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MBA/570 Marketing Plan Rubric
(Week 3)
Criterion Unsatisfactory Satisfactory Exceptional
1. Marketing Plan Approach (40%)
Executive Summary Did not complete an executive summary. Completed an executive summary introducing and outlining the marketing plan. In addition to meeting the requirements of satisfactory, justified the analysis, strategy, financials, and controls with industry standards, best practices, and concepts.
Situation Analysis Did not complete a situation analysis. Developed a situation analysis consisting of a market summary, SWOT analysis, competition survey, product offering, keys to success, critical issues, historical results, and the macroenvironment. In addition to meeting the requirements of satisfactory, justified the analysis with marketing concepts from the readings and research.
Marketing Strategy Did not develop a marketing strategy. Developed a marketing strategy consisting of a mission statement, marketing objectives, financial objectives, target markets, positioning, strategies, the marketing mix and marketing research. In addition to meeting the requirements of satisfactory, justified the strategy with industry best practices and marketing concepts.
Financials Did not complete a financials section. Developed a financials section consisting of a break-even analysis and a sales forecast. In addition to meeting the requirements of satisfactory, justified the financial numbers.
Controls Did not provide controls. Provided controls consisting of an implementation plan and contingency planning. In addition to meeting the requirements of satisfactory, justified the implementation with industry best practices and justified the contingency plan with thorough risk analysis and mitigation.
2. Understanding of Marketing and Customer Relationship Concepts (40%)
Understand Strategic Human Resource Concepts Did not bring in information from the readings or referenced fewer than 10 or more concepts or theories from the assigned...