PROBLEM-SOLVING STANDARDS — MARKETING — UNISA
Adapted from the AAC&U VALUE Rubrics and acknowledged with thanks. See Assuring Graduate Capabilities
Definition: Problem solving is the process of designing, evaluating and implementing a strategy to answer an open-ended question or achieve a desired goal.
Novice to Competent categories
Define Problem
Beginner
Students after their first year can …
Demonstrate a limited ability to identify a
marketing problem, or relevant internal and
external factors.
Novice
Students after their second year can …
Demonstrate an ability to identify marketing
problems, and consider some relevant internal
and external factors in a superficial manner.
Competent
Graduates can …
Demonstrate an ability to identify marketing
problems, and consider most relevant internal
and external factors in a comprehensive manner.
Identify Strategies
Identify one or more possible marketing
Identify at least one marketing strategy for
strategies for the problem that may not apply to solving the problem that applies to the specific
the specific context.
context.
Propose Solutions/Hypotheses
Propose a generic marketing solution in response Propose a generic marketing solution/hypothesis Propose in some detail one or more marketing
to a given strategy (approach) that is vague, lacks in response to a given strategy that has some
solutions/hypotheses in response to a given
detail and/or only partially responds to the
detail and approximately responds to the specific strategy, and respond to the specific problem
specific problem and its context.
problem and its context.
and its context (whether the context includes
ethical, logical, cultural or other factors).
Evaluate Potential Solutions
Evaluate marketing solutions superficially (for
example, cursory, surface level explanation).
May consider one or more of the following:
contextual factors (internal and external), the
relevance of the solution, and the feasibility of
the implementation of the solution.
Implement Solution
Consider implementation of a solution, but only Select a marketing solution for implementation. Select a marketing solution for implementation,
in routine situations.
The implemented solution may address relevant considering decision-maker objectives. Consider
contextual factors (internal and external).
how it might be implemented. Reflects on
process, selected solution, and achievement of
decision maker objectives at a later date.
Exemplars
Provide an analysis and recommendations
Reflect on key points in articles or lectures,
Write a reasonably rigorous marketing plan.
regarding a marketing case situation, but failing explain their relevance to a marketing problem,
to cover some key issues adequately.
and apply those to synthesize a solution.
Evaluate marketing solutions briefly (for
example, explanation lacks depth). May consider
two or more of the following: decision-maker
objectives, relevant contextual factors (internal
and external), relevance of the solution, and
feasibility of the implementation of the solution.
Set suitable objectives and identify a range of
problem-oriented marketing strategies for the
problem that account for the specific context.
Evaluate marketing solutions adequately (for
example, contains thorough explanation).
Consider most of the following: decision-maker
objectives, relevant contextual factors (internal
and external), relevance of the solution,
feasibility of the implementation of the solution,
and likelihood of success.
Support for this resource has been provided by the Australian Learning and Teaching Council Ltd, an initiative of the Australian Government Department of Education, Employment and Workplace Relations. The views expressed in this
resource do not necessarily reflect the views of the Australian Learning and Teaching Council. Last updated May 2011.