Evaluation of Final Written Strategic Marketing Plan
The following scoring guide will be used to evaluate your final paper.
Criteria
5
4
3
0
Title Page
Report includes a
title page with the
following
information: report
name, course
name, student(s)
name, organization
name, instructor
name, and date
Format
Report is formatted
correctly with
Headings in bold,
no numbers or
letter bullets, and
no widow headings
Report has
headings that are
not in bold or there
is 1 widow heading.
10-9
8-7
6
Executive Summary
Description of what
is in the Marketing
Plan. Describes the
main points of each
section. Both in
paragraph form
Not a clear
description of each
section of the
marketing plan. Not
in paragraph form.
1 or 2 sections of
the marketing plan
are not described.
No Executive
Summary
Company Description
A complete
description of the
company is given
in paragraph form.
Description should
highlight recent
history and
successes of the
organization and
include the current
address.
Description of
company is lacking
or not in paragraph
form.
Description is
lacking and is not
in paragraph form.
No Company
Description is
given.
All 3 elements are
listed but not in
paragraph form or
less than 3 goals
are given.
Missing 1 or more
elements needed.
No strategic focus
an plan is given.
Analysis is lacking
detail and not in
paragraph form. 1
or more element
may also be
missing.
No situational
analysis is given.
Section is lacking
detail and not in
paragraph form. 1
or more element
may also be
missing.
Market-Product
focus is missing.
Strategic Focus and Plan
Situational Analysis
Market-Product Focus
The organization’s
mission/vision
statement, at least
3 goals, and
competitive
advantage are
given in paragraph
form.
A detailed analysis
of the organization,
the industry,
competition, and
customers is given
in paragraph form.
A SWOT analysis
is also given.
A detailed
description of the
organization’s
measurable
objectives for its
product is given.
The target market,
points of difference,
and positioning is
also included in
paragraph form.
All criteria is
present but not in
the correct order or
in an eye pleasing
manner
Analysis is lacking
detail or not in
paragraph form.
Section is lacking
detail or not in
paragraph form.
Some of the criteria
is missing
No Title Page
Report has no
headings in bold,
number or letter
bullets, and more
than 1 widow
heading
0
Marketing Program
A detailed
description of the
organization’s
marketing mix is
given in paragraph
form.
Section is lacking
detail or not in
paragraph form.
1 of the marketing
mix strategies is
missing.
No Marketing
Program is given.
Financial Data and
Projections
The organization’s
past sales
revenues as well
as the future
projections are
given. Future
projections include
the next 3-5 years.
Revenues are
explained in detail.
Past or future
revenues are not
explained in detail
or missing.
Financial data is
not given. But a
section heading
exists.
No financial data
section.
Organization
Organizational
chart of
organization is
given along with
descriptions of
current and
projected positions
in paragraph form.
Organization’s
positions are only
given in paragraph
form. Positions
may be lacking
detail.
Organization’s
positions are given
in paragraph form
and lacking detail.
No organization
section is given.
Implementation Plan
Detailed
descriptions of how
the organization
will turn plans into
results are given
along with a table
with deadlines and
responsibilities are
given.
Description is
lacking details or
now table is given.
Only a table is
given.
No implementation
plan is given.
Evaluation and Control
A detailed analysis
of how the
marketing plan
proposed is
compared to what
is actually done.
Deviations or
changes are also
given in paragraph
form.
Analysis is lacking
detail or none of
the deviations or
changes is
addressed.
Not in paragraph
form or the analysis
is lacking and the
deviations or
changes are not
addressed.
No evaluation and
control section is
given.
Gross Total
Deductions
Net Total
Deductions:
 5 points for each typing error
 10 points per each school day late
/ 100