LIS 2830: Create a Marketing Plan Rubric
Michele Leininger, instructor
Point Value:
25
Organization
Total: 3 pts
Market
Context
Total: 6 pts
SWOT and
Objectives
Total: 6 pts
Implementation
Total: 7 pts
Exceeds Expectations
Full points
Meets Expectations
-1 to -3 points
Below Expectations
-4 points to 0 points
All elements from the assignment are included, thoughtfully presented, and logically organized. Also presents a strong Executive
Summary.
There is a strong, wellsupported statement describing the target segment,
Service description, and analysis. The details requested are provided in full with the appropriate resources cited. These all work in combination to present a clearly described context for the Plan.
There is a somewhat informative statement, but not as strong or well-supported as it could be.
Most of the details requested are presented, but there may be a 1 or 2 that are insufficient to give the complete market context as described in the target segment,
Service description, and/or analysis.
The market statement is either missing, lacking in support, or uninformative.
Many areas (more than 2) are lacking enough detail and/or cited resources as to give an incomplete picture of the market context as described in the target segment, Service description, and/or analysis.
All requirements, including the proper number of each, are included in the document.
Further, the elements included and described make sense as related to the market context as described.
Most of the requirements
(missing no more than 2), are included in the document.
Further, the elements included and described mainly make sense as related to the market context as described.
There are a number of requirements missing and/or the elements chosen and described do not make sense given the contextual description.
All details as required and described are provided in a way that the Plan could be handed to someone else to implement.
No more than 1-2 elements from the assignment are missing, the rest is thoughtfully laid out for the most part, and the Executive
Summary is fairly strong.
There are multiple elements missing from the assignment, the information is presented confusingly, and/or the
Executive Summary is missing or incomplete.
The details as required are not all included and/or are not as fully described so that someone else could follow through on implementation of every piece as successfully as they should.
The details are not as fully described and/or are missing many of the components necessary in order for someone to implement the
Plan.
Evaluation
Total: 3 pts
All three analytic approaches to evaluating the pieces of the
Plan are clearly laid out and show how they help in evaluating and adjusting the
Service.
The three analytic approaches are laid out, although it is not as clear how they will contribute to evaluating and adjusting the
Service from this information.
At least one of the required three analytic approaches is missing and/or it is unclear how the evaluative choices will contribute to evaluating and adjusting the Service.
Further, overall points may be deducted after grading the content for the following reasons: lack of a cover page, formatting issues, grammar/spelling problems, lack of citations (or issues with consistency in chosen style), or tardiness.