The document outlines the criteria for evaluating a marketing plan assignment. It is divided into 4 sections that will be assessed: content knowledge understanding, application of marketing strategies, explaining financials, and identifying controls and timelines. Each section describes the levels of performance from unsatisfactory to exemplary in communicating knowledge and applying marketing concepts. Written communication will also be evaluated based on grammar, style, and organization. The assignment requires demonstrating understanding of developing a situational analysis and designing a marketing strategy that addresses objectives, positioning, marketing mix, research, sales forecasting, and profit targets.

1. LASA 2—The Marketing Plan
Assignment Component
Unsatisfactory
Emerging
Proficient
Exemplary
Score
Content Knowledge:
Understanding
Communicates understanding of developing a situational
analysis:
Market summary
SWOT analysis
Competitor analysis
Product offering
Keys to success
Critical issues
Pricing
Response does
not incorporate analysis or synthesis of central concepts of the
assigned topic.
Response reflects lack of understanding of the specific topic
within the discipline.

2. Response provides inaccurate supporting details and irrelevant
examples.
Response
incorporates minimal analysis and synthesis of central concepts
of the assigned topic.
Response reflects a superficial understanding of the specific
topic within
the discipline.
Response provides few details and examples.
Response
incorporates analysis and synthesis of central concepts of the
assigned topic.
Response reflects understanding of the nature
of the specific topic within the discipline and its
applications in contemporary times.
Response provides necessary details and specific examples.
Response
incorporates in- depth analysis and synthesis of central concepts
of the assigned topic leading to new conclusions and
recommendations.
Response reflects a thorough understanding of the nature of the
specific topic within the discipline and its applications in
contemporary times.
Response provides a variety of insightful details and specific
examples that consider different perspectives.
/ 60
pts
Content Knowledge:
Application Component 1

3. Communicates the ability to design a marketing strategy:
Mission
Marketing objectives
Product positioning
Marketing mix (4P’s)
Marketing research
Response
exhibits substantial gaps in knowledge of the disciplinary
content knowledge.
Response provides a minimal explanation of the specific issue
within the context of the topic area.
Response fails
Response
exhibits some gaps
in knowledge of the disciplinary content knowledge.
Response discusses the specific issue superficially within the
context of the topic area using a few details.
Response
demonstrates a working command of the disciplinary content
knowledge.
Response examines the specific issue within the context of the
topic area using relevant details and examples.
Response
demonstrates an exemplary understanding of the disciplinary
content.

4. Response provides an in- depth discussion of the specific issue
within the context of the topic area using relevant details and
numerous examples.
Response
/ 60
pts
Page 1 of 4
Marketing Planning and Strategy
©2012 Argosy University
to provide
supporting details or examples.
Response
relates the specific aspect of the issue to applicable areas within
the discipline.
Response is supported by current literature but is not
consistently done.
Response
analyzes the specific aspect of the issue to applicable areas
within the discipline and their relevance to real-world contexts.
Response is adequately supported by current and relevant
literature.
analyzes the
specific aspect of the issue to applicable areas within the
discipline and provides insightful recommendations related to
real- world contexts.
Response is supported by current and relevant literature based

5. on sound theories and best practices leading to effective
conclusions.
Content Knowledge:
Application Component 2
Communicates the ability to explain the financials:
Sales forecast
Profit targets
Response
exhibits substantial gaps in knowledge of the disciplinary
content knowledge.
Response provides a minimal explanation of the specific issue
within the context of the topic area.
Response fails to provide supporting details or examples.
Response
exhibits some gaps
in knowledge of the disciplinary content knowledge.
Response discusses the specific issue superficially within the
context of the topic area using a few details.
Response relates the specific aspect of the issue to applicable
areas within the discipline.
Response is supported by current literature but is not
consistently done.
Response
demonstrates a working command of the disciplinary content
knowledge.
Response examines the specific issue within the context of the

6. topic area using relevant details and examples.
Response analyzes the specific aspect of the issue to applicable
areas within the discipline and their relevance to real-world
contexts.
Response is supported by current and relevant literature.
Response
demonstrates an exemplary understanding of the disciplinary
content.
Response provides an in- depth discussion of the specific issue
within the context of the topic area using relevant details and
numerous examples.
Response analyzes the specific aspect of the issue to applicable
areas within the discipline and provides insightful
recommendations related to real- world contexts.
Response is supported by current and relevant literature based
on sound theories and best practices leading
/ 60
pts
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Content Knowledge:
Application Component 3
Communicates the ability to identify the control:
Milestones
Implementations and timelines
Response
exhibits substantial gaps in knowledge of the disciplinary
content knowledge.
Response provides a minimal explanation of the specific issue
within the context of the topic area.
Response fails to provide supporting details or examples.
Response
exhibits some gaps

10. in knowledge of the disciplinary content knowledge.
Response discusses the specific issue superficially within the
context of the topic area using a few details.
Response relates the specific aspect of the issue to applicable
areas within the discipline.
Response is supported by current literature but is not
consistently done.
Response
demonstrates a working command of the disciplinary content
knowledge.
Response examines the specific issue within the context of the
topic area using relevant details and examples.
Response analyzes the specific aspect of the issue to applicable
areas within the discipline and their relevance to real-world
contexts.
Response is supported by current and relevant literature.
Response
demonstrates an exemplary understanding of the disciplinary
content.
Response provides an in- depth discussion of the specific issue
within the context of the topic area using relevant details and
numerous examples.
Response analyzes the specific aspect of the issue to applicable
areas within the discipline and provides insightful
recommendations related to real- world contexts.
Response is supported by current and relevant literature based
on sound theories and best practices leading to effective

11. conclusions.
/ 60
pts
Content Knowledge:
Application Component 4
Communicates the ability to write a summary
Response
exhibits substantial gaps in knowledge of the disciplinary
content knowledge.
Response provides a minimal explanation of the specific issue
within the context of the
Response
exhibits some gaps
in knowledge of the disciplinary
content knowledge.
Response discusses the specific issue superficially within the
context of the topic area
Response
demonstrates a working command of the disciplinary content
knowledge.
Response examines the specific issue within the context of the
topic area using relevant
Response
demonstrates an exemplary understanding of the disciplinary
content.
Response provides an in- depth discussion of the specific issue
within the context of the topic area using relevant details and
numerous
/ 40
pts

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topic area.
Response fails to provide supporting details or examples.

14. using a few
details.
Response relates the specific aspect of the issue to applicable
areas within the discipline.
Response is supported by current literature, but is not
consistently done.
details and
examples.
Response analyzes the specific aspect of the issue to applicable
areas within the discipline and their relevance to real-world
contexts.
Response is supported by current and relevant literature.
examples.
Response analyzes the specific aspect of the issue to applicable
areas within the discipline and provides insightful
recommendations related to real- world contexts.
Response is supported by current and relevant literature based
on sound theories and best practices leading to effective
conclusions.
Written
Communication/Personal
Effectiveness
Conveys through written word understanding and application of
academic writing that has proper grammar, spelling, and
attribution.
Writing is disorganized
and lacks appropriate APA style and format.

15. Writing is unclear and includes major grammatical and usage
errors.
Writing shows gaps with
respect to organization and rhetoric and has some errors with
respect to
APA style and format.
Writing is somewhat clear but includes some major grammatical
or usage errors.
Writing is concise and
clear in content, language use, grammar, organization,
and sentence
structure.
Writing is free of major grammatical and usage errors.
Writing is professional and
scholarly, reflecting mastery of content, language use, grammar,
organization, and
sentence structure.
Writing is cohesive, convincing, and well composed.
/ 20 pts
Total:
/ 300 pts
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