Principles of marketing/PMKT102/Assessment/PMKT102 Rubric

Weighting table

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

Task	Weighting
Task 1: Marketing research report for a product or a service	85%
Task 2: PMKT102 assessment reflection	15%
Total	100%

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

(Weighting: 85%)

Criterion	Judgment statement	Marks
Introduction, purpose and objective(s)	The purpose and objective of the report are clear, and the report addresses the objective(s) in a focused, logical and systematic manner.	Achieved 9-8
	The purpose and objective of the report are clear, and the report addresses the objective(s).	Achieved 7-5
	he purpose and objective of the report are vague, and the report does not adequately address the objective(s).	Not achieved 4-0

Criterion	Judgment statement	Marks
Customer behaviour and motivation	The customer behaviour for this product / service, their decision-making process, and proposed marketing channels (B2B, B2C or both) to reach them were clearly and fully explained. Provided justification and explanation is clear and logical for all aspects, accompanied by supporting references.	Achieved 17-15
	The customer behaviour for this product / service, their decision-making process, and proposed marketing channels (B2B, B2C or both) to reach them were explained but some parts lacked clarity. Justification and explanation is provided for all aspects with some supporting references.	Achieved 14-9
	Aspects of the customers behaviour for this product / service, their decision-making process, and proposed marketing channels (B2B, B2C or both) to reach them were missing or not fully explained. Some justification and explanation is provided but is lacking clarity and/ or supporting references.	Not achieved 8-0

Criterion	Judgment statement	Marks
Customer needs and preferences	Research methodology is complete and clearly outlined. All aspects of the 4Ps are included with clear examples. Provided justification and explanation is clear and logical with adequate supporting references for all aspects and elements.	Achieved 17-15
	Research methodology is outlined but lacks clarity in places. All aspects of the 4Ps are included. Full justification and explanation with some supporting references is provided.	Achieved 14-9
	Research methodology is incomplete and unclear. Some aspects of the 4Ps are missing. Justification and explanation is limited and lacking in supporting references.	Not achieved 8-0

Criterion	Judgment statement	Marks
Value propositions for a product / service life cycle	All life cycle stages have been clearly considered and fully completed for the product / service. Provided justification and explanation, is complete, clear and logical for all stages with adequate supporting references.	Achieved 17-15
	All life cycle stages have been considered and fully completed for the product / service, but explanation is in some places and aspects unclear or incomplete with some supporting references.	Achieved 14-9
	All life cycle stages have not been considered or fully completed for the product / service. Some justification and explanation is provided but is limited and lacking in supporting references.	Not achieved 8-0

Criterion	Judgment statement	Marks
Conclusions and recommendations	Conclusions are relevant and fully and accurately address the key points of the report. Recommendations are specific, action-oriented, with suggestions fully applicable to the product / service and the business. Conclusions/recommendations flow logically, are clearly organised and presented and supported with clear justification and explanation.	Achieved 17-15
	Conclusions are relevant and portray the key points of the report. Recommendations are specific and action-oriented. Suggestions are focused and relevant to the product / service and business. Conclusions/recommendations flow logically and are clearly organised and presented.	Achieved 14-9
	Some conclusions are relevant and portray most of the key points of the report. Not all recommendations are specific or action-oriented and suggestions are not fully oriented to the product / service and the business. Conclusions/recommendations flow logically but the logic in places is unclear.	Not achieved 8-0

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 8-7
	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 6-4
	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

(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 learners own experience but the value of the learning to the student 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 how they contribute to the suggested changes and improvements.	Achieved 4
	The reflection articulates some connections between the learning experience and content from this and other courses, past learning experiences. Some connection is provided on how the learning has contributed to the suggested changes and improvements.	Achieved 3-2
	The reflection attempts to articulate connections between the learning experience and course content, but the connection is vague and/or unclear. No connection is provided on how the learning has contributed to the suggested changes and improvements.	Not achieved 1-0