doesnt have Table of Contents, The executive summary includes most, but not all of the critical elements of the
marketing plan. Marketing plan objective is missing (What does the CBA want to achieve, both overall (brief) and with
this marketing plan). Company Overview is elaborated and competitor analysis is ignored. Based on the marketing strategy and
SWOT analysis, the target market(s) is identified but not described in enough detail. Positioning statement(s) is provided but not
explained. Integral Sections of Marketing Plan are missing (MARKETING STRATEGY and Evaluation Metrics and Control).
Marketing plan is incomplete. No marketing books are journals referenced only web sites are used as references.
15