Provided by Dr. Karen Freberg. This rubric goes with the University of Louisville Brand Monitoring Assignment.

1. BRAND MEDIA MONITORING ASSIGNMENT RUBRIC
Exceeds Standard
(100%)
Meets Standard
(80%)
Below Standard
(60%)
Needs Development
(40 and below %)
Overview
(10%)
● Demonstrates a complete
understanding of the key concepts and
brand presented.
● Provides new insights and exceeds
expectation/
● Shares additional references as
evidence of background of brand.
● Highlights all of the components (ex.
Timeline, current standing in the
industry, major events the brand has
experienced) in great detail.
● Demonstrates a complete
understanding of the key
concepts and brand
presented.
● Citations and references are
used as evidence in overview
of the brand.
● Highlights all of the
components outlined in this
section of the paper.
● Displays an incomplete
understanding the
important concepts and
notable missing
elements.
● Writing and presentation
is below expectations.
● Minimal citations.
● Only focuses on a few
sections outlined in the
paper.
● Failure to meet expectations of
the section.
● Does not have an overview of the
brand or is missing section.
● Not punctual. Sentence structure
is not professional or formal.
● No citations or references for
brand.
● Incomplete section and missing
components outlined in the
paper.
Situational
Analysis
(10%)
● Identifies problem and opportunity, but
integrates new insights and data as
evidence.
● Identifies problems and
opportunities for the brand.
● Rationale for why the brand is
experiencing a problem or
needs to address an
opportunity is listed.
● Identifies problems and
opportunities, but it is
incomplete.
● Rationale is not complete
in identifying problem or
opportunity.
● Does not identify a problem or
opportunity.
● Incomplete or missing rationale
for identifying a problem or
opportunity.
Comprehensive
Media Report
(40%)
● Graphics and sections are highlighted
and explained professionally.
● Analysis is professional and ties into
direct insights from the data.
● Integrates additional resources to
provide further explanation for the
results.
● Discusses implications of the data and
recommendations that need to be
taken.
● Presentation of the report and analysis
exceeds expectations.
● Graphics and sections are
highlighted and explained in a
concise manner.
● Ties in graphics with analysis.
● Discusses implications from
data with recommendations.
● Presentation of the analysis
and graphics meets
expectations.
● Graphics and sections
are incomplete.
● Analysis is not written in
a professional manner.
● Graphics and
interpretation of the
results are both
incomplete or have a few
misinterpretations.
● Presentation is below
expectations.
● Analysis and graphics are
missing.
● Interpretation of the data is
missing and not correct.
● Presentation of the analysis and
report is not professional.
Summary
(10%)
● Excellent summary statement.
Summarizes the key findings from the
media analysis.
● Provides a strong call to action for
recommendations the brand needs to
make.
● Provides additional insights for next
steps based on the data.
● Written professionally.
● Complete summary
statement. Summarizes the
key findings from the media
analysis.
● Formatted to meet
expectations.
● Writing style and length meets
expectations.
● Incomplete summary
statement.
● Summarizes key findings,
but missing key points
from the report.
● Formatted that is below
expectations.
● Writing style and length
falls below expectations.
● Missing summary statement.
● Does not capture all of the
insights collected from the report.
● Writing style fails to meet
expectations.

2. References
(10%)
● Exceeds expectations for number of
sources cited.
● Cites references and has proper APA
style and in-text citations.
● Citations integrate both professional
and industry resources/articles.
● >10 citations of articles, reports, and
resources.
● Meets the reference style and
number requirement.
● Cites references and has
proper APA style and in-text
citations.
● References from some
industry resources.
● Some citations need to be
fixed.
● >5 citations of articles,
reports, and resources.
● Below expectations for
the number of citations.
● Cites references, but the
format is not complete.
● Mistakes in the formal
and in-text citations.
● Only online references
are used.
● Not following a consistent
citation style.
● <5 citations of articles,
reports, and resources.
● No references attached to the
paper.
● Not formatted professionally in-
text or in the formal reference list.
● Uses references that are not on
the approved list (ex. Wikipedia).
Writing
Style
(10%)
● Sentence structure and grammar is
excellent.
● Spelling and citation style exceeds
expectations.
● No spelling errors.
● Sentence structure and
grammar meet expectations,
but there are a few mistakes
in paper.
● Below expectations for
writing presentation.
● Writing needs a more
thorough edit to address
sentence structure and
grammar issues.
● Several key mistakes are
noted in the paper
pertaining to punctuation,
grammar, and spelling.
● Fails the minimum standard for
proper writing style.
● No proper use of grammar
presented in the paper.
● Numerous spelling mistakes.
Presentation of
Branding
Report
(10%)
● Exceeds expectations for presentation.
● Ready to be included in professional
portfolio.
● Goes above to make it formatted in a
professional template and organized in
a way that is visually pleasing.
● Meets expectations.
● Formatted professionally and
is organized.
● Each section is in order.
● With a few edits, would be
ready to be included in
professional portfolio.
● Use of traditional template for
media monitoring report.
● Presentation falls below
expectations.
● Presentation is not
consistent.
● Would need significant
changes and edits in
order to be included in
professional portfolio.
● Not formatted in a
professional or traditional
template.
● Presentation falls below
expectations and is in draft
format.
● Presentation is not ready to be
shared with professional
community.
● Major edits and necessary
revisions are necessary.
● Not formatted.
SCORE: ADDITIONAL COMMENTS: