BCO101 Marking Guides

8/12/2019 BCO101 Marking Guides

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BCO101 FUNDAMENTALS OF MARKETING (MARKETING PLAN)

BCO101 Rubric Assessment 3 Total Marks: 50%

Student Name & ID: Meng LI (266170)

ASSESSMENTCRITERIA

FAIL(Less than 50 %)

PASS(50% to 59%)

CREDIT(60% to 74%)

DISTINCTION(75% to 84%)

HIGH DISTINCTION(85% and Above)

MARKS

Written

Presentation:Report Format(3 Marks)

A report format is notused. No table ofcontents is provided.Formatting has majorerrors.

Some sections aremissing.No table of contents isprovided. Someformatting errors exist.

All major sections are included butsome sections seem out of place. Atable of contents is provided.Limited formatting errors exist.

All required sections areincluded but

one needs to be organized better. A

table of contents is provided. No

formatting errors exist.

All required sections areincluded,

and each is effectively organized. A

table of contents is provided. No

formatting errors exist.

2.5

Written

Presentation:Mechanics

(2 Marks)

Report has countlesspunctuation, spellingor capitalizationerrors.

Report has manypunctuation, spelling orcapitalization errors.

Report has some punctuation,spelling or capitalization errors.

Report has a fewpunctuation, spelling

or capitalization errors.

Report has nopunctuation, spelling

or capitalization errors.

1.5

TextOrganisation:

Structure

(5 Marks)

Written work isdisorganized to theextent that it prevents

understanding thecontent. There are noheadings.Inappropriate use ofcharts or tables; or,use of tables andcharts is indicated, butnot included.

Written work issatisfactorily organisedbut some areas are

difficult to understand.Some headings may bemissing. Tables andcharts are included, butare out of context or notlabelled.

Written work is generally good butone or two areas are difficult tounderstand. Some headings may be

missing. Tables and charts areincluded, but are difficult tounderstand (e.g., poorly labelled).

Written work is well organizedand easy to understand. Sectionsof the plan are marked with

appropriate headings. Tablesand charts are appropriatelyused and easy to understand, andcontribute to the ease of readingthe plan.

Written work isexceptionally wellorganized and easy to

understand. Sections ofthe plan are marked withappropriate headings.Tables and charts areappropriately used andeasy to understand, andcontribute to the ease ofreading the plan.

3.5

Text

Organisation:Grammar,

Readability

(5 Marks)

Simplistic, tends tonarrate or merelysummarize; illogicalarrangement of ideas.Language frequentlyweakened by clichs,

colloquialisms,repeated inexact word

choices.

Not consistentlylogically structured:narrates; digresses fromone topic to another;awkward use of words,numerous errors in style

and presentationincluding grammar.

Reasonably written and presented:some awkward transitions; somebrief, weakly unified orundeveloped paragraphs;arrangement may not appearentirely natural; contains extraneous

information. More frequentwordiness; unclear or awkward

sentences; imprecise use of wordsor overreliance on passive voice;

some distracting grammaticalerrors.

Well written and presentedreport:distinct units of thought inparagraphs; clear transitionsbetween developed, coherent, andlogically arranged paragraphs; a

few mechanical difficulties orstylistic problems; may make

occasional problematic wordchoices or syntax errors; use of aclich.

Wellconstructed report:

appropriate,clear, and smooth transitions;arrangement of organizationalelements seems particularly apt;uses sophisticated sentences

effectively; usually chooses wordsaptly; observes professionalconventions of written English andreport format.

3.5


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Content:Market

Analysis

(10 Marks)

Limited research skillsdemonstrated withirrelevant sources. Noor minimal

understanding of thetheory of tools formarket analysis.

Research demonstratesan attempt to usesources, but shows lessdepth in analysis. Info is

gathered from a limitedrange of electronic andnonelectronic sources.

Demonstrates an understanding ofthe theory of tools for marketanalysis. An attempt to use credibleand relevant sources.

Evidence of necessaryresearch skills.

Showed comprehension of the theories

for market analysis, but requires more

congruence with the research

conducted.

Evidence of broadresearch on

marketing. The effective usage of

research relevant to the market

analysis in conjunction with tools

presented in text book.

7

Content:MarketApplication

(10 Marks)

Lack of understandingof the tools for marketanalysis leads to theinability to apply tothe real life marketing.

Market analysis notapplied to support theargument. Insufficientmarket analysis fails toidentify the market, anddesign of market plan.

Tools are used, but notalwaysapplied to the market analysis. The

analysis needs more depth to be

used in a marketing plan.

Able to make decisionsAbout the relevance of info.Demonstrates indepth market

analysis that could be used in amarketing plan.

Demonstrate capabilityto apply the marketing analysisby using the theory and researchto new product situations.

5

Content:Application ofMarketing

Strategies

(10 Marks)

Unable to apply theanalysis to developand implement amarketing strategy forthe product, whichcould be integratedinto the marketingplan.

An attempt is made toapply the analysis todevelop and implementmarketing strategy forthe product, needs abetter fit for success inthe marketing plan.

Demonstrates an abilityto apply

the analysis to develop the

marketing strategy, but the

strategy and its implementation

need more integration into the

marketing plan.

Demonstrates an abilityto apply the

theory and analysis to develop a

marketing strategy for the product,

more support from the implementation

is required.

Demonstrates an abilityto apply the

theory and analysis to develop and

implement a marketing strategy for

the product integrated into the

marketing plan.

3

Research andReferencing

(10 Marks)

Limited research skillsdemonstrated. Verylimited range ofsources utilised.Major errors inreferencing.

Information is gatheredfrom a limited range ofelectronic and non

electronic sources.Not all information isdocumented correctly.Errors exist withcitations, andReferences. Foundinformation is notintroduced or analysedadequately.

Information is gatheredfrom agood range of electronic and non

electronic sources but could be

extended. Some minor

documentation errors exist but

student generally understands how

to cite sources; compile a

References page; and in general,

introduce and analyse found

information.

Demonstrates selectionof credible,relevant sources from relevant, quality

literature. Negligible documentation

errors exist; student understands how

to cite sources; compile a References

page; and in general, introduce and

analyse found information.

Evidence of broad,systematic andcreative research. Demonstrates

skilful use of high quality, credible,

relevant sources.Selection of

sources goes beyond the mainstream

literature. Report contains no errors

in documentation. Student

introduces and analyses found

information in a professional

manner.

5

Comments &Total Marks

STP Analysis: David Jones Market Segmentation is not detailed, information about Market Segmentation is generic. 7 P of Marketing: Process &

Physical Evidence were missing and you should relate about Marketing Promotion not Human Resource Promotion.Implementation Strategy and

Evaluation Metrics and Control: Information is very limited only 58 words instead of 200 words; in this section you should be discussing on timing of

promotional activities, when monitoring will take place, and how expansions likely will proceed.Section VI: Evaluation Metrics and Control is missing200 words (methods of undertaking Marketing Plan assessment in terms of quantitatively or qualitatively). Overall your Marketing Plan is lacking in

MARKETING STRATEGY & EVALUATION METRICS AND CONTROL PHASES.

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Documents

BCO101 Marking Guides