This document outlines a rubric for evaluating a marketing plan assignment. It provides criteria for evaluating key components of the plan, including a mission statement, description of target markets and environmental factors, pricing and promotional strategies, product mix, and rationale for why the plan will succeed. Students can earn points for each section based on how fully and accurately they address the criteria. The rubric also evaluates writing components like organization, grammar, APA style, and tone.

1. LASA 2 Writing Rubric
NOTE: If a component is absent, student receives a zero for that
component.
Unsatisfactory
Emerging
Proficient
Exemplary
Assignment Components
Create a mission statement that best defines your company’s
goals and objectives and recognizes the company’s
responsibilities to its customers, its employees, and the
environment. (CO4)
Creates a mission statement that gives a general definition of
company’s goals and objectives and somewhat recognizes the
company’s responsibilities to its customers, its employees, and
the environment but limited detail is provided and critical
elements are missing.
Creates a mission statement that minimally defines company’s
goals and objectives and recognizes some of the company’s
responsibilities to its customers, its employees, and the

2. environment, but key elements are missing.
Creates a mission statement that clearly defines company’s
goals and objectives and recognizes the company’s
responsibilities to its customers, its employees, and the
environment.
Creates a mission statement that clearly defines company’s
goals and objectives in elaborate detail and draws complex
connections between the company’s responsibilities to its
customers, its employees, and the environment.
Describe the company’s target market for the product or
service, how it differs from the previous company, and include
any secondary markets that could be a potential target market.
(CO2)
Description of the company’s target market for the product or
service, how it differs from the company previously examined,
and explanation of secondary markets that may be a potential
target market is incomplete and missing critical elements.
Description of the company’s target market for the product or
service, how it differs from the company previously examined,
and explanation of secondary markets that may be a potential
target market is partially correct but missing key elements.
Description of the company’s target market for the product or
service, how it differs from the company previously examined,
and explanation of secondary markets that may be a potential
target market is accurate and complete.
Description of the company’s target market for the product or
service, how it differs from the company previously examined,
and explanation of secondary markets that may be a potential
target market is unique, imaginative and well supported.
Describe at least three micro-environment factors and at least
three macro environment factors which may have an impact on
the company’s marketing of this product. (CO1)
Description of at least three micro-environment factors and at
least three macro environment factors which may have an
impact on the company’s marketing of this product is
incomplete and inaccurate.

3. Description of at least three micro-environment factors and
three macro environment factors which may have an impact on
the company’s marketing of this product is partially correct but
additional details were warranted.
Description of at least three micro-environment factors and
three macro environment factors which may have an impact on
the company’s marketing of this product is accurate and
complete.
Description of at least three micro-environment factors and
three macro environment factors which may have an impact on
the company’s marketing of this product is thorough, contains
important details, facts and concepts and is well supported.
Describe pricing strategy for your product or service and how
strategy will be implemented (CO5)
Description of pricing strategy for product or service and how
strategy will be implemented contained limited or inaccurate
details and illustrates a lack of understanding of the concepts.
Description of pricing strategy for product or service and how
strategy will be implemented is partially correct but contains
errors which indicate an incomplete understanding of the
concepts.
Description of a clear pricing strategy for product or service is
included and an in-depth explanation of how the strategy will be
implemented is provided indicating an understanding of the
concepts.
Provided a detailed and well supported analysis of a pricing
strategy for product or service and strategy that will be
implemented illustrating a comprehensive understanding of the
concepts.
Describe three promotional efforts which could use to promote
product or service to intended consumer. (CO5)
Describes with limited and inaccurate details three or less
promotional efforts which could be used to promote product or
service to intended consumer.
Describes three promotional efforts which could be used to
promote product or service to intended consumer but key details

4. were missing to illustrate a complete understanding of
promotional concepts.
Complete description of three promotional efforts which could
be used to promote product or service to intended consumer
illustrating a solid understanding of promotional concepts.
Description takes an original, unique and imaginative approach
of three promotional efforts which could be used to promote
product or service to intended consumer illustrating a
comprehensive knowledge of promotional concepts.
Describe at least one additional product or service the company
might add to the product mix that would compliment the current
product or service. (CO5)
Provides an incomplete and inaccurate description of at least
one additional product or service the company might add to the
product mix that would complement the current product or
service.
Presents one or more additional product or service the company
might add to the product mix that would complement the current
product or service but some elements were missing.
Provides a complete analysis of one or more additional product
or service the company might add to the product mix that would
complement the current product or service.
Uses a variety of factors to elaborate on one or more additional
product or service the company might add to the product mix
that would complement the current product or service.
A summation of why you believe your plan will succeed and put
your product in the lead. (CO4)
Includes an inaccurate or incomplete summation of why the plan
will succeed and put this product in the lead.
Includes a summation of why the plan will succeed and put this
product in the lead but additional details were needed.
Includes a complete summation of why the plan will succeed
and put this product in the lead.
Includes a comprehensive summation with multiple sources on
why the plan will succeed and put this product in the lead.

5. Writing Components
Organization
Introduction
Thesis
Transitions
Conclusion
Introduction is limited or missing entirely.
The paper lacks a thesis statement.
Transitions are infrequent, illogical, or missing entirely.
Conclusion is limited or missing entirely.
Introduction is present but incomplete or underdeveloped.
The paper is loosely organized around a thesis that may have to
be inferred.
Transitions are sporadic.
Conclusion is present, but incomplete or underdeveloped.
Introduction has a clear opening, provides background
information, and states the topic.
The paper is organized around an arguable, clearly stated thesis
statement.
Transitions are appropriate and help the flow of ideas.

6. Conclusion summarizes main argument and has a clear ending.
Introduction catches the reader’s attention, provides compelling
and appropriate background info, and clearly states the topic.
The paper is well organized around an arguable, focused thesis.
Thoughtful transitions clearly show how ideas relate.
Conclusion leaves the reader with a sense of closure and
provides concluding insights.
Usage and Mechanics
Grammar
Spelling
Sentence structure
Writing contains numerous errors in spelling, grammar, and/or
sentence structure that severely interferes with readability and
comprehension.
Errors in spelling and grammar exist that somewhat interfere
with readability and/or comprehension.
Writing follows conventions of spelling and grammar
throughout. Errors are infrequent and do not interfere with
readability or comprehension.
The paper is basically error free in terms of mechanics.
Grammar and mechanics help establish a clear idea and aid the
reader in following the writer’s logic.

7. APA Elements
Attribution
Paraphrasing
Quotations
No attempt at APA format.
APA format is attempted to paraphrase, quote, and cite, but
errors are significant.
Using APA format, accurately paraphrased, quoted, and cited in
many spots throughout when appropriate or called for. Errors
present are somewhat minor.
Using APA format, accurately paraphrased, quoted, and cited
throughout the presentation when appropriate or called for.
Only a few minor errors present.
Style
Audience
Word Choice
Writing often slips into first and/or second person.
Word choice is consistently inaccurate, unclear, or
inappropriate for the audience.
Writing sometimes slips into first and/or second person.
Word choice is sometimes inaccurate, unclear, or inappropriate
for the audience.
Writing remains in third person throughout writing.
Word choice is accurate, clear and appropriate for the audience.

8. Writing remains professional in third person throughout writing.
Word choice is precise, appropriate for the audience, and
memorable.
Marketing Plan
Throughout this class you have examined the product or service
of a company and addressed market segmentation, pricing
strategies, the micro and macro-environments, and the important
role customers play in the success or failure of a given product.
Thinking about the company (facebook) and product or service
you have explored during this class, imagine that you are now a
competitor of that company. You are responsible for promoting
a product that is in direct competition with the product or
service you have been exploring.
Develop a marketing plan for your new company's product or
service.
The plan should be indicative of how your company's market
share will increase and include the following:
· Create a mission statement that best defines your company's
goals and objectives and recognizes the company's
responsibilities to its customers, its employees, and the
environment.
· Describe the company's target market for the product or
service and how it differs from the company you have been
exploring. Include any secondary markets that you see as a
potential target market.
· Describe at least three micro-environment factors and at least
three macro environment factors that may have an impact on the
company's marketing of this product.

9. · What pricing strategy will you use for your product or
service? How will you implement that strategy?
· Describe three promotional efforts you could use to promote
this product or service to your intended consumer.
· Describe at least one additional product or service the
company might add to the product mix that would compliment
the current product or service.
· A summation of why you believe your plan will succeed and
put your product in the lead. Be sure to cite examples from the
company and product or service you explored throughout the
modules and compare them to your plan for your new company
and product or service.
Assignment 1 Grading Criteria
Maximum Points
Created a mission statement that defines your company's goals
and objectives and recognizes the company's responsibilities to
its customers, its employees, and the environment.
36
Described the company's target market for the product or
service, how it differs from the company previously examined,
and included any secondary markets that may be a potential
target market.
32
Described at least three micro-environment factors and at least
three macro environment factors which may have an impact on
the company's marketing of this product.
36
Described pricing strategy for your product or service and how
strategy will be implemented.
32
Described three promotional efforts which could be used to
promote product or service to intended consumer.

10. 36
Described at least one additional product or service the
company might add to the product mix that would compliment
the current product or service.
32
Included a summation of why the plan will succeed and put this
product in the lead.
36
Written Components: Organization (16), Usage and Mechanics
(16), APA Elements (24), and Style (4)
60
Total:
300