Marketing Plan Project Rubric - 100 points
Name _______________________________________
Content Area: Career and Technical Education -- Grade/Course: 9-12
Strand
Career Planning
Standard 2: CAREER PLANNING: Explore and understand educational and career options in order to develop and implement personal,
educational, and career goals
Topic
Benchmark CTE.9-12.2.3
Topic
Benchmark CTE.9-12.2.4
Workplace Behaviors
Apply appropriate and safe behaviors and practices in the school, community, and workplace
Career Portfolio Development
Assess career portfolio that documents evidence of progress toward the attainment of personal, educational,
and career goals
Content Area: Language Arts
Strand
Writing
Standard 4: Writing: CONVENTIONS AND SKILLS: Use the writing process and conventions of language and research to construct meaning and
communicate effectively for a variety of purposes and audiences using a range of forms
Topic
Benchmark LA.11.4.1
Range of Writing
Write in a variety of grade-appropriate formats for a variety of purposes and audiences, such as:
• narratives or scripts with a theme and details that contribute to a mood or tone
• poems using a range of poetic techniques and figurative language in a variety of forms
• literary, persuasive, and personal essays that demonstrate a comprehensive understanding of the topic
• research papers that include two or more relevant perspectives and take into consideration the validity and reliability of
sources
• functional writing including college and job applications
• reflections that draw comparisons between specific incidents and broader themes
General Learner Outcomes
GLO 4: Quality Producer – “I can tell the difference between high and low quality products and performance and my
work meets or exceeds expectations”
GLO 5: Effective Communicator – “I read, write, listen, and speak well”
GLO 6: Effective and Ethical User of Technology – “I use a variety of technologies effectively and fairly”
Marketing, CTE Standards and GLOs – 100 points
Criteria
Applies
marketing
principles to
make informed
decisions in a
diverse,
dynamic, global
marketplace
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15 points
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Customer Profile
and Target
Market
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10 points
Situation
Analysis
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10 points
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Marketing
Strategy
Proposal
40 points
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Job Ready
Exceeds --5
Conducts marketing research and analysis
that is sensitive to cost and time constraints
Describes marketing problem in depth
Uses research and analysis in marketing
plan and discusses creative solutions to
marketing problem
Describes in depth marketing environment
using demographics, economic, natural,
technological and political issues
Identifies and describes in depth customer
market using cultural, social, personal and
psychological characteristics
Identifies and describes in depth customer
in customer profile describing buying roles,
buying behavior, and buyer decision
making process
Identified and describes target market
Discusses situation analysis as the current
market of product/service
Uses SWOT to discuss internal strengths
and weaknesses of the organization
Uses SWOT to discuss the external
opportunities and threats to the
organization
Describes in detail the marketing strategy
proposal
Provides product and/or product mix
features and benefits
Discusses price strategies to be used
Explains place/distribution strategies
Discusses promotional strategies to
produce a appropriate promotional mix
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Meet Standard(s) -- 4
Uses marketing research and analysis
Describes marketing problem
Uses research/information in providing
solutions to marketing problem
Describes marketing environment using
demographics, economic, natural,
technological and political issues
Identifies and describes customer
market using cultural, social, personal
and psychological characteristics
Identifies and describes customer in
customer profile describing buying
roles, buying behavior, and buyer
decision making process
Identifies target market
Describes situation analysis as the
current market of product/service
Lists/describes internal and external
factors including:
o Strengths and weaknesses
o Opportunities and threats
Describes the marketing strategy
proposal and discusses the strategies
to be used in each of the following:
o Product
o Price
o Place and
o Promotional strategies
Not Ready
Approaching – 3 to 1
One or more areas of
the marketing plan in
the “meets” section is
incomplete or not
discussed at all.
Student’s marketing
plan needs a lot of work
to demonstrate
understanding of
marketing terms and
concepts
Marketing plan is
incomplete
Customer profile
section is incomplete
Situation Analysis
section is incomplete
Marketing strategy
section is incomplete,
does not offer solutions
to marketing problem
identified
Criteria
Budget
5 points
Evaluation Plan
5 points
CTE Standard
5 points
Writing
5 points
Job Ready
Exceeds --5
Determines the costs of implementing the
marketing strategy solutions provided in the
Marketing Strategy Proposal section
 Determines ways to measure the proposed
solutions of the marketing plan
 Discusses specific methods that will be
used to track successes or lack of success
of proposed marketing plan
Student
 Shows depths of understanding of
educational and career options based upon
their marketing plan
 Demonstrates appropriate workplace
behavior in writing and professionalism in
marketing plan
 The marketing plan is a professional
document that can be included in their
career portfolio showing depth of
understanding of marketing
 Student’s uses their writing ability to explain
the marketing concepts and ideas in a
simple and understandable way
 Student’s ideas are clearly expressed
 Student’s writing shows depths of
understanding of marketing plan elements
and concepts
Quality Product
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5 points
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Student’s marketing plan is professionally
written and organized
Student shows the ability to create and
recognize quality products
Meet Standard(s) -- 4
Suggests possible costs of implementing
the marketing solutions discussed in the
Marketing Strategy Proposal section
 Lists specific methods that will be used
to track successes or lack of success of
proposed marketing plan
Not Ready
Approaching – 3 to 1
Budget section is
incomplete
Evaluation plan section
is incomplete
Student
 Shows understanding of educational
and career options based upon their
marketing plan
 Demonstrates appropriate workplace
behavior in writing
 The marketing plan is a career portfolio
document
Student’s marketing
plan needs work to
demonstrate
understanding and skills
of CTE standard
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Student’s writing needs
work
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Student’s uses writing to explain their
marketing concepts and ideas,
Reader is able to understand main
ideas of marketing plan
Student’s writing shows understanding
of marketing plan elements and
concepts
Student’s marketing plan is
understandable and organized
Student’s work shows quality
Writing does not explain
marketing plan or ideas
in a manner that is clear
or shows understanding
of marketing concepts
Student’s work needs a
lot of work to be
considered quality
product