SELF-ASSESSMENT TOOL
MARKETING SKILLS STANDARDS
I have a thorough understanding of the concept and the ability to synthesize theory with
practical application
I understand most of the criteria related to the concept with some minor exceptions and
show beginning ability to apply theories
I have some understanding of the concepts, and limited ability to apply theories
Excellent
5 pts
Good
4 pts
Satisfactory
3 pts
I have some understanding of the concept but I am unable to synthesize theory with practical
Emerging Skills
application
2 pts
This concept is unknown to me
Unsatisfactory
1 pt
A. Conduct Marketing Research
A1. Conduct Primary Research
Performance Indicator
Identify research
objectives
Identify and select
research methods to
meet research objectives
Employability Skills
Define and analyze
situation
Compose a Proposal
Identify the need for data
and select data relevant to
the task by
paying attention to detail
Identify appropriate
sample group to meet
research objectives
Predict outcome
Build and implement
research strategy that
supports objectives
Demonstrate knowledge
of decision-making
process by creating a
research tool. Design and
Self-Evaluation
5
2
4
1
3
5
2
4
1
3
5
2
4
1
3
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2
4
1
3
Comments
adhere to a timeline
Locate, retrieve, and
extract necessary
information
Organize analysis to
Prepare basic summaries
meet needs of audience and reports Compose
original documents
Summarize and translate
mathematical data (Excel,
etc)
Locate, retrieve and
manipulate stored
information
Use integrated and
multiple kinds of software
(Power Point, etc)
A2. Gather Secondary Research
Performance Indicator Employability Skills
Identify and plan
Define and analyze the
research objectives
situation
Compose a Proposal
Gather accurate data
Identify
appropriate
resources
to
meet
objectives
Choose creditable and
applicable resources
Gather research in a
timely manner
Verify that research
Identify the need for data
and select data relevant to
the task
Demonstrate
critical
thinking skills
Predict outcome
Prioritize tasks, stay on
schedule, and monitor or
adjust task sequence
Develop
and
apply
5
2
4
1
3
5
2
4
1
3
Self-Evaluation
5
2
4
1
3
5
2
4
1
3
5
2
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3
5
2
4
1
3
Comments
includes correct
creative solutions to new
information, such as
and existing situations
environment, market,
customers, competitors
and product
A3. Monitor Competitor Activities
Performance Indicator Employability Skills
Determine Objectives
Define and analyze the
Gather information on
situation
competitors
Compose a Proposal
Review and analyze
Interpret, analyze,
competitor activities
summarize and integrate
information
Communicate
Select
mode
of
information on
communication
competitors to
Pay attention to detail
appropriate parties
Organize analysis to
Prepare basic summaries
meet needs of audience and reports Compose
original documents
Summarize and translate
mathematical data (Excel,
etc)
Locate, retrieve and
manipulate stored
information
Use integrated and
multiple kinds of software
(Power Point, etc)
A4. Analyze and Consolidate Information and Data
Performance Indicator Employability Skills
Use proper format for
Apply processes
and
analysis in accordance
transfer data between
5
2
4
1
3
Self-Evaluation
5
2
4
1
3
5
2
4
1
3
5
2
4
1
3
5
2
4
1
3
Self-Evaluation
to objectives
formats
Conduct additional
research as required for
thorough and complete
analysis
Verify that evidence
supports valid and
accurate conclusions
Organize analysis to
meet needs of audience
Demonstrate knowledge
of decision-making
process
Communicate results
and include
recommendations in
analysis to appropriate
parties
Consider
risks
and
implications by paying
attention to detail
Prepare basic summaries
and reports Compose
original documents
Summarize and translate
mathematical data (Excel,
etc)
Locate, retrieve and
manipulate stored
information
Use integrated and
multiple kinds of software
(Power Point, etc)
Select
mode
of
communication
Pay attention to detail
5
2
4
1
3
5
2
4
1
3
5
2
4
1
3
5
2
4
1
3
5
2
4
1
3