Marking Rubrics – Assessment 3

Marking Rubrics – Assessment 3

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MKT101A Assessment 2 Brief 20191111 Page 5 of 8
Marking Rubrics – Assessment 3: Marketing Report

Assessment
Attributes		 Fail (Unacceptable)
(0-49)		 Pass
(Functional)
(50-64)		 Credit
(Proficient)
(65-74)		 Distinction
(Advanced)
(75-84)		 High Distinction
(Exceptional)
(85-100)
Background
Provided background
information of the
chosen business and
product/service
aligned with marketing
concept.
5%		 Did not provide enough
information of the chosen
business and the market it
operates in.
Inadequate information.
Lack of identification of
specific product/service		 Limited attempt to
explain the chosen
business and the market
it operates in.
Basic background
information provided.
Limited attempt to
explain the
product/service		 Good attempt to explain
the chosen business and
the market it operates in
using relevant and up-to
date information from a
limited number of reliable
sources.
Product/service
sufficiently explained with
relevant and appropriate
information.		 Very good explanation
of the chosen business
and the market it
operates in.
Business’s background is
well synthesised and
evidence of research
provided from a variety
of reliable sources to
establish the marketing
context.
Very good explanation
of the product/service.		 Excellent explanation of the
chosen business and the
market it operates in.
Business’s background is well
synthesised and evidence of
research provided from a
variety of reliable sources to
establish the marketing
context.
Excellent explanation of the
product/service.
Situation Analysis
Key macro and micro
environmental factors
that are impacting on the
industry and company of
your choice.
10%		 Limited recognition and
analysis of macro and
micro factors. Mostly
theory with no practical
relevance.		 Identification of few macro
and micro factors with some
key information provided
for each.		 Identification of
relevant key macro and
micro factors. Good
analysis of
environmental factors		 Very strong
identification of key
macro and micro
factors.
Very strong analysis of
external factors.		 Sophisticated identification
and analysis of key macro and
micro factors.
SWOT Analysis
Identification of
internal and external
factors impacting the
marketing of a
business
10%		 SWOT analysis did not
contain key relevant
internal and external
factors. Did not meet the
brief requirements		 SWOT analysis included
some key relevant internal
and external factors.
Internal and external
factors are limited to
support marketing
decisions. Met the
minimum briefs		 SWOT analysis included
key relevant internal and
external factors, however
some elements require
some level of
improvement.
A good identification of
internal and external
factors that are relevant to		 SWOT analysis included
key relevant internal
and external factors. A
very good identification
of internal and external
factors that are relevant
to support marketing
decisions.		 SWOT analysis included a
wide variety of relevant
internal and external factors.
An excellent identification of
internal and external factors
that are relevant to support
marketing
decisions.

MKT101A Assessment 2 Brief 20191111 Page 5 of 8

support marketing
decisions.
Segmentation,
Target Market
& Positioning		 Segmentation variables
are unclear and
demographic, geographic,		 Some segmentation
variables identified.
Demographic,		 An adequate number of
segmentation variables
identified. Good		 Very good selection of
demographic,
geographic,		 Excellent selection of
demographic, geographic,
psychographic and
Identified consumer
buyer characteristics
utilising
demographics,
geographic,
psychographics and
behavioural
variables.		 psychographic and
behavioural
characteristics not
identified
Target market has not
been identified		 geographic,
psychographic and
behavioural
segmentation variables
included with some
adjustments required.
Target market profile has
been identified for the
business but is weak and
lacks depth		 selection of
demographic,
geographic,
psychographic and
behavioural variables.
An acceptable target
market profile identified
for the business.		 psychographic and
behavioural variables.
Relevant and reliable
sources used to support
the identification of
segment(s).
Very good target
market profileidentified
for the business.		 behavioural variables.
Relevant and reliable
sources used to support
the identification of
segment(s).
Excellent target market
profile identified for the
business.
Identification of a
positioning
statement.
15%		 Positioning statement not
clearly identified.		 Positioning statement
included some relevant
values and benefits.		 Good positioning
statement including
relevant values and		 Very good positioning
statement including
relevant values and		 Excellent positioning
statement including
relevant values and
benefits. benefits. benefits.
Marketing Mix
Identified
marketing mix
variables including		 Product strategies
applied/suggested with
adjustments required.		 Product strategies
applied/suggested with
adjustments required.		 Good application of
product strategies.		 Very good application of
product strategies.		 Excellent application of
product strategies.

MKT101A Assessment 2 Brief 20191111 Page 6 of 8

relevant product,
price, place,
promotion, people
process and physical
evidence
strategies.
40%		 Pricing strategies
applied/suggested
with adjustments
required.		 Pricing strategies
applied/suggested with
adjustments required.		 Good application of
pricing strategies.		 Very good application of
pricing strategies.		 Excellent application of
pricing strategies.
Marketing/distribution
channel strategy not
correctly identified.		 Marketing/distribution
channel strategy correctly
identified.		 Marketing/distribution
channel strategy
correctly identified.		 Very good application of
place / distribution
strategies.		 Excellent application of
place /distribution
strategies.
Promotional strategies
were not identified
and/or did not provide
relevant information and
linkage with the target
market.		 Promotional strategies
basically identified/
suggested. Some
relevant information and
linkage with the target
market provided.		 Good promotional
strategies identified/
suggested. Good level
of details provided
through research and
clear linkage with the
target market showed.		 Promotional strategies
identified with a very
good level of detail
provided through good
level of research and
clear linkage with the
target market showed.		 Promotional strategies
identified with excellent
detail provided through
robust research and
referencing and clear
linkage with the target
market showed.
No or very weak Lack of referenced
referenced marketing
concepts and
terminologies used to
support the discussion.		 marketing concepts and
terminologies used to
support the discussion.		 Good referencing of
marketing concepts and
terminologies used to
support the discussion.		 Very good referencing
of marketing concepts
and terminologies used
to support the
discussion.		 Excellent referencing and
engagement of marketing
concepts and terminologies
used to support the
discussion.
Recommendations
10%		 Recommendations not
included and/or
information is not
relevant to client
and/or target
audience.		 Acceptable level of
recommendations
identified and included
some level of
information		 Good level of
information provided
to explain the
recommendations		 Very good level of
information provided
to explain the
recommendations.		 Sophisticated level of
information provided to
explain the

MKT101A Assessment 2 Brief 20191111 Page 7 of 8

Some examples
provided.		 recommendations
supported by excellent
examples.
Some relevance to
client and/or target
audience presented.		 Clear and relevant
information provided
showing linkage with
the client and/or
target audience.		 Very good
information and
research
provided showing
linkage with the
client and/or
target audience.		 Excellent information and
high level of research
provided showing linkage
with the client and/or
target audience.
Good support with
application of
marketing principles		 Very good support of
recommendations using
application of marketing
principles and
references.		 Excellent support of
recommendations using
sophisticated application of
marketing principles and
references.
Quality and
accuracy of
referencing and
communication
skills		 Few credible and
research sources used.		 Limited quality and
credible research
sources used.		 Reasonable quality
and credible
research sources
used.		 Very good quality and
credible research
sources used.		 Excellent engagement of
quality and credible
research sources.
Some mistakes with in- Some mistakes with in- Limited mistakes with Very few mistakes with No mistakes with in-text
10% text citations and the
reference list.		 text citations and the
reference list.		 in-text citations and the
reference list.		 in-text citations and
the reference list.		 citations and the
reference list.
Information is difficult to
understand for the
audience.
No logical/clear
structure and spelling		 Information is not always
clear and logical to
understand for the
audience and lacks clear
structure.		 Information is mostly
clear and logical to
understand for the
audience.
A clear structure and		 Information is clear and
logical to understand
for the audience and
well supported by
evidence.		 Information is logical and
persuasive. Relevant
concepts and theories
applied.
Very strongly supported by
evidence.
and grammatical errors
throughout.		 Some spelling and
grammatical errors		 few spelling and
grammatical errors		 Very minor spelling
and grammatical 		Free of spelling and

MKT101A Assessment 2 Brief 20191111 Page 8 of 8

No headings,
subheadings, and other
submission guidelines
not followed.		 throughout.
Limited headings,
subheadings, and/or
some submission
guidelines require
adjustments.		 throughout.
Headings and
subheadings and
other assessment
requirements are
consistent with
submission guidelines.		 errors throughout.
Headings,
subheadings and
other submission
guidelines are
consistent with
submission guidelines.		 grammatical errors
throughout.
Headings, subheadings
and other submission
guidelines are consistent
with submission
guidelines.