Principles of marketing/PMKT103/Assessment/PMKT103 Rubric

Weighting table

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

Task	Weighting
Task 1: Prepare a “Product launch” section for a product	70%
Task 2: Complete a marketing report	30%
Total	100%

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

(Weighting: 70%)

Criterion	Judgment statement	Marks
Introduction, purpose and objective(s)	The purpose and objective(s) of the section are clear, and the section addresses the objective(s) in a focused, logical and systematic manner.	Achieved 7-6
	The purpose and objective(s) of the section are clear, and the section addresses the objective(s).	Achieved 5-4
	The purpose and objective(s) of the section are vague, and the section does not adequately address the objective(s).	Not achieved 3-0

Criterion	Judgment statement	Marks
Product branding and distribution	Product branding, target market(s), distribution channels and the product life cycle were clearly and fully explained with supporting justification.	Achieved 14-11
	Product branding, target market(s), distribution channels and the product life cycle were explained but in some aspects lacked clarity and supporting justification.	Achieved 10-7
	Aspects of product branding, target market(s), distribution channels and the product life cycle were missing or not fully explained.	Not achieved 6-0

Criterion	Judgment statement	Marks
Promotion tools and tactics	Advantages and disadvantages of various marketing communications and promotion techniques, and the best distribution channels throughout the product life cycle were clearly and fully explained. Provided justification and explanation is clear and logical with adequate supporting references for all aspects and elements.	Achieved 14-11
	Advantages and disadvantages of various marketing communications and promotion techniques, and the best distribution channels throughout the product life cycle were explained but, in some respects, lacked clarity. Justification and explanation is provided is provided, with some supporting references.	Achieved 10-7
	Advantages and disadvantages of various marketing communications and promotion techniques, and the best distribution channels throughout the product life cycle were missing or not fully explained. Justification and explanation is limited and lacking in supporting references.	Not achieved 6-0

Criterion	Judgment statement	Marks
Digital marketing	The advantages and disadvantages of digital marketing approaches and tools to use throughout the product life cycle were clearly and fully explained. Provided justification and explanation, is complete, clear and logical for all stages with adequate supporting references.	Achieved 14-11
	The advantages and disadvantages of digital marketing approaches and tools to use throughout the product life cycle were explained, with some supporting references, but explanation in some places and aspects were unclear or incomplete.	Achieved 10-7
	The advantages and disadvantages of digital marketing approaches and tools to use throughout the product life cycle were missing or not fully explained. Some justification and explanation is provided, but is limited and lacking in supporting references.	Not achieved 6-0

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, supported with clear justification and explanation.	Achieved 14-11
	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 10-7
	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 6-0

Criterion	Judgment statement	Marks
Bibliography, clarity and technical presentation	Clear and professional 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

(Weighting: 30%)

Criterion	Judgment statement	Marks
Clarity, structure, technical presentation - format, spelling, grammar, APA referencing	Very clear report structure, consistent formatting, accurate grammar and spelling. Correct implementation of the APA reference style.	Achieved 6-5
	The report has adequate structure and consistent formatting. There are some grammatical and spelling errors. Only a few APA style errors present.	Achieved 4-3
	The report is not following the recommended structure. Structure is unclear and formatting inconstant. There are many grammatical and spelling errors. Provided bibliography or referencing does not comply with the APA style.	Not achieved 2-0

Criterion	Judgment statement	Marks
Professional style - White space, headings, font choice etc.	The report is very professional in its appearance. Choice and use of headings, fonts, whitespace and other formatting aids clarity and flow. The report would be acceptable for presentation to a board of directors.	Achieved 12-10
	The use of white space, fonts, headings and other formatting in the report is consistent and contribute to the professional appearance. The report would be acceptable for presentation to a board of directors.	Achieved 9-6
	The report is not professional in its appearance. The use of white space, fonts, headings and other formatting is inconsistent and does not support the report structure and clarity. The report would not be acceptable for presentation to a board of directors.	Not achieved 5-0

Criterion	Judgment statement	Marks
Report flow	The sections of the report flow together very well, are easy to follow, and the entire report reads like one report with no rewriting required to unify sections and subsections.	Achieved 12-10
	The sections of the report flow together, and the entire report reads like one report. Some rewriting is required in a few areas to unify sections and subsections into one coherent report.	Achieved 9-6
	The sections of the report do not flow together well so the entire report does not read like one report. Considerable rewriting is required to unify sections and subsections into one report.	Not achieved 5-0