MKTG101 Marketing plan (written)

1) Executive
summary
(10%)

Zero
0%
Not
attempted
or entirely or
significantly
plagiarised
from other
sources.

Group Name/No:_________________________________
Fail
45%

Pass
60%

The executive
summary is either
too short (less
than one page) or
too long (more
than two pages).
The summary is
unclear and/or
missing key
elements,
therefore, it is
inadequate as a
stand-alone
document.

The executive
summary
adequately
summarises the
marketing plan.

Credit
70%
The executive
summary clearly
communicates the
critical elements of
the marketing plan.

2) Introduction
(5%)

Not
attempted
or entirely or
significantly
plagiarised
from other
sources.

The Introduction
does not provide
a clear statement
of the
background and
purpose of the
marketing plan.

The introduction
provides some
background and
includes a
statement of the
purpose of
marketing plan.

The introduction
provides a clear and
concise background
and a clear statement
of the purpose of the
marketing plan.

3) Situation analysis
(Research and
analysis)
(30%)

Not
attempted
or entirely or
significantly
plagiarised
from other

Research and/or
analysis is
insufficient,
incomplete and/or
unclear.

Basic research and

analysis of all
elements (macro,
micro and internal
factors and SWOT)
that is organised

Comprehensive good
quality research
and/or analysis of all
elements that is well
organised and clear.

Distinction
80%
The executive
summary clearly
and effectively
communicates the
critical elements of
the marketing plan
so that it reads as a
stand-alone
document. The
length of the
executive summary
is sufficient to cover
the critical
information, but no
more than two
pages long
The introduction
provides a succinct
and effective
background and a
convincing
statement of the
purpose of the
marketing plan.
Comprehensive
high quality
research and
analysis of all
elements that is well
organised and clear.

High Distinction
100%
The executive
summary provides an
outstanding
encapsulation of the
marketing plan in a
one to two page
stand-alone
document.

The introduction
provides an
outstanding
statement of the
background and
purpose of the
marketing plan.
Extensive high quality
research and analysis
of all elements with
sophisticated
organisation and
expression.

Zero
0%
sources.

4) Objectives
(5%)

5) Target market
(5%)

6) Marketing mix
strategy
(30%)

Not
attempted
or entirely or
significantly
plagiarised
from other
sources.
Not
attempted
or entirely or
significantly
plagiarised
from other
sources.

Fail
45%

Objectives are
unclear and/or
there is no
quantification.

No clear
identification of
the target market
and/or
inadequate link to
the situational
analysis and/or
no positioning
statement.

Pass
60%
and mostly clear.

Objectives are
clearly stated with
some quantification.

Based on the
situation analysis,
the target market(s)
is identified but not
described in enough
detail. Positioning
statement(s) is
provided but not
explained.
Not
Insufficient linking Adequate marketing
attempted
of objectives with mix strategies with
or entirely or marketing mix
some links to the
significantly strategies and/or objectives and
plagiarised
insufficient
research, but detail
from other
identification/spec may be lacking.
sources.
ification of
strategies and/or
insufficient links
to research.

Credit
70%

Objectives are clearly

stated and mostly
quantified.

Clear identification
and adequate
description of target
market. Positioning
statement is provided
and adequately
explained.

Adequate marketing
mix strategies with
clear links to the
objectives and good
quality research.

Distinction
80%

High Distinction
100%

Clear objectives that Clear and logical

are realistic and fully objectives that are
quantified.
clearly driven by the
implications of the
situation analysis,
with extensive
quantification.
Clear identification
Outstanding
and comprehensive identification and
description of target description of target
market. Appropriate market. Highly
positioning
appropriate
statement is well
positioning statement
explained.
with strong
justification.
Comprehensive
marketing mix
strategies likely to
achieve the
objectives with
strong links to good
quality research.

Outstanding
marketing mix
strategies that will
clearly achieve the
objectives with
extensive strong links
to research.

7) Budget,
implementation and
evaluation
(10%)

8)Conclusion/future
recommendations
(5%)

Zero
0%
Not
attempted
or entirely or
significantly
plagiarized
from other
sources.

Fail
45%
Incomplete
budget and/or
implementation
plan and/or
insufficient
control measures
and/or
contingency
actions and/or
insufficient
evaluation
metrics.

Not
attempted
or entirely or
significantly
plagiarized
from other
sources.

Insufficient
summary of the
marketing plan
and/or insufficient
future
recommendations
.

Pass
60%
Budget and
implementation
plans are provided,
but one to two
details are not
addressed. Overall
control measures
are included and
contingency actions
are identified, but
they lack
thoroughness. Basic
metrics to evaluate
the plan are
identified.
Basic summary of
the marketing plan
with some future
recommendations.

Credit
70%
Fully detailed budget
and implementation
plans are provided.
Good control
measures are
included and
contingency actions
are identified. Good
metrics to evaluate
the plan are
identified.

Distinction
80%
Comprehensive and
realistic detailed
budget and
implementation
plans are provided.
Effective control
measures are
included and
contingency actions
are identified.
Effective metrics to
evaluate the plan
are identified.

High Distinction
100%
Outstanding budget
and implementation
plans are provided.
Highly effective
control measures are
included and
comprehensive
contingency actions
are identified. Highly
effective metrics to
evaluate the plan are
identified.

Good summary of the

marketing plan and
appropriate future
recommendations.

Comprehensive
summary of the
marketing plan with
comprehensive and
appropriate future
recommendations.

Outstanding
summary of the
marketing plan with
outstanding
appropriate future
recommendations.