Principles of marketing/PMKT101/Assessment/PMKT101 Rubric

Weighting table

Each task contributes to the calculation of the final grade according to the following proportional weightings.

Task	Weighting
Task 1: Learning challenge reflection	15%
Task 2: Prepare a marketing report for a product or a service	85%
Total	100%

Download print version of Assessment description and rubrics for LiDA101 (pdf) (: PDF must be updated)

(Weighting: 15%)

Criterion	Judgment statement	Marks
Reflective thinking	The reflection explains the learner’s own thinking and learning processes, as well as implications for future learning.	Achieved 3
	The reflection explains the learner’s thinking about his/her own learning processes.	Achieved 2
	The reflection attempts to demonstrate thinking about learning but is vague and/or unclear about the personal learning process.	Not achieved 1-0

Criterion	Judgment statement	Marks
Analysis	The reflection is an in-depth analysis of the learning experience, the value of the derived learning to self and / or others, and the enhancement of the learner’s appreciation for the discipline.	Achieved 8-7
	The reflection includes an analysis of the learning experience and the value of the derived learning to self and / or others.	Achieved 6-5
	The reflection attempts to analyze the learner’s own experience but the value of the learning to the student and / or others is vague and/or unclear.	Not achieved 4-0

Criterion	Judgment statement	Marks
Making connections	The reflection articulates multiple connections between the learning experience and content from this and other courses, past learning, life experiences and future goals, citing multiple examples.	Achieved 4
	The reflection articulates some connections between the learning experience and content from this and other courses, past learning experiences, citing a few examples.	Achieved 3-2
	The reflection attempts to articulate connections between the learning experience and course content, but the connection is vague and/or unclear.	Not achieved 1-0

(Weighting: 85%)

Criterion	Judgment statement	Marks
Purpose and objective(s)	The purpose and objective of the report are clear, and the report addresses the objective(s) in a focused and logical manner.	Achieved 8-7
	The purpose and objective of the report are clear, and the report addresses the objective(s).	Achieved 6-4
	The purpose and objective(s) of the report are unclear and incomplete.	Not achieved 3-0

Criterion	Judgment statement	Marks
Marketing mix	All 4Ps in relation to the product / service chosen are fully and clearly explained. Justification and explanation is provided for each one, and is clear, logical with supporting references.	Achieved 25-20
	The 4Ps in relation to the product / service chosen are explained but lack clarity. Justification and explanation is provided with some supporting references, but in some instances is incomplete and / or unclear.	Achieved 19-12
	Not all 4Ps in relation to the product / service chosen are fully explained. Some justification and explanation is provided for some of the Ps but some is unclear and lacking in supporting references.	Not achieved 11-0

Criterion	Judgment statement	Marks
Market segments, positioning and product life cycle	All elements of segmentation, target market and positioning of the chosen product are fully covered and clear. Justification and explanations are provided for each element, clear and logical with supporting references.	Achieved 25-20
	All elements of segmentation, target market and positioning of the chosen product / service are covered but some aspects are unclear. Justification and explanation with some supporting references is provided, but in some instances is incomplete and / or unclear.	Achieved 19-12
	Some elements of segmentation, target market and positioning of the chosen product / service are not covered. Some justification and explanation is provided but not for all elements and is lacking in supporting references.	Not achieved 11-0

Criterion	Judgment statement	Marks
Conclusions and recommendations	Conclusions are relevant and clearly portray the pros and cons of the strategy relevant to the key points and objectives of the report. Recommendations are specific action-oriented suggestions, with clear improvements for the chosen product / service. Conclusions/recommendations flow logically, with justification and supporting references.	Achieved 20-16
	Conclusions are relevant and portray the pros and cons of the strategy. Recommendations are specific action-oriented suggestions for improvement, oriented to the chosen product / service. Conclusions/recommendations flow logically and are presented in a clear, itemised format.	Achieved 15-10
	Some conclusions are relevant and portray some of the pros and cons of the strategy. Recommendations are provided but lack clarity and are not specific or action-oriented to the chosen product / service. Conclusions/recommendations flow logically, but the logic may not always be clearly presented and justified.	Not achieved 9-0

Criterion	Judgment statement	Marks
Bibliography, presentation and referencing	Clear and professional report presentation, accurate grammar and spelling. Extensive bibliography with correct implementation of the APA reference style.	Achieved 7-6
	Presentation is clear with few grammatical and spelling errors. Bibliography is adequate and references are included in the reference list with only a few APA style errors.	Achieved 5-4
	Report presentation is unclear with grammatical and spelling errors. Some bibliography is provided and / or referencing does not comply with the APA style.	Not achieved 3-0