Assessment Rubric: MKT 444 Case Analysis and Presentation
Written Report Criteria
(80% of project score)
Excellent
Good
Adequate
Poor
Excellent
Good
Adequate
Poor
Comments
Accessibility
Do the writers make strategic use of white space?
Do the writers use a consistent set of headings that
divide the report into strategic, stand alone
components? Do the writers use typography
strategically?
Comprehensibility
Do the writers offer an accurate case synopsis that
identifies the key drivers in the case? Do the
writers demonstrate the effective use of marketing
principles (as studied in class) in their case
analysis?
Do the writers offer a creative and compelling
solution that logically stems from the writers’
analysis?
Do the writers use plain style to convey their
ideas? Do the writers communicate their ideas
precisely and concisely in writing?
Usability
Do the writers organize their short report
logically? Does the report adhere to C-C-C
organization (as an entire report and within all
subsections)?
Oral Presentation Criteria
(20% of project score)
Comments
Accessibility
Do the speakers make sufficient use of “extended
conversations” to communicate persuasively with
the audience? Do the speakers use slides only as
reference points (rather than full-scripted text)?
Are the speakers’ slides legible from all positions
in the room? Do the slides offer sufficient
figure/ground contrast to enhance legibility?
Comprehensibility
Do the speakers offer thoughtful, subtle transitions
from slide-to-slide and speaker-to-speaker that
help sustain the presentation’s momentum?
Do the speakers avoid using powerless language?
Do the speakers edit slides carefully for basic
grammar and usage errors (incl. misspellings)?
Do the speakers respond thoughtfully and
comfortably to audience questions?
Usability
Do the speakers use consistent claims to develop a
persuasive argument for their audience?
Do the speakers introduce points individually and
make data sets more manageable so the audience
can make richer sense of the argument?
Further Comments:
Score: